Honest Mobile’s amazing B-A-B ad

We've always hated Problem-Agitate-Solution as a copywriting formula. (It's that agitate part that feels icky.) So when we got hit with this Honest Mobile ad that manages to talk about pain points without it feeling gross, we hit screenshot lickety-split. It's such a good example of the before-after-bridge copywriting formula. Love it.

This is the Before-After-Bridge formula in action. And it works because Honest Mobile don't tell you the consequences of having no signal, they just drop you into the moment and let your brain do the rest. Waiting for a client reply? An offer on a house? Whatever your version of "stuck on a train with no signal" is, your brain fills it in automatically. That's so much more powerful than being told how to feel.

Here's how to nick it for your brand: use your copy to paint a picture of the moment your customer is at their most frustrated. Get specific. Set the scene. Use real details (You're eating an ice cream and wince as the cold hits your teeth beats Sensitive teeth every time.) Then show them what life looks like after your product fixes it.

No icky manipulation. No P-A-S BS.

PS. We did a full deep-dive on this ad on our blog a while ago. Check it out!