A FAB analysis describes the features, advantages and benefits of a product, and how they work together to help differentiate a product within the market.
Features are easily defined as we can see or use them, but how they translate to an eventual benefit to a user can be more difficult to determine. However, it’s important to understand what benefits users get because ultimately, it’s the benefits — not features — that drive purchase decisions.
Put simply: features create advantages, and advantages bring benefits to a customer.
That is why it is important for sales and marketing teams to write a FAB statement to bring these elements together.
Let’s break down the distinction:
These are characteristics that a product or service has. It is a simple statement about attributes.
For example: ‘An automated photo storage app that edits, selects and stores photos’
An advantage is what that feature does, and how it helps. These are factual and descriptive but do not yet make a connection as to how it will make users' life better.
For example: ‘It automatically keeps only the clearest picture of a similar set, and deletes the rest. Your photo storage is reduced on average by 80%.’
A 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 don’t waste your time editing and can store more of your best photos, you’ll keep happier memories for longer”
So in this case, our example FAB statement will look something like this:
“We are an automated photo storage app that edits, selects and stores photos. By keeping only the clearest picture of a similar set, and deleting the rest, your photo storage is reduced on average by 80%. If you don’t waste your time editing and can store more of your best photos, you’ll keep happier memories for longer!”