Before-After-Bridge Writing Formula for Digital Marketing Campaigns

Rachelle Babcock • June 4, 2020

Engage your audience: writing with the formula BAB-Before After Bridge.

If you want to sell something to a potential customer you need to offer them a solution to their pain or pleasure! Selling operates on human motivation. The key to a perfect message is to appeal to both pain and pleasure senses and the BAB formula can do both!

Let’s review the basics of the BAB Formula: Before-After-Bridge (BAB)

Before-Your current world….(A problem exist)

After- Imagine what it’d be like if my problem is solved…(A world where my problem doesn’t exist)

Bridge- Here’s how to get there….(solved the problem!)

A great example is Walmart Pick Up/Delivery

Before-You are living in a world where you are spending hours at the grocery store finding each item you need and waiting in line.

After- I spend less than 15 minutes creating my shopping list and scheduling a time.

Bridge- Problem solved with Walmart Pick-Up orders-download the Application and start shopping from your couch!

Writing formulas are critical to connecting with your customers. It appeals to the customers emotions. If you send an e-mail, message or post on social media with a lot of detail you may lose the customer. It is important to grab their attention right away. People want to know how you are going to improve their everyday lives before they want to know all of the details.