Which messages appeal most to potential franchisees?
It depends, obviously!
What? You thought that the answer to this question would be straightforward? Unfortunately no.
That being said, there are lots of franchises out there that don’t have a nuanced understanding of what types of messaging works.
When you visit their website, you see a single message that tries to hammer home a single point to every single person that visits.
The fact of the matter is that every single potential franchisee needs to be messaged to in a different way.
Later in the sales process, you’ll solve this problem by dedicating a specific sales person to speak with them directly. However, at this point in the process, you’ll have to settle for trying a number of different messages and seeing which ones work for your brand.
At the highest level, we think about different messages in 8 different categories:
Wow. That’s a lot. So what’s next? How do figure out which types of messages work for your franchise.
Split testing! Duh!
Get a lot of different messages out there and see what sticks!
Have a question about messaging? Shoot us a note here.
You’ve Probably Never Listened to a Podcast. But That’s About to Change.
Essentially a podcast is a recorded audio program available for download from the internet. It’s synonymous with what some of y’all may know as talk radio but it’s not broadcast. Rather it is released a single file that you can listen to from start to finish.
Don’t Click on My Ad! The Paradox of Free Branding
Text ads in LinkedIn appear in a few different places; at the top of the page or on the right rail. Even though they are far less likely to be clicked than sponsored posts, the payment and ad serving mechanism is the same for both ad types. You choose a bid per click and you pay that bid every time a user clicks on one of your ads. The frequency with which your ad is shown is based on the value of your bid relative to bids of other advertisers targeting the same audience.
This Just In: SEM CPCs Keep Going Up
What is a click really? Think about trying to explain the concept of a click to your great-grandparents? If anyone has a good definition for a click, make sure to let me know.