A Killer Ninja Sales Move

Feature, Advantage, Benefit: A Killer Ninja Sales Move

by Nicholas Tart

Seek. Find. Hide. Pounce. Kick. Choke. Ninja star throw. Vanish.

All too often, ninjas and entrepreneurs describe their products or services by the features. I’m not going to hire a ninja to seek, pounce and vanish. I’m looking for the stealthiest of individuals to carry-out a mission without leaving a trace so they or I don’t get caught.

People pay for advantages and benefits, not features. When describing your product or service, you need to follow the FAB structure (Feature-Advantage-Benefit) if you want to portray the real value of what you provide.


What are the attributes of your product or service? What is it made of? What are the specifications and special functions of the product? What do you do?

For example, let’s say you run an internet marketing/web development company. The main features of your services are that you make websites, optimize them for search engines, integrate social media, and build in systems to capture contact information.


How is your product or service better than your competitors? What makes it the best product or service on the market?

Continuing with the same example, you could inform potential customers that most web development companies stop at simply building the website and explain that just having a website is pointless. Your service is better because it has three other vital components.


What is the core value that your product or service provides to your customers? What problem does it solve? How will your customer’s life improve as a result of paying you?

Back to your company, the benefit to your internet marketing service is that your customers will capture more sales leads and attract more customers as a result of your superior service.

FAB Product or Service Description

When the FAB model is used effectively it is a stealthy, yet powerful, sales move. Check out the before and after descriptions for your internet marketing company:

Features: “We make websites, optimize them for search engines, integrate social media and build in systems to capture contact information.”

Features-Advantages-Benefits: “We develop professional-looking websites, drive traffic through search engines and social media, and we’ll build systems to capture their information so they keep coming back. Most other web development companies stop at just building your website. We’ll integrate SEO, social media and conversion forms so you can capture more leads, attract more customers, and make more money.”

The small business owner doesn’t want a website.

They want to make more money. A website just happens to be a great way to do that. If you can show that your internet marketing service will result in more money for your customer than you charge them, it’s a no-brainer. They’ll hire you every single time.

When to Use FAB

All day, every day. The FAB technique should be plastered all over your fliers, posters, website, packaging, and strategically placed throughout your sales pitch. Any time you’re trying to convince someone to do something, you need to use it because people only respond to benefits (“What’s in it for me?”).

How We Used FAB on Our Book Cover

Feature: 50 Interviews: Young Entrepreneurs (Volume 1, Interviews 1-25)
Advantage: The world’s top young entrepreneurs share the secrets to their success.
Benefit: What it Takes to Make More Money than Your Parents

Young Entrepreneurs Feature Advantage Benefit

If a ninja wants to make a website that will attract more clients (rather than just being a really cool website), then that ninja needs to utilize the advantages and benefits of their services.

Photo by: Lilley1