I’ve worked with dozens of franchise brands over the years, including many at the very top of the EF100 rankings. Some with a handful of strategic franchisees developing multiple territories, and others with 100+ franchisees around the UK. I’m not telling you this to boast, but rather to say there are certain things which they all share.

Not only do they have well-structured systems for support, great products or services, and a financially viable package to offer to franchisees – all the usual things any franchisor worth their salt will focus on. These are all hugely important, of course, but there are dozens, if not hundreds, of franchises out there who can safely claim they are at the top of their game in all these areas. Prospective franchisees have a dazzling array of choice, so how do they decide which franchise is the one for them?

What makes any particular franchise stand out from the crowd when making such an important and life-changing decision?

Prospects always choose the franchise which has created a genuine connection with them

According to Harvard Business School, brands that evoke strong emotional responses outperform competitors by 85%.

Franchises are no different. In fact, I’d say that an emotional connection is more important to people choosing a franchise than almost any other purchase or investment. After all, you’re asking them to make a major lifestyle change and take a risk which might serious impact their – and their family’s – future. It’s quite the leap of faith!

They need to be able to trust you and they need to believe in you and your franchise on a very deep level. Only engaging them with a story that paints the right picture, not just of you, but how your story fits into their story, what they want and need from the future, has the power to do that.

How do franchises tell the right kind of story?

In my experience, the most successful franchises don’t just lay out their offer and their USPs, and let their strengths do the talking. It takes more than that. Instead, they engage in continuous and active storytelling which can connect emotionally with prospects, showcase success, and demonstrate value.

For example:

Sharing the origin story of the franchise – the personal vision driving the business, and how the real people behind the brand found purpose and overcame challenges creates a personal connection which can inspire prospects.

Franchisee case studies – absolute gold dust when it comes to franchise recruitment! Real life stories about people just like them helps prospects see how your franchise could fit into their lives, as well as all their hopes and ambitions for the future.

An ongoing narrative – continuing to engage with leads using stories about recent successes, developments, or how the franchise has helped its partners overcome challenges and achieve their life goals.

These are just a few of the most common examples, of course, but all ones which change the perception of any offering from just another franchise among many, to one which prospects can’t wait to join!

How does your franchise create this kind of storytelling?

Do you feel your franchise is consistently creating a compelling and persuasive narrative? Or do you need a fresh, new angle to really grab people’s attention?

Perhaps we can help!

I am more than happy to have a quick chat about how our Franchise Storytelling service can help you, either with smaller content pieces such as blogs and case studies, right up to a complete strategic overhaul.

Just click the button below to schedule a call.

I look forward to hearing from you.