BAB
Before, After, Bridge — show the transformation, then build the path. Popularized by Copyblogger.
Before, After, Bridge — show the transformation, then build the path. Popularized by Copyblogger.
Best for: Transformation stories, case studies, and aspirational content.
Origin
BAB (Before-After-Bridge) was popularized by Copyblogger in the early 2010s as a content marketing recipe. It borrows from classic storytelling structure — setup, transformation, resolution — and adapts it for persuasive copy.
When to use it
Transformation stories, case studies, and aspirational content.
How it works
- 1
Before — Describe their current world
- 2
After — Paint the world they want to be in
- 3
Bridge — Show how your solution gets them there
Common mistakes
Making the 'before' too mild — if the current state does not feel painful, the transformation lacks impact
Painting an 'after' that is vague or generic — 'be more productive' is weak; 'open Monday with a week of posts already drafted' is vivid
Building a bridge that feels like a leap — the solution must feel like a natural, achievable path between before and after
Use BAB on your content
Install Repurposito to apply BAB to any webpage, YouTube transcript, or social thread — and paste the result straight into your scheduler.
Related recipes
ProvenAIDA
Attention, Interest, Desire, Action — the original conversion formula coined by E. St. Elmo Lewis in 1898.
Learn moreProvenFAB
Features, Advantages, Benefits — translate what it does into why it matters.
Learn moreProvenPAS
Problem, Agitate, Solution — make the pain real before you offer relief. Popularized by Dan Kennedy.
Learn moreRelated articles
Justin Welsh's The System Framework: The Solopreneur's Content Recipe
Justin Welsh's System framework turns complex advice into calm, numbered steps. Learn the 4-move recipe that built a 7-figure solopreneur business.
Social Media Copywriting: The Complete 2026 Guide to Writing Posts That Convert
Social media copywriting is the art of writing scroll-stopping posts that drive engagement, clicks, and conversions. Learn the 6-move system, platform-specific tactics, and real examples from LinkedIn, X, and Instagram.
How to Add Promotion on LinkedIn: The Complete 2026 Guide
Learn how to add promotion on LinkedIn — from personal branding and content promotion to company pages, product launches, and paid LinkedIn Ads. A step-by-step guide with frameworks, examples, and measurement tactics.
BAB FAQ
Start turning content into posts today
Install Repurposito free. Bookmark any page, pick a recipe, and publish in your voice.
Install free