The FAB Formula Explained

The FAB formula is one of the most powerful copywriting formulas for selling a product or service. Along with the AIDA formula, it’s one of the most frequently used formulas in sales and marketing, because it is so effective and useful in so many sales applications. 

What is the FAB Formula?

The FAB formula stands for Features, Advantages, and Benefits. Like the Star-Chain-Hook formula, it is so effective because it appeals to both the rational and emotional side of the potential buyer. When facts, stats, and data are combined with an emotional appeal and the imagination of the reader, the combination is nearly irresistible. Here’s a breakdown of the components of the FAB formula:


Features are the factual characteristics of the product. It includes specific attributes like size, weight, materials, capabilities, attachments, components, speed, motor power, etc. Features are the objectively verifiable attributes of the product or service.


Advantages are how the product compares to similar products, or to not using a product in this category at all. Advantages are often written as comparative terms like better, faster, stronger, etc. Almost every Feature confers an Advantage.


Benefits describes how the product solves the customer’s problem, or improves their life in some way. Benefits make the product personal, by describing how using the product will make them feel. 

How does the FAB Formula Work in Practice?

The FAB formula can be used for nearly any product or service, and can be used in long or short-form copy. Here are some examples:

  • “This product is made of stainless steel (Feature), so it’s easier to clean (Advantage) and keeps your home looking spotless (Benefit).”
  • “It has a 100hp engine (Feature) with more power for tougher jobs (Advantage) and saves you time on every task (Benefit).”
  • “Our tax preparation is easy to use (Feature), so you can finish your taxes more quickly (Advantage) and get your refund faster (Benefit).”

When to use the FAB Formula

Unlike copywriting formulas such as the Star-Story-Solution formula, FAB does not require either a star or a compelling story: it simply puts the product front and center of the copy. For that reason, it’s an excellent formula for nearly any type of sales copy, but is especially compelling when used in:

  • Product descriptions
  • Brochures and sales collateral
  • Sales and marketing emails
  • Advertising

The FAB formula offers a comprehensive approach to describing a product. Instead of just listing capabilities, it explains why a consumer should care about those capabilities, and the difference that the product can make in their life. Adding this additional context is a powerful way to write copy that converts. 


By describing the features of the product and how it differs from competitors, the FAB formula appeals to a rational reader who wants information. By including the benefits, it then appeals to their emotion and imagination. The combination makes the FAB formula an incredibly effective method for selling nearly anything.

If you’re interested in this copywriting formula you may want to check out our post ‘A Copywriter’s Guide to the Best Copywriting Formulas’ which contains an extensive list of all the best formulas.

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About Rebekah Villon

Rebekah Villon is a professional writer and marketing consultant who specialises in strategic content for B2B communications. In her personal life, she enjoys the freedom of remote digital work while travelling, pursuing hobbies, and continuous learning.

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