Here's the truth about cold emails: Most sales reps overwhelm prospects with information without clearly connecting features to actual benefits, missing opportunities to showcase real value.
Enter the FAB framework—Feature, Advantage, Benefit. Developed by Gene Schwartz, this approach transforms cold outreach into compelling value propositions that prospects can immediately understand and appreciate.
Think of FAB as a clear path that connects what your product does to why prospects should care, making your solution's value crystal clear.
But here's the catch: Creating feature-advantage-benefit emails that truly resonate isn't easy.
Most sales reps struggle to move beyond listing features, often failing to articulate unique advantages or translate them into meaningful benefits that speak directly to prospect needs.
This is where AI steps in.
Tools like ChatGPT can help sales reps craft FAB-driven emails that highlight distinctive features, articulate clear advantages, and communicate compelling benefits.
In this blog, we'll explore the FAB framework, provide a ready-to-use ChatGPT prompt for creating cold emails, and share why this approach cuts through inbox noise.
What Makes FAB Work?
The power of FAB lies in its logical progression. Rather than bombarding prospects with information, it creates a clear connection between what your product does and why it matters.
1. Feature: The Distinctive Element
The first component focuses on highlighting a specific feature that differentiates your product from competitors. This isn't about listing every capability—it's about spotlighting what makes your solution uniquely valuable.
2. Advantage: The Competitive Edge
The advantage phase clarifies why this feature matters by explaining its unique edge over alternatives. This section helps prospects understand not just what your product does, but why it does it better than other options.
3. Benefit: The Real-World Impact
With the feature and advantage established, the benefit component demonstrates the tangible outcome or positive impact the prospect will experience. This section translates technical capabilities into meaningful business results.
💡 ChatGPT Prompt: FAB FRAMEWORK
Write a FAB (Feature-Advantage-Benefit) style cold email to {{Fullname}} from {{Company}}.
These are inputs about my company which I'm trying to sell:
Ideal Customer: {ICP}
What does my product do? {Description}
The value we provide for the user: {Value Proposition}
What pain points do we solve? {Painpoints}
Competitor Advantage: {Competitor Advantage}
How we have helped people: {Case Study}
This is the input about the prospect: {Prospect_Research}
Write the subject in the following format:
Keep it simple, stating the main topic of the email. Avoid being overly creative or fancy. Limit it to 3-4 words max.
Write the email in the following format:
Pain Point: Begin with a common pain point or challenge relevant to others in the prospect's role or industry.
Feature: Continue by highlighting a specific feature of my product/service that solves the above pain point specifically. Describe the feature factually and keep it relatable for someone like my ICP.
Advantage: Explain why this feature stands out by describing its unique advantage over standard solutions. Show how it directly addresses the prospect's challenge with a clear, measurable advantage.
Benefit: Conclude by stating the positive impact or benefit this feature provides, focusing on how it delivers real, tangible results for the prospect. Be concise and specific about the difference it can make for them.
Close with a CTA - either "Worth exploring?" or "Worth a chat?".
Guidelines:
Keep the email under 80 words.
Use a friendly, direct tone.
Make sure to bring forth all the mentioned elements of formatting.
Avoid vague terms like "streamline," "optimize," "maximize," etc.
Be as specific as possible without making assumptions about the prospect.Sample Output:
Conclusion
The FAB framework and prompt provided are your blueprints for writing feature-focused cold emails that clearly communicate value.
But the real challenge is scaling this approach for hundreds of prospects. Even with AI, executing this effectively at scale is a struggle.
That's why we built SDRx—an AI outbound agent that handles everything from in-depth prospect research to perfectly timed follow-ups, creating qualified pipeline without the manual grind.
By analyzing prospect behavior and leveraging advanced copywriting frameworks like FAB, SDRx generates highly personalized emails at scale, ensuring every outreach clearly articulates features, advantages, and benefits.
Want to use AI to create personalized, benefit-driven emails for every prospect?
Book a demo of SDRx today.
