FAB Copywriting Formula: What Is It and How to Use It Right
The beauty of the FAB formula is that it majorly focuses on the product or service. This formula is perfect for creating engaging copies from blogs to landing pages, ebooks, social media posts, and more.
In general, FAB copy mentions the product’s characteristics, highlights the advantages, and sells the benefits to the audience. This formula is helpful, especially while creating persuasive content for your business or personal blog.
FAB consists of three parts: Feature, Advantage, Benefit.
- Feature: What does your product or service offer?
- Advantage: What are its uses?
- Benefit: How does it help your target audience?
Let’s dive into each section.
The Feature Section
This section includes an overview of the feature you are selling.
Step I: Choose a product/service feature you want to share with your audience.
Step II: Introduce the feature at the beginning of the copy so the audience knows what it is and why they should continue reading.
Step III: Grab attention by highlighting how different the feature is from other similar products.
The Advantage Section
The advantage section explains what problem is being solved with your product or service. It shows a list of advantages that your competitors may not have.
Step I: List all the advantages the feature offers.
Step II: Pick one that resonates the best with your audience and suits your target buyer persona.
Step III: Talk only about that advantage in your copy.
The Benefit Section
This section talks about the result your audience get from using your product or service.
Step I: List the benefits.
Step II: Make sure you specify how your feature makes the audience’s life easier.
As you must’ve already noticed, product knowledge and user research are indispensable for the FAB formula.
For maximum effect, do thorough research before writing the FAB copy. FAB is a great formula to highlight the features of your product or service and make your copy more attractive to potential customers.
