Before After Bridge Sales Copy

BAB is a copywriting technique that revolves around the basic idea of getting someone from a bad place to a better place with your help.

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Sample AI Output

Before: I am writing content for my business but don't know if Google will like it. After: I always know how well your content is optimized for SEO thanks to our real-time scoring. Bridge: Download INK to find out how your content scores.

What Is BAB? Improve Your Email Outreach With INK's Free AI Tool

INK's Before After Bridge Sales Copy

INK's Before After Bridge Sales Copy

Crafting the perfect copy for your cold email is no easy feat. But with INK's Before After Bridge Sales Copy tool, you'll be able to produce engaging copy for your next email campaign without a sweat.

Main Takeaways:

  • BAB stands for Before-After-Bridge.
  • BAB is a copywriting technique designed to make your target audience feel that you can improve upon something in their lives.
  • Copywriters and marketers often apply the BAB copywriting technique in cold emails.

What Is BAB?

What Is BAB?

What Is BAB?

You might be asking yourself, what is BAB? BAB is short for Before-After-Bridge. It is a copywriting technique designed to make your target audience feel that you can bring value to them. It helps you emphasize the benefits and advantages of your product, which makes it more appealing to your target market. Copywriters and marketers often use the BAB copywriting technique in cold emails.

As the name suggests, BAB copywriting has three parts: before, after, and bridge. Let's say we are creating email copy to highlight the benefits of your exercise equipment. Here's how you could apply BAB in your copy.

Before — Painting a Picture

BEFORE is the first part of the BAB copywriting technique. In this section, you'll paint a picture of what your target reader's current world looks like. You will emphasize the problem they are facing or would face without your product.

Example:

For a busy parent or professional, finding time to go to the gym and fit in a much-needed workout can be challenging.

After — A Better World

AFTER is where you describe another world of possibilities to your prospective customer. First, you made them see what they are missing. Now, it's time to show them how you can improve upon and make their world better.

Example:

What if you can keep fit and healthy at home? Imagine saving money on an annual gym membership plan and also saving precious time on travelling back and forth to the gym.

Bridge — Offer a Solution

BRIDGE is where you'll offer a solution to help make your target reader's life better. It's called the bridge because this is the part where you'll bridge the gap between the two worlds you presented to your potential customer. You'll pave the way for them to get out of a "bad" situation to a "better" one through your product.

Example:

This is what XYZ Home Exercise equipment was built to do — make working out and keeping in shape accessible any time of the day for you.

Applying BAB Technique

Given our example above, here's how your complete cold email might look like using the BAB copywriting technique.

Hey Lois,

For a busy parent or professional, finding the time to go to the gym and fit in a much-needed workout can be challenging.

What if you can keep fit and healthy at home? Imagine saving money on an annual gym membership plan and also saving precious time on travelling back and forth to the gym.

This is what XYZ Home Exercise equipment was built to do — make working out and keeping in shape accessible any time of the day for you.

Forget about your expensive gym membership. Give us a call, and let's get you the equipment you need for a workout that will get you results!

Best,

Jade

What is the Before-After-Bridge Formula?

What is the Before-After-Bridge Formula?

What is the Before-After-Bridge Formula?

The Before-After-Bridge formula is a framework that businesses use to structure their email marketing copy. It's a conversion-focused formula that explores how a product or service can get prospects from a bad place to a good one. For this reason, the BAB formula involves outlining the benefits or advantages of using a specific product or service. 

Here's a quick breakdown of the Before-After-Bridge formula: 

  • Before: Describe how a specific pain point is affecting your potential customer's life. 
  • After: Describe how this customer's life would be if your product or service could help eradicate these pain points.
  • Bridge: Provide a solution to help prospects move from Before to After. 

We have explored an excellent example of the BAB formula in action for exercise equipment. However, any brand can use this technique regardless of what they sell.

In other words, the Before-After-Bridge formula works just about anywhere. But how? 

Why is the Before-After-Bridge Formula Effective? 

According to consumer psychologist Adam Ferrier, two things motivate us to take action — pleasure and pain. Similarly, Freud's Pleasure Principle states that we have an instinctive drive to seek pleasure and avoid pain. 

As you can imagine, the best copy appeals to both emotions, and that's what the Before-After-Bridge formula does. 

It introduces the pain aspect of Freud's Pleasure Principle by speaking to the prospect's specific problem. At this point, they're either worried about an issue they've never considered or nodding in agreement. 

It then offers a glimpse of how the prospect's life would improve without the problem — appealing to the desire for pleasure. 

By speaking to both pain and pleasure, you're nudging the prospect to choose the latter instinctively. It should have them wishing that the pleasure aspect could happen in their life for real. 

That's when you hit them with the good news: it can happen in real life.

Indeed, your product could make the pleasure they seek a reality. Now that you have your target audience's attention, consider ending with a compelling call-to-action.

Use INK's Before After Bridge Sales Copy Tool To Create the Perfect Copy

BAB copywriting lets you focus on the advantages and benefits of your product or service. Unlike other copywriting techniques, it highlights how you can improve the lives of your target readers. It allows you to describe in vivid pictures what your potential customer's world would look like with and without your product.

However, if you are an inexperienced copywriter or marketer, applying the BAB technique to your copy could be challenging. But don't fret because INK's Before After Bridge Sales Copy tool can make your life easier (Wait, is this a bridge?).

Just fill in the needed information above and click submit. Our AI-powered tool will produce your Before After Bridge copy in seconds. Stop wondering what BAB is and try INK's Before After Bridge Sales Copy now.