What is BAB Formula?

BAB is an acronym for “Before - After - Bridge” and the formula is a technique you can use to structure the copy in your email marketing campaigns. BAB is a copywriting technique that revolves around the basic idea of getting someone from a bad place to a better place with your help. It is designed to make your product/service appeal to the wants and needs of your reader and compel them to take the necessary action. BAB helps you portray the advantages and benefits of your product, which helps you write benefit-focused copies.

The formula has three parts to it. When followed correctly, it makes it easy to write great copy that compels your readers to take action.

• Before - Show the readers their world before your solution:
  
  You start off by telling the reader how relevant pain points are affecting their current situation. Paint a bleak picture of their current world so that the reader can realize the problems that they are facing.
  
  Ex: For a busy sales rep, it is always tough to keep a track of sales activities and find time to enter data into the CRM and keep contact data up to date.

• After - Show the readers what the world would be like after your solution:
  
  Next, tell them how their world would be if these problems didn’t exist. You need to help them see the difference between the two worlds, explain to them what benefits they will be reaping from this world.
  
  Next, tell them how their world would be if these problems didn’t exist. You need to help them see the difference between the two worlds, explain to them what benefits they will be reaping from this world.

• Bridge - Bridge the two worlds together with your solution (product/service):
  
  Now that you’ve made the reader realize the problem and shown them how good life would be if the problem were solved, provide them with a path; a solution to help the reader move from Before to After. A bridge between two worlds or you could even say, a path to a better place. Your product/service acts as the Bridge that will guide them.
  
  Ex: This is the power of Upscale; a Sales Engagement Platform built to make sales professionals more productive.