Issue 6 of Write Copy That Converts
One more formula that can be used in many situations is FAB, which stands for Features, Advantages, and Benefits. You describe the features of the product to your reader; you then explain the advantages; finally, you tell the reader what the benefits are to them.
Features versus benefits is a key thing to keep in mind when writing copy, even if you’re not using the FAB formula. Sometimes, we are so close to our product or service that we don’t realize that the features don’t mean anything to the reader.
A great way to test for this is to read back your copy and at the end of each sentence, ask the question, “So what?” Make sure that you answer the question for the reader in your copy.
Exercise: Now that you have learned a few formulas, take a look at this amazing collection from Copy Hackers https://copyhackers.com/2015/10/copywriting-formula/
Identify a few that you would like to experiment with in your writing.