The FABE rule is a very typical profit-based sales method, and it is also a very specific and highly operational profit-based sales method. It uses four key links to very cleverly handle the issues that customers care about, thereby smoothly achieving product sales.
When designing pages on e-commerce platforms, product copywriting is like a salesperson or shopping guide in the traditional sense. Its purpose is to make customers excited step by step, and ultimately stimulate their desire to buy and successfully place an order. Applying the FABE rule used in traditional sales to product copywriting on e-commerce platforms is conducive to improving click-through rate and conversion rate.
(1) F stands for features.
Product features refer to the most basic functions of the product, such as functions, attributes, parameters, and characteristics, which are also the inherent attributes of the product, namely consumer demand. In e-commerce operations, product homogeneity is quite obvious. How can you make your product stand out? Digging deep into consumer needs, finding the potential of the product itself, and striving to find the characteristics that competitors have overlooked, you can have a slight advantage in the same competition. For example, if the clothes you sell are all made of international top-standard imported fabrics, the product copy can extract the characteristic selling point of “international top silk standard imported fabrics”.
(2) A represents the advantages generated by this feature (Advantages).
A represents the advantages generated by this feature, that is, what function the product characteristics listed in F actually play, to prove to consumers the reason for purchase. From demand to purchase behavior, it includes the reason for purchase. Every consumer needs a reason to buy a product to stimulate their potential demand. For example: the clothes you sell are made of this material because they are particularly soft, good to the touch, and wear-resistant. Note that the difference between advantages and characteristics is that characteristics are just the differences between you and others, while advantages are the advantages that are better than others.
(3) B represents the benefits that this advantage can bring to customers (Benefits).
B represents the benefits that this advantage can bring to consumers, that is, the benefits that the advantage A of the product brings to consumers, that is, the benefit point. The benefit point is crucial in sales. If the advantage can stimulate the potential needs of consumers, then the benefit point can directly affect the consumer’s purchasing behavior. For example: the clothes you sell are comfortable to wear, easy to care for, durable and cost-effective. In addition, points are more likely to stimulate purchasing behavior than benefit points. Compared with the extra gains brought by the benefits, people are more reluctant to lose the benefits they originally have. In order to achieve a better conversion rate, the product copy can include both the consumer’s benefit points and pain points.
(4) E stands for evidence.
Although consumers can judge the quality of a product through pictures and product copy, the crucial finishing touch is still needed to generate purchasing behavior, which is “evidence”. Such as quality inspection reports, buyer evaluation feedback, product sales records, etc. In the food category, consumers are most concerned about safety, so merchants in the food category can present certificates such as quality inspection reports on the details page to ensure that there is a picture and the truth.