Make good use of FAB sales rules to make copywriting more eye-catching
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Speaking of 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 sometimes there is no standard answer. But if you want to write an eye-catching copy, you can make good use of “FAB Sales Rules”.
What are 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.
If you suddenly received an instruction from your supervisor today to write a sales copy for a certain product or service, how would you start writing this article?
I think most people will be very distressed! Either you don’t know how to write good and attractive copy in detail, or you can just start introducing functions, specifications, or even just appeal to the price advantage!
Actually, you have other options. At this time, you might as well try using the “FAB Sales Rule”!
Three aspects of FAB
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, the new blood glucose monitoring function of Apple Watch Series 7 will be implemented through an optical sensor, which is a great boon for diabetic patients.
- A stands for Advantage, which means advantage. How do you differentiate yourself from 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.
- B 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.
Having said that, when we use the “FAB Sales Rule” to introduce the features of products or services, we can persuade customers one by one in a selective, purposeful or hierarchical manner based on their needs.
Presentation of benefits and values
Here, I would like to share one thing 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 light and can track people’s movements or sleep status, etc. But for consumers, in addition to the differences in brands, their presentation of benefits or values may also be very different!
If your company also plans to enter this market, you may wish to take advantage of this opportunity to use the topic to explain the features of your product.
For example, I have bought several sports bracelets. Each product has different prices and has its own advantages. However, in the end, 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.
☞Extended reading☜
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 Xiaomi Mi Band can last for 30 days per charge, which is very attractive to me.
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 impressive, an MP3 player with a capacity of up to 8G or an MP3 player that can hold 1,000 songs?
Please remember that by using the “FAB Sales Rule” to write copy, you can explain it one by one from three levels: F, A, and B, and organize it into a complete proposition that can drive sales. Of course, you can also focus on the interests that consumers value most or care about and go straight to the core, so that the interests 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. But if you can make full use of the “FAB Sales Rules”, you will definitely become more comfortable writing copy!
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