What’s Distinctive About the FAB Framework

FAB stands out by clearly linking product features to tangible advantages and real-world benefits. It’s especially effective for prospects who need a clear understanding of how your offering will directly improve their situation.

Developed by: Gene Schwartz

Feature

Highlight key features that differentiate your product from competitors.

Advantage

Explain how these features provide a unique advantage over alternatives.

Benefit

Show the direct, positive outcomes the prospect will experience.

AI Prompt - FAB Framework

Write a FAB (Feature-Advantage-Benefit) Style cold email to {{Fullname}} from {{Company}}.

These are inputs about my company which I'm trying to sell:

Ideal Customer: {ICP}

What does my product do? {Description}

The value we provide for the user: {Value Proposition}

What pain points do we solve? {Painpoints}

Competitor Advantage: {Competitor Advantage}

How we have helped people: {Case Study}

This is the input about the prospect: {Prospect Research}

Write the subject in the following format:

Keep it simple, stating the main topic of the email. Avoid being overly creative or fancy. Limit it to 3-4 words max.

Write the email in the following format:

Pain Point: Begin with a common pain point or challenge relevant to others in the prospect’s role or industry.

Feature: Continue by highlighting a specific feature of my product/service that solves the above pain point specifically. Describe the feature factually and keep it relatable for someone like my ICP.

Advantage: Explain why this feature stands out by describing its unique advantage over standard solutions. Show how it directly addresses the prospect’s challenge with a clear, measurable advantage.

Benefit: Conclude by stating the positive impact or benefit this feature provides, focusing on how it delivers real, tangible results for the prospect. Be concise and specific about the difference it can make for them.

Close with a CTA - either “Worth exploring?” or “Worth a chat?”.

Guidelines:

Keep the email under 80 words.

Use a friendly, direct tone.

Make sure to bring forth all the mentioned elements of formatting.

Avoid vague terms like "streamline," "optimize," "maximize," etc.

Be as specific as possible without making assumptions about the prospect.