What does the F in the FAB rule mean?

FAB law is the law of attributes, functions and benefits. FAB corresponds to three English words: Feature, Advantage and Benefit. Introduced in this order, it is the structure of a persuasive speech. The effect it achieves is to make customers believe that yours is the best.

F: Product Features (Attributes)

A: Product Features (Function)

B: Product Advantages (Benefits)

Attributes (Feature)

This word needs attention. It is often translated into characteristics or characteristics, and many salespeople still translate it into characteristics or characteristics. Features, as the name suggests, are what differentiate you from your competitors. When you introduce your product and compare it with your competitors' products, you will create a certain resistance among customers.

Effect (Advantage)

Many sales staff translate it into advantages as the name suggests. Advantages are the aspects that you are better than your competitors. This will naturally cause greater resistance among customers. Because you face so many competitors and similar products, your product cannot be better than all of them.

Benefit

is the benefit brought to customers. For example, if the podium is made of wood, the benefit that wood brings to the customer is that it is very light.

FAB should explain this way. This podium is made of wood and is very light to move, so it is very convenient to use. This kind of structure is the structure of your persuasive speech. Only this kind of structure can make customers feel that your product meets his needs and be willing to buy your product.

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