Traditional lead generation in the franchising industry is built on the "impressive resume" principle...number of locations, operating statistics, depth of product line, corporate history, leadership credentials, available training, etc.
Those facts and figures are important but are told from the viewpoint of the franchisor. To resonate emotionally, the value story must be told from the viewpoint of the potential franchisee -- dreams, goals, and fear.
The example here is part of a multi-channel recast of the Wings Etc. value story. Other media included: website, automated email lead nurture campaign; trade advertising; articles and blog posts.
Saul Lemke, VP Development
Bill Corbin is a force. He learned our business quickly and soon provided the most complete selling toolset I've worked with in my 30 years in the industry.
2018 was another record year.