FAB
Features, Advantages, Benefits — translate what it does into why it matters.
Features, Advantages, Benefits — translate what it does into why it matters.
Best for: Product descriptions, feature announcements, and technical audiences.
Origin
FAB has roots in 20th-century sales training, where it was used to teach salespeople to move beyond feature-dumping. The recipe formalizes a simple truth: customers do not buy features, they buy better versions of themselves.
When to use it
Product descriptions, feature announcements, and technical audiences.
How it works
- 1
Features — What the product does, stated plainly
- 2
Advantages — What that enables technically or practically
- 3
Benefits — How that changes the user life emotionally
Common mistakes
Stopping at features — listing what a product does without explaining why anyone should care
Confusing advantages with benefits — 'faster' is an advantage; 'get home an hour earlier' is a benefit
Writing benefits that are too abstract — 'improve your life' is meaningless; 'never lose a content idea again' is concrete
Use FAB on your content
Install Repurposito to apply FAB to any webpage, YouTube transcript, or social thread — and paste the result straight into your scheduler.
Related recipes
Proven4 Ps
Promise, Picture, Proof, Push — a complete persuasion arc.
Learn moreProvenAIDA
Attention, Interest, Desire, Action — the original conversion formula coined by E. St. Elmo Lewis in 1898.
Learn moreProvenBAB
Before, After, Bridge — show the transformation, then build the path. Popularized by Copyblogger.
Learn moreFAB FAQ
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