Connect Your Customer to Your Product Using FAB Analysis

FAB means fabulous

And FAB Analysis is fabulous for creativity. Creating good work (that sells) comes out of a good plan. In marketing and advertising, that is the Creative Brief. But, I have learned a new tool from my boss, who learned it from his boss years ago. Perhaps you have been using this tool for decades. If not, stick with me while I explain FAB Analysis.

When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

David Ogilvy, AKA “Father of Advertising”

Defining features, advantages, and benefits

In FAB Analysis, FAB stands for features, advantages, and benefits.
Indeed this intrigued me, but what does it all mean? Some of those words are synonyms, after all.

I added FAB Analysis to the creative brief. One big box for features, one for advantages, and one for benefits. However, The boss continued to demand benefits in our content, while I kept offering advantages. “That’s an advantage, not a benefit,” the annoying boss kept asserting. Eventually, I solved what the internet knows. The trick is to set up a table for each feature and it’s related advantages and benefit. This will help you get to the goal of listing the benefit. The benefit Statement is then written, the goal of this exercise.

What’s more, the benefit can be fun to creatively write about, then rewrite for any circumstance; it’s what your images should be about too. In fact, this benefit statement has a term, “Feature-Benefit Selling”!

How-to structure your FAB Analysis

Feature: This is a characteristic or component of your product or service. These are usually easy to see, list, and name. It’s easy to think of them as the Bells and Whistles.

Advantages: This gets confusing because it has a similar meaning to benefit. But, what the feature does is the advantage. The feature may provide many advantages. Capture all advantages for a feature.

Benefits: The benefits are things gained from the advantage. My boss likes to boil them down to time or money, in bottom-line business fashion. Yet, for the analysis, it is helpful to place yourself in the mind of your customer. Benefits are the value a product or service brings to a human, and benefits include

  • enjoyment,
  • comfort,
  • ease,
  • assistance,
  • utility,
  • usefulness,
  • strength,
  • reward,
  • convenience
  • virtue.

Write Benefit Statements for each feature with your completed table. Here you can use creative writing to bring the benefit to life. You can rewrite the core statement to match the message, channel, and audience.


Fenix 5X Sapphire GPS Sports Watch
Pedometer, Odometer, Altimeter and BarometerMulti-sport modes for recreation and indoor trainingYou can use just one watch for all of your sports and save money
GPS + GLONASS receiver for high-accuracy navigationreceivers quickly lock onto satellites,you won’t have to endlessly wait for reception when you’re trekking through the wilderness
List each product feature in a table to prepare information to write a benefit statement.


“And to accommodate your multi-sport lifestyle, the Fenix 5X Sapphire comes with profiles specifically tailored to hiking, climbing, cycling, mountain biking, indoor cycling, stand-up paddleboarding, and skiing/snowboarding, among others.

GPS and GLONASS receivers quickly lock onto satellites, meaning you won’t have to endlessly wait for reception when you’re trekking through the wilderness. “

FAB Analysis connects a customer to the product she needs

In summary, The FAB Analysis will be easy for all to develop communications that sell. And you will enjoy the process more because you will are helping both the business and the customer.

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