FABS (Feature, Advantage, Benefits) |
|
The FABS outline is used to determine the competitive differences for the firms’ (or brands’) product(s) or service(s) offering (compared to the competition) in order to develop benefit driven marketing communications messages. Feature of your product or service: The form, content or physical appearance – what it is, what it looks like, what it covers. Advantage: The logical link between the feature and the benefit of the product. Benefit: How the product will help the customer.
|
