B-A-B
Before, After, Bridge
Good for
Sales pages, email marketing, and ads that highlight transformation.
What it stands for
B – Before ➡️ Describe the problem or struggle the customer faces.
A – After ➡️ Paint a picture of their life once the problem is solved.
B – Bridge ➡️ Introduce your product or service as the solution that gets them there.
Example Use Case
Weight Loss Program Ad
Example Implementation
Before:“Tired of trying diets that never work?”After:“Imagine fitting into your favorite jeans again, feeling confident & energized!”
Bridge:“Our science-backed meal plan makes weight loss easy—join today!”