We’ve all seen it time and time again, overweight person on the left, six-pack on the right. In fact we might well be sick of seeing it, yet the fitness industry continues to push out more and more of these ‘Before and After Pics’ – WHY?
The reason is, because they work.
So wouldn’t it be great if we could take this successful format and use it in ours, the event industry.
How might be do that, I hear you ask?
The reason, psychologically speaking, that these things are responsible for such high levels of engagement, is undoubtedly because they are a mixture of social proof in the form of photographic evidence – something that is still perceived as highly credible – and the fact that people see a little bit of themselves in these pictures.
There is a principal I call ‘A Little Slice Of The Dream Cake’ that I’ve taught small business owners over the years. That is if you show someone what is possible to the greatest extent, in the minds of the majority of the viewer they begin to think ‘if I could just get a small percentage of that, a small slice of that I would be happy’.
In our world of event organising and providing unique events for companies we could create a before and after that is the venue before you began your installation, and one after you’ve finished dolling the place up.
Now your readers can easily see the level of visual impact you can have if you’re in the world of decorating rooms of corporate events or suchlike.
If you’re providing a band, show a before of the stage looking empty, pop on a blue, dreary filter in Instagram, then pop it side by side with your band rocking the place and the dance floor filled with people having a great time.
One thing we can not deny is the emotional buy-in that before and after pictures give. Even compered to a stand along photograph of a dance floor filled with people partying, placing a contrasting ‘before’ photo next to it creates context for our brains and boldly illustrates the impact the band has had.
Do me a favour, tell me in the comments below how you might use Before and After photos for your events, or just leave your feedback and/or questions. I promise I read every one of them.