How Important is Storytelling to Franchise Marketing?
“Logic makes you think. Emotion makes you act,” said Alan Weiss, author of the best-selling book, Million Dollar Consulting. This simple statement is extremely powerful. If you want to engage and inspire people, storytelling is the way to do it. Stories tug at emotions and are memorable. In fact, science backs this theory. According to Harvard Business Publishing, chemicals like cortisol, dopamine and oxytocin are released in the brain when we’re told a story. These chemicals are crucial in retaining information, making an emotional connection and experiencing genuine empathy.
But we really don’t need science to tell us what we already know. It’s pretty simple. Everyone loves a good story. Stories are simply more interesting than facts alone. Storytelling is universal to the human experience and has been used to teach and persuade for centuries. A National Geographic article says storytelling dates back to the development of language itself.
Storytelling has long been considered an effective tool in the classroom, much more than slides and textbooks. An article from Wharton University explains that storytelling places ideas in a broader context, provides a richer understanding, and creates a durable memory that’s recalled with context rather than isolated facts.
Authenticity in Storytelling
One of the most beloved and masterful storytellers of all time used a simple approach to storytelling: authenticity. Fred Rogers, the host of the Mister Rogers Neighborhood, was one of the most beloved and masterful storytellers of all time. So what was his secret? It wasn’t technology or complicated special effects. He engaged and inspired audiences of all ages through his humble appeal. He was authentic, and that quality instilled trust.
Rogers’ authentic approach is a masterclass for any franchise marketer who wants to connect with their target audience. He proved that it’s not just about the stories you tell, but how you tell them. For example, a video testimonial doesn’t necessarily have to be slick or polished; it just needs to be heartfelt. Yes, it’s OK to share your triumphs in storytelling, but also share your struggles and values — those are the things that are relatable. Be open and transparent like Mr. Rogers.
We asked franchise experts if storytelling plays a role in their marketing efforts. Across the board, they believe that it is crucial to their franchise development and overall brand success.
Bottom Row, from left to right: Annie Long, Frank Morrison, Carli Showmaker
Marleen Aovida, ManCave For Men
“I think there’s a story to be told in every franchise! A great business starts with a good story.”
—Marleen Aovida, ManCave For Men
Brennan Claflin, Fastest Labs
“Franchise storytelling helps potential franchisees relate to the brand and envision themselves doing it.” —Brennan Claflin, Fastest Labs
Jerry Jones, Five Star Franchising
“By telling a story, it helps paint a picture for the future franchisee or the developer. Storytelling creates emotion and visuals that may not get across otherwise. Today, so many people rely on PowerPoint presentations, and with storytelling, it is more personable, and they can understand a little more clearly.” —Jerry Jones, Five Star Franchising
Mitchell Lee, Buddy’s Home Furnishings
“Storytelling is everything for franchise marketing. When you have a positive relationship with your franchisee — meaning successful stores and additional growth — you are able to promote their lifestyle, which is relatable for prospective franchisees looking to join a brand.” —Mitchell Lee, Buddy’s Home Furnishings
Annie Long, Senior Helpers
“Storytelling is key in franchise marketing. Candidates want to know the story and history of the company. I always enjoy telling the story of how Senior Helpers started with two men working in corporate America who had a dream of being business owners. It really helps candidates and even customers get a feel for the brand. People always love to relate to stories, as well.” —Annie Long, Senior Helpers
Frank Morrison, Premium Service Brands
“Make the story relatable to the candidate’s goals and needs.” —Frank Morrison, Premium Service Brands
Ramzi Rihani, Options for Senior America
“Storytelling is essential in the franchise world. We experience this every time we do an intro presentation to a candidate. Of all the information shared with the candidate, they tend to remember the story behind the brand the most, and this becomes one of the major attractions of the brand.” —Ramzi Rihani, Options for Senior America
Carli Showmaker, Showmaker Productions
“Storytelling through video is like a secret weapon when it comes to growing a franchise! It’s all about creating warm, engaging testimonials that really show what a brand is all about, and why it’s such a fantastic opportunity for new franchisees. Real stories from real, happy franchisees, who share their journeys and successes, all wrapped up in lively, captivating videos are the most powerful recruiting tools. It’s like giving potential franchisees a sneak peek into your franchise’s supportive community and the proven success they can be part of.” —Carli Showmaker, Showmaker Productions
