Do you have any examples of how to sell people what they want and then give them what they need?

You first need to figure out what they think they want. Let me give you an example.  

Marie Forleo has a book, Become So Irresistible Every Man Will Want You, about self-love, but she leads with the idea of becoming irresistible so that the men around you want to date you. (That’s what the customer wants, to find their Mr. Right.) As she gets deeper into the book, she says that if you don’t love yourself, no one’s going to love you — not the way you want to be loved. But she eases into that. She first had to figure out what they want. 

You should start out the same way. When you have a topic that people don’t know they even need, or a topic that’s not sexy enough so it’s hard to lead with, you lead with what they want and then ease into what they need. 

Hone-in on your copywriting to touch on those pain points and/or desires first, and then lead them into that mindset. Sometimes it takes a little while if they have a big leap from where they are to where you want to get them, but it very much can be done.