Growing a Franchise
Franchise development experts share what works when it comes to storytelling, transparency and targeting the right candidates with the right message.
When building a content strategy to sell franchises, brand storytelling still matters — but only if you know when to shift into the hard facts. It’s not a one-size-fits-all process. The best franchise development teams guide candidates through a layered experience that evolves alongside their decision-making.
“I believe that balancing brand storytelling with detailed information is all about meeting candidates where they are in their journey,” said Hannah Swanson, franchise development coordinator at Pigtails & Crewcuts. “That’s where [Vice President of Franchise Development] Michelle Holliman and I make a great team. Part of my initial process when educating candidates on our opportunity is focusing my conversations on the emotional connection of Pigtails & Crewcuts, sharing the heart behind our brand through storytelling. Whether it’s a franchisee’s personal journey, the joy we bring to families, or the rewarding lifestyle of our owners, I help candidates see themselves as part of our community.”
That storytelling is only one half of the experience. Swanson says a strong development strategy needs to transition from emotional resonance to practical understanding.
“Michelle ensures that when candidates are ready for deeper due diligence, they have all the facts they need — clear data, operational details and the ins and outs of running a successful salon,” she said. “Together, we create a well-rounded experience that speaks to both the heart and the head, helping candidates make confident, informed decisions.”
Max Emma, CEO of BooXkeeping, takes a similar approach — but with a strong emphasis on compatibility. “We start with culture, because culture is huge. When a candidate is shopping us and deciding if we are the right franchise for them, we are shopping them at the same time — making sure they’re the right fit,” Emma said. “They’re being presented with our culture at least twice during our calls. And if we feel they’re not the right person, we walk away. The life of a franchise agreement is longer than the average marriage in the United States, so you’re pretty much ‘stuck’ with these people for 10 years. So, I’d love to get ‘stuck’ with someone who shares my interests and has the same vision.”
Emma has focused much of BooXkeeping’s strategy around accessible, on-demand educational content for franchisees and candidates alike. “Recently, we’ve started recording Loom videos on different subjects and building a library where our franchisees have access 24/7. That way, they can get answers to their questions without waiting for our training staff to call them back — especially if it’s after hours. That speeds up the process a lot.”
Swanson emphasizes the emotional power of franchisee stories. “Our current franchisees play a huge role in our content strategy because their stories showcase the heart of Pigtails & Crewcuts. We have owners from all walks of life — former teachers, corporate professionals, stay-at-home parents — many of whom had never owned a business before.”
Those personal narratives are more than just feel-good features — they’re proof of concept. “One of the most powerful messages we share is that you don’t need prior experience in the salon industry to be successful with our brand,” Swanson said. “Through testimonial videos, social media highlights and 1851 Franchise features, we shine a light on their diverse backgrounds and unique journeys. Their firsthand experiences help potential franchisees see that success is about passion, leadership and following our proven system — not industry expertise.”
That perspective helps bridge the gap between curiosity and conviction. “By sharing their real stories — why they chose Pigtails & Crewcuts, how they transitioned into business ownership and what their day-to-day looks like — we are creating authentic, relatable content that resonates with prospective candidates,” Swanson said. “It helps them visualize themselves in the role, reinforcing that with the right support, training, dedication and hard work, they too can thrive in our system, no matter their background.”
Emma’s team takes a measured approach to introducing candidates to current franchisees. “Yes, that’s part of our process,” he said. “But we don’t let candidates talk to franchisees until we know they’re serious about moving forward — until they’ve met with different parts of the team four or five times.”
Emma says the goal is to respect everyone’s time — and to make sure candidates are genuinely ready to learn. “Franchisees aren’t obligated to talk to candidates, so they’re doing us a favor. We don’t want to waste their time on someone who isn’t going forward,” he said. “We actually instruct our franchisees: if someone calls and asks questions, ignore it unless you get direction from corporate. We’ll let them know, ‘Here’s Candidate X — please go ahead and meet with them.’”
BooXkeeping doesn’t just publish content and forget about it. Emma says the development team is constantly listening for candidate feedback and adjusting materials accordingly.
“It’s a live document,” he said. “We adjust it all the time. Usually, we hear the questions our candidates are asking, and we try to include the answers. We’re updating the content constantly.”
He’s also noticed a shift in who he’s speaking to — and what they already know. “What I’ve found is that candidates are more sophisticated. It’s easier for them to do research on a franchise before they come talk to us because of AI and the amount of information available,” he said. “People are coming into calls more knowledgeable than they were even three or four years ago. I’ve seen a huge change in that regard.”
The best franchise content strategies don’t rely on just one format, one voice or one tactic. They evolve with the candidate’s journey, provide the right information at the right time and center on what makes the brand human — without neglecting what makes it a smart investment.
For Swanson, it’s all about connection. For Emma, it’s about culture and clarity. And for candidates, that combination can mean the difference between browsing and buying in.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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