The BAB Framework, short for Before-After-Bridge, is a persuasive copywriting formula that leverages the power of contrast and transformation to showcase the value of your product or service. It works by painting a vivid picture of the customer’s life before and after experiencing your offering:

• Before (B): Start by describing your target audience’s current situation or pain points. This could be a problem they’re facing, a frustration they’re experiencing, or an unfulfilled desire. The key is to make it relatable and emotionally resonant.
• After (A): Paint a compelling picture of what their life could be like after using your product or service. Highlight the positive transformation they’ll experience, emphasizing the benefits and desired outcomes.
• Bridge (B): Connect the “Before” and “After” states by demonstrating how your product or service acts as the bridge between their current reality and the desired future. This is where you showcase the features, benefits, and proof points that make your offering the solution to their needs.

The BAB Framework is particularly effective for creating compelling marketing materials, landing pages, and sales pitches because it focuses on the emotional transformation your audience seeks, making your offering more desirable and persuasive.