The BAB Framework—short for Before, After, Bridge—is a simple yet powerful storytelling structure used in persuasive writing and marketing. It begins by describing the Before state: the current struggle, pain point, or problem your audience is facing. This step builds empathy and helps the audience feel seen and understood.

Next, the After phase paints a vivid picture of what life could look like once that problem is solved. It highlights the emotional and practical benefits of the transformation.

Finally, the Bridge introduces your product, service, or offer as the solution that connects the “before” to the “after.” This framework works because it mirrors the customer’s internal journey and positions your offer as the path to their desired outcome.