# The F.A.B. method

Feature, Advantage, Benefit: a grid from sales, transposed to mark up the script and automatically produce the visuals that appear behind the speaker.

## What is the F.A.B. method?

F.A.B. stands for **Feature, Advantage, Benefit**. It is a classic grid from sales and marketing: not merely describing a characteristic (Feature), but explaining what it enables (Advantage) and what it changes for the person (Benefit).

![Three blocks illustrating Feature, Advantage and Benefit linked together.](/assets/img/illustrations/methode-fab/section-definition-fab.webp)

## From sales to training

In training, F.A.B. serves to prioritise information: distinguishing the raw fact from its concrete application and its interest for the learner. This is what avoids "catalogue" videos where everything is put on the same level.

![Illustration of the shift from sales to training with linked icons.](/assets/img/illustrations/methode-fab/section-vente-formation.webp)

## Mark up the script and produce the visuals

Hoctav uses F.A.B. to **mark up** each segment of the script and decide what appears behind the speaker: feature text, advantage text, diagram, illustration or emotional image. Every change on screen supports a precise instructional objective.

-   Concise key texts (fact, rule, useful action)
-   Diagrams for structures and processes
-   Neutral illustrations to show the concrete
-   Emotional images to convey what is at stake

![Diagram illustrating the markup of the script and its pairing with different types of visuals.](/assets/img/illustrations/methode-fab/schema-baliser-script-visuels.webp)

## Why visuals matter so much

The visual system extracts the meaning of an image in a few milliseconds. Visuals chosen and synchronised with the speech anchor the explanation and support retention, where a lone speaker against a fixed background quickly loses attention.

![Stylised head facing a glowing image illustrating the speed of visual processing.](/assets/img/illustrations/methode-fab/section-impact-visuels.webp)

## How Hoctav applies it

From the script structured in [M.E.R.E.](/en/methode/structure-mere/), Hoctav automatically generates the visual backgrounds according to the F.A.B. grid — without you having to open any editing software.

## Go further

[methode/structure-mere Learn more](/en/methode/structure-mere/) [methode/copywriting-formation Learn more](/en/methode/copywriting-formation/) [voix-off-avatar-ia Learn more](/en/voix-off-avatar-ia/)