Why one metric over all others makes all the difference By Thomas Scott and Joe Mathews Nearly 27 million people used Healthcare.org, the government’s new health insurance exchange website, during

In a franchise investment, the more a franchise candidate can relate a brand’s story to the one they have in their head, the more open they are to having conversations with franchisee recruiters, learning more and eventually making a decision to purchase. The biggest trend for 2014 and beyond is that simply bombarding franchise candidates with ad copy bullet points is a poor way to tap into this hidden desire to relate. Candidates make decisions in “story form” not in “bullet form.” Companies that most effectively articulate a detailed, interesting and helpful brand story will do better at increasing franchise candidate engagement and thus increase the number of franchisees they recruit.