Before even thinking about pictures, videos and carousels, we need to frame the problem we are going to solve. Needless to say, you MUST be solving a problem with whatever you're offering.
That said, the way we show our understanding of the problem must go through some thinking.
Customers are willing to solve a problem BECAUSE the solution will unblock a new STATUS for them. We need to understand the INITIAL STATUS and the BENEFIT STATUS that they will reach with our solution.
A Basic Example
THE PROBLEM: The customer have acne
INITIAL STATUS: The customer is embarrassed because of that and feels insecure about their status.
THE TRIGGER: In 1 week I have a date and I want to look better
SOLUTION: Our product!
BENEFIT STATUS: Without acne I'll feel better and lose my insecurities
This is how we make winning ads.
Focus on the TRIGGER not the problem.
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