When you’re looking to recruit franchisees, it’s important to make your business something prospects can relate to. A key way of doing this is by publishing case studies so that prospects can see what the people who have chosen your franchise have to say about their experiences. Sally Butters from Coconut Creative discusses how this can benefit your franchise and shares some of her top tips for writing a case study.
“So, select an existing franchisee that has faced a problem, found a solution with your help and that has really benefited from operating your franchise since. This might sound difficult but it’s not! It can be anything from overcoming illness, overcoming redundancy by buying your franchise, producing great sales during recession to wanting to have more family time. Don’t worry if you don’t have a bank of franchisees to draw upon just ask one of your customers that you have helped to overcome a problem, this shows to prospects that you are committed and that your business concept works.
Here are ten top tips on how to write a great case study:
- Case studies can be in the first person (I) or the third person (he/she), but if you use third person it is a good idea to pep it up with a few quotes from the customer or franchisee to increase credibility.
- Sometimes it’s great to change up the style of your case study. One great alternative way is using a question and answer format.
Read the rest of the article here to see the other tips Sally has for case study success.
Franchise territory mapping can be seen as one of those tasks where you can cut out the middle man and do the work yourself. Jon Bellamy of Atlas Mapping talks about why it’s better to leave it to the professionals.
“The average cost of franchise territory mapping is currently £2,500. There are around 150 territories in the average network. This means that by ‘splashing out’ for mapping, a franchisor is investing a mere £17 per franchisee. Whilst your actual may be as much as £70 per franchisee or as little as £3 per franchisee, these are still extremely low. And yet some franchisors will still dismiss the important of mapping correctly, despite charging franchise fees as high as six figures.”
To read Jon’s full article, click here.
Tags: business planning, franchise, franchise business, franchise development, franchise growth, franchise information, franchise investment, franchise recruitment, franchise research, franchise success, franchise suppliers, franchise territory mapping, franchise tips, franchising in the uk, jon bellamy
The right copy can be vital in bringing new franchisees into your network, but as the owner of the franchise are you the right person to write it? Annette du Bois, The Franchise Growth Expert, discusses why you might not be, and also gives great advice on how to maximise the impact of your copy in order to increase its success.
“People are easily distracted now more than ever; with conservative ‘guestimates’ we are exposed to an average of 5,000 marketing messages a day!
So whilst your copy continues to inform it also needs to connect emotionally to transport the reader into being part of your opportunity. Words such as ‘imagine’, ‘picture this’ and ‘see yourself’ encourage the reader to be future paced, looking deeper into the potential of being part of your ‘community’. This reduces the risk of distraction and keeps them focused to take the desired action such as contacting you.
Remember this – people are only interested in how it will benefit them.
In other words, your copy needs to shift from company focused, to audience focused. Whilst the ‘About’ and company history are still important to build the trust and credibility required in today’s sceptical society, people are more concerned about what your opportunity will give them.”
To learn more about how to shift the focus to your audience and build trust, read the rest of Annette’s article here.