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BAB — Emotional

Before · After · Bridge

Paint the dream, not just the solution. Show readers where they're going before you show them how to get there.

5 min readUpdated June 2026
Formula
BAB
See the steps ↓

What is the BAB formula?

BAB — Before, After, Bridge — is a transformation-focused copywriting framework. Rather than dwelling on pain (like PAS), BAB leads the reader toward the dream. It shows where they are now, paints the vivid picture of where they could be, then positions your product as the bridge that gets them there. People don't buy products — they buy better versions of themselves. BAB is the framework that makes that truth concrete in your copy.

Step by step

The 3 stages of BAB

B
Stage 1
Before
Describe the reader's current painful reality. Be specific — vague pain doesn't motivate.
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The Before stage establishes the status quo — the situation the reader is in right now and wants to change. Name it specifically. The more precisely you describe their current world, the more the reader feels understood. This sets the contrast with the After state you're about to paint.

Do
  • Name the specific situation, not a general category of problem
  • Use the reader's own language and timeframes
  • Keep it brief — this sets the contrast, not the emotional focus
  • Make it immediately recognisable to your target reader
Don't
  • Spend too long here — BAB is aspiration-led, not pain-led
  • Exaggerate the problem beyond what the reader actually feels
  • Use Before as a lecture about what the reader is doing wrong
  • Be vague ('struggling with productivity' vs '3 hours lost to email every morning')
A
Stage 2
After
Paint the ideal future state. Make it vivid and desirable. This is the dream they're buying.
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B
Stage 3
Bridge
Your product or service is the bridge between those two worlds. Introduce it here.
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See it in action

Real example

Real example — SaaS onboarding emailAn automated reporting tool targeting marketing managers who spend hours compiling weekly reports.
Before“You're spending 3 hours every Monday manually compiling last week's reports from four different tools.”
After“Imagine opening your laptop on Monday to a single dashboard — every metric, every channel, every team update — already compiled and ready to share.”
Bridge“That's exactly what Dashify does. Connect your tools in 10 minutes. Your first automated report is ready tonight.”
Best applications

When to use it

Onboarding emailsOnboarding emails
Product demosProduct demos
Video scriptsVideo scripts
Social proof sectionsSocial proof sections
The psychology

Why it works

  • Focuses on transformation, not just features
  • The "After" state sells the dream — people buy outcomes
  • Makes your product feel like the obvious next step
  • Works beautifully in testimonial structure too
Watch out for

Common mistake

✕ Rushing to the Bridge before the After state is vivid enough. If readers don't desire the future you've painted, they won't care about what bridges them there.
Difference vs PAS

PAS twists the knife on pain. BAB focuses more on the aspiration. Use PAS when the problem is acute; use BAB when the dream is more motivating than the pain.

Avoid these

Common mistakes

✕ A weak After state
FixIf the After isn't vivid enough to create genuine desire, the Bridge lands flat. Spend more time here than anywhere else in BAB.
✕ Rushing to the Bridge
FixIntroducing the product before the After state is fully painted means the reader hasn't built enough desire to care. Earn the Bridge.
✕ Using BAB for acute pain audiences
FixWhen someone is in real distress, aspiration doesn't reach them. Use PAS first to validate the pain, then transition to BAB's dream painting.
✕ Vague Before state
FixThe Before must be specific enough that the target reader immediately sees themselves in it. Generic pain descriptions create generic desire.
Going further

Variations worth knowing

BABS
Before · After · Bridge · Story
Adds a Story stage after the Bridge — a customer narrative that proves the transformation is real and achievable.
Quick answers

Frequently asked questions

What is the BAB formula in copywriting?↓
What is the difference between BAB and PAS?↓
When should I use BAB?↓