MONTHLY NEWS AND VIEWS FROM THE FRANCHISING PR SPECIALISTS
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NEWSLETTER
Words reveal your intentions. They express your viewpoint and highlight the kind of company you are, so it’s important that you choose your words carefully. In the competitive arena of franchise recruitment, using the right words in the right places will help turn leads into franchisees. With this in mind, here are five effective copywriting techniques that will rapidly ramp-up your recruitment.
1. First impressions that last
You have seconds to grab someone’s attention, so be concise. Think about your audience. What would interest them and make sure they read on? Whether it’s a unique selling point, a recognisable benefit or an outstanding offer, count your words. But, more importantly, make your words count!
2. Get to the point
You only have a few sentences to build trust with your audience, so put the most important information right at the beginning. You’ll have time to elaborate later. It can be difficult to be objective when you’ve been selling your business for so long. So, if your pitch has become parrot-fashioned, ask those around you what they think are the most desirable aspects of your business? This low level market research will help you to refine your key messages.
3. Forget about the features and focus on the benefits
It’s tempting to tell everyone about the features of your business, but what are the benefits? For example, saying ‘we’re members of the bfa’ is a feature. Whereas ‘you’ll be joining an ethical franchise, so your investment is secure’ highlights a major benefit. Remember, it’s the benefits that will appeal to potential franchisees.
4. Show your feelings
Always put yourself in the prospect’s mind and think ‘why would I buy?’ Empathy is essential. Imagine what it feels like to invest your life savings in a business venture with no guarantee of success. Your existing franchisees can build even greater empathy with potential candidates. Using case studies and testimonials help paint a positive picture to your prospects.
5. Act decisively
Include a strong call to action, and tell your readers what to do next. On their own, basic contact details are too vague. They need to be preceded by a deliberate instruction, preferably one that is gilded with some enticement. So create some urgency: ‘call John Smith’ is ok, but ‘call John Smith now, and find out how you can turn your life around!” is better.
Start following these simple rules today and you’ll see immediate results. If you’re busy and would like the professionals to help, contact MP-PR today and we’ll help find the words that work best for you and your business.
PART TWO:
QUOTE OF THE MONTH...
“There is no such thing as bad publicity, except your own obiturary.”
Brendan Behan, Irish author and dramatist 1923-1964
SEPTEMBER 2009