'Before and after' photographs have been used in advertising for decades. They are powerful because they depict 'degree of change,' in a way that is both undeniable, and invites oo'ing and ah'ing. 

Depiction of change is a powerful marketing concept. The more explicitly you can show it, the more persuasive you become as a prospect. Here's an example of a clever use of 'depiction of change' by a brand:

There is an orthodontic product called 'Invisalign' The idea is that if you want your teeth straightened, but don't want to display garish braces to the outside world (perhaps because you are attempting to position yourself as a public notoriety), you can pay a little extra, and wear clear plastic moulds that are invisible to the naked eye. 

The brand recently introduced a new innovation. They now send customers an online link, which shows a pictographic representation of the change to their own teeth over time. This additional effort on the part of the brand accomplishes one thing only: it heightens their customers' sense of change. It depicts the change more vividly, and the result of that is increased customer satisfaction and heightened buzz about how well the whole thing works. 

Sometimes it's not that your results aren't profound. It's that they aren't profoundly displayed. Depicting change in a heightened way can increase the perception of your value. 

How could you more vividly display the difference between your before and after? Show profound change, and you could be seen as the greatest in your game. 


Douglas Kruger is a professional keynote speaker at conferences around the world. He specialises in disruptive innovation and expert-positioning, helping brands to become more memorable than their competitors’. See him in action, or sign up for his motivational newsletter, at www.douglaskruger.co.za. Book him to present for your leadership team: email info@douglaskrugerspeaker.com