Are you looking to improve your copywriting skills? After all, it can fetch you a package of  $55,278 per year in the United States. Are you trying to create content that will engage your readers and drive conversions? If yes, then you need to know about the BAB copywriting formula. It is a simple and effective way to create persuasive copy that will capture the attention of your readers and compel them to take action.

In this blog post, we’ll explain what the BAB copywriting formula is, how it works, and how you can use it to create compelling copy. We’ll also provide some helpful tips to help you begin.

So, let’s start and learn how to use the BAB copywriting formula to create persuasive copy that will engage your readers and drive conversions.

What Is The BAB Copywriting Formula?

Copywriting is essential for any business to communicate its message, services, and products effectively. But writing effective copy requires creativity and a process to follow.

The BAB Copywriting Formula is a three-step process that helps you write compelling copy that converts. It stands for “Before-After-Bridge.”

Before-After-Bridge is a powerful storytelling technique that is useful for describing a transformation. It involves three main components: the “Before” stage, the “After” stage, and the “Bridge” stage.


The “Before” stage is where you set the stage for your reader’s current situation, detailing their struggles and frustrations.


The “After” stage is where you show the positive result of using your product or service.


Finally, the “Bridge” stage is where you introduce the solution to their problem and explain how it will bridge the gap from “Before” to “After”.

You can see that the BAB copywriting formula is a powerful framework that helps craft a persuasive copy that sells. It helps to create a bridge between what the reader has and what they want. You can demonstrate how your product or service can help the reader achieve their goal. This formula is especially useful for writing copies for small businesses trying to draw prospective customers toward them.

How Does The BAB Copywriting Formula Work?

The BAB copywriting formula works well. It allows writers to effectively organize their thoughts and present a cohesive, persuasive argument.

The BAB copywriting formula is an excellent framework for any writer, whether experienced or just starting out. It is a three-step process that helps formulate a persuasive writing piece.

The Before Stage

It is all about understanding your audience. First, you need to know who you’re writing for, their needs, and their pain points. This research will help you craft copy that resonates with your reader and speaks to their specific situation.

The After Stage

This is where you show the readers how wonderful their life can be and what all can become right in their life. You can be as descriptive and creative at this stage as possible so that the reader wants to know how they can achieve that.

The Bridge Stage

This is where you transition and talk about the solution. You can do this with a call-to-action (CTA), which encourages the reader to take the next step, whether that’s signing up for a free trial, downloading a white paper, or making a purchase.

By following these steps, you can create a persuasive and compelling copy that will help your product or service stand out. You can capture the attention of your readers.

When Should You Use BAB Copywriting Formula In Your Copy?

There is no hard and fast rule for when to use the BAB copywriting formula in your copy. However, it is generally most effective when introducing a new product or service to your audience. Or when trying to increase sales of an existing product or service.

If you have a complex offering, the BAB formula can help you simplify your message and make it more digestible for your target audience. Additionally, this approach can be helpful when addressing a specific pain point your audience has. By clearly articulating the problem and transitioning into the solution your product or service offers, you can effectively persuade your readers to take action.

BAB is also useful when writing persuasive essays, research papers, and even professional reports. You can use the structure to make complex topics easier to understand. And to help the reader see the world before and after using the product or service.

When used effectively, a Before-After-Bridge can be a powerful formula for making your copy more engaging and persuasive. It’s particularly useful for describing a product or service’s features and benefits, as well as the impact it has had on a customer’s life. It’s also helpful for explaining a complex concept in an easy-to-understand way, as it breaks things down into manageable chunks.

Overall, Before-After-Bridge is a good copywriting formula for creating compelling copy that resonates with your readers.

BAB Copywriting Formula Tips

As you know by now, using the BAB formula can be a great way to create an effective marketing copy that resonates with readers.

Here are some tips to keep in mind when using this formula for maximum success.

1. Keep it Simple and Understandable

When creating copy using the BAB formula, it’s essential to keep the message clear and concise. Avoid long-winded sentences or paragraphs, as they will only confuse and overwhelm potential customers. Instead, stick to simple language that’s easy to understand and ensure your benefit statement is clear and concise.

2. Use it for Headlines, Calls-To-Action & Other Components

You can use the BAB formula to craft headlines, calls-to-action, and other important components of your copy. This makes it an excellent tool for creating persuasive content that speaks directly to your target audience’s emotions.

3. Test Different versions

It’s essential to experiment with different versions as every business is different, so what works for one company may not necessarily work for another. Test different versions of your copy with small groups of customers or on social media platforms like Facebook or Twitter until you find the perfect formula for your needs.

BAB Copywriting Formula Examples

Here’s how you can use the before-after-bridge,

1. BAB in action in a marketing email

The above is an example of the before-after-bridge in email. There is a description of the world before, the world after followed by what the prospective customer should do to enjoy the change.

2. BAB in action in a cold email


You can see how well the different steps in the cold email and how effectively it persuades the reader to schedule a call with the sender.

3. BAB in action in a sales copy


In the above sales copy, there is the use of the BAB formula to present the product as a solution.

We hope you have a clear idea of how BAB works.

Use InstaCopy For Writing Copies Using The BAB Copywriting Formula

If you still are not sure about using before-after-bridge in your copies, look no further! We have InstaCopy’s BAB copy generator to help you write faster and with confidence. You only have to provide basic inputs, such as company/product name, company/product description, and hit ‘Generate’. And voila! You get the output.

Here’s what it looks like.

So go ahead and start InstaCopy’s free trial today.

Put The BAB Copywriting Formula To Action!

BAB formula is an approach that takes the prospect reader from an awful situation to a better one. From the business point of view, the aim is to make your product or service appear in a good light to the readers and persuade them to convert. It is basically about showing readers how you can help improve their life. Try using the effective copywriting formula and see how it improves your copy and increases conversions. You can also use the AIDA copywriting formula (attention-interest-desire-action) to write compelling copies.

We are confident that you will be able to see results quite soon, and when you do, don’t forget to thank us!

Till then,

Happy Writing!


1. What is the BAB Copywriting Formula?

The BAB copywriting formula is a successful approach to crafting persuasive copies. It involves introducing a problem at the start (before), outlining a solution (after), and then creating a bridge between the two (bridge) to create a compelling story.