Framework: Emotional Journey + Logical Bridge = Sales

📌 “Make them feel the problem, show them the possibility, then bridge the gap with your solution.” – Classic Direct Response Formula


Mini Course: Copy That Converts Starts with Empathy

Great marketing doesn’t start with the product—it starts with the problem. Use the Before–After–Bridge (BAB) formula to write landing pages, emails, or ads that convert.

  • Before: Show the customer’s current painful state

  • After: Paint the picture of their desired future

  • Bridge: Introduce your offer as the path to get there

Example:

  • Before: Tired of chasing leads and hearing crickets?

  • After: Imagine waking up to booked calls every day.

  • Bridge: Our “Inbound Gym” system fills your calendar while you sleep.


Task: Write a BAB Framework for Your Offer

  1. Describe the current pain of your ideal customer

  2. Write out their dream scenario

  3. Plug your solution in as the bridge

  4. Use this copy in your next email, ad, or landing page


Insight:
People don’t buy features—they buy a better future. Show them the journey. Then guide them across.