From Bland to Grand: Using Before-After-Bridge in Your Copy

Creating engaging narratives made simple.

For many, copywriting is challenging because you have to pack a lot of punch into just a few words. It can be particularly overwhelming since you have to think about catching your reader’s attention and selling your product or service without being too sales-y or pushy.

Fortunately, you can use a simple three-step copywriting formula to create compelling copy. The Before-After-Bridge framework is a proven method that helps you structure your copy in a way that engages your audience and drives them to take action.


Benefits of the BAB Formula

These are the main benefits of using the BAB formula in copywriting:

Boosts Relatability

The “Before” scenario in the BAB formula is where you connect with your audience by highlighting a challenge or need they are intimately familiar with. When you use this approach, you show readers that you understand and empathize with their situation.

Creates a Vision

The BAB formula also helps readers envision a potential future where they won’t struggle with problems because of a product or service. It allows you to tap into their aspirations and desires by showing them that there is a way to solve their problems and improve their quality of life.

Provides Clear Solutions

Lastly, this approach lets you present specific solutions to readers’ challenges or needs. It enables you to pave a clear path to helping them achieve their goals or solve their problems while positioning your product or service as the ultimate solution they need.


Mastering the BAB Formula

You can use the BAB formula to make your copy more persuasive. Here are the things you should do:


Setting the “Before” Scene

Get to know your target audience more deeply. It’s not enough to get their demographic information, like age, gender, and location. You need to understand their pain points, desires, and motivations.

What’s their search intent? What answers are they hoping to achieve with their query?

Knowing where they’re coming from and what they’re looking for will allow you to craft a “Before” scenario that resonates with them. For example, if you’re marketing a skincare product, you might start with the scene of struggling with acne-prone skin.

With this, you capture their attention by calling out their main pain point. At the same time, you build rapport by acknowledging their struggles and showing that you can relate to their experience.

Painting the “After” Picture

Once you’ve established common ground with your readers, you can then provide a glimpse into a potential future where they won’t have to struggle with their problems thanks to your product or service.

The “After” section is more than just introducing your product and listing its benefits. It’s about painting a vivid picture of success and satisfaction for readers.

Explain what your solution can do for them and how it can transform their lives. Use descriptive language and storytelling techniques to engage your audience and help them visualize the positive outcome that awaits them.

For instance, using the skincare product example, you would describe how their skin could look clear and radiant after using your product. You can go into more detail about how your product removes blackheads and blemishes that can dampen their confidence and how they can feel more comfortable in their own skin, even without makeup.

Constructing the ”Bridge”

Now, in the “Bridge” section, you discuss how your product or service is the key to achieving their desired results. Make sure to explain how your solution specifically addresses the problems or desires of your audience.

Highlight your product’s unique features or qualities that set it apart from others in the market. Showcase how your solution is effective, reliable, and worth investing in.

To make your copy even more compelling, include social proof such as testimonials or success stories from satisfied customers. This way, you add credibility to your claims and help build trust with your audience.

Remember to end your copy with a strong call to action (CTA) that prompts readers to take the next step. Make sure to use clear language and provide a sense of urgency.



The Before-After-Bridge copywriting formula is one of the most effective ways to create compelling copy. It allows you to connect with your audience on a deeper level and helps them envision a better life with your product and service.

More importantly, this approach presents your brand as the ultimate solution and directs them to take action. When done correctly, you will see a significant boost in engagement and conversion rates.


Is your marketing message getting lost in translation? The Copy Ninjas team is made up of expert copywriters who can leverage the BAB formula to bridge the gap between your brand and your audience.

Grab your free 7-day trial today, and let’s connect with your customers on a whole new level.