Navigating the BAB Copywriting Framework: Crafting Copy That Transforms Lives

BAB copywriting framework

Table of Contents


We’re back with the third installment of our comprehensive guide on copywriting frameworks that convert. If you’ve missed our previous articles on AIDA and PAS, you can catch up here and here. Today, we’re diving into the BAB framework, short for “Before, After, Bridge.” This framework is all about showing your audience a transformative journey—where they are now, where they could be, and how to get there.

What is BAB?

The BAB framework comprises three main components:

  1. Before: Paint a picture of the reader’s current situation, including their problems or pain points.
  2. After: Describe the ideal future, focusing on how life could be better.
  3. Bridge: Present your product, service, or idea as the bridge that takes them from their current state (Before) to the desired future state (After).

Why BAB is Effective

What sets BAB apart is its focus on transformation. While frameworks like AIDA and PAS are excellent for drawing attention and stirring emotion, BAB promises a better future, thereby inspiring action.

Understanding BAB


First, you’ll need to identify the “Before” state. This is where your reader currently is, complete with problems, fears, or frustrations.


If you’re in the nutrition and wellness industry, the “Before” picture could be: “Are you tired of diet plans that don’t work, leaving you frustrated and disheartened?”


Next, outline the “After” state. This is the vision of how much better things could be if the problem were solved.


“Imagine a life where you’re in control, feeling healthier, and looking better than ever.”


Finally, you offer the “Bridge,” which is your solution that facilitates the transition from “Before” to “After.”


“Our personalized nutrition plans are science-backed and tailored just for you, making that dream life an achievable reality.”

Applying BAB in Different Industries

SaaS (Software as a Service)

  • Before: “Managing your customer relationships with spreadsheets is cumbersome and prone to errors.”
  • After: “Picture a world where every customer interaction is tracked in real-time, available at your fingertips.”
  • Bridge: “Our CRM software offers this seamless experience, boosting your productivity and customer satisfaction.”

Travel and Tourism

  • Before: “Are you stuck in a routine, yearning for a great escape?”
  • After: “Imagine basking on a beach or exploring a new city, recharging your batteries.”
  • Bridge: “Our all-inclusive travel packages offer you this very escape, without the hassle of planning every detail.”


The BAB framework excels in presenting a compelling journey from problem to solution. It taps into the reader’s desire for improvement, making it incredibly effective across various industries and types of offers.

Next in the Series

Stay tuned for our next article where we will explore the 4 P’s framework, which emphasizes Promise, Picture, Proof, and Push to create a compelling narrative.

Additional Resources

  • Books: “Building a StoryBrand” by Donald Miller
  • Online Courses: “Copywriting Secrets” by Jim Edwards

Thank you for joining us for another deep dive into a copywriting framework that can transform your writing—and your conversions. Keep an eye out for future installments as we continue to explore the frameworks that make copywriting a powerful tool for change.

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