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FAB (Features, Advantages, and Benefits)

FAB, which stands for Features, Advantages, and Benefits, is a marketing and sales framework used to structure persuasive copy by connecting a product's attributes to a customer's needs.

Definition

FAB stands for Features, Advantages, and Benefits — a framework for translating product attributes into compelling ad copy that sells.

The FAB Chain

  • Features: What your product has or does (specifications, capabilities)
  • Advantages: Why that feature is useful (functional improvements over alternatives)
  • Benefits: How it improves the customer's life (emotional and practical outcomes)

Example

  • Feature: "AI-powered ad analysis"
  • Advantage: "Identifies winning patterns 10x faster than manual research"
  • Benefit: "Spend less time researching and more time scaling profitable campaigns"

The key insight: customers buy benefits, not features. Your ads should lead with the benefit, support it with the advantage, and mention the feature as proof.

Why It Matters

Most advertisers make the mistake of listing product features in their ad copy without translating them into benefits. FAB ensures every message connects to what the customer actually cares about — their outcomes. This framework is essential for writing value propositions that resonate and CTAs that convert.

Examples

  • •Product (Fitness App): Feature: GPS tracking. Advantage: Records your running route, distance, and pace automatically. Benefit: See your progress over time and stay motivated to achieve your fitness goals.
  • •Product (Vacuum Cleaner): Feature: HEPA filter. Advantage: Traps 99.97% of dust and allergens. Benefit: Breathe cleaner air and create a healthier home environment for your family.
  • •Product (SaaS Tool): Feature: AI-powered scheduling. Advantage: The system automatically finds the best meeting times for all attendees. Benefit: Save hours of administrative work and eliminate the frustration of back-and-forth emails.

Common Mistakes

  • ✕Confusing features for benefits: Stating a technical spec like '5,000 mAh battery' instead of the benefit, 'Enjoy peace of mind with a battery that lasts all day, so you're never disconnected.'
  • ✕Stopping at the advantage: Explaining what a feature does ('This drill has a brushless motor for more power') without explaining the final benefit for the user ('...so you can complete tough jobs faster and with less effort.').
  • ✕Creating a generic benefit: Using a vague benefit like 'saves you money' instead of a specific, tangible one like 'Cut your monthly software spend by 30% by consolidating tools into one platform.'
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