You’ve probably seen many “before-and-after” type images in different ads.

It’s no accident.

In a study of 70 campaigns where sales results were known, Gallup did not find a single before-and-after campaign that didn’t increase sales.

Why do they work so well?

Because they use 2 main drivers to persuade you:

1. Pain (your current state)

2. Desired outcome (where you want to be)

Facebook Ad policies don’t allow you to use “before-and-after” images to promote diet, weight loss, or other health-related products.

But you can use them for all other topics.

Here’s an example: