Marketing works best when it’s targeted, and nothing hits the target quite like a story that makes your potential franchisee think, “Yes, that could be me.”
Enter the franchisee case study, the unsung hero of your marketing toolkit. Why is it worth its weight in gold? Well, it’s not just because it costs less than that ill-advised billboard campaign you once ran. It’s because it does something you, as the franchisor, simply can’t do—it humanises the business. You started this whole business from scratch, driven by motivations that, let’s face it, are probably different from those of your potential franchisees. They aren’t trying to be the next Jeff Bezos, they possibly just want to work for themselves without having to reinvent the wheel. And that’s where the case study comes into play.
Your potential franchisees are teetering on the edge of a cliff, some contemplating the leap from cushy corporate jobs into the wild unknown of running their own businesses. They’re going to need more than your entirely biased word that it’s worth it. And who better to reassure them than someone who’s already taken the plunge and lived to tell the tale?
In a world where we’ll change our minds in an instant about buying something we want on Amazon because someone we’ve never heard of gave it a less than flattering review, third-party endorsements are everything. Your current franchisees are the third party reviewers of the franchise world. Their stories carry weight because they’ve been in the exact same nerve-wracking position as your prospects. Their testimonials aren’t just marketing fluff; they’re real, lived experiences.
But please don’t script them like a bad corporate infomercial. We’ve all seen those cringe-worthy testimonials where everyone is smiling just a bit too hard and delivering words that clearly aren’t their own. Instead, go for some honestly. Let them tell their story. What were the doubts they wrestled with? How did they convince their partners that this wasn’t a mid-life crisis in disguise? How did they feel on their first day, and how do they feel now? These are the stories that resonate, the ones that make a potential franchisee think, “I could do this”, and pick up the phone.
Even if your franchise network is barely out of the starting gate, a story from a franchisee who’s buzzing about their initial progress can be just as powerful as one from a veteran who’s expanding into their third territory. What matters is the authenticity, the relatability, and yes, the triumphs, no matter how small they may seem.
At the end of the day, what prospective franchisees need to see is evidence—evidence that you’ve walked someone just like them through the process, trained them up, and set them on the path to success. And the more stories you have, the more compelling your pitch becomes.
So, step away from the megaphone and put down your list of USPs – that are exactly the same as every other franchise is promising – and just tell them a story, one they’ll want to be a part of.
This article comes courtesy of Platinum Wave the International franchise consultants & franchisee recruitment experts with 20 years experience and bfa accreditation.
