FAB Writing

Write marketing copy with FAB

FAB stands for Features, Advantages, and Benefits. FAB copy explains what your product or service does, the advantage of that product or service over others, and how that benefits your audience. It helps to clarify your writing and connect you with your audience.


These are the facts or characteristics about your business, products, or services. For example, a “two revisions”


These are what the features do. They tend to be factual, and superficially connected to what you audience’s needs. For example, “two revisions allow you to make the changes you want”


The Benefits answer why someone should value the features and advantage. It connects the facts about your product or service to a solution for your audience. For example, “When you’re stuck writing your copy, you’ll have the support you need with additional changes to get your voice out into the world with ease.”

Turn a FAB Statements Into Copy & Messages

Once you’ve identified the features, advantages, and benefits of your products, services, and business, start compiling them into compelling messages.

Try this exercise:

  1. Divide a piece of paper into three columns. Label them: Features, Advantages, and Benefits.

  2. Compile a list of your features for one piece of content or service.

  3. Go back over your features list and write in one or two advantages for each one.

  4. Put yourself into your audience’s shoes. Now, develop a benefit statement for each advantage. Be sure to dig down to the real human desire. Desires are super-powerful!

A FAB Statement will use words your audience wants and needs to hear. If a potential customer or client feels a frustration, anger, exasperation, sadness these are the emotions that will help connect you with the audience member, because you understand where they are. Can you see how this helps to connect your prospects desire to your product or service?

Once you have a whole bunch of value statements. There’s one final step to create your marketing copy: Flip the FAB Statements on their heads. Instead of stating the feature first, state the benefit. Then explain how you can get your audience from being frustrated to the solution of “ah.”

For example - While you’re working on your marketing copy, you’ll be free to work on your other business, because you have the support you need where you need it most. Our 2 revisions keep you focused on what’s important to you—your audience.”

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