Why do long-form interviews in franchising or business?

Having a founder story that is publicised is very important in helping differentiate your product or service in the market. It's been one of the main strategies I have employed at Jim's which is to do as much content as possible with our CEO, Jim Penman.

As we have 40 plus divisions with 10 having more than 100 franchisees, I felt it was important to interview the people behind these brands to let people know whom they were exactly buying a franchise from. If you're deciding on where to spend 30 - 50k for a franchise, you should at least know or would be interested in the story of the founder, wouldn't you?

It's true that people have short attention spans, however, people's attention does increase when they are making a purchase that will greatly affect their lives. I know people watch these interviews as in training (in my social media session) I ask everyone there who has watched an interview or video from us? I would say nearly everyone in the room has put their hand up and sighted watching this content.

Creating long-form content like this is a great asset as well that you can draw on and repurpose into numerous pieces of social media content after as well. It's extremely cost and time-effective. As it's also a chat, more people feel comfortable in this format and perform a lot better as well as opposed to ridiculously stale scripts on an auto-cue.

Below is a library of some of my interview initiatives, please ignore the clothing choices as I have grown a lot since then! If you would like this strategy for your business, please send me a message and I will be happy to guide you.

Interview with Sharon Connell - Jim's Dog Wash

Interview with Haydar Hussein - Jim's Cleaning Group (Divisional Franchisor)

Interview with Paul Commerford - Jim's Building Inspections

Interview with Ali Olmez - CEO Jim's Cleaning Group

Interview with Paul Sandles - Divisional Franchisor Jim's Diggers

Interview with Brett Blair - Divisional Franchisor Jim's Pool Care