4. Before picture mechanics
In the world of powder brows, hairstrokes, and microblading, the "before" picture in a before-and-after showcase plays a critical role in attracting potential clients. However, the effectiveness of these images is not uniform; the impact of a "before" picture varies depending on the transformation it portrays.
The Impact of Minimal Transformation in "Before" Pictures
When the transformation from the "before" to the "after" state isn't significantly noticeable, the before picture might inadvertently work against the artist. In such cases, potential clients might perceive the initial state as already decent enough, making them think the procedure is unsuitable for those with more severe brow issues. This scenario can create a perceptual gap, making it difficult for clients to see the relevance of the procedure to their situation. If the before-and-after transformation is too subtle, it's sometimes better to forego the before picture.
In simple terms, when a potential client sees a "before" picture that appears too good or shows minimal issues with the brows, it can lead to a disconnect. Instead of being reassured, the client may think, "Her brows were already decent; she just needed a little touch-up. My situation is much worse. This might not work for me.”
This response stems from the client's perception that their brow issues are more significant than what's depicted in the "before" picture. As a result, they might doubt the procedure's applicability or effectiveness for their needs. The key is to select before images that reflect a range of starting conditions, including those that may appear more challenging or severe. This approach helps more clients see themselves in the before scenarios and believe in the potential transformation, thus increasing their confidence in the service's effectiveness for their needs.
The Worse, the Better. Is It True?
Interestingly, our research shows that most women tend to view their eyebrows more critically than they objectively are. This self-perception plays a crucial role in how they relate to before-and-after transformations. When potential clients see a before picture depicting a worse situation than their own, such as severely over-plucked or asymmetric brows, they often find it more relatable. This may seem counterintuitive, as one might expect that a worse starting situation could deter potential clients.
However, the research indicates a stark contrast in the before-and-after pictures, which is more compelling. Only a tiny fraction of women felt that a significantly bad starting situation was unrelatable. In contrast, a vast majority saw it as convincing evidence that they qualified for the procedure, increasing their motivation to pursue it.