You’ve heard it said that words are cheap, but finding the perfect words can be priceless. Think about that tagline that becomes part of our everyday vernacular – for example, “Just Do It!” Or, are you already singing that jingle that you can’t get out of your head? The perfect words resonate with something inside of us to create effective business messages and build connections to the brand. As a franchise, it is important that your message is carefully crafted to create those connections, build credibility and attract your intended audience.
However, before you can identify your target audience, you have to know who you are as a franchise. Can you answer these four questions?
- What is your brand voice?
- What are your core values?
- What makes you stand out from the competition?
- How do you want to be perceived by customers or potential franchisees?
Knowing who you are will allow you to build messaging that is authentic and genuine – and according to our research, these qualities are highly valued by potential customers and prospective franchisees, across all generations. Once you have solidly identified your voice, then you can begin to pinpoint your target audience. Keeping this audience in mind shapes the tenor, placement and cadence of your messaging.
Now that you have established a consistent brand voice and identified your target audience, it’s time to develop a specific messaging strategy to connect with and engage them – whether you are trying to reach customers or franchise candidates. The goal is to draw them in, regardless of where they are in their customer journey.
Words are powerful. They can excite, engage, offend, intrigue – so, choosing the right ones is critical. Behavioral science is a great tool that can inform your messaging. For example, in writing emails – specifically subject lines – you can intentionally use phrases and terms to make offers seem exclusive or time sensitive. This can greatly improve the open rate of your emails, getting customers one step closer to “yes.” Words that evoke emotion and nostalgia can also help you engage the reader, continuing to build a relationship as they move through the stages of the sales funnel.
With messaging, it’s not only what you say, but how you say it – and where. You want to come across as genuine and trustworthy – a voice of authority, confident but not aloof. Is your brand suited to using humor and wit, even copy that would be considered entertaining? We’ve found that across many demographics, a main factor driving people online is their search for entertainment and humor. Let what you know about your audience and its media behaviors guide where you place messaging and which platforms you use.
- Do your target personas spend most of their time on Facebook or Instagram?
- Are they using audio streaming or print media?
- Do they have a growing presence on platforms like TikTok, which opens doors to sharing your message with more videos?
Answers to these questions can help you build a comprehensive and strategic marketing plan, with messaging that is consistent across all platforms.
As you can see, there is a lot to consider when thinking about the words that will give your franchise its voice. A great team will consider your brand values, target audience and placement. If you want your message to resonate, the relationship between these three components is key. Be authentic and use consistent messaging to build relationships and develop loyal customers. Know who you are, who you want to attract and how best to reach them.
