How to make your ads 10x more relevant

Most brands are still making their ads less relevant than they need to be.

Not because the angle is wrong.

But because they describe the problem way too broadly.

They say things like:

> “You struggle with brain fog.”

Or:

> “You have low energy.”

Technically relevant.

But still weak.

Because your customer already knows the symptom.

What makes someone stop scrolling is when you describe the exact moment they experience it.

The moment where they think:

> “Fuck, that's literally me.”

That is the difference between explaining a problem and making someone recognize themselves inside the ad.

In this guide I will explain:

• Why broad problem callouts underperform
• What a micro-situation actually is
• The 7-part framework we use to build relevance
• How every part moves someone from recognition to buying intent
• How to research the moments your customer actually experiences
• How to turn those moments into stronger hooks

To make it practical, I’ll use one example throughout the guide:

The 2:30 PM brain fog / energy crash.

Not because this framework only works for health offers.

But because it makes the difference between a broad symptom and a recognizable moment extremely easy to see.

What is a micro-situation?

Most brands think relevance comes from calling out the right problem.

It doesn't.

A micro-situation is the specific moment where the problem becomes real in someone’s day-to-day life.

For example:

Broad problem:

> “You struggle with brain fog.”

Micro-situation:

> “You open your laptop after lunch, read the same email three times and still can’t process what it says.”

Same problem.

Completely different level of recognition.

The goal is not just to make someone understand the message.

The goal is to guide them from:

> “Yeah, I know that problem.”

to:

> “That is literally what happens to me.”

That is the biggest difference.

A broad problem creates relevance at category level.

A micro-situation creates relevance at personal experience level.

Why micro-situations work

A cold viewer usually has three problems:

1. They recognize the symptom, but not necessarily the pattern
2. They have their own explanation for why it happens
3. They do not yet understand why your solution is relevant to that moment

A strong ad solves all three.

Instead of opening with the diagnosis, you start with something they already know is true:

• Where they are
• What they are doing
• What time it happens
• What they feel
• What they think in that moment
• What they normally blame it on

Then you use that recognition to guide them toward the actual explanation.

This is the framework:

<aside>

→

MICRO-SITUATION → SYMPTOM → INNER REACTION → FAILED EXPLANATION → PATTERN RECOGNITION → ROOT CAUSE → MECHANISM

</aside>

That is what we recently used inside a 5+ minute TED talk style ad.

The important part is not copying the exact wording.

The important part is understanding WHY every step exists.

When should you use this framework?

This framework is especially strong when:

1. Your audience already knows the symptom

If someone already knows they have brain fog, saying “brain fog” again does not create much attention.

You need to go one level deeper.

Show them WHEN it happens.

2. The problem happens repeatedly

Recurring problems create patterns.

Examples:

• Waking up at 3 AM
• Crashing every afternoon
• Knee stiffness when standing up
• Losing focus after lunch
• Feeling bloated after specific meals

These are perfect situations because people already recognize the repetition.

3. Your product requires education

If the solution needs explanation, you usually do not want to start with the mechanism.

You first need relevance.

Then explanation.

4. Your market is competitive

Everyone can say:

> “More energy.”

> “Better sleep.”

> “Less pain.”

Few brands describe the actual moment better than the customer can describe it themselves.

That becomes an advantage.

5. You are writing long-form ads

The longer the ad, the more important the opening sequence becomes.

A 5-minute ad needs to earn attention before it can educate.

Recognition is how you earn it.

When should you NOT overcomplicate it?

You probably do not need this entire framework when:

• The product is extremely simple
• The purchase is fully impulsive
• The problem is already hyper-specific
• The ad only needs one quick proof point
• Adding explanation creates more friction than value

Do not force seven steps into every 20-second ad.

Use the framework when the buyer needs to move from recognition → understanding → belief.

The psychology behind the framework

Before breaking down the seven steps, you need to understand what is happening psychologically.

Principle 1: Recognition before explanation

People pay more attention to things that feel personally relevant.

That is why this:

> “You have low energy.”

Is weaker than:

> “It’s 2:30 PM, you’ve already had your second coffee and you’re still staring at your screen trying to force yourself through the rest of the workday.”

The second version does not explain anything yet.

It simply creates recognition.

And recognition earns you the right to explain.

Principle 2: Self-identification

A strong ad makes the viewer identify themselves before you label them.

Instead of saying:

> “You are someone with afternoon fatigue.”

You show the exact situation.

The viewer makes the conclusion themselves.

That creates less resistance.

Principle 3: Specificity creates credibility

Specific moments feel researched.

Broad symptoms feel like advertising.

If you can describe the exact moment someone experiences the problem, they naturally assume you understand the problem better.

That increases trust before you have even introduced the product.

Principle 4: Pattern recognition

One bad afternoon can be random.

The same thing happening every afternoon is a pattern.

The moment the viewer recognizes the repetition, they become more open to a deeper explanation.

Principle 5: Belief replacement

People already have an explanation in their head.

Usually something simple:

• I slept badly
• I need more coffee
• I’m stressed
• I’m getting older
• This is just normal

You cannot replace that belief effectively if you ignore it.

A strong ad first acknowledges the existing explanation.

Then replaces it.

Principle 6: Progressive awareness

Do not start with the mechanism.

Build awareness step by step.

A strong flow looks like this:

1. Recognizable moment
2. Symptom
3. Emotional reaction
4. Existing explanation
5. Repeated pattern
6. Root cause
7. Mechanism

That is exactly what this framework does.

The complete relevance framework

Step 1: Start with the MICRO-SITUATION

This is the most important part of the entire framework.

Your goal is not to call out the symptom.

Your goal is to put the viewer inside a moment they already know.

Example:

> “It’s 2:30 PM. You open your inbox, read the same email three times and somehow none of it sticks.”

What this step is trying to achieve

The first goal is not education.

The first goal is recognition.

The viewer should not have to think:

> “Does this apply to me?”

They should instantly know.

Psychology behind it

Specificity

Time, place and behavior make the situation feel real.

Self-identification

The viewer labels themselves through recognition.

Attention through relevance

You are not trying to create curiosity with clickbait.

You are creating curiosity through accuracy.

Framework to copy

Build the first line around:

• A specific time
• A specific place
• A specific action
• A repeated routine
• A moment of frustration

Examples:

> “You wake up at 3:17 AM, check the clock and already know you’re not falling back asleep anytime soon.”

> “You stand up after dinner and your knee needs the first few steps before it finally loosens up.”

> “You finish lunch feeling fine, then an hour later your jeans suddenly feel tighter around your stomach.”

The first part should feel effortless to recognize.

Step 2: Describe the SYMPTOM

Now describe what is happening inside that moment.

Example:

> “Your brain feels slow. You can read the words, but it takes way more effort than it should to actually process them.”

What this step is trying to achieve

Turn the situation into a clear problem.

The situation creates relevance.

The symptom gives it a name without needing to literally name the diagnosis.

Psychology behind it

Problem awareness

The viewer moves from recognizing the moment to recognizing what is wrong inside that moment.

Concrete language

Observable symptoms are stronger than abstract labels.

Instead of:

> “Low cognitive performance.”

Use:

> “You keep rereading the same sentence.”

Framework to copy

Describe what they can actually notice:

• What gets harder?
• What changes physically?
• What can they suddenly not do?
• What do they feel in their body?

Keep it simple.

Step 3: Show the INNER REACTION

This is what happens in their head because of the symptom.

Example:

> “And you start getting annoyed with yourself because the morning was productive and now even basic work suddenly feels difficult.”

What this step is trying to achieve

Make the problem emotional without forcing emotion.

You do not need dramatic copy.

You need the actual thought the person has in that moment.

Psychology behind it

Emotional mirroring

When you describe the thought they already have, the ad feels more personal.

Trust

People trust messaging that reflects their internal experience accurately.

Where to find this

Do not invent these reactions from scratch.

Look inside:

• Reviews
• Reddit threads
• Customer interviews
• Support tickets
• Comments

Use the words your market already uses.

Step 4: Acknowledge the FAILED EXPLANATION

Now show what they currently believe is causing the problem.

Example:

> “So you blame lunch. Or your sleep. Or maybe you just tell yourself you need another coffee.”

What this step is trying to achieve

Meet the viewer where they already are.

Do not jump straight into correcting them.

First acknowledge their current explanation.

Psychology behind it

Belief alignment

People resist messaging that ignores what they already believe.

Reduced resistance

When the ad shows you understand their current thinking, the later belief shift feels more natural.

Framework to copy

Ask:

> “What does this person currently blame?”

Common answers:

• Age
• Stress
• Sleep
• Diet
• Motivation
• Genetics
• Lack of discipline
• Their current product

This becomes the belief you later replace.

Step 5: Create PATTERN RECOGNITION

One bad moment means nothing.

A repeated moment changes everything.

Example:

> “But then you realize this isn’t happening once. It hits almost every afternoon around the same time.”

What this step is trying to achieve

Move the viewer from:

> “That was just a bad day.”

to:

> “Wait... this keeps happening.”

Psychology behind it

Pattern recognition

Humans naturally look for explanations when the same thing repeats.

Problem amplification

Frequency makes the problem feel more important.

Open loop

Once a pattern is visible, the viewer wants to know why it exists.

Framework to copy

Quantify or repeat the situation:

• Every afternoon
• Three nights per week
• Every time you eat X
• Each time you stand up
• Every Monday morning

This creates the bridge into the deeper explanation.

Step 6: Introduce the ROOT CAUSE

Only now do you explain what may actually be causing the pattern.

This is where most advertisers start.

Way too early.

What this step is trying to achieve

Replace the viewer’s old explanation with a more useful one.

The root cause should answer:

> “Why does this keep happening?”

Why this comes later

If you open with the root cause, the viewer first has to decide if it is relevant.

If you open with a situation they already recognize, they have already decided that.

Now the root cause feels like an explanation.

Not another random claim.

Psychology behind it

Belief shift

You are giving them a new way to interpret something they already experience.

Curiosity resolution

The pattern created the question.

The root cause begins answering it.

Important lesson

Do not invent a fake root cause just because it sounds unique.

The explanation still needs to be credible and supportable.

Step 7: Explain the MECHANISM

Finally, explain what is happening and why the solution makes sense.

The mechanism can be:

• Biological
• Behavioral
• Product-based
• Process-based
• Technical

What this step is trying to achieve

Connect the problem directly to the solution.

The mechanism should answer two things:

> “Why is this happening?”

And:

> “Why would this solution help?”

Psychology behind it

Causal clarity

People are more likely to believe a solution when they understand the logic behind it.

Solution acceptance

The product now feels like the logical next step instead of something randomly introduced at the end.

The key

Do not over-explain.

The mechanism only needs to be clear enough that the solution makes sense.

What the full ad structure looks like

A complete long-form ad can follow this sequence:

Part 1: Recognition

Put them inside the exact moment.

Goal: “That’s me.”

Part 2: Problem awareness

Describe what happens inside that moment.

Goal: “That’s exactly what I feel.”

Part 3: Emotional relevance

Describe what they think about it.

Goal: “That’s literally what goes through my head.”

Part 4: Existing belief

Acknowledge what they currently blame.

Goal: reduce resistance.

Part 5: Pattern

Show that it keeps happening.

Goal: create the need for an explanation.

Part 6: Root cause

Introduce the deeper reason.

Goal: belief shift.

Part 7: Mechanism

Explain why the solution makes sense.

Goal: buying intent.

That sequence matters.

Because awareness is not just:

> “I know I have this symptom.”

Real awareness is:

> “I recognize the pattern, I understand why it happens and now I want to know how to solve it.”

How to research better hooks

Most research docs start with:

> “What symptoms does this persona have?”

That is not enough.

Research how + when those symptoms show up in their actual life.

Ask:

1. When does this symptom usually happen?

Morning?

After lunch?

At night?

During a certain activity?

2. What are they doing when it happens?

Working?

Driving?

Trying to sleep?

Standing up?

Eating?

3. What happens immediately before it?

This helps you find the trigger or setup for the moment.

4. What do they do immediately after?

Coffee?

Painkillers?

Check the clock?

Cancel plans?

Open another tab and procrastinate?

5. What do they tell themselves is causing it?

This becomes your failed explanation.

6. What exact words do they use to describe the moment?

This becomes your copy.

The best hooks are often already written by your customers.

You just need to find them.

How to turn research into hooks

Once you find a strong micro-situation, build multiple hook variations around the same moment.

For example:

Broad symptom

> “Do you struggle with low energy?”

Micro-situation hook 1

> “If your energy disappears almost every day around 2 or 3 PM, this is for you.”

Micro-situation hook 2

> “You know that moment after lunch where your brain suddenly feels like it is running at 50%?”

Micro-situation hook 3

> “You’ve had two coffees, lunch was hours ago, and somehow by 2:30 PM you can barely focus on the email in front of you.”

Same angle.

Same persona.

Same symptom.

Different way of entering the moment.

That is exactly what you want to test.

Biggest mistakes brands make with relevance

Mistake 1: Calling out the symptom and stopping there

> “Brain fog.”

> “Bad sleep.”

> “Joint pain.”

Too broad.

Describe the actual experience.

Mistake 2: Starting with the root cause

Do not start the ad by teaching.

Start by making the viewer care about the explanation.

Mistake 3: Inventing fake hyper-specific situations

Specificity only works when the situation is real.

Do not create random details just to make copy sound clever.

Research first.

Mistake 4: Making the hook clickbait instead of relevant

A high hook rate means nothing if the wrong person keeps watching.

The goal is not maximum attention.

The goal is QUALIFIED attention.

Mistake 5: Ignoring the inner reaction

The physical symptom is only half the experience.

What the person thinks about it often creates the strongest emotional relevance.

Mistake 6: Skipping the failed explanation

People already have beliefs.

If you ignore them, your new explanation has more resistance to overcome.

Mistake 7: Researching demographics instead of moments

Age and gender can help define the persona.

But they usually do not write the hook for you.

Moments do.

How to connect the hook to the rest of the ad

The rest of the creative should feel like the natural continuation of the hook.

Use the same:

• Situation
• Persona
• Symptom
• Emotional reaction
• Root cause
• Mechanism

Do not hook someone with a 3 AM wake-up moment and then suddenly switch into generic sleep copy.

The hook opens the loop.

The body should close it.

How to measure if the framework is working

Do not only look at hook rate.

Track the full creative journey:

• Hook rate
• Hold rate
• Average watch time
• Click-through rate
• Landing page view rate
• Conversion rate
• New customer CPA
• New customer ROAS

If the hook rate is strong but everything after it collapses, investigate:

• Is the opening too clickbaity?
• Does the body continue the same situation?
• Is the root cause believable?
• Is the mechanism too complicated?
• Does the product actually connect to the problem introduced?

A strong micro-situation should improve RELEVANCE, not just attention.

Final thoughts

The biggest mistake is thinking relevance comes from naming the right symptom.

It doesn't.

The strongest ads describe the problem so accurately that the viewer recognizes their own life inside the creative.

From:

Micro-situation.

To symptom.

To inner reaction.

To failed explanation.

To pattern recognition.

To root cause.

To mechanism.

That is how you move someone from:

> “Yeah, I know that problem.”

to:

> “Fuck, that's literally me.”

And eventually:

> “Okay, now I understand why this keeps happening.”

That is the real power of this framework.

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Built by Igor Woorts

Founder of Frame