The franchise buyer takes control – are you prepared to meet them where they are? By Thomas Scott Franchising is an unusual industry. For an industry that generates more than $25 billion a year in sales and has thousands of competing companies, it remains one of the most transparent. Attend any franchise conference, and you’ll find […]
Percentage of visitors increases from 29% to more than 50% in one year Google quietly announced on its blog recently that in 10 countries the number of users using the search engine on mobile devices was larger than the number of desktop / laptop users for the first time in history. Last year, the number […]
Brand Journalists CEO Thomas Scott talks about his approach to using brand journalism to generate leads and engage buyers Brand Journalism Advantage, a national podcast covering content marketing and brand journalism, features interviews with the country’s top content marketers. This week Phoebe Chongchua interviewed Franchise Performance Group’s Thomas Scott about his work in the franchise i...
Smart use of SEO and PPC can make a big difference in your results SEO and PPC are mysterious, smoke-and-mirror tools for business owners. They are attractive and complicated and offer great return if intelligently executed. However, franchisors appear to get deluged with a staggering amount of bad advice and mixed messages from vendors. Here is the […]
Don’t make the mistake of focusing on leads – focus on franchise buyers By Thomas Scott Franchise lead generation is a mistake. You might think, “Wow, a mistake? I’m spending upwards of $250,000 a year to generate interest in my franchise opportunity.” That’s true. Companies across franchising typically spend $200,000, $240,000 or $250,000 a year […]
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 quaint dribbles amid a tide of information being shared and commented upon by the public. How do you navigate the maelstrom? By moving beyond slogans, […]
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” su...
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...
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 com...
[googleplusauthor] 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 […]
