They might be. I read a story about fitness influencers that got me rethinking the “after” picture we all love to post. It reminded me that showing off the finished result can remind potential customers how far they are from where they want to be, so they get frustrated and they don’t move forward. If your social media is a steady run of finished results, try showing the “before” and relating to people where they are.
Where does this idea come from?
It comes from something I read about fitspiration. You’ve seen it. Trainers and influencers post with #fitspo and show people who are in great shape and feeling great about themselves. The message is, “When you work with me, this is what the after picture looks like.”
What stood out to me is that this can actually work against many of those folks. When they’re shown the after picture for inspiration, it reminds them how far they are from where they want to be. They get frustrated and they don’t move forward.
That’s a big red light for any owner who markets a business on social media.
Why would an after photo push a customer away?
Think about who’s on the other side of the screen. You’re showing the finish line to someone who’s still standing at the starting line. You’re not relating with where they are, and you’re not motivating them. You’re guilting them because they’re not already there.
This is completely counterintuitive, and it was kind of messing with my brain as I said it out loud on the show. Traditionally, we think that if we can show people what happens when they work with us, that will inspire them to book us. Turns out that might not be the case.
What does this look like in a real business?
Let’s say you’re a professional organizer and you make closets look amazing. I don’t know about you, but my closet looks like all of my clothes were put into a blender. It’s not a pretty place, and there are shoes everywhere.
If that’s how your house looks, and you see a professional organizer online showing tips and tricks next to a perfect closet, you may not feel engaged and ready to call. You’re looking at the after effect, and your closet doesn’t look anything like it.
The organizer did good work and posted it with good intentions. The person who needs that organizer the most just got reminded how far away they are.
What should I post instead of the after photo?
Perhaps it’s a series of befores. “If your closet looks like this, I can help you.” Then you teach from that spot. “Here’s a mistake I see. People put their shoes up here instead of down here. If your closet looks like this, I can help you.”
You’re still teaching them about what it could and should look like, and you’re doing it without showing them what they don’t look like now. It’s a different way of going about it.
The owner with the messy closet can look at that post and think, “That’s me.” That’s the person you want calling you.
Do I have to stop teaching what good looks like?
No. One of the owners watching live put it in two words in the chat: “Be relatable.” Ultimately, I guess that’s what we’re doing here.
You can still teach, and you can still show that you know what good looks like. Start the post where your customer is today, and let the teaching point them toward where they could be.
This came from Businessing with Pat Miller. Watch the full May 28, 2026 episode.
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