Before-After-Bridge Delta
Purpose: Saga bab evidence, channel, and deliverable contract. The BAB framework itself is model-known.
Scope
- Use BAB for one concrete transformation and one conversion action.
- Use Saga
pyramidfor analytic decision memos andcustomer/hero-journeyfor longer transformation evidence. - Pull pain and desired outcomes from research, support, analytics, or supplied customer evidence; never manufacture them for copy.
Craft Gates
Before: one recognizable moment, consequence, or friction; no generic agitation.After: a specific outcome or scene supported by the offer; no unmeasured claim.Bridge: the smallest credible path and exactly one CTA; disclose material conditions.- Respect the channel's actual limits rather than fixed universal character counts.
- Run Saga AP-1–AP-9, especially Missing Tension, Jargon Wall, and Ad Copy Disguise.
Deliverable
Provide audience, channel, measured length budget, CTA, three materially different variants, recommended variant with rationale, evidence used, unsupported claims removed, and an A/B test hypothesis with metric. Handoffs:
- Funnel: landing-page placement.
- Prose: final tone and microcopy.
- Growth: channel/CRO adaptation.
- Experiment: sample size and test design.
- Cue: video adaptation.