Make Fabulous F.A.Bs
“Features and Benefits for your Product videos”
I have been asked many times over the past 10 years by all types of companies to create a video to help elevate their products. The features and benefits are very important when it comes to the sale your product. Because the term "Features and Benefits" is a mouthful, my clients and I simply refer to them as "FABs". FABs should be brief and to the point statements. They should point out features of your product that are unique and beneficial to the consumer. The problems that you’ll often face are the time constraints of all the different T.V and social media outlets. Many Companies tend to write their FABs for the world of print where the consumer has the time to read. It is way different when it comes to video; you only have about 15 secs to 1 minute of reading time. The rule of thumb is that you need at least 3 secs of reading time per FAB. For example, if the video is 30 secs long with 2 secs intro and outro that leaves 26 secs. Within those 26 secs using the 3 secs rule of reading time you only have room for 8 FABs. That's it! That means you only get to drive 8 points home. Now I know you can talk about your product all the way through family dinner, but your consumer isn't giving you that much time. So if you had 20 FABs, how do you determine the best ones to use for your video?
What makes Fabulous FABs vs Bad FABs?
So how do you determine what to keep and what ultimately get rid of? Well let’s start with a little math. According to readingsoft.com, “Average readers are the majority and only reach around 200 wpm with a typical comprehension of 60%.” That means only 120 words per minute can be safely consumed and if we apply that to the 8 FABs per min guide then we’re at 10 words per FAB. Let’s look at an example.
The Simply Ming Induction burner has many features and benefits. On paper one such feature would read “State of the art Induction Technology Cooking will transfer heat directly to the cookware surface” 15 words that would only have about 3 secs of reading time.
Though that FAB reads well, if you couple the reading along with video and movement on screen you’re forcing the consumer to choose between reading and viewing the demonstration. You also run the risk that your viewer will not read the whole feature in time before moving on to the next FAB. Here’s the cut down version used, “INDUCTION TECHNOLOGY COOKING | Transfers Heat Only to Cookware Surface”
So the first guide to Fabulous FABs is cutting the Fat of each feature down to what exactly you need to say in fewer than 10 words. Another great FAB would be, “Quiet Operation with Built-In Cooling Fan” Short Sweet and to the point. You identify a feature and its benefit leaving enough time for the viewer to look at the on screen action and connect the FAB with the product demonstration.
Another guide to selecting which features to use may sound obvious but is often overlooked, “What makes this product different from its competitors?” Really look at your list of features. What stands out as the top two or three differences between your product and the next guys? It may even have to be a difference between two of your own products. It’s easy to fall in love with all of your FABs, so you may have to enlist some outside help. What stands out to your consumers? Test your list and you may be surprised it’s not what you thought it would be.
A final guide to Fabulous FABs is the “Less is more” rule. Just because you can fit 8 FABs in a min or 4 FABs in 30secs doesn’t mean you have to. Consider a lesser number of FABs and allow the video to show a couple of examples per FAB. This can help drive a feature home harder than overwhelming the viewer with a laundry list of information. You can also spread the content out over shorter videos that tackle only a few key features to draw the consumer in to find out more. This works especially good on social media and in live broadcast situations where attention spans are shorter.
Well I just gave you all of my secrets. I hope this helps you when planning your video and maybe boost some sales while you’re at it.