Most of the time, when someone wants to sell you a copywriting and content service, they’ll tell you what great writing can do for your business, share a few impressive-sounding case studies, and then ask you to take a leap of faith and give them a go.
I’m not going to do that. Partly because I’ve already written those emails, and you’ve read them, but mainly because I don’t think I need to. If you’ve been reading the blogs, emails and social posts from The Franchising Centre over the last 5 years, you’ll notice they all have a different voice and call on a variety of different people’s expertise.
However, what you might not have realised is they all have one author: me.
So, what exactly can I help you with?
Through TFC’s Copywriting & Content service (also known as Storytelling), I work with franchise businesses (and plenty of non-franchise ones too) on everything from recruitment websites and email campaigns to blogs, case studies, white papers, social content, and brand messaging. Some clients need a one-off piece of work. Others prefer an ongoing arrangement where I simply take the content side of things off their plate entirely. Either works well, as does anything in between.
What you don’t see
Content is clearly visible – or, at least, it should be — but what’s rarely apparent is what goes on behind the scenes. Behind every piece of content is a stack of thinking you never read: about what it needs to do, who it’s really for, and what it takes to make them act.
In franchising, that thinking runs deeper than most, because you’re rarely speaking to one audience, and each of them needs something fundamentally different.
Prospective franchisees aren’t reading content in the same way as customers, for example. They’re weighing a career, a financial commitment, potentially a whole new life, so the content that speaks to them has to earn trust, answer questions they haven’t yet thought to ask, and make the opportunity feel real rather than just compelling. Existing network members have already made the leap, and they need to feel supported, informed, and genuinely part of something worth belonging to, because how they experience life inside your network shapes how they perform, how long they stay, and how enthusiastically they recruit on your behalf.
The wider world – customers, partners, press – need to see a brand that knows exactly who it is, told consistently across every channel and every format.
The writing is what people see. The thinking behind it is what makes it work.
How might that work for you?
Well, let’s find out.
If the content you’re putting out isn’t quite where you’d like it to be, or if it’s just been sitting untouched for longer than you’d care to admit, I’d be happy to take a look and talk through what we could do. No pressure, and definitely no sales pitches – that’s not my style. Just a straightforward conversation about what you need and whether I’m the right person to help you get there.
Click the button below to schedule a call.
I look forward to hearing from you.
Dan Sherrington
Head of Franchise Storytelling
