FAB Writing Formula: Focus on Benefits for your Future Customers, not Features.

Summary

In this video, the speaker discusses a powerful content writing formula called Features, Advantages, and Benefits (FAB). Using a product example, the speaker illustrates how to effectively communicate features (like protecting a cell phone and having a removable wallet), advantages (such as holding up to seven credit cards), and benefits (ensuring you’re never without your wallet or phone). This formula helps marketers create compelling content that resonates with the reader by emphasizing how the product improves their life, making it easier to connect with the audience's needs.

Takeaways

• 😀 The content focuses on a writing formula known as Features, Advantages, Benefits (FAB).
• 😀 The FAB formula helps create product descriptions that appeal to customers by outlining features, advantages, and benefits.
• 😀 The first part of the formula—Features—describes what the product can do (e.g., protect your cell phone).
• 😀 The second part—Advantages—explains why the feature is helpful (e.g., the phone case also has a removable wallet).
• 😀 The third part—Benefits—addresses what the feature and advantage mean to the reader (e.g., never being without a wallet or cell phone).
• 😀 An example used in the script is a product that protects a phone and also has space for up to seven credit cards.
• 😀 The benefits focus on making the reader's life easier by offering both phone protection and wallet convenience.
• 😀 The FAB formula is a common method that many marketers use instinctively without realizing it.
• 😀 The script emphasizes the importance of understanding the three key components of the FAB formula: Features, Advantages, and Benefits.
• 😀 The video ends with an invitation for viewers to reach out for assistance with creating their content.

Q & A

What writing formula is being discussed in the video?

The video discusses the 'Features, Advantages, Benefits' (FAB) writing formula, which helps marketers structure content effectively.

What is a 'feature' in the context of product content?

A 'feature' describes what the product can do. For example, it could be a feature like 'protecting your cell phone.'

What does 'advantage' mean when describing a product?

An 'advantage' explains why the feature is helpful. For instance, a removable wallet that holds up to seven credit cards is an advantage because it adds extra utility to the product.

How does 'benefit' differ from 'feature' and 'advantage'?

A 'benefit' connects the product's features and advantages to the customer's life. It answers the question, 'What does this mean for the reader?' For example, it ensures the reader is never without their wallet or cell phone.

How does the FAB formula help marketers?

The FAB formula helps marketers clearly communicate the product's value by focusing on its features, explaining the advantages, and emphasizing the benefits to the customer.

Can marketers use the FAB formula without realizing it?

Yes, the FAB formula is commonly used by marketers, often without them realizing they are following this structured approach.

Why is it important to highlight the 'advantages' of a product?

Highlighting the 'advantages' is crucial because it explains how the product's features are beneficial and relevant to the customer, making it easier for them to understand the product’s added value.

What is an example of a 'feature' from the video?

An example of a 'feature' from the video is the ability of the product to 'protect your cell phone.'

Why should marketers always focus on the 'benefit' in their content?

Marketers should focus on the 'benefit' because it directly answers the customer's need and shows how the product improves their life, making it more appealing.

How can marketers structure content using the FAB formula effectively?

To structure content effectively using the FAB formula, start by describing the feature of the product, then explain its advantage, and finally highlight the benefit to the reader. This helps ensure the message resonates with the target audience.