1851

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     

use-your-people-to-sell-your-business

Woodhouse Spas

Photo of exterior of Woodhouse Spa location

How Woodhouse Spas Leverages Learning Management Systems

woodhouse-spa-franchise-training-lms

Image Studios

image of studios salon suites stylists business owners

Finding Freedom: Why Beauty and Wellness Professionals Build Their Dream Careers With IMAGE Studios

benefits-image-studios-salon-suites

IMAGE Studios Offers a Scalable, Real Estate-Focused Franchise Opportunity in an Industry Projected to More Than Double Within a Decade

image-studios-franchise-opportunity

ServiceMaster Restore

ServiceMaster Restore - Disaster Response - 1851 Franchise

When Disaster Strikes, ServiceMaster Restore Moves

servicemaster-restore-disaster-response-carmen-coleman

Children's Lighthouse

How Children’s Lighthouse Stands Out Among Other Children’s Education, Childcare, and Daycare Franchises

how-childrens-lighthouse-stands-out-among-other-childrens-education-childcare-and-daycare-franchises

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Design with American and Federal Reserve flags against light blue background

Federal Reserve Expected To Cut Rates by Quarter Point, a Move That Could Boost Franchise Growth

fed-rate-cut-boosts-franchise-growth

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Photo of "franchise" and "day job" balancing on see-saw

Can You Run a Franchise Without Quitting Your Day Job?

part-time-franchises-with-day-job

Design with school-aged child standing on pencil with text "Education Franchises" and "<$500K"

Top Education Franchises Under $500K To Explore in 2025

top-education-franchises-under-500k

Why Buying Into a Franchise Is About More Than Just Brand Recognition

why-buying-into-a-franchise-is-about-more-than-just-brand-recognition

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

Use Your People to Sell Your Business

MORE STORIES LIKE THIS