Before–After–Bridge is a simple three-part structure. Paint the reader’s current situation (Before). Then describe a better world where their problem is solved (After). Finally, reveal the Bridge – your product or service – that connects the two. This framework works because it invites readers to imagine a better future before asking them to do anything. It’s especially effective for social media and email, where you have seconds to make a case.
See also: Move through time; Imagine; Help the hero
Try this
Write a three-sentence email opener: sentence one describes the reader’s frustrating present, sentence two paints a desirable future, sentence three introduces your product as the way to get there.
Ideas
Open a ten-minute sprint with Before–After–Bridge as your prompt.