Presentation on the FAB system of describing your products for successful marketing. Includes handy tools to help you develop your own powerful and punchy marketing tools. produced under the OAS Femcidi Craft Enhancement Training; Written by Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia

1. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
F.A.B!
What makes a customer buy?

2. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
FAB: Features Advantages Benefits
FAB is a useful method to get to the core of
what makes a product sell
“F” Features: the tech specs – what’s in the box
“A” Advantages: what it does better than the
competition
“B” Benefits: How it relieves a problem or fulfills a
desire for the customer – this is always associated with
creating positive feelings or relief to a customer
2

3. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
FAB: Features Advantages Benefits
FAB is a useful method to get to the core of
what makes a product sell
“F” Features:
these just tell a customer dry facts – useful if the customer
has a specific technical need for example:
• 220-240V electricity
• Contains Peanuts or traces of nuts – Allergy warning
Not all customers will look at tech specs and certainly, tech
specs will only play a minor role in decision making when
comparing offers.
In some cases, tech specs may be identical across the
products offered, so they do not help the decision at all 3

4. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
FAB: Features Advantages Benefits
FAB is a useful method to get to the core of
what makes a product sell
“A” Advantages:
Here you can start to say what makes your Tech Specs
(Features) better than the others – e.g.
• Grounded 3-pin 220-240V Plug
• Guaranteed FREE from all traces of nuts!
This can start to narrow down a customers selection and
start to get them thinking about what makes your product a
better choice
Now if you word these advantages well, you can have
them recognize the BENEFITS at the same time…
4

5. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
FAB: Features Advantages Benefits
FAB is a useful method to get to the core of
what makes a product sell
“B” Benefits:
ALL of us make our buying decisions based on emotions
whether they are positive or negative emotions.
For example safety products can be sold by playing on people’s
fears and then presenting your solution to their fears – you raise
their negative emotion then calm them by presenting your
solution to being safe:
“This Hurricane Season don’t risk losing everything you’ve
worked so hard to acquire! Gold Trust Disaster Insurance keeps
you and your family safe! You get Industry Award winning
coverage for losses due to storms and natural disasters!
Affordable rates, no deductible– sign up now!” 5

6. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
FAB: Features Advantages Benefits
Breaking Down Gold Trust Insurance
“F” Features: “Disaster Insurance, No deductible,
affordable rates”
“A” Advantages: what it does better than the
competition “Industry Award winning coverage”
“B” Benefits: How it relieves a problem or fulfills a
desire for the customer “keeps you and your family
safe!”
6

7. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Features
Tech Specs – what it is
and does
Advantages
What the tech specs do
better
Benefits
the feel-good that
makes the customer
buy
•400W power
•Choice of 2 speeds
•Detachable stainless
steel mixer
•0.5l chopper
•Balloon whisk
•0.7l beaker
•Matt black finish
• More powerful
• Flexibility
• Durable
• Accommodates varied
needs
• Appealing – ‘suits
many decors’ finish
• Eases workload
• Timesaving
• Is reliable (won’t
break)
• Less clutter
• Stylish
Example FAB
Russell Hobs 3 in1 Hand Blender

8. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Features
Tech Specs – what it is and
does
Advantages
What the tech specs do
better
Benefits
the feel-good that makes
the customer buy
•100% Cotton
•3 Main sections
•Zippered pockets – 2
outside & 3 inside
•Double stitched seams
•Fade-resistant fashion
colours
•Natural
•Flexible
•Accommodates
varied needs
•Durable
•Appealing –
fashionable colours
•Eco-conscious
•Reduces mess - helps
organize
•Safety – zippered
pockets
•Good investment
(durable)
•Stylish / fashionable
Example FAB:
Lala’s Handmade Bags

9. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Do YOU think of FAB
when you are
designing your
products?

10. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
F A B
FAB for YOU
Choose your BEST product and list its FAB, then
choose a competitors and list their FAB

11. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Once you have grasped the
idea of F.A.B
You can now start to create
your
“Value Proposition”
or
“Unique Selling Proposition”
(USP)