We recently recruited a new franchisee for one of our clients. There’s nothing unusual about that, of course, it’s something many of our consultants specialise in.

However, this one was special. From first contact to the signing of her franchise agreement was an incredible 25 months! It’s an extreme example, but it just goes to show that no lead is ever really dead, it just requires the right kind of nurturing.

What changed her mind? The right kind of story

Thanks to our data analytics, we can see exactly which emails and webpages our client’s prospects read. After nearly 18 months of inactivity, this one suddenly started reading again, but there was on type of content she visited time and time again: franchisee case studies.

If this lady had joined when she first enquired, she would have been the very first franchisee for this particular franchise. Since then, it has expanded to 14 locations, each with it’s own unique story. In the space of just a few months, she read every single one of them. Then she called our consultant and asked to sign up.

This is not an isolated case. Franchisee case studies are by far one of the most effective ways to promote your franchise.

• They show real life examples of what your franchise can offer
• They prove your franchise model works
• They reinforce the big reasons why someone would join you
• They provide a personal connection to someone just like them

This kind of content is real gold dust when it comes to driving franchise recruitment time and again, and offers more value than almost any other kind of content.

However, most franchises are not making use of its full potential

Do you need help turning your franchisee stories into content which drives franchise recruitment? From interviewing your franchisees through to creating the perfect story, our Franchise Storytelling service can help you turn interested leads into people who just can’t wait to join your franchise.

So, why don’t we have a chat? Click the button below to schedule a call.

I look forward to speaking to you.