I know you’ve seen those “Before and After” pictures in marketing. They’re everywhere!
A bald guy alone on the couch to the left. A guy with a full head of hair riding a horse on the beach on the right.
A scraggly unshowered dude in a v-neck to the left. A dude who hates wearing ties (but wow that’s a nice tie) on the right.
Why do companies use pictures like these?
Because they work.
Even if you’re not selling fitness products.
That’s why today I’ll reveal the psychology behind why before and after photos work so well. I’ll also show you how you can use these same insights… no matter what industry you’re in.
The Psychology Behind Why “Before and After” Pictures Help Increase Conversions
The Secret Behind Why Before and After Photos Convert So Well
You’ve seen before and after photos in marketing, especially in the fitness realm. They’re everywhere because they work.
I’m Derek Halpern, the founder of Social Triggers. And in this video, I’m going to reveal the psychology behind why before and after photos work so well and how you can use these insights in your own business – even if you’re not in the fitness industry, no matter what industry you’re in.
Keep watching this video…
Why do before and after photos work so well?
There’s a few reasons.
First, ask any great salesman, and they’ll tell you:
If you want someone to buy from you, you’ll need a product that delivers results. But more important than that, you’ll also need marketing that persuades your prospect that your product can deliver THEM results.
Before and After Pictures Create Connection
Showing your prospects where others came from and where they are now helps PROVE to them, “this can work for you, too.”
As an example:
Let’s say you moved into a new apartment. You’d love to decorate your place so it looks amazing. You’ve got a few thousand dollars to spend, and you create a few Pinterest boards with room inspiration. But eventually, you think:
“These rooms are great, but there’s no way my apartment could look like that. I don’t even have enough money.”
This would be a typical response.
Now, what if you stumbled on an interior designer’s website. On the website, you see two pictures side by side of the same apartment. In the first picture, the apartment is real boring. In the second, it’s beautiful. Below the pictures, you see:
“We made this transformation with $3,000.”
Would you email that interior designer?
You’d do it in a second.
Because you’d think, “wow, I can really have a place like that at my budget!”
As a side note: I have no idea why all interior designers don’t do this, either. I also don’t know why web designers don’t do this either. So, if you know someone in this type of industry, whether a web designer, interior designer, professional organizer, house cleaner, or anything, make sure you pass this video to them.
What’s the second reason why before and after pictures work so well?
Here’s the deal:
Before and After Pictures Let You Control Your Story
As an example:
I’ve been doing these Social Triggers TV videos for a couple years now. And throughout these past couple years, I’ve definitely stepped up my style game up a notch or two.
Now, you might agree with me. Or you might not.
Maybe you run in high-end fashion circles and you’re used to seeing people who dress better than I do. In which case, you might think, “eh, you’re alright.”
If I just stand here and tell you I look great and dress well, I have no way of knowing how you’ll respond. And that’s a huge problem because for my business to succeed, I need to know how I’m perceived by my audience and prospects. Not knowing how you’ll respond to what I’m telling you will KILL the sale before it happens.
So, if it’s important to me that you think I’ve stepped up my style game and how I present myself, then it’s my job to make you believe it, regardless of your background in fashion.
Now, if I showed you two pictures of myself, one from a year ago and one from today, and said:
“I dress well now. This is how I used to look a year ago.”
Chances are, instead of thinking that I do or don’t dress well, you’ll think, “wow, you cleaned up nicely.”
That’s because I’m controlling the story. I’m not letting you come up with your own mental images because those mental images might make you disagree with me. I’m providing them for you so I know you’ll say, “yes.”
And this is IMPORTANT because when you’re selling someone something, they’re just waiting for the chance to find a reason to NOT believe what you’re telling them. When you control your story, it’s less likely that happens.
Finally, the third reason why before and after pictures work so well is this:
People Don’t Know How Good Something Is Until They First Know How Bad It Was
Or in other words, if you’ve got a six pack, I’d be impressed.
However, if you have a six pack, and 2 years ago you were 200 pounds overweight, I’d go from being impressed to thinking, “AMAZING!”
Because the result is rarely as impressive as the journey towards that result.
And before and after pictures show that journey PERFECTLY.
There are other reasons why before and after pictures work well, but for now…
Let’s talk about how they can work for you…
First, a word of warning: There are a lot of laws and regulations around before and after photos. Make sure you consult with a lawyer before using them in your business.
Now, I’ve already talked about fitness, interior design, and web design. But what if what you do isn’t that visual?
Here’s what you need to do:
Focus on creating a scenario of life WITHOUT your product and a scenario of life WITH your product.
You might notice how pharmaceutical companies always show people sad and dreary before the medicine and happy after the medicine.
You’re not seeing the results, but you’re seeing a change.
So, it’s not just about results. It’s about perceived results, as well.
That said, what if you’re selling something like an information product that helps people get more web traffic?
You might not be able to take a picture of their website or the person running it… But you could take a snapshot of their traffic before and their traffic after.
Remember, the point of a before and after is to show people how good something is by comparing it to how bad it was.
And a picture just like that would work extremely well.
Now, let’s say you can’t demonstrate results with a screenshot. What can you do?
Well, let me give you an example:
Let’s say you sell a piece of software that makes it really easy to design a blog without knowing code.
You could simply show them how easy it is:
“Look, with my product, you can decide that you want 2 or 3 columns all with a click of a button.”
Or, what would work even better is:
You start off by showing them how annoying it used to be to customize your blog, and then show them how easy it is NOW with your product.
This way works better because you’re controlling the story.
I find a lot of new companies, especially startups, focus on how cool their new products are now. They show off all the GREAT benefits.
But they rarely show you how annoying it was without the product. And that’s a HUGE mistake.
Because when you leverage both the before and the after, and control your story, you can make people go from, “that’s nice” to “THAT’S AMAZING!”
Before and after pictures work extremely well in marketing. As long as you follow the laws and consult with a lawyer, before and after pictures can help you sell a bunch of stuff.
1. Before and After Pictures Create Connection.
2. Before And After Pictures Let You Control Your Story
3. Before and After Pictures Emphasize the Journey by showing people how bad a situation was BEFORE and how awesome the situation is AFTER.
If you’re at a loss for how before and after pictures can work for you, leave a comment letting me know.
Also, if you think this video is going to CHANGE THE GAME for you and your business, leave a comment. I’d love to hear more.
Or better yet:
Describe what went on in your head BEFORE you watched this video. Then, describe what went on AFTER.
And if you’re new to Social Triggers, make sure you hop on the email list and subscribe to my YouTube channel.
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