FAB
<h2>Features, Advantages, Benefits.</h2>
<p>A structure for thinking about the impact of what you are describing upon an evaluator.</p>
<p><strong>Features.</strong> Aspects of your product or offer. This includes things like past performance and experience as well as the functional Features.</p>
<p><strong>Advantages.</strong> Aspects of an offer that may be of value to a buyer depending upon their needs. If the buyer has no need then they are simply Features.</p>
<p><strong>Benefits. </strong>The improvement or additional value a buyer will secure from an offer. This is more credible if it can be linked to a Feature.</p>
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