Understand Your Buyer > How To Get Attention > The Before / After Effect
What is it?
The Before and After Effect describes the powerful impact that contrasting and the before and after of your offering has on your potential client.
Why does it work?
It’s a form of Social Proof which helps your potential client to have more confidence in your offering as they are seeing proof that you deliver the results that you say you do and that your potential client wants.
How can you use it?
This works best when there are visual results that can be displayed in the before and after, but this is not always the case.
If what you do lacks this visual element then focussing on the facts and figures, the top line achievements to provide a simple A/B 1/2 contrast can work just as well.
Example:
A home renovation company showcases Before and After photos of a kitchen they remodelled.
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Before: A dark, outdated kitchen with limited counter space.
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After: A bright, modern kitchen with an open layout and premium finishes.
Even if your business isn’t visual, you can still use this effect.
For example, a digital marketing agency could present:
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Before: “Client website had 300 monthly visitors and 2 leads per month.”
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After: “Now attracting 3,000 visitors and 50 leads per month.”
See also
- Transformation Statement
- Specific Proof
- 100+ ways to seize buyer attention
- 100+ ways to be more memorable
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