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.
One Week Worth of Email Subject Line Tests
One thing I can tell you about our business is that we send a lot of email!
How to Build a Massively Valuable Franchisor, Part 5: What’s Brand Got To Do With It?
In the world of franchising, there are two major branding considerations. The question is, how much of your dollars should be spent building your b2b brand, versus your b2b brand? Let's find out.
Text Messaging Is Absolutely Eating Phone Call's Lunch
When given the choice between communicating via phone call vs. text message, nearly 90% of users choose text message. What does this mean for franchise sales?
