How to use FAB selling in copywriting

Do you know how to write a sales copy that helps you stand on top of your competitor 😟?

Do you want to know the simple three-step formula to enhance ad copy 🤩?

If your answer is yes, you are in the right place. In this guide, I will guide you about one of the famous copywriting formulas, FAB selling (Features, Advantages, and Benefits). Using this formula, you can eradicate loopholes in your ad copy and landing pages.

So the question is,

what is fab?

In general, FAB stands for Features, Advantages, and benefits. In copywriting, this formula is used to make the attention-grabbing body of the copy.

Using the FAB selling formula, you can align product or service characteristics with features. It helps you highlight the advantages which increase reader interest and mention benefits that allow you to sell.

At this point, I know you still need clarification about the differentiation between features, advantages, and benefits. Do not worry.

Let’s discuss them one by one.

Features

What is a feature?
In simple words, the feature is the essential characteristic of your product or service. Every product or service has its features and functionalities.

Example for Product:

 Suppose your product is Laptop, so what are its features in it?

• The size of the Laptop is known as the laptop feature.
• Weight how heavy it is.
• What Material has been used to develop the Laptop?
• Which components are used in the Laptop?

Example of service:

Suppose you are offering a VPN service, so what are its features?

• Operating system support might be Windows, iOS, and Android.
• Simultaneous connections how many devices can you connect to?
• Bandwidth is how much data a user can stream.

So here I have mentioned the Feature definition along with an example. Let’s dive into the central part of how you can use features in your copywriting.

Features in copywriting:

As I told you in my 15 copywriting tips guide, the benefits are baby but do not forget features. Because in every product or service, we have all three types of audience, which are TOFU (top of the funnel) unaware, MOFU (Middle of the funnel) Know the problem but are not sure about the solution, and BOFU (Bottom of the funnel) most aware and knows about the answer.

So when we work on our copy, we must remember all three types of audiences in our minds.

But how can we use features that help our audience know our product or service well? This is the big problem many people face when they are working on their copy. Are you one of them?

Do not worry if you don’t Know. In two steps, I will show you the best way to use the feature in your copy.

Step 1:

Write down all the main features of your product or service and choose the best features in your copy. If your product or services have unique characteristics, highlight them. Those features help you to grab your audience’s attention.

Step 2:

After selection, use those features at the beginning of your copy. It helps your audience to know what they are. This practice will build their interest to read your document further.

Now our feature section has done now, let’s dive into the Advantages Part second character of FAB selling.

Advantages:

What are the Advantages?

In simple words, advantages define how your product or service works. It helps you show how your product or service features can be beneficial. The advantages are the helpful description of what the feature means. 

 Example:

Example for Product:

Let’s retake the instance of the Laptop. 

• Your laptop product size is small, so the advantage will be you can put it in your bag quickly.
• Its weight is light so that you can lift other things with it.
• The material used in Laptop is high quality, so it can’t damage easily.

Example of Service:

Suppose you are providing the service of app development.

• You sign NDA first, so the advantage will be there is no chance of an idea leak.
• Your code supports cross-platform, so the advantage is that a single code can be used on all platforms.

Advantages in copywriting:

In copywriting, we mention advantages after features, or you can say that it’s used in the second step. In the advantages section, you have to use it to explain the features of your product or service and what problem it solves. 

Now let’s learn helpful 2 steps to mention advantages in your copy.

Step 1:

We will use the same technique that we have used in the feature. In step one, write down the advantages of each feature.

Step 2:

Use the red pen rule and highlight the best advantages from your list that you have written in step 1. It helps you to grab readers’ attention and to convince them to read further. 

So, my friend, we have good knowledge about FAB selling features and advantages. Now here is the time to discuss the benefit backbone of every copy.

Benifits

In simple words, benefits are the result of your product or service. It shows what users will get after using your product or service. In other words, the benefit is about how advantages and features relate to the buyer’s priorities.

 Let’s look at the examples of benefits.

Example of product:

We will continue with the example of a Laptop for benefits.

• The Laptop’s weight is light, so the benefit will be that it won’t cause back pain when you lift it in your bag.
• Material is high quality, so the benefit is that you do not have to worry about its quality.

Example of service web development:

• Maintenance support for 3 months means you can get bug fixing free for three months.
• Open-source programming means there is no need to buy any license.

How to use benefits in copywriting:

In copywriting benefits are your baby means proper usage of benefits can boost your sales. Benefits are something what the user will get after using your product or service.

In your copy, try to heighten benefits as much as you can because benefits directly hit your customer’s minds as a pain solution they are looking for.

Let’s see how you can benefit from your copy by using easy steps.

Step 1

Step one starts with user research that is your perfect customer for your product or service. Write down their problem, which can be solved by using your product or service.

Step 2

After you have done with the best benefits, highlight them in your copy. Your copy works better when it focuses on benefits.

Now our FAB selling  guide is finished, I hope you have a clear idea about this formula. Let’s discuss when you can use FAB selling.

In FAB selling style copy, you do not need to start with a story or use other copywriting tactics. Just put a product or service in front of you and write down its Features, Advantages and Benefits. You can use this formula in any copy, but the practices of using fab are:

• Use it in the Product description.
• Use in wheal method” technique to target big enterprises” of sales and marketing email.
• Use it in your paid ad.

Remember the FAB selling approach used to write a complete description of your product or service. Instead of just capabilities, this approach helps you write words that directly talk about your product and service and helps your audience know how the product or service can cause ease in their lives.

Conclusion:
Here our guide has finished. I am confident that you have a complete idea of the FAB selling formula.
In this guide, I have discussed one of the famous formulas that help you write your copy perfectly. All three characters which I have discussed are FAB. F stands for features which are, in simple words, characteristics of your product. A stands for advantages used to explain the product and, in the end, the central part. B stands for benefits, which helps you write the product or service results.
If you still need clarification about this approach, you can mention it in the comment or email us.

Note: If you want to learn more copywriting formulas, click here.