The Blog

What are Franchise Buyers looking for? A takeaway from the 2013 IFA Convention

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Marketing is in the midst of a revolution. The internet, and social media in particular, has wrested control of the conversation away from companies, turning traditional top-down marketing messages into […]

10 Pieces of Business Jargon That Suck

Jargon - copyright Brandjournalists.com

I think I’ve finally decided which piece of horrid business jargon I detest most: “core competencies.” So help me, the next person who starts rambling on about their “core competencies” — especially if they’re referring to “utilizing” or “perfecting” them — gets a vigorous lashing from a noodle. It’ll be a wet noodle — this time.

What makes “core competencies” such a nauseating term is that it expresses a simple idea with words that suggest complexity, the kind of arcane notion only the best and brightest MBAs could possibly grasp. It is not. A pre-schooler could grasp it. Your core competencies are the things you do well.

Why Clint Eastwood’s RNC Speech Is a Model For Brand Journalism

Clint Eastwood speaks at the 2012 RNC convention / NYDailyNews

People don’t want perfect; they want real.

Eastwood shot from the hip and sounded like any interesting person you might run across at the bus stop or corner bar during your day. That’s why his speech is the one people will remember more than any other this political season. People tune out anything they think is “crafted” or “scripted.” Eastwood was real, and real is what people crave.

What is Brand Journalism?

brand journalism, copyright Brand Journalists

Today, the typical person no longer trusts a company at face value. It is human nature to hate being sold, so most people avoid salespeople like the plague. When we want or need a service, we look to sources we trust and ask others for their opinions. You might say we are in the age of the expert opinion, and the expert is just about anyone besides a company trying to sell us something!

For companies, the implications are huge.

Brand Journalism Tactics: Are You Using the Right Language For Your Audience?

brand journalism tactics

Choosing the right words is critical when telling your company’s stories How do you know you are using the best words in your online stories so they resonate with your […]

Brand Journalism: What’s Your Company’s Story?

The tasti dlite way

As long as humans have been communicating we’ve used stories to relate to each other, make sense of the world around us, and help us make decisions as we go through life. Advancements in technology have us sharing greater amounts of information, and we’re finding ourselves making more decisions based on those stories.

Why Brand Journalism is the New Key to Franchise Lead Generation

Cafe2U Mobile Espresso Van Franchise

Quick, close your eyes and try to recall a business mailing, magazine advertisement or online banner ad that you’ve seen in the last week.

It should be easy — the average person is exposed to several thousand display ads a day. But are you able to recall a single one? It’s hard, isn’t it.

5 Reasons We Like the Chem-Dry Carpet Cleaning Franchise

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Chem-Dry isn’t just the world’s biggest carpet cleaning franchise, with more than 3,500 units in 47 countries. In our opinion, it’s the best carpet cleaning franchise and one of the best options for someone thinking about opening a new business.

Planet Beach Spa Franchise Case Study

A Planet Beach Spa Service

Entrepreneur Magazine is considered the bible for most business owners and it carries and amazing amount of influence for franchise systems. In the world of franchising, public perception of a brand does more to determine what brands grow and which ones struggle. The January 2010 trends article proclaimed that tanning franchises were out and listed Planet Beach as a tanning franchise.

Entrepreneur Magazine Features Brand Journalists

Thomas Scott, R, with Jack Monson from Engage121 at a book signing during the IFA conference

When former journalist Thomas Scott started blogging about his home-staging franchise in 2007, he discovered that his industry-related content radically improved how business prospects perceived his company’s brand. Scott realized there was an untapped market for providing other businesses with content that’s well-written and entertaining, while helping consumers relate to them on a personal level.