Transforming Your Franchise Communications: The Power of 'Show, Don't Tell'

Welcome to Manual Magic Moments 7 on Creating the Operations Manual Your Franchisees Need to Succeed. In this week's edition, we'll explore the power of 'Show, Don't Tell'.

Before I wrote Manual Magic, I took a storytelling course with Geri England , a story strategist and coach who works with individual, corporate clients and social entrepreneurs. Geri was introduced at one of our monthly guest expert sessions for WordStars, the virtual US Mastermind Group for ghostwriters, developmental editors, and authors.

Created and moderated by Dan Janal - Executive Ghostwriter - WordStars' members are privileged to have had access to 30 phenomenal experts in their fields since I joined three years ago.

Geri started by asking each of us to describe a memorable trip. I described the car journey I made in 1979 from Muscat, Sultanate of Oman, to Stuttgart, West Germany.

My story involved obtaining a rare Saudi visa as a woman travelling with a man who wasn't her husband. It involved a hazardous and sometimes dangerous journey across the Saudi Arabian Pipeline Route from Qatar to Syria into Eastern Turkey - and beyond - with our Carnet de Passage ready to be stamped at every border crossing. I had all of five minutes to tell my story. Geri then asked the other Group members for feedback.

Of course, it's impossible to relate anything but the story's skeleton. So, the tale was dull, flat and hardly as exciting as in real life. There were many questions:

• What was it like to be a young woman travelling across the Arab World in the 70s?
• How did you cope in such a male-dominated society along the 3000-mile journey?
• Where did you stay en route?
• What did you do when your passports and camera equipment were held to ransom by young men impersonating Syrian border guards?
• Why did you need an armed guard for your car at the Syrian Port of Latakia?
• How did you get around fuel rationing when you ran out of diesel in Turkey? ...

So, why would I want to write stories in a non-fiction business book - or you in an Operations Manual?

My aim was not to produce a typical 'how-to' book but to craft a piece of work that would captivate readers. I wanted to create vivid images that would leave a lasting impression with analogies and anecdotes that would resonate with readers when applied to the creation of an Operations Manual. I wanted to deepen the reader's emotional connection to the narrative.

Engaging the five senses - sight, sound, taste, touch, and smell - can dramatically enhance a narrative's vividness and emotional impact. At least one sense was used in every chapter, and they all came together in Chapter 5 for my fictional franchise: Patisserie Pénélope. Think baking; think the aroma of freshly baked sourdough wafting across the patisserie enticing customers to buy; think mouthwatering chocolate and coffee éclairs in neat rows on the kitchen countertop, oozing with crême patissiére, the delicious, rich, creamy custard that my mother used to make for when I returned home from primary school!

Here’s how each sense can play a crucial role:

?? Sight: This is the most frequently used sense in storytelling. Describing how things look helps to paint a visual picture for the audience. Colours, shapes, movements, and visual contrasts all contribute to a rich visual scene, setting the tone and mood. Think branding!

Scenario: The sight of safety signs is crucial for accident prevention. Imagine a vivid red sign reading 'DANGER: High Voltage' prominently displayed against the dull grey backdrop of a commercial building. The stark contrast catches the eye immediately, signalling to all personnel the presence of potential hazards. The strategic placement of bright yellow floor markings outlines pathways and zones, guiding personnel away from dangerous areas and ensuring that high-risk zones are visibly marked.

?? Sound: Incorporating auditory elements can add depth and realism to your story. This includes dialogue and ambient noises, such as the busy shop, the tranquility of a yoga class, the sounds of a gym workout, and excited children learning to swim. Sound can set a scene, evoke emotions, or even hint at elements of a 'plot' that is unfolding.

Scenario: In a loading bay, auditory cues are key for maintaining safety. The repetitive beep of a truck reversing, the clink of safety harnesses securing, or the shout of a foreman issuing a warning - each sound contributes to the dynamic soundscape of the site. These sounds are not just background noise; they act as auditory signals that alert workers to potential risks or actions they need to take, like the sharp whistle blow that signals an imminent lifting operation, warning everyone in the vicinity to stay clear.

?? Taste: Taste can be a powerful sensory detail in stories, especially when describing meals or settings involving food and drink. It can also be used metaphorically to describe experiences in a novel way, helping to deepen the reader's emotional connection to the story.

Scenario: In a restaurant, the sense of taste plays an indirect yet crucial role in ensuring health, safety, and hygiene standards are maintained during food preparation. Picture a chef tasting a small spoonful of soup to check for the correct balance of flavours. This act of tasting is not just about culinary finesse; it's a critical check against potential food spoilage or contamination that could lead to food-borne illnesses.

Similarly, in a café, a barista prepares a cappuccino, noting the taste of the milk to ensure it isn't burnt or soured - a simple yet effective measure to prevent complaints or gastrointestinal discomfort.

This meticulous attention to the taste of food and beverages acts as an everyday risk assessment tool, safeguarding the well-being of everyone who visits.

?? Touch: Describing textures and physical sensations can make your narrative more engaging and relatable. Whether it’s the roughness of an old brick wall, the smoothness of silk, or the sting of entering a cold, refrigerated room from a warm office, touch helps readers feel physically connected to people and their environments.

Scenario: Where hazardous waste is involved, the sensation of touch is not just about physical contact but about the perception of danger. Team members wearing protective gloves might feel the gritty texture of hazardous materials through the fabric, reminding them of the barrier’s protection and the importance of these safety measures. The coolness of a metal railing in a high-altitude work area can also serve as a tactile reminder to maintain a firm grip and focus on stability.

?? Smell: Often under-utilised, smell can be incredibly evocative, recalling memories and emotions. Describing scents can transport readers to specific places or moments, from the comforting aroma of freshly baked bread and coffee to the sharp, acrid smoke of a fire.

Scenario: For example, olfactory cues in a garage can be a frontline indicator of risks. An electrical burn's sharp, pungent smell could alert mechanics to a malfunctioning vehicle long before other signs become apparent. Using chemicals, the unexpected whiff of ammonia can signal a leak, prompting immediate investigation and intervention to prevent a hazardous escalation.

Skilfully weaving these senses into your business storytelling allows you to create a more immersive and emotionally resonant experience for your audience in creative non-fiction.

Effective communication is not just about passing on information; it's about creating a unique and memorable experience for customers so they come back for more and tell their friends.

The Movie Director Test

A common mantra in storytelling is 'show, don't tell', but how can we apply this to the non-fictional narratives of our businesses? Let’s explore a practical tool that can dramatically refine how we connect with our audience - the Movie Director Test!

Imagine handing over your company's narrative to a movie director! Would they be able to visualise and, thus, create a compelling scene based on your descriptions? This test pushes you beyond mere facts into the realm of engaging storytelling.

Applying it to Your Franchise Communications

Consider a simple statement: 'I used to get extremely tired'. This is informative yet flat. But let’s paint a picture: Is it a kitchen hand walking up half a flight of stairs with a sack of flour only to stop, breathless? Or is it perhaps a young Millennial or Gen Z nodding off in front of their laptop because they're faced with huge amounts of dull text in the Operations Manual? These scenes don't just tell; they show and evoke emotions, making the message memorable.

Why it Matters in Franchising

As a franchisor, you aim to inspire potential franchisees, motivate current ones, and create a brand image that resonates deeply. Adopting a 'show, don't tell' approach fosters a stronger connection with your audiences. When franchisees and customers can 'see' what you're communicating, they're more likely to feel aligned with your vision and motivated by your leadership.

Beyond Writing

While you may not aspire to be a screenwriter, using the Movie Director Test ensures that your communication doesn't just share information - it paints pictures. It builds experiences in your audience's minds.

Because a growing 30 per cent of the global workforce is under 30, my book, Manual Magic, advocates using video for 'show, don't tell' Standard Operating Procedures (SOPs) wherever possible.

Not all franchisors are in a position to turn their 'visual' SOPs into video shorts. So, for those who can't, use a story or fable to paint a picture that appeals across the generational divide. Storytelling is a powerful tool for vividly and engagingly writing operations manuals, training materials, and marketing content.

Next time you draft part of your Operations Manual, ask yourself: Could a movie director film this? If the answer is yes, you’re on your way to mastering the art of showing, not just telling, making your message heard, seen, and felt.

This is how we transform mundane communications into compelling franchise narratives that inspire action and commitment.

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If you'd like to learn how to use video as a powerful communications tool, head over to my Amazon No. 1 Bestseller Manual Magic: Create the Operations Manual Your Franchisees Need to Succeed. It isn't just a guide; it's a strategy that challenges the conventional concept of an Operations Manual, redefines its role, and breathes new life into the franchise model.

It unravels the outdated notions that have long trapped franchisees, presenting a lucid, compelling argument for a radical transformation in how franchisors disseminate knowledge and empower their networks.

It also comes with a QR code that gives instant access to my specially curated library of Tools and Resources and my ?Ask My Wizard ??chatbot, specially trained to answer your questions on the Operations Manual.

Manual Magic, published by Rethink Press , is available in Kindle (￡4.99p) and paperback (￡19.99p) formats. Grab your copy now!