The before-after-bridge copywriting technique is a way of writing that describes a problem, imagines a solution, and solves that problem in a positive way. Here’s how it works:
Describes a problem a customer is experiencing.
Every single product or brand exists to solve a problem. And every potential customer has a problem that they need to solve. As a before-after-bridge copywriter, your job is to find out what that problem is and articulate it in a way that resonates with your audience.
Imagines a solution
After you’ve articulated the problem, it’s time to imagine a solution. This is where you get to be creative and come up with a way to solve the problem that your audience is facing.
Positively solves that problem.
Once you’ve described the problem and imagined a solution, it’s time to solve that problem positively. This is where you show your audience how your product or brand can help them overcome their challenges.