{"id":12505,"date":"2015-09-13T01:00:33","date_gmt":"2015-09-13T05:00:33","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=12505"},"modified":"2020-12-02T10:51:26","modified_gmt":"2020-12-02T14:51:26","slug":"make-it-f-a-b","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2015\/09\/make-it-f-a-b\/","title":{"rendered":"Make it F-A-B"},"content":{"rendered":"<h2><strong>Translate features to advantages to benefits<\/strong><\/h2>\n<p>Quick! Which would you rather have: Apple&#8217;s new incredibly responsive A9X chip? Or the ability to perform complex jobs like editing 4K video quickly and smoothly via your iPad?<\/p>\n<figure id=\"attachment_16686\" aria-describedby=\"caption-attachment-16686\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16686\" data-permalink=\"https:\/\/www.wyliecomm.com\/2015\/09\/make-it-f-a-b\/make-it-f-a-b-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg\" data-orig-size=\"480,320\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"make-it-f-a-b\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b-300x200.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg\" alt=\"Make it F-A-B\" title=\"Make it F-A-B\" width=\"480\" height=\"320\" class=\"size-full wp-image-16686 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b-300x200.jpg 300w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/320;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16686\" data-permalink=\"https:\/\/www.wyliecomm.com\/2015\/09\/make-it-f-a-b\/make-it-f-a-b-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg\" data-orig-size=\"480,320\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"make-it-f-a-b\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b-300x200.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg\" alt=\"Make it F-A-B\" title=\"Make it F-A-B\" width=\"480\" height=\"320\" class=\"size-full wp-image-16686\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/09\/make-it-f-a-b-300x200.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-16686\" class=\"wp-caption-text\"><strong>But what can I do differently?<\/strong> Show readers what they&#8217;ll get out of your product, service, program or idea \u2014 not what you put into it. <em>Image by Andy Beales<\/em><\/figcaption><\/figure>\n<p>And that&#8217;s the problem.<\/p>\n<p>Your readers don&#8217;t care about your organization and its stuff. They care about themselves and their needs.<\/p>\n<p>So to sell your products, services and ideas, you need to show how your organization and its stuff can fill your readers&#8217; needs. One way to do that: Translate your message from features into advantages into benefits.<\/p>\n<table class=\"pinktable\" border=\"1\" rules=\"all\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\"  style=\"background-color:#fff;\">\n<tbody>\n<tr>\n<td style=\"text-align: center;\" colspan=\"4\"><strong>Translate from features into advantages into benefits<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color:lightgrey;\">\n<td style=\"\"><\/td>\n<td style=\"text-align: center;\"><strong>Feature<\/strong><br \/>\nWhat it is<\/td>\n<td style=\"text-align: center;\"><strong>Advantage<\/strong><br \/>\nWhat it does<\/td>\n<td style=\"text-align: center;\"><strong>Benefit<\/strong><br \/>\nWhat it will do for you<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: right;\"><strong>Definition<\/strong><\/td>\n<td style=\"text-align: left;\">An attribute of your product, service, program or idea<\/td>\n<td style=\"text-align: left;\">The reason the feature is important<\/td>\n<td style=\"text-align: left;\">What the feature will do for you<\/td>\n<\/tr>\n<tr style=\"background-color:lightgrey;\">\n<td style=\"text-align: right;\"><strong>Example<\/strong><\/td>\n<td style=\"text-align: left;\">The new iPad Pro features Apple&#8217;s new A9X chip.<\/td>\n<td style=\"text-align: left;\">The A9X chip is <strong>incredibly responsive<\/strong>.<\/td>\n<td style=\"text-align: left;\">That means you can <strong>perform complex jobs like editing 4K video quickly and smoothly on your iPad<\/strong>.<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: right;\"><strong>Type of word<\/strong><\/td>\n<td style=\"text-align: left;\">Noun<\/td>\n<td style=\"text-align: left;\">Adjective or adverb<\/td>\n<td style=\"text-align: left;\">Verb<\/td>\n<\/tr>\n<tr style=\"background-color:lightgrey;\">\n<td style=\"text-align: right;\"><strong>Problem<\/strong><\/td>\n<td style=\"text-align: left;\">People don\u2019t buy features \u2014 not on chairs, in products and services or in information. So you need to keep translating.<\/td>\n<td style=\"text-align: left;\">People don\u2019t buy advantages, either. So you need to keep translating.<\/td>\n<td style=\"text-align: left;\">People do \u201cbuy\u201d benefits, in products, services or information.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>So don\u2019t sell me a MacBook Air. Sell me on the time I\u2019ll save with the Air.<\/p>\n<p>The problem is, most readers can\u2019t get from \u201cAX9 chip\u201d to \u201cperform complex jobs like editing 4K video\u201d by themselves. In fact, sales research tells us that some 70% of our readers can\u2019t translate from advantages to benefits without help, says Linda Miller, president of The Marketing Coach.<\/p>\n<p>So don\u2019t rely on your readers to translate. That\u2019s your job.<\/p>\n<h3>Lead with the benefits.<\/h3>\n<p>Once you\u2019ve identified your features, advantages and benefits, you\u2019ll want to lead with the benefits and substantiate with the features. (Or, as my clients at Verizon Wireless say, \u201cWe\u2019ve been doing a lot of B-A-F-ing.\u201d)<\/p>\n<p>That means you\u2019ll focus on your reader\u2019s needs first, then follow up with your organization and its stuff.<\/p>\n<p>Here&#8217;s how it looks, with examples from <a href=\"http:\/\/www.apple.com\/ipad-pro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Apple&#8217;s latest iPad promo<\/a>:<\/p>\n<ul>\n<li><strong>[Benefit] <\/strong>View movies that look like the big screen on the small screen with <strong>[Feature] <\/strong>our new display, which uses the same color space as the digital cinema industry. With <strong>[Feature] <\/strong>25% greater color saturation than previous iPad models, colors are more <strong>[Advantages] v<\/strong>ivid, true to life and engaging.<\/li>\n<li><strong>[Benefit] <\/strong>Perform complex jobs like editing 4K video quickly and smoothly with the new iPad Pro&#8217;s <strong>[Advantages] <\/strong>incredibly responsive <strong>[Feature] <\/strong>A9X chip.<\/li>\n<li><strong>[Benefit] <\/strong>Lose yourself in your favorite apps and games, thanks to our <strong>[Advantages] <\/strong>graphics performance. <strong>[Feature] <\/strong>With double the graphics performance of iPad Air 2, iPad Pro offers <strong>[Advantages] <\/strong>detailed visuals, fluid animations and like-real effects.<\/li>\n<li><strong>[Benefit] <\/strong>Shoot beautiful photos and video with our <strong>[Feature] <\/strong>8-megapixel iSight camera. <strong>[Benefit] <\/strong>You&#8217;ll always look great thanks to True Tone flash, <strong>[Feature] <\/strong>which captures real skin tones in every kind of lighting.<\/li>\n<li><strong>[Benefit] <\/strong>Shoot beautiful photos and video with our <strong>[Feature] <\/strong>8-megapixel iSight camera. <strong>[Benefit] <\/strong>You&#8217;ll always look great thanks to True Tone flash, <strong>[Feature] <\/strong>which captures real skin tones in every kind of lighting.<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><strong>How can you sell your organization and its stuff by focusing first on your readers and their needs?<\/strong><\/p>\n<div id='MC-CYR-TLR' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-24\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How do you write messages that readers want to read?<\/h3>\r\n<p>If you want to Catch Your Readers, you need to think like a reader. Then you need to use the bait your reader likes, not the bait you like.<\/p>\r\n\r\n<p><a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a>So what\u2019s the bait the reader likes?<\/p>\r\n\r\n<p>Learn a four-step process for making your message more relevant, valuable and rewarding to your audience at <a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><strong>Catch Your Readers<\/strong><\/a>, our persuasive-writing workshop.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>There, you\u2019ll learn <em>the<\/em> formula readers use to determine which messages to read. Discover two rewards you can use to boost audience interest in your message. And learn a magic word that focuses reader attention on your message.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Translate features to advantages to benefits<\/p>\n","protected":false},"author":6,"featured_media":16686,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[392],"tags":[219,220,148,195],"class_list":{"0":"post-12505","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-benefits-writing","8":"tag-benefits","9":"tag-fab","10":"tag-leads","11":"tag-persuasion","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make it F-A-B - Wylie Communications, Inc.<\/title>\n<meta name=\"description\" content=\"Make it F-A-B: Translate features to advantages to benefits. 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