FAB (Features Advantages Benefits)
01 Definition
FAB (Features Advantages Benefits) meaning: A framework that connects a product's features to advantages and the benefits customers value.
FAB is a selling framework that links what a product has to why it matters. A Feature is a fact about the product, an Advantage is what that feature does, and a Benefit is the value the customer gains. It pushes writers past listing specs toward outcomes people care about.
Why it matters
How FAB (Features Advantages Benefits) fits the work
FAB helps writers translate technical features into meaningful benefits, so copy answers the customer's real question of what the product does for them.
In context
A drill's feature is a brushless motor, the advantage is longer runtime, and the benefit is finishing a project without recharging.
Practical note
Do not stop at features. A spec means little until you connect it to a benefit, and the benefit should match what this particular audience actually values.