Hook Library
ContrarianSurpriseAuthorityIntermediate
You don't have a {assumed problem} problem. You have a {real problem} problem.
A false-belief reframe that corrects the reader's diagnosis — personal, high-stakes, and instantly clarifying.
Why it works
- Correcting the reader feels personal and urgent.
- The reframe delivers instant clarity.
- Sets up your solution as the real fix.
Best use cases
Reframing the reader's core problem.
Repositioning your offer as the real solution.
Goals:EducateBuild AuthoritySell
Common mistakes
- A reframe that isn't actually true.
- Leaving the reader without a next step.
Examples
“You don't have a traffic problem. You have an offer problem.”
“You don't have a discipline problem. You have an environment problem.”
“You don't have a pricing problem. You have a positioning problem.”
Variations
It's not a {X} problem. It's a {Y} problem.The problem isn't {X}. It's {Y}.Stop fixing {X}. Fix {Y}.