I mean, I seem to regularly see sentences and paragraphs structured in the same way across social media, websites and brochures time and time again.
As a franchise industry we’ve talked about getting “down with the kids” (please read this ironically) for some time now and, while marketers have banged the authenticity drum for a while now, we still seem to be churning out soulless content and copy to attract and appeal to prospective franchisees.
I know that’s being harsh to some brands in the franchise sector, as there are many that do a fantastic job, but part of my role at The Franchised is to conduct franchise recruitment marketing audits and I’m seeing a fair amount of AI copy and stock imagery being used.
I know it can be time saving, and bloomin’ eck we all need more of that, but I’m a believer that you get out what you put in. Especially when it comes to using software!
So, if you can’t be arsed to put quality time and effort into creating quality content, the likelihood is you’re going to find that prospects that aren’t that invested in your franchise offer either.
Why?
Well, because AI can’t tell your story. Not the real one anyway.
It doesn’t know why you/the founder cried when they signed their first franchisee.
It doesn’t understand the excitement a franchisee feels when they hit their first £10k month.
And it definitely doesn’t know all the little quirks that make your brand what it is.
All of that comes from the people behind the brand. Founders, franchisees and the franchise support teams all have a story to tell, so don’t miss out on sharing this good stuff!
Your people are the best marketing tool you have
So, sure, use AI to overcome writer’s block, formulate an idea or even flesh out the story a little, but don’t let it replace the very thing your prospects are looking for…connection.
If your content reads like it could belong to any franchise, then don’t be surprised when it doesn’t stand out to your ideal franchisees.
Instead, take the time to dig into the human stuff, i.e. the stories, the hard-won lessons, the weird and wonderful things that make your brand different. That’s what will build trust with your prospects, before you’ve even had a chance to speak with them.
Not sure where to start?
That’s where I come in. At The Franchised, we run recruitment marketing audits and storytelling strategy sessions that help brands sound more like themselves and less like everyone else.
Because AI won’t save your franchise recruitment. But a clear, human message? That might just.
