150: How to use the FAB formula to write copy that generates sales
Tired of writing sales copy that just seems to list out features and specs, but leaves your readers yawning? In this special 150th episode of Ill Communication, I’m diving into the secret sauce that transforms dull, lifeless sales copy into a message that sparks curiosity and inspires action: the FAB Formula. It’s the technique that helps you bridge the gap between what your offer is and why it matters. Plus, I’m celebrating this incredible milestone—150 episodes of helping you become an ill communicator—and sharing my gratitude for your support every step of the way.
You’ll discover how to break free from that same-old, same-old sales language and create copy that actually connects. By the end of this episode, you’ll have a new perspective on how to highlight the benefits your buyers care about most—so you can boost your sales and grow your impact.
Topics We Cover in This Episode:
Why repeating yourself in email sequences is normal and how to keep your message fresh
The costly mistake of focusing too much on features instead of benefits
The FAB Formula: what it is and how it works
How to transform a dry feature list into compelling benefits using real examples
Two key phrases that instantly bridge features and benefits in your copy
How to plug the FAB Formula into different copy frameworks like AIDA or PAS
Please help me celebrate 150 episodes. If you enjoy or get value from this podcast, please leave a rating and review!
Resources Mentioned:
Find out more about the neuroscience of celebration in these articles:
Episode 77: How to use the PAS copywriting formula to sell more (without sounding douchey)
Episode 5: AIDA - The Mary Poppins of copy formulas - “Practically perfect in every way”
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Welcome to ill communication, copywriting tips and sales strategies for small business. I'm your host, Kim Keel. I'm a copy coach, sales strategist, and direct response copywriter. It's my mission to help women leaders and changemakers amplify their voices through copy. It's why I'm dishing out all the juicy tips, writing prompts, and sales formulas to help you generate more leads, book more calls, and get more high value clients on repeat. Sounds pretty good. It's time to ditch the overwhelm you might be feeling and find confidence in your copywriting so you can get your message out there and attract more soulmate clients. Let's get started.
[00:00:51]
Hello. Hello my sweet friend. Welcome to the 150th episode of the Ill Communication podcast. I think it's pretty freaking awesome that I have recorded 150 episodes. I did a quick peek, and only 5% of podcasts ever exceed 100 episodes, and only about 3% ever reach the 200 episode mark. So I think that's pretty amazing that I reached 150 episodes. And I just want to thank you so much for being here, listening each week and reaching out to share your thoughts. In particular, I've heard from quite a few listeners that my podcast on the mental and emotional challenges of being an entrepreneur really resonated with you. So thank you for sharing your thoughts and feedback with me. And a shameless plug. If you are a regular listener and you haven't left a rating or a review in a while, please take a minute right now to leave a review. If you get any value from the podcast, it would mean so much to me. It really helps me out a lot. If you leave that rating and review so please leave one. Thank you so much. Okay, now let's get into today's episode. I was inspired to record this episode Because over the last month, I've been reviewing quite a few sales email sequences inside the Joy of Copy Club. A few of our members are hosting workshops or trainings, and they're writing longer email sequences with multiple emails in it to promote the offers to their email lists.
[00:02:28]
Now, when you get into writing email sequences, it starts to feel like you keep saying the same thing over and over and over again. And the truth is you. You are. So it takes a bit of planning and creativity to make sure that each email has one angle, or one big idea or one theme, so that each email has something new to offer your readers. But there comes a time when we're talking about the workshop, the mastermind, or the product where we end up talking about the features of the thing we're selling. It has 20 modules, five workbooks, 18 hours of videos, nine hot seat calls, and you just kind of end up listing the same things again and again and again, but not really saying anything new. But more importantly, when you focus only on the features or the elements of a program. You're missing out on engagement, clicks, and sales because the truth is, our buyers really don't care about the specs or the features. They care about what those features will do for them. They care about the transformation. So you need a way to bridge the gap between what our offers include and how those things make their lives easier, better, faster, stronger. Which is why you've probably heard that people don't buy features, they buy benefits.
[00:03:45]
But what does that actually mean? When you sit down to write your sales copy, your emails, or your product descriptions? That, my friend, is where today's copy formula comes in. Today we're talking about the fab formula. Now Fab stands for features, advantages and benefits. In the features you're describing. What's included in your offer. You're describing the features of your product or service. Advantages is where you articulate what makes it special or better than the alternative. How does this feature solve the problem? Why is it helpful? And then the benefit explains why this matters to your customer's life. How do those advantages translate into benefits or results for your buyer? So let's break it down with an example. Let's say you're selling a copy coaching program. You would probably list something like. It includes weekly zoom calls. You get access to a copy vault of templates and trainings. You will access guest expert sessions. But just sharing that list doesn't really tell you anything about what that means for you. So the fabulous version is it will talk about the features first. So it includes weekly zoom, co-working and coaching calls. The advantages you'll have consistent time to write and get custom feedback on your writing. The benefits are you will become more efficient with your time because you can write a shitty first draft knowing I'll help you optimize it.
[00:05:19]
You'll send more regular emails to build connection and know, like and trust with your audience and you'll sell more of your services and products as a result. Those are the features, the advantages and the benefits. Here's another example from a smartphone. A feature only version would say. This smartphone has 48 megapixel camera and 512 gigs of storage. Well, it sounds great. I don't really know why those features matter to me in my life. Sorry, but I don't. So the fabulous version is. The feature comes with a 48 megapixel camera and 512 gigs of storage. The advantage? So you can capture stunning high resolution photos and videos without worrying about running out of space. And the benefit is. Which means your memories from your kids first bike ride to that bucket list vacation look incredible and are always in your pocket. No deleting required. So let me read that all together. This smartphone comes with a 48 megapixel camera and 512 gigs of storage so you can capture stunning high res photos and videos without worrying about running out of space, which means your memories from your kid's first bike ride to that bucket list vacation look incredible and are always in your pocket. No deleting required. And I just want to flag a couple of key phrases that will help you write your fab formula.
[00:06:47]
The key phrases are so you can and which means these phrases help you connect the advantages and benefits back to the features. Here's a third example and listen for those two key phrases. Progressive lenses. Correct your near sighted and far sighted vision so you can read the fine print on a label and look up and see things at a distance, which means when you go shopping, you're not constantly putting your glasses on and off, on and off as you wander the aisles. You feel me? The fab formula works because it helps you shift from listing just what your offer is to explaining why it matters to your buyer. It creates clarity and connection. It shows your buyer that you understand what they value and what they need. The fab formula is great for product descriptions, sales pages, proposals, ads, video scripts, and of course, sales emails. And in fact, if you think of the different emails in a sales sequence, you could highlight a different feature in separate emails and break down why that feature is beneficial to your buyer. The fab formula can also be paired with other formulas. So if you're writing a sales page, you might start with PA's problem agitation solution at the top of the page. And then as you're describing your solution, you'll throw in the fab formula and underscore why the features are beneficial.
[00:08:24]
You can also slot the fab formula into the interest and desire section of Aida. Attention. Interest. Desire. Action. If you are selling a service or a product and you're focusing too much on the features, take ten minutes to run it through the fab formula. What are the advantages of the features and how do they benefit your buyer? What result do those features create? Remember to use the key phrases so you can and which means to connect the features to the advantages to the benefits. Your copy will be much more compelling and your buyer will understand what's in it for them, and you will sell more of your services and products. The next time you're writing promotional copy, make sure you remember the fab formula to describe the features, advantages, and benefits of the offer and make sure you ask for the action or the next step you want your reader to take. Pay attention to some of the marketing and sales materials you see. Look at the headlines and product descriptions in magazines or in digital ads, and see if you can spot the fab formula at work. Okay my friend, if you use this formula, your sales will be fabulous. I'll be back again next week with another tip, hack or fabulous formula to help you improve your messaging and boost your sales.
[00:09:47]
Bye for now. And that's a wrap on today's episode of Ill Communication. Hey, if you're picking up what I'm putting down, I would love if you would leave a rating and a review to let me know. And don't forget to follow the show so you never miss out on the tips, prompts, and strategies I share in every episode. They're designed to make you an ill communicator too. As always, you can check out all the links and resources from this episode on the web page. Just head over to Kim. I'll chat with you again next week.
Additional Resources
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