Before and After

Before and after photo shots are used to sell a lot of weight loss and exercise programmes. Why? Because they quickly grab attention and pull the prospects mind into the gap - they contrast the pain they feel with the gain they want. The prospect gets pulled into the story …

Using before and after stories should be a deliberate part of your initial conversations with prospects. Showing them that others have moved from pain to gain is a powerful way to establish the credibility and relevance for your work. It gives you the platform to move the conversation on to talking about a specific outcome the prospect wants and the project to help them get that outcome.

Remember prospects buy the view from the top of the mountain, not the painful climb it take them to get there. So, this is not about explaining what you did for your client. It is about contrasting the pain the client had before with the gain they got after working with you.