Wouldn’t you like to know the quickest way to get better results from your advertising, your website, and your wider marketing activities? Using the right words in the right places at the right time will help you to get more leads, and then turn those leads into franchisees.

Franchising Public Relations Specialists, MP-PR, offer five effective copywriting techniques that will rapidly ramp-up your recruitment.

1. First impressions that last

You have seconds to grab someone’s attention, so be concise. Think about your audience. What would interest them and make sure they read on? Whether it’s a unique selling point, a recognisable benefit or an outstanding offer, count your words. But, more importantly, make your words count!

2. Get to the point

You only have a few sentences to build trust with your audience, so put the most important information right at the beginning. You’ll have time to elaborate later. It can be difficult to be objective when you’ve been selling your business for so long. So, if your pitch has become parrot-fashioned, ask those around you what they think are the most desirable aspects of your business? This low level market research will help you to refine your key messages.

3. Forget about the features and focus on the benefits

It’s tempting to tell everyone about the features of your business, but what are the benefits? For example, saying ‘we’re members of the bfa’ is a feature. Whereas ‘you’ll be joining an ethical franchise, so your investment is secure’ highlights a major benefit. Remember, it’s the benefits that will appeal to potential franchisees.

4. Show your feelings

Always put yourself in the prospect’s mind and think ‘why would I buy?’ Empathy is essential. Imagine what it feels like to invest your life savings in a business venture with no guarantee of success. Your existing franchisees can build even greater empathy with potential candidates. Using case studies and testimonials help paint a positive picture to your prospects.

5. Act decisively

Include a strong call to action, and tell your readers what to do next. On their own, basic contact details are too vague. They need to be preceded by a deliberate instruction, preferably one that is gilded with some enticement. So create some urgency: ‘call John Smith’ is ok, but ‘call John Smith now, and find out how you can turn your life around!” is better.

Remember, your message is critical. It highlights the kind of company you are, and demonstrates your business philosophy, which is why it’s important that you choose your words carefully. Start following these simple rules today and you’ll start seeing immediate results.

Or if you’d prefer some professional help, contact MP-PR now for the perfect words to complement you and your business.

Email MP-PR today: franchising@mp-pr.co.uk or visit www.mp-pr.co.uk for lots more valuable information.