Features · Advantages · Benefits
The antidote to feature-heavy copy. Forces every product claim to answer the reader's silent question: "So what?"
What is the FAB formula?
FAB — Features, Advantages, Benefits — is the simplest framework for writing benefit-first product copy. Its core insight is that customers don't buy features; they buy what those features do for them. FAB forces you to take every product claim through three layers: what it is, what it does, and — most importantly — why the reader should care. Apply it to any product bullet point, and watch generic specs become emotionally resonant selling points.
The 3 stages of FAB
The Feature is the objective, factual attribute of the product — the spec sheet entry. '256GB storage.' 'AI-powered grammar checker.' Features are necessary but insufficient — they inform, they don't persuade. State them precisely, then push through to Advantage and Benefit.
- State it factually and precisely
- Use it as the starting point, not the selling point
- Lead with features in your headline or hero copy
- Assume readers understand why a feature matters
Real example
When to use it
Why it works
- Forces benefit-first thinking on every claim
- Easy framework to apply to any product feature
- Makes technical specs feel human and relevant
- Great for training non-copywriters to write better
Common mistake
If your bullet starts with "It has…" or "Includes…" you're writing features. Rewrite it to start with "You get…" or "So you can…" to reach the benefit.