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Brands don&#8217;t sell brands, people do. For those of you who know me through business, have heard me speak, or have worked for my company (<a href="http://nolimitagency.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=use-your-people-to-sell-your-business-2584" target="_blank" rel="nofollow" target="_blank">No Limit Agency*</a>), you have heard me say this again and again and again. Yet, even when screaming the simplest solution to help strike an emotional chord with the potential buyer, brands fail to listen and go back to the regurgitated &#8220;Look at my building and my No. 1 in category product.&#8221; Boring. Sure, there are some brands that have started putting people first (Jennifer Durham, head of development at Checkers has; as has Denny&#8217;s, Popeyes and <a href="http://www.smoothiekingfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=use-your-people-to-sell-your-business-2584" target="_blank" rel="nofollow" target="_blank">Smoothie King</a>). But the big consumer brands have yet to bridge the gap. Open up any business publication and that multi-hundred thousand dollar ad at the beginning of the magazine probably says buy my car, my watch, or my sexy (clothes). It doesn&#8217;t show real people committing to a real brand and a real product. Enter Ryder. Sure, Ryder is not a brand that will resonate with me, as I don&#8217;t need a giant truck (at least at this moment), but rather than shouting, &#8220;BUY MY TRUCK,&#8221; Ryder&#8217;s marketing team got smart. They created a quick Q&amp;A with a user of their product, Bryan Gerstner, a <a href="http://www.twomenandatruckfranchising.com/home?utm_source=1851franchise.com&utm_medium=article&utm_campaign=use-your-people-to-sell-your-business-2584" target="_blank" rel="nofollow" target="_blank">TWO MEN AND A TRUCK*</a> franchisee out of Kansas City, Missouri. In the October issue of Fast Company, Ryder turned to a testimonial format alongside a photo of its product and a photo of Gerstner. They asked, &#8220;Bryan, in what respect was Ryder able to provide genuine value to TWO MEN AND A TRUCK out of the gate?&#8221; and &#8220;Bryan, what compelled you to work with Ryder?&#8221; Sure, still salesy in nature, yet putting people first in emotion. Similarly, in the October issue of Inc. magazine, Nissan featured Jennifer Beall, CEO and founder of Tot Squad, supporting its products with real content, real stories, and a real person. Brands don&#8217;t sell brands, people do. The sooner a brand is willing to put people in front, the sooner other people will buy into the dream. At the end of the day, everyone is selling dreams. The dream of a better tasting candy. The dream of a more luxurious car. The dream of a franchise opportunity. The main reason any brand hires a PR firm is to gain third party validation and credibility from reporters willing to tell their stories for them. The same should be true with your products and dreams. As you plan out your strategies for 2016, what would be the risk in featuring a few more people in your marketing positioning?

1851 Franchise

Some brands understand the personal touch and are winning because of that. 

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

Use Your People to Sell Your Business     

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Dillas Quesadillas

Design with photo of Michael Mabry and Dillas Primo Quesadillas logo

Franchise Times: New Franchise Exec Says Dillas Is Bringing ‘Excitement’ Back to QSR Category

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Lawn Squad

Greener, Faster, Smarter: Why Entrepreneurs Are Choosing Lawn Squad 

Greener, Faster, Smarter: Why Entrepreneurs Are Choosing Lawn Squad as a Treatment-Only Lawn Care Franchise

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Jollibee

How Jollibee’s Veteran Leadership Team Is Rewriting the Playbook for U.S. Expansion

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Woodhouse Spas

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Mellow Mushroom

How Mellow Mushroom’s Model Made it the Perfect Addition to Brad Harper’s Restaurant Portfolio

How Mellow Mushroom’s Flexible Model Made it the Perfect Addition to Brad Harper’s Growing Restaurant Portfolio

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Use Your People to Sell Your Business

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