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Struggling to write ads that actually convert? You’re not alone. Many businesses pour time and money into ads that get scrolled past in seconds. The secret? Simplicity. There’s one timeless formula that consistently grabs attention and drives action: the Before/After/Bridge Swipe Ad Formula.
What is Before/After/Bridge Swipe Ad Formula?
At its core, this formula tells a short, powerful story of transformation:
- BEFORE: Paint a relatable “stuck” moment your audience is experiencing.
- AFTER: Show the desirable outcome they want.
- BRIDGE: Reveal the solution that took you from Before to After — your product, service, or method.
Example:
- [BEFORE] “I used to dread going live on camera…”
- [AFTER] “Now I confidently host webinars that convert.”
- [BRIDGE] “How? With my Video Confidence Masterclass. Here’s how it works…”
- [CTA] “Join today.”
It’s that simple. Humans are wired for story, and this formula taps directly into their desire for positive change.
So why do so many ads flop?
Because they focus on features, not transformation.
- “We offer X hours of training!”
- “Our app has Y features!”
Features don’t sell. Outcomes sell.
Your audience is silently asking:
- “What will this do for me?”
- “Will this solve my problem?”
- “Will this get me what I want?”
Before/After/Bridge answers that instantly. It makes your message emotional, relatable, and irresistible.
Stop thinking like a business.
Start thinking like your customer’s guide.
Your ad is a bridge, from where they are stuck (BEFORE), to where they want to be (AFTER), using your proven path (BRIDGE).
When you structure your message this way, you:
- Grab attention fast
- Build trust
- Inspire action
Suddenly, your ad isn’t about you, it’s about THEM and their story.
Here’s a few example variations across different niches to show how flexible it is:
Fitness Coaching
- [BEFORE] “I used to feel exhausted and out of shape…”
- [AFTER] “Now I wake up energized and 20 lbs lighter!”
- [BRIDGE] “How? With my 8-week fitness reset plan. Here’s how it works…”
- [CTA] “Start your transformation today!”
Business Coaching
- [BEFORE] “I struggled to get clients every month…”
- [AFTER] “Now my calendar is booked solid 3 months ahead.”
- [BRIDGE] “How? By applying my ‘Consistent Clients’ framework. Here’s how it works…”
- [CTA] “Learn how to fill your calendar.”
Storytelling Course
- [BEFORE] “I used to write bland, forgettable content…”
- [AFTER] “Now my stories captivate audiences and drive sales.”
- [BRIDGE] “How? With my Strategic Storytelling Toolkit. Here’s how it works…”
- [CTA] “Grab your free storytelling guide.”
Skincare Product
- [BEFORE] “I used to cover up my skin with makeup every day…”
- [AFTER] “Now I confidently go bare-faced with glowing skin.”
- [BRIDGE] “How? With our vitamin C serum. Here’s how it works…”
- [CTA] “Get your glow on!”
Online Course for Freelancers
- [BEFORE] “I was stuck charging low rates and burning out…”
- [AFTER] “Now I charge premium prices and work with dream clients.”
- [BRIDGE] “How? With my Premium Freelancer Blueprint. Here’s how it works…”
- [CTA] “Enroll now.”
Direct-to-consumer brands use this formula in their top-performing Facebook & Instagram ads.
Coaches & course creators write entire sales pages using this structure.
Top email marketers build high-converting sequences around Before/After/Bridge.
Why? Because it works across any niche, fitness, beauty, business, tech, personal development.
It taps into one timeless principle: people buy transformation.
Ready to transform your ads, and your results?
Try writing your next ad using this Before/After/Bridge Swipe Ad Formula.
If you want more swipe-worthy formulas (and ready-to-use templates), let me know.
