Make full use of FAB sales rules to write eye-catching copy

When it comes to product copywriting, everyone must be familiar with it. Even friends who have had little exposure to copywriting in the past must have often seen various product copywriting in department stores, hypermarkets or even convenience stores!

Whether product copywriting is attractive is actually very subjective, and there are many factors involved. Today I want to use this article to introduce to you “FAB Sales Rules”.

What is “FAB Sales Rules”

What is the “FAB Selling Technique”? Simply put, the “FAB Sales Rule” is a good way for those responsible for sales to provide analysis and introduce product benefits to consumers through text, visual or audio-visual communication. Think about it if you received instructions from your supervisor today to write sales copy for a certain product or service, how would you go about writing this article?

I think most people are troubled and don’t know how to specifically write good and attractive copy, or just start introducing features, specifications or resorting to price! At this time, maybe you can try using the “FAB Sales Rule”!

The so-called “FAB Sales Rules” is the abbreviation of three English words. F stands for Feature or Fact, which refers to the attributes or functions of the product. For example, Xiaomi Mi Band 1S has a new heartbeat detector, so it can not only monitor exercise data and sleep quality, but also understand the user’s heartbeat.

And A stands for Advantage, which means advantage. What is the difference between you and your competitors? For example, the Xiaomi Mi Band is quite lightweight, weighing only 5 grams, but it has many functions and is easier to “forget that it exists” than other wearable devices.

As for B, it is Benefit, which is also the benefit and value that customers value most. Let us take the Xiaomi bracelet as an example again. If we simply talk about functions such as recording sports data, perhaps the sports bracelets from each brand are similar, and it is difficult to really make consumers’ eyes shine. Therefore, only by appealing to the benefits that can be brought to consumers can we win eyeballs.

When using FAB sales rules to introduce the features of products or services, you can persuade customers one by one in a selective, purposeful or hierarchical manner based on their needs.

Talk to customers more about benefits or value

Here, I would like to share something with you: the functions or advantages of many products may be very clear and usually very consistent (for example, the sports bracelets in the market are very lightweight and can track exercise or sleep status, etc.); but to consumers, their presentation of benefits or values may be very different. Friends who are responsible for writing product copy may wish to take advantage of this opportunity to “exercise the topic”.

For example, I own several sports bracelets. Each product has different prices and has its own advantages. However, the wearable device that continues to hang on my wrist is the cheapest Xiaomi bracelet. Why is this? It’s not that other products are not good enough, but the benefit of Xiaomi’s bracelet that does not require constant charging impresses me the most.

For busy office workers, we may have become accustomed to charging our smartphones every day, but wearable devices are worn on the body after all. If we can minimize the chance of leaving the body, not only will the measurement data be more accurate, but also some time can be saved. Therefore, the fact that the Xiaomi Mi Band can last for 30 days on a single charge is quite attractive to me.

##Write copy that makes people feel

Many traditional product copywriting simply introduces the functions and specifications of the product. However, firstly, many products are actually similar, and secondly, there are no obvious incentives for consumers, which cannot impress people. Think about it, which one is more “feeling”: an MP3 player with a capacity of up to 8G or an MP3 player that can hold 1,000 songs?

We must keep in mind that when writing copywriting using the “FAB Sales Rule”, we can explain it one by one from the three levels of F, A, and B, and organize it into a complete proposition that can drive sales. However, we can also cut into the interests that consumers value or care about most and go straight to the core, so that the benefits and values ​​we want to convey can be consistent with the needs of consumers.

Features tell, but benefits sell.

Persuading potential customers is not an easy task. I hope that through the introduction in this article, you can make use of the “FAB Sales Rules” when writing copywriting in the future!

Selling Skills – FAB Technique from Vishal Gupta

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