Dynamic Marketing Communiqué

The must-know copywriting formula to increase readership is just one FABVulous click away! [Tuesdays: “Write with the Pen of the Masters”]

March 3, 2020

Once Upon a Time…

That timeless phrase has hooked millions for hundreds of years.

It’s how a lot of beloved stories we know today start… and don’t we love those kinds of stories?

From the dawn of time mankind has been a race of storytellers.

Stemming from 8th century B.C. when Homer first recorded the origins of Greek civilization in his works the Iliad and Odyssey, mankind has relied on stories to effectively communicate and understand the world and those around them.

Even today, stories remain prominent.

In one day alone we are exposed to all sorts of stories through the television, newspapers, and even commercial products we buy.

You can’t escape it, you are surrounded and engulfed by stories every day!

So… how do we apply storytelling into our social media posts to capture audiences?

It’s not like we have room in a 120 to 140 word count phrase to write a novel advertising our services.

Is this even possible?

Can storytelling work?

The answer is yes.

All you need is the basic formula: FABV.

What is FABV?

F-A-B-V is an acronym for Features, Advantages, Benefits, and Value.

This is one of the most effective and useful writing formulas for copywriters and content writers seeking to grasp the attention of their audience.

How do we know it works?

It works because FABV intros have been tested by various brands and is an approach believed to be simple yet effective.

Top companies such as Apple, Netflix, and Farmers Insurance have all successfully executed this technique.

To harness success like them, here are the three basic steps you’ve got to understand.

First, understand the breakdown:

Features – What you, your product, or your service can do. What does it offer?

Advantages – Why is this helpful? What does it solve?

Benefits – What does this mean for the reader? Why is it relevant?

Value – How will this impact the reader financially? Is it worth the investment?

Another way to look at this has been explained by Kevan Lee, VP of Marketing at Buffer. He explains that essentially FAB (the first three letters) broken-down means:

“You get this…and the product does this…so that you get this…”

What this means is you start with the main feature of your product. Then, you explain why it’s better than whatever else is out there. Next, you show why it’s meant for your customer.

But more importantly, there needs to be Value. And if at all possible, value expressed in dollar terms.

This refers to how a product or service can help provide long-term financial impact on the customer’s end. It also helps to show that what they are getting has a level of quality that provides benefits that greatly outweigh the cost.

A good example would be buying a product that lessens the need for you to make small or incremental investments, and instead, providing you with something that offers lasting value.

When the FABV formula is applied to social media copy for platforms like Twitter, Facebook, or LinkedIn, it serves as a clear, targeted, and grasping sentence that will get any scroller to click your link to read more.

Second, focus on the benefits:

The entire reason you are writing the post for your consumer in the first place is because you believe that what you are selling will benefit them.

Highlight the benefits. This is the part you should care about. That is why the FABV formula is simple and concise, as it takes you straight to the point.

Make their life easier by making your sentences simpler.

To make sure you’re on track with your formula, repeat after us: What, Why, How, and Does it.

WHAT are you selling? WHY is it relevant? HOW will this benefit them? DOES IT provide long-term value?

Third, understand how this can help you write copy:

A writing formula serves as an easy-to-follow blueprint.

It cuts down the time it takes for individuals to come up with their own structure of organization.

By following the formula, you’ll create an effective and efficient story that captures and maintains your readers’ attention.

Why worry when there’s a guide you can follow? All you need to do is pick the right topic and share it with your target audience.

Combining this formula with a captivating headline will improve your copywriting and storytelling abilities.

It may take a few tries, but once you master the FABV formula, you’ll be on your way to being a successful copywriter who lived happily ever after!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail your service.

And when you get your content to deliver the results you want, THAT is great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu & Joel Litman
Head of Marketing & President and CEO
Valens Dynamic Marketing Capabilities
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This content is used with permission from The I Institute and The Business Builder Daily.

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