Monday 21 February 2022
When working with clients, particularly app developers, I often talk about creating an effective “frame of reference” for customers to relate to. Sometimes all a potential customer needs is a way to interpret what we’re trying to tell them. In other words, how can we give them a reference point that will, hopefully, generate that ah-ha moment of clarity about how you can help.
We can sling great copy all over our site, but sometimes you just need to hit someone, metaphorically, in the face with something clean and simple. One of the most effective ways to create a “frame of reference” is the before and after example.
Put simply, you highlight how life was “before” your product or service and right next to it showcase the transformation that happens “after” your product or service is used.
Here’s a simple example for a fictitious Shopify app that automates sending orders to multiple vendors.
You can equally apply this to a service your agency offers. It won’t work for every occasion but is a nice and simple option to keep in the toolbox.