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Home » Finally making copywriting formulas useful part 5: BAB

Finally making copywriting formulas useful part 5: BAB

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Welcome to part 4 of our series where we demystify copywriting formulas.

  • part 1 we talked about how to grab attention with AIDA.
  • part 2, we went over addressing problems with PAS.
  • part 3, we explored the 4 Ps, to create a compelling persuasive argument.
  • And part 4, where we introduced the 4 Cs, great for creating credibility and proving our claims, but also for editing copy.

Today we’re diving into a variant of the PAS formula.

This framework is excellent if you want to use a more positive language. While PAS might work well when prospects are running away from a problem or pain, this one is great when they are in a positive state of mind and envisioning a goal they want to achieve.

Enter BAB…

What it is:

BAB (Before, After, Bridge): A framework that shows the reader’s situation before using the product or service, the improved situation after using it, and then bridging the gap by explaining how the product or service can help them get from the before state to the after state.

How and when to choose it as your go-to structure:

Choose the BAB framework when you want to create a compelling narrative that shows the transformation your product or service can bring to the reader’s life. This framework is effective for storytelling in marketing materials like case studies, testimonials, and email campaigns.

I learned this (even though he didn’t call it BAB) from super smart marketer, Sean D’Souza in his little but powerful book, The Brain Audit.

Creating that “Before” picture in your reader’s mind especially in testimonials or case studies, is what separates credible ones from the typical “Great service and outstanding support” ultra generic and boring ones.

This works because it makes your claim believable before getting to it. It adds an element of “humility” and dimension.

What stages of awareness you should address with it

Like PAS, the BAB framework is perfect for Problem-Aware prospects.

Problem-Aware: The reader knows they have a problem, but they’re not aware of the solutions available. BAB is an excellent choice for this level, as it focuses on addressing the problem and showcasing the transformation your product or service can bring.

This gives you 2 tools to address this awareness level. One on the negative mental state side (PAS) and one on the positive side (BAB).

Study your audience and find out which is best.

How to deal with different decision makers

  • Emotional-Slow:
    • Before: Describe the emotional pain points they’re currently facing.
    • After: Paint a vivid picture of the emotional relief and benefits they’ll experience.
    • Bridge: Share a personal story or testimonial that resonates emotionally and shows a gradual transformation.
  • Emotional-Fast:
    • Before: Quickly highlight their emotional challenges.
    • After: Use strong, emotive language to present the desired emotional state.
    • Bridge: Offer a fast, emotionally-driven solution or a time-sensitive incentive that prompts immediate action.
  • Logical-Slow:
    • Before: Provide data and facts to illustrate the current problem.
    • After: Showcase the logical benefits and outcomes they can expect.
    • Bridge: Explain the process or methodology in detail, emphasizing the rationale behind the solution.
  • Logical-Fast:
    • Before: Concisely present the problem using factual information.
    • After: Summarize the logical advantages they’ll gain.
    • Bridge: Offer a straightforward solution or a limited-time offer that appeals to their need for efficiency and logic.

That’s all for today.

There are a ton more frameworks I could list, but I think these are the most powerful. And others are mainly variants.

You don’t need to remember them all, in fact you don’t even need to remember these 5.


I think it’s much more important to learn how they work and to dissect them like we’ve been doing in these emails.

Once you figure out the nuances, it’s easier to adapt and even come up with your own formulas.

As always, principles > tactics.

P.S. Are you on Facebook? Dumb question? Anyway, I’m building a page there too and will start posting more unique content soon. Check it out if interested!

Quote and reflection of the day:

“Avoidable human misery is more often caused not so much by stupidity as by ignorance, particularly our ignorance about ourselves.”

  • Carl Sagan

If you want to master your environment and take control of your future, master yourself. Without self knowledge you can’t create your vision, without vision you can’t progress.

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