If you're thinking of franchising your business, it's important to ask yourself some key questions. Is your product or service already established in the market? Are you willing to devote time and money to developing the system? Can you clearly define your brand? How many potential franchisees are there? Have you taken the time to find a quality franchisor?

If you're thinking of franchising your business, it's important to ask yourself some key questions. Is your product or service already established in the market? Are you willing to devote time and money to developing the system? Can you clearly define your brand?

In 1990, Bonnie Raitt recorded her smash hit Something to Talk About. There are a couple of lines in the song that go; “Let’s give them something to talk about. A little mystery to figure out.” These two lines, although the song writer did not intend it to do so, represent a critical principle of driving Word of Mouth; Schema Disruption.

If a marketing campaign is launched and there is no one around to hear it, does it make an impact?  For many years now, marketers have been screaming that television is dying and it ability to reach and grab customers is waning.  I am not here to argue this point.  My point is, the same argument against television as an effective marketing vehicle, can be used against most, if not all, marketing mediums.  If a customer does not perceive or engage in your message, does it make a sound?

Developing deeper relationships with customers should be a key priority for every Franchisor and Franchisee. Common sense dictates the greater the emotional bond a brand can develop with a customer, the stronger the loyalty to the brand.

If you want to build your business, sometimes you need to be unselfish. Give your customers real gifts without perceived strings attached. Include reciprocal altruism in your marketing mix and give the true gift of knowledge to the people you care most about; your customers and your clients.