When you’re selling a franchise, you’re not just selling a business model, you’re selling trust. That was one of the biggest takeaways from the conversation with Joel Kleber, CMO of Jim’s Group in Australia. In a market where franchising often receives negative media coverage, Joel and his team have leaned into education, long-form content and founder-led storytelling to change the conversation.
Joel explained that franchise stories are often framed as “big franchisor versus small franchisee.” When one brand receives negative coverage, the entire category can be affected. People may quickly conclude that all franchises are risky or that franchisees never make money. Jim’s Group addresses this skepticism by creating content that educates prospects before they ever inquire. Instead of relying only on polished advertisements, the team shares real stories from franchisees, founders and people working in the business every day. The lesson is simple: If your industry has a trust problem, you cannot assume people understand how your brand is different. You have to show them.
Joel’s strategy was inspired in part by the content playbook popularized by Gary Vaynerchuk: podcasts, live streams, short-form video and consistent publishing. Jim’s Group uses:
This approach works because it allows prospects to see the people behind the brand. Rather than simply hearing that a franchise is a good opportunity, they can listen to franchisees explain their experiences in their own words. Joel also recommends looking outside your industry for ideas. His team has borrowed content formats from sports and home-services creators, then adapted them for franchising.
Today’s prospects often spend dozens of hours researching before contacting a franchise. They watch videos, listen to podcasts, read comments, search online and compare opportunities. By the time they make an inquiry, they may already understand the brand and have formed an opinion. That is why Joel believes long-form podcasts are especially valuable. A short testimonial can feel overly polished, but a 50-minute conversation gives people more opportunities to hear authentic experiences and ask themselves whether the business is right for them.
According to Joel, the most successful franchisees tend to share several traits:
The best franchisees do not try to reinvent the business immediately. They learn the proven process, stay open to coaching, and build strong relationships inside the network.
Joel offered three practical recommendations for businesses beginning their content journey:
You do not need perfect videos or a presence on every platform. Start with one channel, create useful content and improve through repetition. The broader lesson from Joel’s approach is that trust is built before the sales conversation begins. Brands that educate openly, feature real people and answer difficult questions honestly can attract better-fit customers and make the buying process easier for everyone.
To delve deeper into these insights, watch or listen to the full conversation with Joel Kleber on the Franchise Whispering Podcast.
