F.A.B. Features, Advantages and Benefits
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Presentation on the FAB system of describing your products for successful marketing. Includes handy tools to help you develop your own powerful and punchy marketing tools. produced under the OAS Femcidi Craft Enhancement Training; Written by Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia
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F.A.B. Features, Advantages and Benefits
- 1. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org F.A.B! What makes a customer buy?
- 2. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org FAB: Features Advantages Benefits FAB is a useful method to get to the core of what makes a product sell “F” Features: the tech specs – what’s in the box “A” Advantages: what it does better than the competition “B” Benefits: How it relieves a problem or fulfills a desire for the customer – this is always associated with creating positive feelings or relief to a customer 2
- 3. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org FAB: Features Advantages Benefits FAB is a useful method to get to the core of what makes a product sell “F” Features: these just tell a customer dry facts – useful if the customer has a specific technical need for example: • 220-240V electricity • Contains Peanuts or traces of nuts – Allergy warning Not all customers will look at tech specs and certainly, tech specs will only play a minor role in decision making when comparing offers. In some cases, tech specs may be identical across the products offered, so they do not help the decision at all 3
- 4. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org FAB: Features Advantages Benefits FAB is a useful method to get to the core of what makes a product sell “A” Advantages: Here you can start to say what makes your Tech Specs (Features) better than the others – e.g. • Grounded 3-pin 220-240V Plug • Guaranteed FREE from all traces of nuts! This can start to narrow down a customers selection and start to get them thinking about what makes your product a better choice Now if you word these advantages well, you can have them recognize the BENEFITS at the same time… 4
- 5. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org FAB: Features Advantages Benefits FAB is a useful method to get to the core of what makes a product sell “B” Benefits: ALL of us make our buying decisions based on emotions whether they are positive or negative emotions. For example safety products can be sold by playing on people’s fears and then presenting your solution to their fears – you raise their negative emotion then calm them by presenting your solution to being safe: “This Hurricane Season don’t risk losing everything you’ve worked so hard to acquire! Gold Trust Disaster Insurance keeps you and your family safe! You get Industry Award winning coverage for losses due to storms and natural disasters! Affordable rates, no deductible– sign up now!” 5
- 6. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org FAB: Features Advantages Benefits Breaking Down Gold Trust Insurance “F” Features: “Disaster Insurance, No deductible, affordable rates” “A” Advantages: what it does better than the competition “Industry Award winning coverage” “B” Benefits: How it relieves a problem or fulfills a desire for the customer “keeps you and your family safe!” 6
- 7. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org Features Tech Specs – what it is and does Advantages What the tech specs do better Benefits the feel-good that makes the customer buy •400W power •Choice of 2 speeds •Detachable stainless steel mixer •0.5l chopper •Balloon whisk •0.7l beaker •Matt black finish • More powerful • Flexibility • Durable • Accommodates varied needs • Appealing – ‘suits many decors’ finish • Eases workload • Timesaving • Is reliable (won’t break) • Less clutter • Stylish Example FAB Russell Hobs 3 in1 Hand Blender
- 8. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org Features Tech Specs – what it is and does Advantages What the tech specs do better Benefits the feel-good that makes the customer buy •100% Cotton •3 Main sections •Zippered pockets – 2 outside & 3 inside •Double stitched seams •Fade-resistant fashion colours •Natural •Flexible •Accommodates varied needs •Durable •Appealing – fashionable colours •Eco-conscious •Reduces mess - helps organize •Safety – zippered pockets •Good investment (durable) •Stylish / fashionable Example FAB: Lala’s Handmade Bags
- 9. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org Do YOU think of FAB when you are designing your products?
- 10. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org F A B FAB for YOU Choose your BEST product and list its FAB, then choose a competitors and list their FAB
- 11. Author: Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia cdfstlucia.org Once you have grasped the idea of F.A.B You can now start to create your “Value Proposition” or “Unique Selling Proposition” (USP)
Notes de l'éditeur
- F (Feature) Description of the offering, product characteristics, product attributes Answers the question -- WHAT IS IT? A (Advantage) Comparison to what alternative? The differences, changes “A” normally is formed by taking “F” and “B” then compares with competitors/alternatives to see the advantage/difference of our product. Answers the question, What will it do? B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care? Answers the questions-- What does that mean to the buyer? Of what value will that be to the buyer?
- F (Feature) Description of the offering, product characteristics, product attributes Answers the question -- WHAT IS IT? A (Advantage) Comparison to what alternative? The differences, changes “A” normally is formed by taking “F” and “B” then compares with competitors/alternatives to see the advantage/difference of our product. Answers the question, What will it do? B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care? Answers the questions-- What does that mean to the buyer? Of what value will that be to the buyer?
- F (Feature) Description of the offering, product characteristics, product attributes Answers the question -- WHAT IS IT? A (Advantage) Comparison to what alternative? The differences, changes “A” normally is formed by taking “F” and “B” then compares with competitors/alternatives to see the advantage/difference of our product. Answers the question, What will it do? B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care? Answers the questions-- What does that mean to the buyer? Of what value will that be to the buyer?
- F (Feature) Description of the offering, product characteristics, product attributes Answers the question -- WHAT IS IT? A (Advantage) Comparison to what alternative? The differences, changes “A” normally is formed by taking “F” and “B” then compares with competitors/alternatives to see the advantage/difference of our product. Answers the question, What will it do? B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care? Answers the questions-- What does that mean to the buyer? Of what value will that be to the buyer?
- F (Feature) Description of the offering, product characteristics, product attributes Answers the question -- WHAT IS IT? A (Advantage) Comparison to what alternative? The differences, changes “A” normally is formed by taking “F” and “B” then compares with competitors/alternatives to see the advantage/difference of our product. Answers the question, What will it do? B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care? Answers the questions-- What does that mean to the buyer? Of what value will that be to the buyer?