Be Careful With National Advertising

It’s very tempting to put your franchise advertisement in a national publication. After all, you don’t know exactly where your franchisee is located. A national publication reaches everyone. And that’s the problem. Advertising nationally means you’re going to get leads in markets you’re not interested in entering. It also means you will get leads in states where your franchise is not registered. Your attorney can teach you how to deal with those prospects and give you estimates of the time and fees required to register, but you’re still spending your limited time chasing leads that may not be feasible instead of focusing on viable candidates Another downside to national advertising is the number of companies who use national ads as leads for their own sales program, their advertising media, their personal agenda. It’s frequently a scam, and again, it takes a lot of your limited time answering calls that aren’t leads. If you do decide that national advertising is for you, be prepared to spend a lot of money. It’s not unreasonable to spend $2,000 for a 2” x 2” black and white text ad.