For hot and warm traffic, the ad or email generally serves as the pre-frame. There’s no need for extra steps before those people understand your offer. They already know, like, and trust you. But for cold traffic, you often need a whole separate page that they go through (the bridge page) before they hit the offer page. As I just explained, this separate, pre-frame page educates people, enabling them to better appreciate the offer and making them more likely to convert.
