What is the Problem-Solution framework?
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 that 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.
How the Problem-Solution framework works
- 1
Problem
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.”
- 2
Solution
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.”
Example ad written with Problem-Solution
Example brand
Sponsored
Your water bottle leaks. This one doesn't.
Triple-lock lid. Turn it upside down. Shake it. Throw it in your bag sideways next to your laptop. Nothing comes out. Not "leak-resistant." Not "mostly leak-proof." Zero leaks. We tested 10,000 units before shipping a single one. Every bottle passed a 24-hour upside-down test. Also: keeps drinks cold for 24 hours, fits every standard cup holder, and the lid opens with one hand so you're not doing that awkward two-hand twist while driving. 200,000 sold. 4.9 stars. The #1 complaint in every review? "I wish I'd found this sooner."
Stop ruining your bag → Lifetime leak-proof guarantee [link]
When to use Problem-Solution
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.
How to get the most from Problem-Solution
- 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.
Use it in Tartol
Copywriter does not ask you to pick a framework. Find an ad that already follows this structure, then paste it into Copywriter as a reference so the copy for your product keeps its beats.