“Problem-Solution”: The Simple Formula for Writing Content That Sells (Without Sounding Salesy)
When we write content for a website for organic SEO, for a Facebook post or for a marketing email, our goal isn’t just to inform – it’s also to connect, persuade and, above all, get potential customers to take a step. But how do you do that without sounding like a “carpet salesman” or making customers run away?
The answer is simple: use the “magic formula” of “problem-solution”. It’s an age-old approach in marketing and writing that proves itself again and again, and it works because it speaks straight to the customer’s heart and mind. Let’s understand how it works and why it’s so effective – it matters when you’re building a website too.
Why does the “problem-solution” formula work so well?
Think of yourselves as consumers. When do you look for something? When you have a problem!
- Thirsty? You look for water.
- Leaking faucet? You look for a plumber.
- Website not working? You look for a website expert.
People don’t buy products and services just because they exist. They buy them to solve a problem or relieve some kind of pain. The “problem-solution” formula connects to exactly that point:
- It identifies with the customer: It shows the customer that you understand them – their difficulties and their needs. This builds trust and creates an immediate connection.
- It creates a need: When you bring the problem to the surface, you make the customer feel it again, and then they’re more open to receiving the solution.
- It presents you as the savior: You’re not just “another business”. You’re the ones who can make their life easier and save them time, money or headaches.
- It’s customer-focused, not business-focused: Instead of talking only about how big and good you are, you talk about the customer and what’s bothering them. That’s much more persuasive.
How do you apply the “problem-solution” formula step by step?
It’s a simple formula made up of two main stages:
Stage 1: Presenting the problem (or the pain)
In this stage, you describe the problem the potential customer is experiencing. Think about their pain points, frustrations and challenges. Describe them vividly and clearly, so the customer says to themselves, “Yes! That’s exactly how I feel!”.
Questions to help you identify the problem:
- What keeps my customers from sleeping well at night?
- What frustrates them?
- What difficulty are they experiencing?
- What dream do they want to fulfill, and what’s stopping them?
- What “mess” exists in their life or business?
Examples of a “problem” depending on the business:
- If you’re web designers: “Does your website feel outdated, slow, and just not bring in customers?”
- If you’re business consultants: “You’re good at what you do, but feel you’re working too hard and not seeing enough profit?”
- If you’re plumbers: “Fed up with that annoying dripping faucet, but putting off the repair because you’re worried about a ‘cowboy plumber’?”
- If you’re fitness trainers: “You want to get in shape, but you lack motivation and don’t know where to start?”
Tip: Use everyday language, just as you’d talk to a friend. Avoid jargon.
Stage 2: Presenting the solution (your product or service)
After you’ve presented the problem and made the customer identify with it, it’s time to present your product or service as the perfect solution. Here you talk about the benefits (not just the features!) and how you make the customer’s life easier.
Questions to help you present the solution:
- How exactly does my product/service solve the problem presented?
- What pain does it relieve?
- What tangible benefit does it give the customer?
- How does it save time/money/energy?
- How does it improve their quality of life/business?
Examples of a “solution” depending on the business (following the problem examples):
- If you’re web designers: “With a professional, fast website built by us, you’ll attract customers, build trust, and watch your business grow online.”
- If you’re business consultants: “We’ll help you build a clear strategy, streamline processes and maximize profits, so you work smarter, not harder.”
- If you’re plumbers: “Call us for a fast, professional repair. We’re reliable and transparent, and you’ll get peace of mind with work that lasts.”
- If you’re fitness trainers: “Join our personal training program, and we’ll make you fall in love with fitness, feel strong and healthy, and reach the results you’ve always wanted.”
Tip: Always end with a clear call to action: “Contact us now”, “Leave your details”, “Buy here”.
The “magic” formula in action:
Let’s see what it looks like in a full article or a marketing paragraph:
Example 1: A digital marketing business
- Problem: “Tired of advertising on Facebook and Instagram and feeling like you’re throwing money away? You see your competitors with lots of followers and engagement, and you don’t understand where you’re going wrong?”
- Solution: “We’re experts in building winning social media campaigns. We’ll build a personalized strategy for you, create captivating content and manage your campaigns so you reach the right audience, increase engagement and see real results. Contact us for a free initial consultation!”
Example 2: An English course
- Problem: “Do you dream of speaking English confidently, but feel embarrassed? Have you tried learning on your own, only to give up on tedious grammar lessons without seeing progress?”
- Solution: “Our innovative digital course focuses on speaking and fluency. No exhausting grammar – with practical, fun methods, you’ll start speaking English confidently from the very first lesson. Sign up now and get a free trial lesson!”
In summary
The **”problem-solution”** formula is a simple, powerful and effective tool for writing content that sells. It lets you speak your customers’ language, understand their needs, and present yourself as their savior. Remember: don’t sell products or services – sell solutions! When you adopt this approach, you’ll see your content become far more persuasive and bring you more customers.
At WSO, we know how to write content that speaks to customers, solves their problems and makes your business stand out. Whether you need service pages, blog articles or newsletters, we’re here to help! Contact us today and together we’ll build a content strategy that sells.
