Developing key messages is perhaps the most essential practice of a strategic communications department or company. But it’s not always easy. The process can take time and patience, but by identifying the features, advantages and benefits (FABs) of your offering, you can ensure consistent, targeted messaging across all communication platforms.
Although we are in the business of marketing healthcare, we can learn a lot from auto manufacturers; they are expert FAB’ers. Watch carefully the next time you see a television commercial for a new car to see if you can follow the pattern. I’ll bet you’ll be able to identify the three components:
- Feature: A prominent part, characteristic or special attraction
- “The new Cadillac CVS has pop-up navigation, a 40 gig hard drive, wood trim and a sunroof.”
- Advantage: A favorable impression or effect (of the feature)
- “It’s a luxury vehicle…”
- Benefit: Something that promotes well-being (from the perspective of the recipient)
- “…that will turn you on.”
Granted, healthcare benefits may not be as stimulating, but they certainly fall into the “well-being” category. Auto manufacturers drive home the benefit by using sound and images. They create their brands on television and rely on the Internet and dealerships to sell them.