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 very 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.