Graphic for FAB Analyisis

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. 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, try it out.

Defining features, advantages, and benefits

The acronym, FAB, stands for Features, Advantages, and Benefits.
Intriguing, but what does it all mean? Some of those words are synonyms, after all.

image of an old GE Bulbs display
An old advertisement. Image by Jennifer K. Kouyoumjian

I added FAB Analysis to my creative brief after I learned this tool. One big box for features, one for advantages, and one for benefits. That setup did not work. “That’s an advantage, not a benefit,” my boss reiterated. Finally, I solved it. The trick is to set up a table column for each feature aligned with its advantages and benefit. This will help you get to the goal of listing the benefit of each feature. The Benefit Statement is then written, the goal of this exercise.

The benefit can be fun to write about, then rewrite for any circumstance; it’s what your images should be about too. In fact, marketing a product with your FAB Analysis has a sales 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.

Advantages: This gets confusing because it has a similar meaning to the benefit. What the feature provides is called the advantage. Capture all advantages of a feature.

Benefits: The benefits are things gained from the advantage. My boss likes to boil them down to time or money. It is helpful to place yourself in the mind of your customer. Benefits are the value a product or service brings to a human. Benefits include words like enjoyment, convenience, usefulness, and comfort.

Write the Benefit Statement for each feature in your table. Use creative writing to bring the benefit to life. You can rewrite the 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.

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

The FAB Analysis makes it easy to develop communications that sell. And you will enjoy the process. Good communications help both the business and the customer.

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”

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