People don't want to see the pain.

They want to see what life looks like after the product works.

What happens when we show someone struggling… versus someone confidently using the product?

We ran a test for a DTC brand. Same script. Same targeting. Only one thing changed—what people saw first. Here's what we learned…

The struggle-only ad? Highest click-through rate. People were curious.

But here's the kicker: zero conversions.

The solution-focused ads? Both crushed it with +35% better ROAS. Identical performance despite completely different visual styles.

"Problem" visuals earn interest. But "solution" visuals build desire.

Take your current best-performing ad. Make two versions:

Version A: Opens with the problem

Version B: Opens with the solution working

Use the same script + same targeting. Only change the opening visual/banner copy.