The BAB formula is designed to make a specific offer that appeals to the needs and desires of your recipient. This formula is a big hit with cold emails. It works because it is based on the Freudian pleasure principle*, according to which humans are instinctively seeking for pleasure and avoiding the pain. These are the two main things that motivate people to act. Before. Describe a challenge your prospect faces. Make sure to only list the problems and consequences that your product or service can reduce or solve. After. Show them how awesome the future without this problem could be. If you have specific stats or numbers - use them. Bridge. Explain how your product or service can help them reach that future. Example. Hi Michael! Making sure a lead is good is not an easy task. High bounce rates, invalid emails, and catch-all email addresses are slowly bringing you down? There is an easy solution to this problem that plagues so many start-ups. You can clean your email lists and verify your leads the moment you find them. Look no further than Snovio. Easy-to-use, fast, and efficient, is a lead generation, verification and tracking solution you need. Make sure to check out the services if you want to finally leave your lead problems in the past.