It's because you're appealing to the wrong motivators. Or not enough motivators.
Buying motivators are the same whether you're a franchisor advertising for franchisees, or you're a franchisee advertising for customers. Appeal to the wrong motivators and you're advertising will be less effective.
Emotion is the first buying motivator
People buy emotionally first; logically second. Here's how that works. They're attracted to a luxury automobile for all the emotional reasons: Pride. Status. Differentiation. But when they're asked, "Why did you buy that (name a luxury automobile)" they'll answer logically: "Got a great deal," "It's the best performance," "Consumers Reports says it's the safest," etc. That's how they justify the purchase.
It's just human nature
Come on now, you know it's true. We all do it. It's human nature! We buy because we want it. Then we justify why we need it.
Often times, franchisors and franchisees are hitting the wrong motivators with their advertising. They're selling the need (logic), but the prospects are buying the want (emotion).
How many ads motivate action?
As an example, visit any one of the portals that promote franchise opportunities. Read the advertising messages. Here are several:
# Recession Proof Business
# Low Overhead, Large ROI
# No royalties
# No experience necessary
# The ultimate franchise opportunity
# The franchise profit leader
# Rated #1
# "Hot"
There's a mixture of emotion and logic in those messages, but after a while, they all look alike, don't they? Nothing stands out. You can pretty much use all of them to describe most franchise opportunities.
Furthermore, some of the messages don't appeal to emotion or logic! Consequently, they don't promote the reader to take action. How many people do you think are fooled today by "no royalties"? Are buyers really interested in "the franchise profit leader"? Do buyers care that the business is "rated #1"? There's nothing wrong with any of these messages, except they may not produce the results desired.
Greatest franchise campaign, maybe ever
One of the best franchise advertising campaigns ever ran in the early 1990s. It said: "Golden Parachutes Land Here!" It's a great message because it combines both emotion and logic! You can see the parachute landing while also justifying that it's landing in the right spot!
Most ad campaigns by franchisors and franchisees (and businesses in general) emphasize emotion or logic; it's the rare campaign that hits both motivators simultaneously. And for the best results, you need to hit both if you want your advertising to produce the best results.
John_P._Hayes,_Ph.D.
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