Own a Sunrise

00:00Introduction

00:02I've been talking to a lot of franchisers, like a lot of people that own a franchise want to scale it, and they booked calls.

00:09We had amazing calls, actually, but this specific one didn't show up.

00:14And I wanted to use this example to just show you what I would talk about with this person or AKA you, if you're a franchise or other type of business owner.

00:23And what I like to go over and point out during the calls.

00:27Our calls are not for, like, pitching and sales.

00:29We're basically just consulting you. So in this case, it's a franchise that's called Own a Sunrise, and it's quite a decent one.

00:37And I just wanted to point out a lot of small things that you need to kind of get right if you're interested to become a franchise owner or like to actually scale the franchise you have.

00:48So I wanted to show you, so I wanted to show you the difference between a franchise that can scale and a franchise that has a lot of bits and pieces that are not working properly right away.

00:57Website Messaging Flaws

00:57This first one is kind of missing the point.

01:00The reason why somebody buys a franchise from you is so they can have all the benefits of an established business without any of the risk of establishing a business.

01:09So the main point is people buy your franchise.

01:15And so when you're writing the website, when you're developing the ads and the offer and everything else, you need to keep in mind that these people are not just buying your franchise, they're picking in between a lot of

01:25other franchises. It's not just you that's in the line.

01:28So there must be a specific reason why this person decided to look at your franchise and, not somebody else's.

01:36But in this specific case, we do not have any explanation why this franchise should be chosen.

01:42And to me, it was super ironic that I went on Google and got a much better description why somebody should buy this franchise compared to what the owner wrote.

01:54So, not sure if you can see this properly, but yeah, what it says here is a modern daytime restaurant concept focusing on breakfast, lunch, and, So it's a modern daytime restaurant concept focusing on breakfast, lunch and

02:10dinner. so this is a modern concept of a restaurant where they don't serve dinner.

02:17It's just breakfast, brunch, breakfast and lunch. So you can imagine a lot of reasons why somebody should buy this is because they want to have their afternoons empty.

02:28So it's somebody that might be their kids are at college or they have young kids, so they actually want to come back home in a reasonable enough time.

02:36So they can spend that time with their children and bringing them up, or if they're in retirement, they might want to have something more on the grounds of actually enjoying their time.

02:46So the core reason why somebody buys this is to take back their, So the core reason why somebody buys this is to take back their PM and not to have bacon and eggs for fucking breakfast.

03:00So that's the main difference that I wanted to point out, what you should say, especially in the first part of the website.

03:07This is what we call above the fold.

03:09This is the first screen that loads for a person.

03:12If you. Especially if you're a woman that has kids, like, you're sick and tired of making eggs for breakfast.

03:17So, like, just this egg here is not gonna do it.

03:20Visuals and Empathy

03:20It's not hitting the right target. Secondarily, when you're advertising anything with food, you actually have to have people in the image.

03:27Why? Because we have empathy. I don't have empathy or I don't.

03:31Like, I understand what's an egg? Okay, I get it.

03:34But the whole point of this is a better breakfast than my breakfast at home is message through the face.

03:40It's message through something that we can empathize.

03:44And it's, And so that empathy, that sympathicus parasympatheticus moment where you actually can imagine what other person is feeling is the only vessel we have as advertisers to communicate taste.

03:57And we're selling food, so we're not putting a picture of a fucking egg here.

04:02What we're gonna actually do is put pictures of multiple people.

04:05Like, ideally a picture of, ideally a picture of your ideal client.

04:10Like a family or something like that on lunch or brunch, and the business owner serving them easy.

04:17And then at the end of the day at 4pm they can clock out.

04:20So those are the core two messages we need to convey.

04:22Like, it's a good business that you have control over how long you work with.

04:30Now, there's a lot more that I've noticed.

04:32So, like, even with a vpn, when I try to go through this, it doesn't work.

04:42I would cut this part out. Okay, so the first time I've audited this last week, the whole concept was, okay, Okay.

05:02Social Proof and Process

05:02So second part is, how does the whole process of the sales go?

05:06So let's say it like this. You went here, you went through the whole website, you continued seeing the food.

05:12Even though you're not there to buy the food, you're there to buy the business.

05:15So, like, none of the food is Actually relevant to you.

05:17The only thing that you would be interested in is to make sure that all of the food you produce is something that the end customer would like and that, in general they have good results.

05:25And that's another thing that I would point out.

05:27They have multiple establishments. They have multiple fucking establishments and they didn't communicate that.

05:34So, like, it's not that you're the first guy through the door, there's other people that made this decision and they're happy.

05:40So if we're gonna put, so if we're gonna put anyone here, it's gonna be actually a franchise that somebody bought from you.

05:47And then you can actually interview them and show them the whole experience of what it means to become your franchisee, to join your network of partners and grow this.

05:57So this is one of the things that is not properly communicated.

06:01Of course the website's built in Claude and that's all fine, it's obvious.

06:05but still, even though the website is made in Claude, it can still convey the message.

06:10It's still, you need to think about the end other user.

06:13Do they give a fuck, about this or not?

06:16Because if they don't give a fuck about making eggs, you're not going to sell them a franchise.

06:20So your only solution here is to think about why would the they pick me.

06:25And I already explained to you simplicity of the running the business.

06:29Simplicity of running the business, Establish it. Second.

06:34So first is simplicity of running the business.

06:36Second is the business is already established. It's a simple, like, it's not that hard to fathom that's going to succeed.

06:42And you have control over the time. So you're not an, employee anymore, but you still can clock out at 4.

06:48You can potentially hire other people, you can automate this business.

06:51And then the main core, I wanted to point out.

06:56So I wanted to point out how you should think about this.

06:59So this is not an ad that they have.

07:02I just wanted to give you an example of how an ad should look like when we're discussing franchises.

07:08Now, I don't know why this got fucked.

07:13Okay, so this reloaded the main point that we've noticed about the advertising of the franchise.

07:20Now in this case it's more of a guy type of franchise, but we can just make a similar parallel and just show people what they want to see.

07:28so, okay, So we have a couple of other examples of how franchises should look and how ads should be.

07:56Successful Ad Examples

07:56So one of the things that we talked about for Register, that's an Australian franchise that we work with for eight years now.

08:01We sold like five franchises in June of this year just through our ads.

08:05And that's like, not counting in the conversions, that got cannibalized by other sources.

08:10But the point is, we thought about what is gonna make this guy feel good enough to make his change.

08:18Like, what is this shift in his life?

08:22And one core thing about guys is that we are like, when you ask who you are, you say what you do.

08:28And even that goes for a lot of women, but mostly guys go through this part where you are what you do.

08:35And so we had a couple of people make these images.

08:39So we had a couple of franchisees take photo shoots.

08:42And one of the images that got insane traction through ads compared to all of the others is this one where the guy is holding his ladder like this and he's chest big, shoulders wide, confident, proud, fucking happy.

08:58And so that's something that other businesses cannot say.

09:01Next thing that we added with time was the truck.

09:05The truck that's branded actually makes it feel a lot better.

09:09And Australians love their utes. Like, they have a lot of these utility vehicles they use and they want to be branded.

09:14They want to actually have something of status that's theirs as well.

09:18But it, again, but it. Again, at the same time, you have the same problem, which is.

09:24But then again, you have the same problem where you have to start the business legislation and, you want to start a business, but you really don't have a lot of options.

09:35Like, it's either taking a massive risk continuing to be just an employee, or this is the perfect scenario.

09:42But what we are leveraging on is the fact that you don't need employees on this.

09:47You get your zip code and you can service all of your clients yourself.

09:50You have a support staff, you have the office that can help you, et cetera, et cetera.

09:54That's fine, but you're not still in a position where you have to hire people and have to have a, staff that services you.

10:01And that's probably the situation that is the main advantage that we have as a franchise.

10:06So at, the start of the video, I already mentioned that you need to start thinking about this as my franchise versus other franchise.

10:14Not like bacon and eggs, but, like, why bacon and eggs is better than something else for you.

10:20My opinion, what I would do if I was this business, first of all, what I would change is just the whole concept, like, what are we showing?

10:28And I would borrow from Registered. Now, Registered has an established thought process about their ads.

10:36AKA means I Fucking did it, not them.

10:38AKA I did it. So like, so you understand that we went through a lot of ads, a lot of years.

10:46Maybe I was smart, maybe I just got lucky.

10:48But that established model of thinking and understanding what makes the person move, what's the tipping point of them actually taking the plunge and giving us the five, six figures that they need to actually become a franchisee?

11:00That's actually the thing that we got. So I would borrow from this and make a, Like I don't know if they're usually selling to women or men.

11:07I would get that from the business owner if he fucking showed up to the call.

11:10And then I would figure out the next step.

11:13Like I would ask male or female anyways, and the ads, regardless of what the business owner says, because he doesn't know shit about this.

11:19and the main point is that we want to get.

11:24And so the main point is we want to show a person proud, happy, free, something like that.

11:30So we will need to figure out what would be a, cozy equivalent of this guy that's in front of his truck happy.

11:40You know, like this is build your own business, Earn what you're at this business.

11:47So you can imagine this guy probably didn't make a single photo like this during his whole career as an employee.

11:55And now he's smiling. And the other guys that see this are going to be like.

11:59And so the other guys that see this won this.

12:02So in our sunrise, we want to have an interview with all of the franchisees and to figure out what makes them proud, what is the thing that made the difference, what was.

12:13So I would have that as the core communicator.

12:15Competitive Positioning

12:16So that's the first line, like why this?

12:18Why us? second line that I would think about so in this part is why, why make a change?

12:25So like, if you're currently working in a restaurant or something like that and just want to get out of it, why this is going to make a difference, why you should choose this.

12:34If you don't answer to all of the why's, the person is just going to either completely ditch the idea of buying a franchise or buy just somebody else's franchise.

12:41And the problem with running a lot of ads and developing marketing for franchises is that if you manage to sell them on the idea of the franchise, you did all of the work, but they might buy, somebody

12:51else's franchise. And that's a massive fucking problem.

12:54If you don't understand what makes the person like, count your franchise as the best franchise, you're really not sure what you're advertising.

13:02So in this second section here what I would put here is.

13:06What I would put here is why this franchise is better than the other franchises.

13:11You really don't need all of this operator built.

13:14Who gives a fuck who made operations. Daytime model is good but that's actually a thing you need to have all the way here.

13:20So that's something that I would put here like forget about spending your nine to five.

13:25You have freedom, you have ability to choose your work schedule, stuff like that.

13:30Again some people, most people are going to be driven by their kids.

13:34They want to stay home, they want to have the time for them they want to invest the time that their parents couldn't give them and then at the same time if their kids are off to college then they

13:43might want to spend their retirement enjoying and so those are the things that need to be clearly fucking communicated with us.

13:50And then after that I would pick out okay.