Core Viewpoint - The article discusses the FAB (Feature, Advantage, Benefit) model as a practical framework for sales and marketing, emphasizing the importance of understanding user needs and effectively communicating product value [14][70]. Group 1: FAB Model Overview - The FAB model consists of three components: Features (objective attributes of the product), Advantages (unique benefits compared to competitors), and Benefits (specific value to the user) [14][8][10]. - The model shifts focus from product-centric to user-centric thinking, transforming product selling points into user-perceived value [14][70]. Group 2: Application of FAB - Features should be concise and focused, avoiding information overload for users [25][26]. - Advantages should be highlighted through comparisons with competitors or traditional solutions, incorporating data and scenarios to emphasize superiority [44][46]. - Benefits should address deeper user needs, including basic, situational, and emotional aspects [49][50][51]. Group 3: Evidence and Trust - Evidence (E) is crucial for validating product value, utilizing data, certifications, and user testimonials to enhance credibility [55][56]. - Different types of evidence include authoritative endorsements, verifiable facts, user testimonials, and guarantees to alleviate consumer concerns [57][61][67]. Group 4: Actionable Insights - The article suggests providing clear calls to action to guide consumers towards making a purchase, such as highlighting bestsellers or offering limited-time promotions [70][72].