# Template 3 · Before / After (25 seconds)

**Use it when:** you can show the same thing twice: ugly then good, slow then fast, expensive then free.
**Best stage:** Problem-aware (B). **Sells:** the comment keyword.
**Why it works:** the viewer does the math themselves. Two images side by side are proof that needs no adjectives. It's the shortest format here, so it's the best one to test hooks with.

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## The timing

| Time | Block | What you say | What's on screen |
|---|---|---|---|
| 0–2s | **Hook: the after, first** | "[ASSET] before. [ASSET] after [ONE ACTION]." | Split screen or fast flip: after → before |
| 2–5s | **This is you** | "If your [ASSET] looks like the left, you're not alone." | The "before", zoomed on its worst part |
| 5–17s | **The one change** | "The only thing I changed: [ACTION]. [WHY IT WORKS in one line]." | The change happening, 3 cuts |
| 17–21s | **Proof** | "[MEASURED DIFFERENCE]." | Before/after numbers |
| 21–25s | **One CTA** | "Comment [KEYWORD] and I'll send you [THE EXACT THING I USED]." | Keyword |

**Word budget:** ~60–70 words.

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## Fill-in script

> **[0–2s]** My [ASSET] before. My [ASSET] after [ONE ACTION].
> **[2–5s]** If yours looks like the left one, you're not alone.
> **[5–17s]** The only thing I changed: [ACTION]. It works because [ONE-LINE REASON]. [SHOW STEP] — [SHOW STEP].
> **[17–21s]** [OLD NUMBER] → [NEW NUMBER].
> **[21–25s]** Comment [KEYWORD] and I'll send you the exact [PROMPT/TEMPLATE].

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## Fully written example

*Topic: rewriting a landing-page headline with one Claude prompt.*

| Time | Voice-over | On-screen text | Visual |
|---|---|---|---|
| 0–2s | "My landing page before. And after one prompt." | **Before → after 1 prompt** | Flip between two hero sections |
| 2–5s | "If your headline says what your product *is*, you're not alone." | **"The all-in-one platform for…"** | Old headline, circled |
| 5–17s | "I asked Claude one thing: rewrite this as the result my customer wants, in their words, under ten words. Then I pasted three real customer reviews so it could steal their phrases." | **Result + their words + <10 words** | Prompt typed → reviews pasted → 5 options appear |
| 17–21s | "Old headline: 14 words, about me. New one: 8 words, about them." | **14 words → 8 words** | Word counts side by side |
| 21–25s | "Comment HEADLINE and I'll send you the prompt." | **Comment HEADLINE** | Keyword |

**Word count:** 71 · **Length:** ~25–27s

*Notice the proof is word count, not conversion rate. Only claim a conversion lift if you measured one.*

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## Mistakes that kill this format
- Showing "before" first for 5 seconds. Lead with the after (the desire), then flash back.
- Changing 6 things. One change, or the viewer can't copy it.
- A "before" that's a strawman nobody would make. It must look like *their* work.

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Made by Dan Shipped — @danshipped