Stop selling your franchise brand and instead, start educating

Working with countless emerging brands over the last several years, I've seen a running theme. Most of them love to talk about how great their brand is, how long they've been around, all the great services they offer, and how much they've grown.

While these are all endearing qualities, they don't address the fears, questions, or motivations of the franchise candidate.

Put yourself in a franchise candidates shoes. What are they thinking?

The questions running in their head may be:

1. Can I afford this?

2. I've never ran a business before, how do I even start?

3. What if I fail?

4. How will this effect my family life?

5. What good/bad could come from this?

6. Will this make me rich?

When we start to understand that buying a franchise is an emotional journey, we can start to see how to modify our content strategy to be more emotionally driven. When we tap into those fears, doubts, and questions, we can better relate to our franchise candidates to ease their minds and motivate them more.

Is your franchise content emotionally driven?

Or is it the same old, "Look at what we're doing!" approach.

Try something new.

Also, some of this taps into educating your leads on the process. Providing them with knowledge can help them see things differently as well as build trust with you and the brand.

Are you selling or are you educating?

When you start to teach people about the brand, you'll see more interest and more questions arise. All of this will move the needle closer to a signed FDD.

Questions?

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