How to Overcome Market Entry Challenges with Ad Creatives

• Introduction

• The Pitfall of Discount-Driven Advertising

• Step 1: Narrow Down Your Business Challenge

• Step 2: Understand Your Audience’s Awareness Stage

• Step 3: Select a Message Strategy

• Step 4: Choose an Advertisement Appeal

• Step 5: Use an Executional Framework

• Bonus: Understanding the PAS Formula for Effective Ad Copy

Outline:

A lot of advertisers fall into a common trap: relying solely on discounts to drive sales. While offering a discount might seem like a quick win, it often lacks the strategic depth needed for long-term success. In this blog, I’ll walk you through a more effective approach using a 5-step framework. This method helps you understand your business challenges, connect with your audience, and create ad creatives that do more than just offer short-term sales boosts—they build lasting brand value.

Introduction:

Let’s start with the most common pitfall: discount-driven advertising. Imagine seeing an ad that screams, “Opening Sale—30% Off All Trellises!” Sure, it catches your attention, but does it really give you a reason to buy? If your audience doesn’t already see the value in your product, no amount of discounting will convince them to make a purchase. The problem with this approach is that it may provide a quick sales spike, but it doesn’t build a strong brand or foster long-term customer loyalty. In the end, you’re left with customers who are only interested in the next sale, not the value your product brings to their lives.

The Pitfall of Discount-Driven Advertising

Before you even think about crafting an ad, the first step is to clearly identify the business challenge you’re trying to solve. I'll be using my Strategic Ad Creative Guide which you see below to narrow down the current challenge. Let’s say your business challenge is entering a new market—like South Asia. In this region, many people use moss poles to support their climbing plants this is the information that you'll collect after doing market research. To succeed, you’ll need more than just a discount; you’ll need to understand the local market’s preferences and position your product in a way that resonates with them. Recognizing this challenge is crucial because it will shape how you approach the rest of your ad creative process.

Step 1: Narrow Down Your Business Challenge

Next, it’s vital to understand where your audience stands in terms of awareness. I'll be using my Strategic Ad Creative Guide which you see below to narrow down the Customer Awareness stage. In our example of entering the South Asian market, most plant parents are already solution-aware—they know that climbing plants need support, and they typically use moss poles for this purpose. Your task is to shift their mindset by introducing the modern trellis as a superior solution. Understanding that they are already aware of the problem and the existing solution allows you to craft a message that challenges their current choice and positions your product as the better alternative.

Step 2: Understand Your Audience’s Awareness Stage

Once you’ve identified the business challenge and understood your audience’s awareness stage, the next step is to choose a message strategy that resonates with them. I'll be using my Strategic Ad Creative Guide which you see below to narrow down the Message Strategy. For this situation, a cognitive message strategy is most effective. This approach involves using rational arguments to persuade your audience. Specifically, you can use a comparative strategy to highlight the differences between moss poles and trellises. You might emphasize that “Moss poles are unattractive and can limit your plant’s growth,” positioning your modern trellis as not only more aesthetically pleasing but also more effective in promoting healthy plant growth.

Step 3: Select a Message Strategy

Now that you have your message strategy, it’s time to decide on the type of appeal you’ll use in your ad. I'll be using my Strategic Ad Creative Guide which you see below to narrow down the Advertising Appeals. A rational appeal would work best here, as it encourages your audience to think critically about their choices. By highlighting how moss poles can make their space look cluttered and uninviting compared to the sleek design of a modern trellis, you tap into their desire for a more attractive and functional solution. This approach can create a sense of insecurity about their current setup, motivating them to consider upgrading.

Step 4: Choose an Advertisement Appeal

Finally, bring your ad to life with a storytelling executional framework. People connect with stories, so crafting a narrative that resonates with your audience can make your message more memorable. Imagine telling the story of a plant parent who has been frustrated with the bulky, unattractive moss poles dominating their space. Then, they discover the modern trellis, and everything changes—their plants thrive, their space looks more beautiful, and they feel proud of their decision. This narrative not only showcases the benefits of your product but also connects emotionally with your audience, making the ad more impactful.

Step 5: Use an Executional Framework

Writing compelling ad copy often requires a strategic approach, and one of the most effective techniques is the Problem-Agitate-Solve (PAS) formula. This formula ensures that your ad resonates with your audience by addressing their pain points and providing a clear solution. Look below for the breakdown of the ad copy using the Problem-Agitate-Solution (PAS) formula for modern trellis:

• Problem: Are your beautiful climbing plants struggling to find the support they need? Without proper backing, they’re prone to drooping, leading to stunted growth and a messy appearance.

• Agitate: You might have considered moss poles, but let’s face it—they’re unattractive and do little to enhance the beauty of your plants. Worse, they can be an eyesore in your carefully curated space, detracting from the natural elegance you’ve worked hard to create.

• Solution: It’s time to upgrade to a modern trellis that not only provides the essential support your climbing plants need but also adds a touch of style to your garden or indoor space. With a sleek, aesthetic design, our trellis is the perfect blend of function and beauty—giving your plants the structure they need to flourish, while complementing your space.

This copy is designed to resonate with plant enthusiasts, addressing their concerns and presenting your trellis as the ideal solution.

Bonus: Understanding the PAS Formula for Effective Ad Copy