COPYWRITING IS FOR SUCKERS!
Why write a bunch of copy when you can just show an image instead?
Your job as a great marketer & copywriter is to convey information quickly and effectively…and one of the best tools I’ve ever seen at showing a transformation is a simple before & after photo.
A Before & After photos skips all the mumbo jumbo and gets straight to the thing the customer wants: A TRANSFORMATION!
Before & After photos work well for showing any kind of transformation:
Services like home remodeling (Old Kitchen → New Kitchen)
Health products (Weight A Lot → Weigh Less)
Repair services (Broken → Fixed)
Price Savings (High Price → Low Price)
These are especially powerful for ads and social media where you don't have a lot of time to showcase your work, and instead want to jump straight to the point of what you can do for a customer.
Here's a bunch of examples to give you some inspiration for showing off your own transformations:
#4.) Expensive & Complex → Cheap & Simple
Copywriting Tip: Sometimes a simple Before & After photo will explain an entire product without much need for copy.
For example, this simple advertisement for a charging device shows a 1-outlet device replacing multiple charging bricks:
You instantly understand the product with this Before & After image.
Since that charging device is a PHYSICAL PRODUCT you can see, it’s easy to do a before & after of it. But if you sell a service you can show the after results of using your service, like these ads:
So instead of showing the service itself you show the RESULTS of the service.
#6.) Clixlo Price Comparison Ad
I like how Clixlo promotes their website builder by showing how many services (and their prices) you have to use to compare with their single service.
This is an ad seen on Instagram, and it instantly shows this service is way cheaper and simpler than the alternative.
I personally love this style of Before & After for software companies.
#7.) Frumpy → Stylish
This was a great Instagram ad image by Sene.
It shows the same model in a loose and frumpy suit, then an “After” picture in the more fitted Sene Clothing outfit.
Since clothing is so visual, they simply used a visual to convey the looks of their clothes.
In my experiences copywriting for clothing companies, the image matters far more than the copy.
#9.) Gross → Clean
We've gotta include at least one powerwashing Before & After photo!
This simple before/after doesn’t use any text, and it doesn't need to, because the photo results speak for themselves!
Like we said, copywriting is for SUCKERS!!
So remember, people care about the TRANSFORMATION you can give them, and sometimes you can just SHOW it instead of explain it.
Hope this helps drive some ideas for using Before & After's for your own product or service.