FAB (Features, Advantages, and Benefits)

A FAB (Features, advantages, and benefits) analysis describes the features, advantages and benefits of a product, and how they work together to help differentiate a product within the market. A FAB Statement is explaining the feature, what it does (the advantage), and how that benefits the prospective client.

Features are one of the easier things to identify. These are facts or characteristics about your business, products, and services. For example: A sales engagement platform which stores, organize and provide multi-channel outreach of all leads of a sales rep.

Advantages are what the features do. These tend to be factual, and aren’t connected to a prospects' needs. For example: Having a single platform for multiple activities improves prospecting and efficiency by a significant amount.

Benefit is the result of that advantage, and it is why a prospect would ultimately use a product. This key benefit provides an emotional hook point that you can leverage in helping the user imagine the positive experiences felt by using your product. For example: If you are using a single platform for storing your data and connecting with prospects, it will optimize your time and help build a better relationship with all leads.

So in this case, our example FAB statement will look something like this:

“We are a sales engagement platform which stores, organizes and provides multi-channel outreach of all leads of a sales rep. By using a single platform for multiple activities, you will improve your prospecting and efficiency by a significant amount. If you are using a single platform for storing your data and connecting with prospects, it will optimize your time and help build a better relationship with all leads!”

Marketing plans need to understand these concepts in order to develop effective marketing programs. People often confuse features and benefits; for example, in an automobile, air bags are a feature that produce the benefit of greater safety. Advantages fall in between, features become advantages that offer benefits to the end user.