The flyer on the wall at the Y proclaimed, "March: Beginner Swim Lessons!"

And my first thought was, "That sounds awful. Dreadful! Boring, and freezing cold. NO."
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Then I read a little farther down: "Teach your child to float, swim to the wall, and exit safely."  I moved to being curious, and kept scanning.
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Then the flyer said, "Drowning is the second leading cause of death among children in Idaho."


Suddenly, I was a HECK YEAH. I went to the desk and signed up. I didn't ask about the price.
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How you position what you sell, matters. "Swim Lessons" unto themselves sound to me like an opportunity to be miserably cold for 40 minutes. But when the risk of drowning was contrasted with the result of getting my kid closer to water safety, I couldn't sign up fast enough and I was indifferent to the price. 
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In case I'm not being overt enough...

For some business owners, "Meet with your accountant monthly to discuss financials," sounds like an opportunity to be miserable for 40 minutes. Instead, go for the risk of not understanding money, and what the business owner gets when she does move closer to understanding her money.