Focusing on industrial marketing FAB
One of the fundamental messaging techniques in marketing is Feature and Benefit (FAB). Over the past 35+ years, it is the one message that most of my first-time clients have developed. At least for the most part. Let’s look at how you can turn this basic marketing message into a powerful Feature Advantage Benefit.
Promote the complete industrial marketing FAB
When I made the earlier comment about “for the most part”, it’s because many clients pulled up short when first working on their FABs. Often, I have seen clients only focus on the Feature part of the FAB and forget the Benefit. This approach makes the assumption that potential customers will know the Benefit if you tell the Feature. Of course, we all know what happens when we assume. Your FAB needs to connect the Feature with a Benefit clearly and concisely. This is especially true if it is a new product feature in the marketplace. After all, prospects are likely not be familiar with it and needs a little education as to why it should be important to them. Also, if you are having a hard time figuring out the Benefit of the Feature, it might be one that doesn’t need to go into your marketing material.
Industrial marketing FAB is the foundation
We use several messaging techniques when working with clients, but the industrial marketing FAB is where it all starts. When a potential customer initially connects with your company, the first message they need to see is what service or product you offer. To begin the sales process, FAB messaging needs to pair with each product or service. These are the tangible or practical statements that lead to the intangible or emotional messages that combine to build a powerful marketing message strategy.
Focus on the FAB advantage
The combination of a company’s practical and emotional messages set it apart from competitors. Think of this messaging strategy as transforming your industrial marketing FAB from Feature and Benefit to Feature Advantage Benefit. With this approach, you give prospects reasons to base their purchasing decision on your advantages not simply price.
Pappy
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
About Conach
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.
For more information, visit conachmarketing.com or contact us or call 989.401.3202.