Interested Leads Bypass Brands with Poor Storytelling

Does your brand story emotionally connect

Can a reader “see” themselves in the business?

Most serious leads expect the same great experience from you that they get from major online retailers: complete information, reviews (owner stories), costs and how to buy.

That means creating a great online story that builds trust, confidence and credibility for your franchise brand is essential. If not, your potential serious lead moves on…a lost opportunity.

Serious leads hold real power. Your online story is your first “audition”. And that’s before they ever contact you. So to move a franchisee lead from curious to serious, your story has got to do these three things very well…

1. Answer: “what’s in it for me?” Is your franchise story all about you? A truly serious franchisee lead wants to quickly understand how they’d benefit from aligning their world with yours. That focus should inform every aspect of your story.

2. Answer: “is everything here?” Is your story complete?  Can a serious lead easily find the information they want? Do you set up artificial barriers to information? Do you prematurely ask for financial disclosures or phone calls to “get the good stuff?” Do you give a serious lead many reasons to contact you? Is your story easy to understand or filled with indecipherable gobbledygook? Does your story showcase the great things you do for your franchisees to relieve their anxiety?

3. Answer: “Does your story inspire trust, confidence and credibility?” Does your story draw visitors in? Is information easy to find? How does your story present on a desktop and mobile device? Do all the links work? Are pages uncluttered, easy to scan and include video? Little things count most in building trust, confidence and credibility in the early research phase of a serious lead.

Telling a great story is challenging. If your online story is weak then you can’t attract enough serious leads. That then doubles or triples the budget needed to find enough serious leads to meet your franchisee recruitment goals. Give yourself a fighting chance to attract serious leads by crafting a great brand story.

Recruitment Reports No Franchisor Should Live Without

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By Dug Aylen, Co-Founder & COO

These reports showcase important aspects of recruitment pipeline activity. These critical performance metrics are often scattered;
if available at all.

Accelerate Franchisee Growth…Expand Faster

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Discover the impact faster growth can have on your franchise brand in a few simple steps...

Five Franchisee Recruitment Traps to Sidestep for Faster Growth

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By Paul Keiser, Co-Founder and CEO

Fast growing brands can easily slip into one or more of these traps as they tackle the challenges of rapid growth. Avoid them or risk hitting speed bumps along the journey.

Franchisee Lead Generation Secrets Revealed

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By Dugan Aylen & Paul Keiser, Co-Founders

We’ve compiled over a decade's lessons learned on how to work effectively with franchisee lead generation portals. Download our eBook and find out how portals can deliver better results for you.

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