F.A.B. Features, Advantages and Benefits

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F.A.B!

F.A.B!What makes a customer buy?

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.org

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgFAB: Features Advantages BenefitsFAB is a useful method to get to the core of what makes a product sellF Features: the tech specs whats 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

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Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgF (Feature) Description of the offering, product characteristics, product attributesAnswers the question -- WHAT IS IT?A (Advantage) Comparison to what alternative? The differences, changesA normally is formed by takingFand Bthen compares with competitors/alternatives to see the advantage/difference of our product.Answers the question, What will it do?

B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care?Answers the questions--What does that mean to the buyer?Of what value will that be to the buyer?

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FAB: Features Advantages BenefitsFAB is a useful method to get to the core of what makes a product sellF 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 warningNot 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 all3

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgF (Feature) Description of the offering, product characteristics, product attributesAnswers the question -- WHAT IS IT?A (Advantage) Comparison to what alternative? The differences, changesA normally is formed by takingFand Bthen compares with competitors/alternatives to see the advantage/difference of our product.Answers the question, What will it do?

B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care?Answers the questions--What does that mean to the buyer?Of what value will that be to the buyer?

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FAB: Features Advantages BenefitsFAB is a useful method to get to the core of what makes a product sellA 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 time4

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgF (Feature) Description of the offering, product characteristics, product attributesAnswers the question -- WHAT IS IT?A (Advantage) Comparison to what alternative? The differences, changesA normally is formed by takingFand Bthen compares with competitors/alternatives to see the advantage/difference of our product.Answers the question, What will it do?

B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care?Answers the questions--What does that mean to the buyer?Of what value will that be to the buyer?

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FAB: Features Advantages BenefitsFAB is a useful method to get to the core of what makes a product sellB 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 peoples 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 dont risk losing everything youve 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

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgF (Feature) Description of the offering, product characteristics, product attributesAnswers the question -- WHAT IS IT?A (Advantage) Comparison to what alternative? The differences, changesA normally is formed by takingFand Bthen compares with competitors/alternatives to see the advantage/difference of our product.Answers the question, What will it do?

B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care?Answers the questions--What does that mean to the buyer?Of what value will that be to the buyer?

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FAB: Features Advantages BenefitsBreaking Down Gold Trust InsuranceF 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

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgF (Feature) Description of the offering, product characteristics, product attributesAnswers the question -- WHAT IS IT?A (Advantage) Comparison to what alternative? The differences, changesA normally is formed by takingFand Bthen compares with competitors/alternatives to see the advantage/difference of our product.Answers the question, What will it do?

B (Benefit) Ultimate value to the buyer? How is buyer's life improved? How does buyer's world change? How intensely does buyer desire / care?Answers the questions--What does that mean to the buyer?Of what value will that be to the buyer?

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FeaturesTech Specs what it is and doesAdvantages What the tech specs do better Benefits the feel-good that makes the customer buy400W powerChoice of 2 speedsDetachable stainless steel mixer0.5l chopperBalloon whisk0.7l beakerMatt black finishMore powerfulFlexibilityDurableAccommodates varied needsAppealing suits many decors finishEases workloadTimesavingIs reliable (wont break)Less clutterStylish

Example FAB Russell Hobs 3 in1 Hand Blender

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgFeaturesTech Specs what it is and doesAdvantages What the tech specs do better Benefits the feel-good that makes the customer buy100% Cotton3 Main sectionsZippered pockets 2 outside & 3 insideDouble stitched seamsFade-resistant fashion coloursNatural Flexible Accommodates varied needsDurableAppealing fashionable coloursEco-consciousReduces mess - helps organizeSafety zippered pocketsGood investment (durable)Stylish / fashionable

Example FAB: Lalas Handmade Bags

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgDo YOU think of FAB when you are designing your products?

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.orgFAB

FAB for YOUChoose your BEST product and list its FAB, then choose a competitors and list their FAB

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.org

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Once you have grasped the idea of F.A.BYou can now start to create your Value PropositionorUnique Selling Proposition (USP)

Author:Finola Jennings Clark for the Cultural Development Foundation, Saint Luciacdfstlucia.org

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