How to market your franchise to potential franchisees

Consider Audience
You know where you are advertising, now you must consider the audience. You have decided this audience is great for you but you must understand them and talk about parts of your business that is relevant to them.

Why you
Make benefits really clear and really relevant, and make sure these benefits are at the top of the advert. For example, for a Workingmums.co.uk advert, flexibility, the emotional and financial rewards are key to our audience so this is what you would highlight near the start of the advert.

Keep it relevant
Bring out the parts of your business that would suit your audience. For mothers, if your franchise is learning related for children then using words like ‘help children learn, develop and achieve’ would trigger positive emotions.   

Be Different
Look at your competitors adverts, make yourself different. This could be writing a more inspirational advert, using effective images, a case study, stating number of years in business, etc. 

Creditability
Make them feel secure, use a testimonial from a satisfied franchisee, add in a guarantee, and/or typical earning potential for example.

Bring it to life
Images can say a thousand words, again think about your audience and your franchise. If your franchise is helping children learn in a fun interactive way then have an image of children having fun and an image of a women interacting with these children – it will help them see themselves in this position and it shows that the franchise is doing what it aims to do. 

Keep it simple
Keep the advert to the point, no need for lots of text. The concept, the benefits, supporting evidence and call to action is what’s important.

Feedback
Ask the opinion of the advertiser before the advert goes up, they can not guarantee an advert can work but they do understand the audience.