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Build a bridge, then use it to write a better copy

Updated: Oct 15, 2022

Before-After-Bridge: The framework for copywriting that sells

If you have ever wondered how to write copy that actually sells, then this blog post is for you. In it, we will take a look at the before-after bridge framework, a time-tested method for crafting persuasive sales copy. By the time you're done reading, you will know exactly how to use this framework to write copy that gets results.

What is Before-After-Bridge framework?

The Before-After-Bridge (BAB) is a simple but powerful framework for writing persuasive copy.
It is based on the idea of starting with what the reader wants (the "before"), then showing them how your product or service can help them get it (the "after"). This framework is incredibly effective because it appeals to the readers' desires by showing them how your offering can help them achieve their goals.

An example of how Before-After-Bridge approach works

First, you start with the 'before' state. This is where you introduce the problem that your product or service solves. For example, say you sell software that lets businesses monitor their expenses. In the before state, you would talk about how difficult it is for businesses to keep track of their spending manually. You would talk about how time-consuming and error-prone it is to do things the old-fashioned way.

Next, you move on to the 'after' state. This is where you talk about how your product or service solves the problem introduced in the before state. So, in our example, you would talk about how your software makes it easy for businesses to track their spending in real-time. You would talk about how businesses can save time and money by using your software instead of manual methods.

Finally, you need a bridge to connect the 'before' state and the 'after' state. The bridge is what sets your product or service apart from other solutions on the market. In our example, you might talk about how your software is more user-friendly than other expense tracking solutions or, how it integrates with popular accounting software like Quickbooks.

So there you have it—the Before-After-Bridge framework for structuring your copywriting. By following this simple framework, you can ensure that your copy packs a punch and leaves a lasting impression on your readers.

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