Problem. Solution. That's it. No acronyms. No fancy steps. Just the most direct path between "I have a problem" and "take my money."
Problem-Solution is exactly what it sounds like. Name the problem. Present the solution. No extra steps. No agitation. No elaborate story. Just two moves. It works because sometimes the problem is already painful enough — you don't need to twist the knife. Your audience is already searching for a fix. They don't need a lecture or a story. They need to see that you understand the problem and you have the answer. It's the fastest framework to write, the easiest to test, and often the highest-performing for products with obvious, well-known pain points.
Step by Step
State the problem clearly and specifically. Use the exact words your audience uses to describe it. No fancy language. No buildup. Just name the thing that's bugging them.
Example
“Your water bottle leaks in your bag. Every. Single. Time.”
Present your product as the fix. Show exactly how it solves that specific problem. Don't list 10 features — focus on the one that directly answers the problem you named.
Example
“This one has a triple-lock lid. Flip it upside down, shake it, throw it in your bag sideways. Nothing comes out. Guaranteed.”
Real Example
A real Facebook ad example you can swipe and adapt for your product.
Brand Name
Sponsored
Your water bottle leaks. This one doesn't.
Stop ruining your bag → Lifetime leak-proof guarantee [link]
Problem-Solution is your default when the problem is obvious and your audience already knows they have it. Leaky bottles, slow software, expensive subscriptions — problems that don't need explanation. It's also the best framework for search ads (Google, Bing) where people are already looking for a solution. And it's the fastest to write when you need 10 ad variations in an hour.
Pro Tips
The simpler the problem, the better this framework works. "Your bottle leaks" is perfect. "You're not living your best life" is too vague — use a different framework for that.
Name the problem in 10 words or fewer. If it takes more than that, the problem isn't obvious enough for Problem-Solution. You might need PAS or AIDA instead.
Your solution should directly mirror the problem. "Bottle leaks → This one doesn't." "Software is slow → This loads in 2 seconds." The tighter the mirror, the stronger the ad.
Problem-Solution is the best framework for testing hooks. Write 10 different problems, same solution. The winning problem statement becomes your control ad.
Don't overthink this framework. Its power is in its simplicity. If you catch yourself adding extra steps, you're no longer doing Problem-Solution — you're doing PAS or AIDA. That's fine, but be intentional about it.
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FAQ