Use the FAB rule to write good copy, and the value of the copy will double

There is a very famous rule in the sales field - FAB rule. Its three letters are the abbreviation of Feature (attribute or effect), Advantage (advantage or advantage), and Benefit (customer benefit and value).

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First of all, let me tell you a "Cat and Fish Story". There was a cat who was very hungry and wanted to eat a big meal. At this time, a salesman came over and said: Mr. Cat, I have a stack of money here. The cat didn't react at all. Why? Because in the eyes of cats, this pile of money is just an attribute.

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After a while, another salesman came over. He said: Mr. Cat, I have a pile of money here, and I can buy a lot of fish. The cat still had no reaction after hearing this. Why? Because in the cat's eyes, although this pile of money can buy fish, it cannot solve its current problem-it is hungry and wants to eat fish.

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After a while, the third salesman came over. He said: Mr. Cat, I have a pile of money here. I can buy a lot of fish. You can eat as much as you want. A meal. As soon as the salesman finished speaking, the cat quickly pounced on the pile of money. Why? Because this pile of money can solve its current problem - it is hungry and wants to eat fish.

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The target group in the story is "cats". The second salesman told it that the selling point is money, but the cat was unmoved. Why? Because the selling point is not that the cat has become rich, but that the money can buy food, that is to say, when writing the selling point, you should go one step further and tell the user what benefits it has produced to him. This story vividly explains the FAB rule.

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?In practical application, according to the FAB method, there can be 4 orders: F-A-B (Features-Advantages-Benefits); A-F-B (Advantages-Features-Benefits); B-F-A (Benefits-Features-Advantages); B-A-F (Benefits-Advantages-Features). Copywriters can freely arrange and combine.

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?The above information comes from Han Laobai's "High-Energy Copywriting"

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?Hurry up and like and collect

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@efficientlearningZhao Sha@图卡Notes|Huohuo@包子来了一熟