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

It was authentic, unscripted, imperfect — just like the best brand storytelling

Everybody’s talking about the great Clint Eastwood’s speech last night at the Republican National Convention — man, what an unexpected stem-winder!

What was great about it is that it was genuine and unscripted, authentic communication, just like the best brand storytelling.

Clint Eastwood speaks at the 2012 RNC convention / NYDailyNews

Take a look at this, my favorite quote from the speech, one I think may rank with “Let freedom ring …” and “of the people, by the people, for the people” in the annals of transformative moments in American oratory:

“I mean, what do you say to people? Do you just — you know — I know — people were wondering — you don’t — handle that OK. Well, I know even people in your own party were very disappointed when you didn’t close Gitmo. And I thought, well closing Gitmo — why close that, we spent so much money on it. But, I thought maybe as an excuse — what do you mean shut up?”

Now, the naysayers and obsessive fact-checkers in the media will no doubt focus on how “disjointed” and “inarticulate” his words were. But hey, the guy’s 82 — give him a break! Second, most people are tired of scripted, focus group-tested lines and speeches and politicians like Barack Obama, George W. Bush, Bill Clinton, George H.W. Bush, Ronald Reagan, et al, relying on teleprompters and speeches written by “speechwriters” for their supposed “eloquence.”

They just don’t get it. What we’re discovering at Brand Journalists — and what smart political consultants are realizing this morning — is that people in today’s society long for real stories told by real people in a way that reflects their priorities, values and thought processes. People want the real deal – human stories complete with all the flaws. A scripted, teleprompted, logically flowing political speech is just like a traditional marketing piece. It is flawless, one-sided and lacks an authentic, conversational style.

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.

It’s what we aim to do every day here at Brand Journalists for the companies we write about, and it’s why people all over the country have responded so favorably to Eastwood’s speech. I think we might be on the threshold of a new kind of political communication, one that adopts the same lessons of authentic human storytelling that have made brand journalism such a disruptive force for business communication.

It might not be too long before we see a presidential candidate give a convention acceptance speech that borrows from Clint’s fresh, invigorating style. And wouldn’t you put more trust in a company CEO who spoke like your kind-hearted, slightly befuddled granddad instead of a slick Gordon Gekko type?

“‎I mean, why aren’t you people buying my product? What the heck was that, a bat? Are bats flying around this time of year? It’s a pretty doggone good product. Bill and Tim — or Steve? I don’t know — I lose track sometimes — anyway, they’re good people down at the lab. You, chair. You’re a nice chair. I like the way you have all four legs. We have a special this month, y’know. Doggone it, I have to pee again. I drink too much coffee.”

Authentic communication. Just as it’s the difference between phony promises of hope and change and real politics for real people, it’s the distinction between ordinary public relations and genuine brand journalism.

Want to make a meaningful connection with your audience? Just speak from the heart and don’t even bother to prepare your remarks. If you’re writing something, just let the words pop right from the surface of your brain to the page; don’t overthink your ideas! Today, perfection is the enemy of effective communication.

Try it sometime. What you lose in style and grammar points you might just gain in authenticity — and you’ll have a much better chance of breaking through the noise and setting yourself and your brand apart.

What’s your company’s story?

What is Brand Journalism?

What is brand journalism, exactly, and is brand journalism the same thing as journalism?

By  Thomas Scott and Greg Lacour

Businesses may not know the answer to this complex question, but they’ve agreed on one thing: Using the tools, tactics and style of journalism to tell a company’s story is essential. The Public Relations Society of America (PRSA) listed it as one of top 12 trends in public relations for 2012, and Entrepreneur magazine focused on it in its 2012 Branding issue.

Why?

Over the years, Western culture has been bombarded with marketing and advertising to the point where consumers are wise to the game and reluctant to accept much of anything on face value. Politicians have adopted old-style Madison Avenue marketing strategies as their own, further strengthening consumers’ perception of commercial slogans and hard sells as nonsense. If it sounds like marketing, people simply tune it out.

Then came 2008, the year that crippled Americans’ trust in its institutions. Through unethical, reckless practices, banks, brokers and retirement fund managers wiped out as much as 50 percent of the nation’s personal net worth — and the government failed to stop it beforehand or punish the guilty afterward. The housing market crashed. Banks dissolved. Jobs abruptly died. People lost savings, homes and big chunks of their future, and it happened virtually overnight.

As a culture, we lost faith in companies and stopped trusting them. We changed both the way we perceive companies and the way we make buying decisions.

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. Traditional approaches to marketing are not working like they once did. Customers don’t respond to campaigns, and even when there is a large market for what a company does, customers are just out of reach, giving one marketer reason to call traditional display advertising a ‘branding black hole.’

Thus enters the practice of brand journalism.

As long as people 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. You might say that the story is the essence of communication. Always has been and always will be.

As humans, we’re wired with a desire to make a real and meaningful connection. This might explain why when someone is telling you a good story, you don’t even realize it. That’s the power of a well-told story. It allows the company or organization to become “human.” Being human is about having a real, honest connection with people, about being transparent, responsive and above all accessible.

Companies have never been adept at using stories to connect with customers. Beginning with newspapers, whose purpose as a business is to deliver advertising to readers, and going through the TV explosion and into the Internet era, companies have marketed to captive audiences, using one-way communication tools to get people’s attention. Traditional marketing and advertising has always focused on prompting a behavior change or action on the part of customers. Buy this, go here, call us, what author Seth Godin calls “interruption marketing.”

Brand journalism involves telling journalism-style stories about a company that make readers want to know more, stories that don’t read like marketing or advertising copy. It means having conversations with your customer — not preaching at them or bombarding them with bullet points but giving them real and interesting stories they can relate to. People today are so inundated with advertising and marketing speak, they now filter out marketing messages and a well-told story is the best way to get your message across.

The History of Brand Journalism

Brand Journalism actually has its roots in the franchise industry. In 2004, McDonald’s Chief Marketing Officer Larry Light said mass marketing no longer worked and that “no single ad tells the whole story.” McDonald’s, he said, had adopted a new marketing technique: “brand journalism.”

Light defined brand journalism as a way to record “what happens to a brand in the world” and create ad communications that, over time, can tell a whole story of a brand.

He was rejecting traditional marketing and advertising approaches that focused on brand positioning, in favor of a content stream approach involving multiple channels and journalism-style writing. His model was the way an editor approaches the creation of a magazine, with its array of very different content aimed at a wide variety of interests — hence, brand journalism.

Franchise systems adopted the practice early, and today it is one of the most productive ways to generate leads and engage customers. Big corporations — Boeing, Cisco and Imperial Sugar, to name a few — adopted it with success. Now even small companies use it with great results.

Ten years ago, search was the big marketing trend. Five years ago, it was social media. Today, it is brand journalism. We are in the content marketing era, and the quality of your brand stories can have an enormous impact on how effective your marketing is. As a result, companies are rushing to hire journalists, many of whom are out of work as newspapers fold.

Is Brand Journalism the same as journalism?

Absolutely. It’s simply another kind of journalism, just as political journalism is journalism, sports journalism is journalism, blogs on local issues are journalism, even Facebook posts on neighborhood happenings are journalism.

Before the internet, companies hired PR firms to write press releases and pitch to journalists, who digested the releases and wrote a story that was hopefully favorable to the company. Today, a company can bypass publications and PR firms entirely and publish its own articles. Using blogs, online articles, websites, emails and social media, companies now have an unbelievable opportunity to communicate directly to their customers using journalism-style storytelling.

“Journalism” as we’ve come to define it has traditionally been the domain of newsrooms. Reporters, schooled in the craft, consider the term to apply to a very narrow definition of someone working for a news organization. Ideally, reporters are neutral, bound to be as objective as possible and have a self-imposed responsibility for telling both the positive and negative sides of a story.

Reporters are taught that there is a separation between a news organization’s editorial content and its advertising content. In other words, if a company wants publicity, they should purchase an ad; that’s what ads are for. Reporters often scoff at the idea of people creating stories for and about companies. It isn’t objective, and it doesn’t often show both sides, so it can’t possibly be journalism. For a newsroom reporter, brand journalism is taboo — it somehow is different from what they do.

It isn’t, not really. Technology has torn down the walls and made new rules. Journalism today is a large umbrella that encompasses many variations. A newsroom reporter is certainly a journalist. A writer at a business publication is a journalist. A blogger can be a journalist. Citizens with cell phones at a news scene are journalists. People who use journalism skills to tell stories on companies’ behalf are journalists, and anyone who argues otherwise simply hasn’t grasped the dimensions of the new terrain we’re all occupying.

Because ultimately, it’s all about telling stories aimed at specific audiences. That’s it. Objectivity is a fantasy; a news reporter can’t help but bring his or her biases to a story, no matter how hard he or she tries to be impartial. The practice of journalism, at its core, is about earning and keeping a reader’s interest. Journalism is about finding the essence of a story and deciding how to retell what you find so it is interesting and helpful for a reader. This starts with a catchy headline, moves on to an interesting lead and continues through the body of the article. Like all stories, it has a beginning, middle and an end.

Brand journalists, writers who practice journalism-style storytelling on behalf of a company, have to accomplish the same goal: earn and keep an audience’s attention. They have to collect and edit stories about a company and present them to the company’s audience through a variety of media.

Stories have to be authentic, full of real people doing real things. They should offer transparency into the culture of a brand, and they should give anyone doing online research answers to the questions they are asking. Stories should be interesting to read and helpful. Solid stories earn and keep trust with readers. Ask yourself how many times you’ve seen a “business profile” in the newspaper. OK, it’s not technically an ad. But it sure has the same impact, doesn’t it? So what’s the difference? If a story is accurate and genuine and written to appeal to a specific audience’s interests, how is a piece of brand journalism anything other than journalism?

It works, too. Companies that put it into action produce amazing results.

A new opportunity for companies to create meaningful relationships with their customers

Somewhere out there is a potential or current customer who wants what you have to sell.

They may not know who you are or know anything about your company, but they already get what you do, are interested in your industry and have a need for your products or services. Gathering, writing and publishing brand journalism-style stories for your company website, blog, social media and online PR efforts is what it takes to earn and keep the attention of these potential customers. Contact us today to learn more.

What is your company’s story?

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

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 target audience?

That’s a question that we ask ourselves constantly while creating brand journalism content for our clients.

Language can be tricky, because language evolves with culture. When was the last time you heard someone use the word “zeppelin?” Probably only when it was preceded by “Led” or used on a History Channel show about the Hindenburg.

Words become obsolete.

When you’re writing optimized content, you can’t afford to use obsolete language. That’s why I had to pause recently while writing a piece for one of our clients, insurance broker Gotham Brokerage, whose president was recently interviewed by The New York Daily News. I wanted to highlight a major newspaper turning to Gotham for advice.

My instinct was to write, “When a reporter needed an expert, he reached into his Rolodex…”

But who uses a Rolodex anymore? If I’d used that word, I’d have instantly marked myself as a dinosaur to most people younger than 30. That’d be a disaster for Gotham, since a healthy portion of their client base consists of New York City 20-somethings seeking renter’s insurance.

So how about saying the reporter had Gotham on “speed dial”? Do people still use that term, or have smartphones rendered it obsolete, too?

I checked Apple’s App Store and Android marketplaces to see if “speed dial” was relevant to the smartphone generation. And even though speed dialing is rapidly becoming outmoded, the term is still widely used; only a luddite would fail to grasp the meaning, and the language simply hasn’t found an adequate replacement. (“Scroll-tap”?) So several iPhone and Android quick-dialing apps use “speed dial” as part of their names.

A Silly Exercise?

This might seem like a silly exercise. “Speed dial” isn’t a word that matters a whole lot for Gotham’s SEO purposes — phrases like “renter’s insurance” and “insurance in New York” are infinitely more important.

But the exercise does get you thinking about the level of detail and linguistic precision brand journalists should exercise. Relevant, informative content leads to engagement and sales — but it doesn’t matter how good the content is if people can’t find it.

By tracking the language people use when they type search terms into Google and thinking about how different groups of people use different terms, we increase the likelihood that our clients’ content will be found by the people most interested in it and most likely to act on it.

For a Brand J, the ultimate goal is helping companies grow their businesses. The story is just the beginning of the conversation, and the language you use determines whether the conversation even happens.

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

Thanks to BJ Emerson, co-author of the upcoming McGraw Hill book The Tasti D-Lite Way: Social Media Marketing Lessons For Building Loyalty and a Brand Customers Crave, for writing about the increasing trend of companies using brand journalism. Here’s an excerpt from his blog article on B2C, Business 2 Community:

By BJ Emerson

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.

If having great ideas and remarkable testimony enables anyone to have a voice in this new socially empowered world, then the future has much to offer when it comes to corporate storytelling and brand journalism. This rise of “brand journalism” was included among the top 12 trends in public relations for 2012 by the Public Relations Society of America (PRSA).

The role of companies has changed. Being publishers of corporate stories and content that will educate and help shape perception of the brand has moved us away from earned or pitched media to owned media; that real estate on the web that brands own and control. Many corporations looking to hire talent in this area are starting to connect with journalists coming out of the declining print industries.

One of the first interviews we did for The Tasti D-Lite Way was with Thomas Scott, CEO of Brand Journalists, a Nashville, Tennessee–based firm that provides PR, social media, blogging, and organic SEO services for franchise systems. He offers some background on this growing industry:

“Brand journalism involves telling stories about a company that makes readers want to know more, stories that don’t read like marketing or advertising copy. It means having conversations with them—not preaching at them and giving them real and interesting stories they can relate to. People today are so inundated with advertising and marketing speak they now filter out marketing messages. I believe that humans, adults in particular, first judge things as relevant. Before they’ll listen to what you have to communicate, there’s a filter that says either (a) it’s relevant to what I’m interested in or (b) it’s really not relevant and I don’t care. There’s no in between on that. When it comes to being marketed to, consumers have these filters more pronounced than ever. So the only way to cut through the noise is to get yourself in the relevant bucket. You do that by telling stories. The story is the essence of human communication and as long as humans have communicated, we have used stories to make sense of the world around us, help us relate to each other and to help us make decisions.”

As humans we’re wired with a desire to make a real and meaningful connection. This might explain why when someone is telling you a good story, you don’t even realize it. That’s the power of a well-told story. It allows the company or organization to become human. Thomas says, “Being human is about having a real, honest connection with people. There’s a real promise with social media and the conversational and emotional connections with people that can happen there.”

Read the full story at http://www.business2community.com/branding/brand-manager-whats-your-story-0248154#sYp1AA2umEK00h1m.99

Why Brand Journalism is the New Key to Franchise Lead Generation

Professional Storytelling provides content that potential franchise leads crave

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.

Now, think of the last article you read online.

If you are like most people, it is easy to recall a number of online articles. That’s because a good article uses vivid storytelling that appeals to both emotion and logic. A story about how a business responded to a tornado, and revealed the character of its leadership team, is much more powerful than any banner ad.

Gilad de Vries, a marketing professional, used a similar exercise to make his point in a recent Forbes.com article: It is almost impossible to tell a story in a display ad — and customers have become completely impervious to them. He said that much of the $620 billion a year that corporations spend on online advertising goes into the “brand awareness black hole.”

And he’s right. People have become expert at ignoring traditional display advertising.

That’s why it’s so important for companies to tell honest, factual stories that people will seek out rather than ignore.

How brand storytelling makes a difference

In today’s franchise lead generation market, if you can’t emotionally engage a potential candidate, you can’t get them to opt into the sales process and seriously consider what you have to offer.

Buying a business is a big decision, and to earn the consideration of potential franchise partners, you need to be able to appeal to their heart and mind.

There is a parallel in real estate. Good real estate agents will tell you that you can’t really ‘sell’ a house — the house has to sell itself. What they mean is that you can’t push someone into purchasing a home; the home buyers have to be able to envision themselves living there and the connection buyers make with the house is what drives the decision to buy.

Every time a home buyer walks into a house, they are telling themselves stories: This comfy room is where we’ll play games together as a family; this is where I’ll set hor d’oeuvres when we have house parties; I will put the Christmas tree in front of that window and its lovely drapes. People are buying the next chapter of their lives.

When buyers preview a vacant house, there is nothing to look at except the floor, ceilings and walls. There’s not much of a story to tell. As a result, buyers spend very little time inside the home — as little as 5-10 minutes. Savvy real estate agents hire staging companies to fill these empty shells with stories — comfy couches, stylish furniture and color-coordinated accesories.  According to franchise home stager Showhomes, buyers spend upwards of 45 minutes in staged homes, which sell more quickly and for more money.

That’s the power of a story.

Recruiting franchisees is identical to selling homes. Both involve highly emotional decisions and large commitments of time and money.

How Brand Journalism attracts franchise leads

Display ads, banner ads, franchise portal ads and most email campaigns don’t work as well as they once did because today’s potential franchise buyers demand more information than ever before. They want to know who is in charge of your company, what it’s like to be a franchisee, and how it will affect their lives. We’ve essentially lost the first conversation a sales person has with a lead to the internet, and we’re not going to get it back.

Brand journalism gives companies a way to tell their stories across multiple platforms and media. And it’s not just about telling stories well — it’s also about telling stories while using the same language as a potential franchisee. Brand journalism is all about providing the content that the audience is already looking for.

Brand Journalism has been a hot marketing topic in 2012, and companies outside of franchising are rushing to adopt some form of brand storytelling. At the popular SXSW conference in Austin, several sessions focused on the new form of marketing. TED talks have mentioned it and just about every PR school in the country is struggling to incorporate it into existing curriculum. Entrepreneur magazine spotlighted Brand Journalism in its 2012 branding issue as the hottest trend in marketing this year.

For franchise systems that are adopting it, the results are breathtaking: enormous spikes in lead volume and even bigger gains in lead quality. They are getting more engaged leads who are easier to catch on the phone, more people opting into the sales process with a lot less selling on the recruiter’s part, and — most importantly — more sales to more candidates who understand the business and are a good fit.

Ten years ago, internet search, PPC and SEO were the big trends in franchise lead generation. Five years ago it was social media. In 2012 and 2013 we are entering into the brand storytelling and content marketing era.

The engaging stories unearthed through brand journalism overlaps PR, SEO, social media, blogging, website content, franchise portal strategy, paid search and even email campaigns. It’s an all-encompassing way to generate leads.

The stories are engaging because they use journalism-style storytelling. Stories are written to be engaging, transparent, informative and helpful. It doesn’t focus on sales pitches that make people skeptical. Instead, stories stand on their own and give people doing self-directed research about a franchise brand exactly what they are looking for — which isn’t always what your marketing department has been serving up.

Why companies should hire corporate storytellers to focus on franchise lead generation

How well is your brand doing telling its story to your audience of potential franchise candidates? Is your pipeline full of leads, and are you attracting people who really get your brand? Are you able to talk to the majority of leads that fill out your forms?

If not, it’s time to take another look at your overall lead generation strategy. Right now, there are people who are already interested in your brand. Use brand storytelling and you’ll have a better chance of recruiting them.

Brand Journalism is not easy to execute; it takes a special skill set rarely found in franchise marketing departments and almost never seen in development staffs. It takes trained journalists who have the know how to discover and tell stories. It takes outside help from people who know franchising and understand your audience. It also takes expertise in PR and SEO along with social media and web development. It is a lot more than just writing and blogging; it is an integrated approach. Think of it as adding a team member to your development staff whose job is to think from the outside in about how all of your marketing is working and make sure that the content stays current and relative.

Today, companies are embracing the chance to be their own publisher. Rather than rely on others to shape how the public perceives your brand, smart companies are using media they own and control — websites, blogs, social media, PR — to begin publishing stories about themselves that shape public perception. Becoming a publisher is far beyond the traditional role of a PR firm. When done well, it’s a new form of franchise lead generation that works.

Curious to learn more about using brand journalism for franchise lead generation? Start a conversation with us and see if it is a fit.

5 Reasons We Like the Chem-Dry Carpet Cleaning Franchise

Focus on healthy products, professional service, first-rate training keep Chem-Dry on top – one of our top picks for anyone thinking about opening a new business

Chem-Dry isn’t just the world’s biggest carpet cleaning franchise, with more than 4,200 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.

Ever used Chem-Dry as a customer? We use it on our personal homes. No fly-by-night types allowed at Chem-Dry. You get sharp, professional cleaners, best-in-class equipment and a proven process that makes your carpet and home cleaner and healthier.

That’s not just our opinion. For 24 straight years, the company made Entrepreneur magazine’s prestigious Franchise 500 list of the top-rated franchises, and this year, once again, we ranked first among all carpet cleaning franchises. The company’s market share is 8 percent, the largest for a single brand in the highly fragmented carpet cleaning industry.

So what makes Chem-Dry the best carpet cleaning franchise? The company has been around for 35 years, and getting to the mountaintop hasn’t been easy — or an accident. It’s the result of hard work, forethought, trial and error, and commitment to being better than everyone else and as good as we can be. Here are our reasons to research Chem-Dry:

The Process

Chem-Dry was conceived in the mid-1970s, when the founder, Robert Harris, spilled some salad dressing on his tie during a flight and watched in amazement as a flight attendant cleaned the stain with an intriguing substance: club soda. From that moment, they have been committed to cleaning with carbonated water, a substance with great natural cleaning properties. Their competitors are steam cleaners, who dump massive amounts of hot water onto carpet, then suck it up with high-pressure vacuums. The suction can damage the carpet. Even if it doesn’t, the water can soak the carpet and backing, taking days to dry and creating a fertile environment for mold and mildew. Chem-Dry’s hot carbonated water extraction process uses a fifth of the water, resulting in a quicker, drier, healthier clean.

The Natural

That’s the name of Chem-Dry’s patented cleaning solution, which at base is a very simple liquid — carbon dioxide and water. They call it The Natural for a reason. It’s safe enough to drink (and they do, downing shots of The Natural during their annual conference). It’s free of any harmful chemicals or soaps, which means it won’t aggravate allergies, irritate mucus membranes or pose a risk to children, pets or you. What’s the use of a carpet you can’t roll around on? Robert Harris vowed from the beginning that Chem-Dry would use only environmentally safe products — the “Chem” is short for chemistry, not chemicals — and The Natural is the staple. Even though it’s harmless to animals, it’s murder on dirt. The carbonation acts like artillery at the molecular level, blasting dirt and oil from fiber surfaces like nothing else can.

The People

Carpet cleaners get a bad rap. Individual and mom-and-pop vendors with, shall we say, highly uneven skill and trustworthiness levels jockey for business and usually do jobs the quick and dirty (emphasis on dirty) way. Their vehicles are usually old, cluttered and filthy. Often, the cleaners themselves are…old, cluttered and filthy. Some drink. People who hire Chem-Dry get prompt service from polite, organized professionals in clean vans and crisp uniforms. They hold their employees to strict standards that reflect the Chem-Dry brand, and if they can’t meet those, they’re not working long for Chem-Dry.

The System

Over 35 years and more than 4,200 locations, Chem-Dry has developed and fine-tuned its franchise system to provide excellent training and support for our local owners. A week of intensive, hands-on training — with the most skilled trainers and equipment in the industry — is only the beginning. We like that they have a great Quick Start coach, Charlie Erickson, who assists new franchise owners in their first year; an operations staff that helps keep owners on track beyond that; continuing training opportunities, including an online program for local office staff and technicians; and, of course, a roster of experienced, committed franchisees who are happy to provide advice and insight to new owners.

The Research

Chem-Dry doesn’t sit still. That’s literally true; Chem-Dry is moving some of its operations to Nashville this year to try to expand its franchise base east of the Mississippi. But it’s figuratively true, too. Our research and development department is unparalleled in the industry, constantly looking for ways to make our best-in-class products and services even better. Cham-Dry has its own in-house chemist, Ed Durrant, who helps develop the patented cleaning products; product development manager, Roger Andersen, is developing new equipment that combines the power of highest-capacity machines with better portability. Anybody inclined to think Chem-Dry is ready to kick back and coast doesn’t know Chem-Dry.

We think if you are considering a cleaning or carpet cleaning franchise, Chem-Dry is a best bet. Check out the company’s website and download the free franchise information report here to learn more.

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