Technology and it's "real world" application
I find students often don't realize the every day impact of utilizing technology, and or basic computer knowledge as it applies to their field. (we are a culinary school). Getting them to see the application by using every day sales reports, revenue statements etc. and how they are generated really helps.
I instruct an electrical course. The students come into the course believing that its very difficult and hard. They always state that they can take apart an engine and perform routine maintenances, but when it comes diagnosis of electrical systems they don't understand or shy away from doing the systems. I explain to them that with the ever evolving technologies in the field, that being proficient and understanding the systems on our vehicles will make them a more valuable technician to the employer.
We have the same struggles with our students studying to be medical assistants. Their fear of technology is hard to overcome in the classroom which is amazing, because they use their cell phones constantly. They have a hard time seeing themselves use computers as much as we tell them they will when they get into the field.