As iFranchise Group CEO Mark Siebert explains in this recent Franchise Times article, franchisors can take some tips from the crafty magician by presenting the brand’s strengths while downplaying perceived weaknesses.
The words a franchisor uses in its branding are the basis of the magic. While all messaging needs to be honest – and comply with franchise law -the carefully crafted message will tell your brand’s story in a captivating way. You’ll focus on the critical details of the franchise opportunity, tell your company’s history, reflect your values and mission. All of which should lead the prospective franchisee to want to learn more and be a part of your story.
This article goes on to reflect what iFranchise Group’s franchise consultants advise in terms of language nuances and preferences for phrases like:
*The investing in a franchise instead of simply buying a franchise
*Referring to sales personnel as Franchise Development Officers instead of Salesmen
*The awarding of a franchise instead of being sold a franchise
Like the magician, Franchisors need to be aware of the non-verbal cues they convey. Visual cues like the cutting-edge graphic design of your website and printed or electronic brochures help to set the stage. And like the great magicians, be sure to paint your franchisee into your brand’s picture, so they will want to be a part of the story you tell for the future.