If you’re selling something; whether it be a pair of pug-patterned socks or a four-month coaching course, the FAB formula can help you clearly communicate:

1. The nuts and bolts of your offer - features

2. The transformation they can expect - benefits

3. The perks of the transformation - advantages

I know it doesn’t neatly make the acronym FAB, but FBA isn’t as catchy, so I know you’ll let this one slide. I also can’t seem to let a blog post go past without a picture of some kind of food. So here’s what the word FAB always conjures up for me. Best ice lollies ever. 

Anyway, if you’re writing a sales page, flyer, brochure or social media post and get stuck on how to articulate the value you provide, this can be a practical and easy place for you to start. 

And if you cover these three bases, chances are you’ll be speaking directly to the heart of your customer, who deep down are wondering “what difference does it make to me?’ 

How to work out your FAB

I’m going to show you an example using my favourite CRM system, Dubsado. When you do this for your business, use the table below. It helps.

Start by listing all the features:

Features

Contracts and forms 

Automation 

Client management

Accounting and reporting 

Next, add the benefits of each feature.

Features + Benefits

Contracts and forms: look professional with customisable paperwork.

Automation: do heaps of business administration with a single click.

Client management: everything related to each client in a single place.

Accounting and reporting: stay on top of the $ side.

Scheduling: make it easy for clients to book in with you.

Finally, we add the advantages:

Features + Benefits = Advantages

Contracts and forms: look professional with customisable paperwork. Legitimises your business and gives your clients confidence.

Automation: do all your business administration with a single click. Frees up your time to spend on business goals and keeps your back office in shape.

Client management: everything related to each client in a single place. Speeds up your processes, reduces frustration and makes it easy to be organised.

Accounting and reporting: stay on top of the money side. Reduces the stress of managing business finances.

Scheduling: make it easy for clients to book in with you. Saves time and reduces friction for your client so they feel happier about interacting with your brand.

If you get stuck between benefits and advantages, ask yourself ‘and?’ at the end of the benefit. 

And there you have sentences that highlight your overall VALUE, ready to weave into your copy.

Why use features, advantages and benefits?

What you’re doing when you articulate the benefits and advantages is taking away your potential clients’ brain strain. It means they don’t have to try and connect the dots themselves. 

This is important because we have a minimal attention span due to the overwhelming amount of content our brain is competing to absorb at any given moment.

It also means they can quickly start to imagine what life would be like with your product or service in it. And when they imagine, they start to feel things. And that takes them a step closer to buying your product or reaching out to book your service. Yay!

Photo by Elly Fairytale from Pexels