A full marketing experience, whether its a landing page, a seminar or a billboard, goes through three elements or incorporates these three elements:
1) The element of understanding and empathy for the struggle or problem. This is the "before state".
2) The tension: The turning point, the realization, the solution, the key. This is the "transition state".
3) The change: Life after or with the solution. This is the "after state".
Each point goes through the feelings, tensions, fears and desires at each point. It goes through the social implications and questions the persons very identity.
Great pieces of marketing create real change in peoples lives and change moves through these three stages.