2. FEATURES, ADVANTAGES AND BENEFITS

3. FEATURE A physical characteristic, that you can see, feel, touch or measure. Expressed as a noun. Answers the question -- WHAT IS IT?

4. ADVANTAGE A performance characteristic, expressed as an adjective, a verb or an adverb. Answers the question, What will it do?

5. BENEFIT An asset characteristic expressed as a personalized value. Answers the questions-- –What does that mean to the buyer? –Of what value will that be to the buyer?

6. TYPES OF BENEFITS Company benefits –Make or save money –Save or make better use of time –Make a job easier or a product better –Save lives or improve health. Personal Benefits –Recognition –Achievement –Security –Personal profit or pleasure

7. SO WHAT!!!!!

8. MARKET BENEFITS

9. BENEFITS TO USING FAB Helps organize the mind - market wise Easier to explain You think about their needs and how my product or service will fulfill them Easier for the customer to understand The advantage backs up the feature Forces you to get to the benefit