
## What Is BAB? Improve Your Email Outreach With INK's Free AI Tool

<img alt="INK&#39;s Before After Bridge Sales Copy" src="/before-after-bridge-sales-copy/bfa9abb8-d159-b9aa-b7d7-59b250feda6c.webp" width="100%" height="100%" />

_INK&#39;s Before After Bridge Sales Copy_

Crafting the perfect [**copy**](https://inkforall.com/aida-model) for your cold email is no easy feat. But with **INK's Before After Bridge Sales Copy** tool, you'll be able to produce engaging copy for your next email campaign without a sweat.

**Main Takeaways:**

- **BAB** stands for **Before-After-Bridge**.
- **BAB** is a **copywriting technique** designed to make your target audience feel that you can improve upon something in their lives.
- **Copywriters** and **marketers** often apply the **BAB copywriting technique** in cold emails.

## What Is BAB?

<img alt="What Is BAB?" src="/before-after-bridge-sales-copy/8694bd89-5344-193e-d845-561bbbcbd261.webp" width="100%" height="100%" />

_What Is BAB?_

You might be asking yourself, **what is BAB**? **BAB** is short for **Before-After-Bridge**. It is a [**copywriting technique**](https://inkforall.com/pas-copywriting/) designed to make your **target audience** feel that you can bring value to them. It helps you emphasize the [**benefits**](https://inkforall.com/fab-sales-technique/) and **advantages** of your product, which makes it more appealing to your **target market**. Copywriters and marketers often use the **BAB copywriting technique** in **cold emails**.

As the name suggests, **BAB copywriting** has three parts: **before**, **after**, and **bridge**. Let's say we are creating email copy to highlight the benefits of your exercise equipment. Here's how you could apply BAB in your copy.

### Before — Painting a Picture

**BEFORE** is the first part of the **BAB copywriting technique**. In this section, you'll paint a picture of what your target reader's current world looks like. You will emphasize the problem they are facing or would face without your product.

**Example:**

_For a busy parent or professional, finding time to go to the gym and fit in a much-needed workout can be challenging._

### After — A Better World

**AFTER** is where you describe another world of possibilities to your prospective customer. First, you made them see what they are missing. Now, it's time to show them how you can improve upon and make their world better.

**Example:**

_What if you can keep fit and healthy at home? Imagine saving money on an annual gym membership plan and also saving precious time on travelling back and forth to the gym._

### Bridge — Offer a Solution

**BRIDGE** is where you'll offer a **solution** to help make your target reader's life better. It's called the **bridge** because this is the part where you'll _bridge the gap_ between the two worlds you presented to your potential customer. You'll pave the way for them to get out of a "bad" situation to a "better" one through your product.

**Example:**

_This is what XYZ Home Exercise equipment was built to do — make working out and keeping in shape accessible any time of the day for you._

### Applying BAB Technique

Given our example above, here's how your complete cold email might look like using the **BAB copywriting technique**.

_Hey Lois,_

_For a busy parent or professional, finding the time to go to the gym and fit in a much-needed workout can be challenging._

_What if you can keep fit and healthy at home? Imagine saving money on an annual gym membership plan and also saving precious time on travelling back and forth to the gym._

_This is what XYZ Home Exercise equipment was built to do — make working out and keeping in shape accessible any time of the day for you._

_Forget about your expensive gym membership. Give us a call, and let's get you the equipment you need for a workout that will get you results!_

_Best,_

_Jade_

## What is the Before-After-Bridge Formula?

<img alt="What is the Before-After-Bridge Formula?" src="/before-after-bridge-sales-copy/887aa2a4-5f75-427f-08fd-97bf4ad04c3a.webp" width="100%" height="100%" />

_What is the Before-After-Bridge Formula?_

The **Before-After-Bridge formula** is a framework that businesses use to structure their email [marketing copy](https://inkforall.com/microcopy). It's a conversion-focused formula that explores how a product or service can get prospects from a bad place to a good one. For this reason, the **BAB formula** involves outlining the benefits or advantages of using a specific product or service.

Here's a quick breakdown of the **Before-After-Bridge formula:**

- **Before**: Describe how a specific pain point is affecting your potential customer's life.
- **After**: Describe how this customer's life would be if your product or service could help eradicate these pain points.
- **Bridge**: Provide a solution to help prospects move from Before to After.

We have explored an excellent example of the **BAB formula** in action for exercise equipment. However, any brand can use this technique regardless of what they sell.

In other words, the **Before-After-Bridge formula** works just about anywhere. But how?

## Why is the Before-After-Bridge Formula Effective? 

According to [consumer psychologist Adam Ferrier](https://www.oup.com.au/search/?meta_b=9780195593921&f.Tabs%7Ctype=products), two things motivate us to take action — pleasure and pain. Similarly, Freud's Pleasure Principle states that we have an instinctive drive to seek pleasure and avoid pain.

As you can imagine, the best copy appeals to both emotions, and that's what the **Before-After-Bridge formula** does.

It introduces the pain aspect of Freud's Pleasure Principle by speaking to the prospect's specific problem. At this point, they're either worried about an issue they've never considered or nodding in agreement.

It then offers a glimpse of how the prospect's life would improve without the problem — appealing to the desire for pleasure.

By speaking to both pain and pleasure, you're nudging the prospect to choose the latter instinctively. It should have them wishing that the pleasure aspect could happen in their life for real.

That's when you hit them with the good news: it can happen in real life.

Indeed, your product could make the pleasure they seek a reality. Now that you have your target audience's attention, consider ending with a compelling call-to-action.

## Use INK's Before After Bridge Sales Copy Tool To Create the Perfect Copy

**BAB copywriting** lets you focus on the advantages and benefits of your product or service. Unlike other **copywriting techniques**, it highlights how you can improve the lives of your target readers. It allows you to describe in vivid pictures what your potential customer's world would look like with and without your product.

However, if you are an inexperienced copywriter or marketer, applying the **BAB technique** to your copy could be challenging. But don't fret because **INK's Before After Bridge Sales Copy** tool can make your life easier (Wait, is this a bridge?).

Just fill in the needed information above and click submit. Our AI-powered tool will produce your **Before After Bridge copy** in seconds. Stop wondering what BAB is and try **INK's Before After Bridge Sales Copy** now.


What is BAB? Before-After-Bridge is an effective formula in advertising. See how to use this BAB copywriting technique & generate cold email examples.


Before After Bridge Sales Copy


Before-After-Bridge

Before: I am writing content for my business but don't know if Google will like it. 
 After: I always know how well your content is optimized for SEO thanks to our real-time scoring. 
 Bridge: Download INK to find out how your content scores.