FAB logic of product introduction copy

Title: FAB Logic for Product Introduction Copy
Date: 2022-03-28 20:31:47
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Abstract: Use the FAB model to write product introduction copy that allows users to understand product features in a single sentence.

Am I familiar enough with the target users of the product? What kind of people are they?
Am I familiar enough with the product? What are the specific details of each product?

1. Concept of FAB#

F stands for Features: The differentiated features of the product in terms of functionality, technology, structure, specifications, materials, craftsmanship, style, etc.
A stands for Advantages: The unique advantages or better effects that the product generates based on these features compared to competing products.
B stands for Benefits: The specific benefits that this advantage brings to customers.

Start with B and then F, first introduce the category - a specific model product - download the product details page. The advantage is that the selling points are accurately captured.
Typical F-A-B. For example, "better performance" is written using the method of "using technology... to bring powerful functionality... and then bring what effects and benefits..."
B-A-F, the product introduction starts from B (benefits) to A (advantages) and finally the small font section of F (product technical features).

Chinese people are more practical and like to see what value can be brought. Therefore, the habitual logic of speaking can be adjusted appropriately.

The USP (Unique Selling Proposition) of marketing is simply the one that is worth promoting from a bunch of selling points.
For example, Honey's product is designed for the manufacturing industry, especially the electronics manufacturing industry, emphasizing that it can scan any code, including super small and blurry codes on circuit boards. Other competing products cannot do this, so this is the USP.

1. Avoid vague descriptions, customers are not fools.
1. If you replace the name of a competitor, does the copy still make sense? If not, it needs to be rewritten.
1. Numbers that can be felt are better than beautiful adjectives.

Introduction of a toothbrush:
Unique three-sided design (feature), simultaneously cares for three sides of the teeth (advantage), thoroughly cleans tooth stains (benefit);
Unique tongue scraper design (feature), removes residual food and tongue coating (advantage), eliminates oral odor (benefit);