Why Tell a Great Story?
Serious Leads Bypass Brands with Poor Storytelling
Serious leads look for 3 things online
Do you satisfy them?
Most serious leads expect the same great experience from you that they get from major online retailers: complete information, reviews (owner stories), costs and how to buy.
That means creating a great online story that builds trust, confidence and credibility for your franchise brand is essential. If not, your potential serious lead moves on…a lost opportunity.
Serious leads hold real power. Your online story is your first “audition”. And that’s before they ever contact you. So to move a franchisee lead from curious to serious, your story has got to do these three things very well…
“what’s in it for me?”
Is your franchise story all about you?
A truly serious franchisee lead wants to quickly understand how they’d benefit from aligning their world with yours.
That focus should inform every aspect of your story.
“is everything here?”
Is your story complete? Can a serious lead easily find the information they want? Do you set up artificial barriers to information? Do you prematurely ask for financial disclosures or phone calls to “get the good stuff?” Do you give a serious lead many reasons to contact you? Is your story easy to understand or filled with indecipherable gobbledygook? Does your story showcase the great things you do for your franchisees to relieve their anxiety?
“Does your story inspire trust, confidence and credibility?”
Does your story draw visitors in? Is information easy to find? Do all the links work? Are pages uncluttered, easy to scan and include video?
Little things count most in building trust, confidence and credablity in the early research phase with a serious lead.
Fast-growing brands can easily slip into one or more of these traps as they tackle the challenges of rapid growth.
Avoid them or risk hitting speed bumps along the journey.
These reports showcase important aspects of recruitment pipeline activity.
These critical performance metrics are often scattered, if available at all.
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Integrated CRM and marketing automation solutions for startups, young and emerging franchise brands and franchise brokers with an emphasis on 'personal branding'.