Copywriting Tips - Make It Fab

By Author: Adam Ross
Total Articles: 117
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Do you remember that laundry detergent FAB? Maybe you remember the George Harrison classic tune, "When We Was Fab" and how great it was to hear. Well, the word fab is short for fabulous. Now, not a lot of things in life are fabulous, but the ones that are stand out. Well, fab is also an acronym for a copywriting formula that the top copywriters all use. I don't know who actually came up with this gem (certainly not me) but I am going to share my little bit of knowledge on this subject as it is key to writing effective copy.
FAB stands for features, advantages and benefits. These are some of the most important things when it comes to writing your sales letter with benefits being the most important of all of them. I am going to explain what each one is so that you'll understand the differences and how to incorporate them into your sales letter.
Features are what the product has. For example, a feature could be, when talking about an automatic clothes dryer, that the dryer has four dryer settings for all kinds of fabrics from denim to silk. Now, if a person was buying an item looking for certain features and this product ...
... happened to have some that other products didn't have, this could turn out to be a deciding factor in buying the product.
Advantages are things that one product can do that another product can't do or can do better than another product. For example, an advantage of using a DVD player/recorder over using a VCR recorder would be that video tapes tend to wear out over time whereas a DVD does not wear out as quickly, if at all. I have yet to get a DVD that has gone south on me. This is an advantage of using the one product over the other.
Benefits are probably the most important of all three. A benefit is what the buyer ultimately gets out of the purchase. For example, given the above...a VCR compared to a DVD player, a DVD player would give you better quality pictures and longer lasting use out of the media it was recorded on...DVDs as opposed to video tapes. And of course there are other benefits as well. You want to touch on all of them.
The reason why you want to do this is because ultimately...and this is the key...you need to show the prospect how their life will be better if they purchase your product over a competitor's product. That is why benefits are so important.
Please remember this acronym. It will help you greatly when writing your sales letter.
Remember...make it FAB.
To YOUR Success

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