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Features, Advantages and Benefits (FAB) Analysis

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What is a features, advantages, and benefits analysis (FAB) ?


Definition of features, advantages and benefits analysis (FAB)

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%.

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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!” 

The difference between features and benefits

To build a good connection with their customers, companies need to communicate both the features and the benefits of their service or product.

But what’s the difference? 

Features refer to what the product or service specifically does and how it is different from what the competition does. 

Benefits, on the other hand, describe the reasons why the features matter to the audience. Most of the time, benefits are the reasons why customers feel compelled to buy a product.

Software features and benefits examples

Let’s look at some marketing messaging examples from a benefit and a feature point of view.

1. Slack

  • Features: Allows teams and team members to communicate via text messages, video calling, and audio huddles. Integrates with many different services like GSuite, GIPHY, and more.  

  • Benefits: Streamlines communication between teams and keeps communications all in one place, saving time. 

2. Square

  • Features: Send receipts via email or text message, send invoices for free, set up recurring payments, track sales by different metrics, and collect private customer feedback from digital receipts.

  • Benefits: Save money and time by using an app for all your banking needs.

3. The original iPod

  • Features: includes 5 GB of storage on a hard drive, a 60-mW output amplifier, a FireWire port for syncing with a computer, a standard 3.5-mm headphone jack, a scroll wheel and button interface

  • Benefits: Take 1,000 songs in MP3 format with you anywhere you go in a small, easy-to-carry device.

4. Hello Fresh

  • Features: a meal kit delivered to your door with pre-measured high-quality ingredients, easy-to-follow recipes, ability to customize your meal based on your dietary preferences and needed number of portions

  • Benefits: You reduce waste by receiving just the amount of ingredients you need, you save money by cooking instead of going out, and you save time by not having to go the grocery store

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What is a ‘Features, Advantages and Benefits’ (FAB) analysis

General FAQ

Why do organizations use FAB analysis?
Having a clear map of which advantages and befits a user gets from a certain feature is crucial in data-driven feature prioritization. Put simply, the benefits of a feature is what drives sales and not the feature itself.
How can FAB analysis be used in marketing?
When a new feature gets launched, the marketing team uses the advantages and the benefits of the product in order to promote that feature. If the product team has a well-defined breakdown of each advantage and benefit, the marketing team has a better overview of how and why a feature benefits the customer.

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