Copywriting framework
BAB — Before · After · Bridge
The cleanest case-study skeleton.
BAB — Before, After, Bridge — works when the reader already trusts the outcome but not the path. Paint the current state, paint the desired state with the same specificity, then reveal the single named move that connects them.
How BAB works
- Step 1Before
Concrete, sensory detail of the current state. No vague pain words.
- Step 2After
Equally concrete picture of the desired state. Numbers beat adjectives.
- Step 3Bridge
One named move that gets the reader from one to the other.
Case studies, testimonial threads, onboarding emails, transformation posts.
Don't reach for BAB when the reader doesn't yet believe the After is realistic for them — agitate the problem first with PAS, then bridge.
BAB in real copy
Before: 11pm, fourth draft, still bad. After: One paste, one structure, three on-brand variants in 60 seconds. Bridge: extract the formula behind a post that already worked, then reuse the skeleton.
Before: 9am standup, six tabs, no shared picture of priorities. After: A single screen everyone reads in 30 seconds before standup. Bridge: pipe priority signals from your tracker into one auto-built daily brief.
Extract BAB from any text — automatically
Paste a post that already worked into Get Text Formula. The analyzer detects whether it rides on BAB (or another skeleton), maps every block, and hands you a reusable template you can fill with your own message.