Page 93 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

40 IS YOUR COPY FAB?

It’s tempting when you’re selling something to describe it. But
this is an elementary mistake made by a lot of would-be copywriters
and almost all non-specialists who find themselves facing the task
of writing copy about their product. Why is it a mistake? Well,
because people aren’t really interested in your product. Or you for
that matter. Or your company.

What they are interested in is themselves. So the way to sell to
people is to show them not what your product is, but what it does.
And, specifically, what it does for them. This means that instead
of describing your product, you have to translate all those features
(what it is) into benefits (what it does).

The idea

From MultiTrode, leaders in pump station management technology
Hey, I’m multitasking! As well as writing a book, I’m also writing
copy for clients. At the moment, the client I’m working for is
MultiTrode. They manufacture clever gizmos that sense and
measure water levels and control pumps in all kinds of water tanks.
The particular product I’m writing about at the moment is called
the Probe. It’s packed with features although it’s very simple. So
I’m using a simple little formula—FAB—to make sure I turn all
these facts about the product into benefits for the user—in this case
managers of wastewater utilities in Florida.

FAB stands for Features, Advantages, Benefits. Here’s an example:

One feature of the Probe is that it has a flexible plastic “squeegee”-
type blade attached to the mounting bracket. Another is that it’s a

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