How Google's 2011 study still predicts your franchise buyers

⏳ Read time: ~3 minutes

Welcome back to the Franchise Marketer Newsletter!

Sorry for the delay, as I have been away speaking at Jim’s Pool Care and Jim’s Mowing conferences recently.

Here’s what you’ll learn today:
✅ Google’s 7-11-4 rule.
✅ Did ChatGPT 5 suck?
✅ Meta’s AI targeting takeover!

Google’s Zero Moment of Truth (ZMOT) macro study, conducted in 2011, examines how customers behave in a digitally connected world.

Despite being true in 2011, it remains so in 2025.

A good example is the email below I received last week.

“Hi, and big cheers for all you do, Joel. I'm a big fan of the podcasts (which I download through Podbean) and also the YouTube videos.

The format of each interview is great, the content and questions asked draw out a great depth of knowledge and experience, making each show unique and informative.

Without that content (I've listened to every Jim’s Mowing podcast from the last 2 years), I don't think I would ever have gotten to the point I'm at now, at which I'm raring to get started!”

Thanks, and here's to many mows to come.”

I met this new franchisee in training and had a chat with him about his journey.

I was amazed by just how much time he put into researching us online, which is what prompted this addition to the newsletter.

The rule is this:

Example Scenario for a Small Business:

As you can see in this example, there are numerous places where people will check out your business.

In franchise recruitment, based on experience, multiply the 7 hours of content by 4.

Some franchisees I know listened to every single podcast, which equates to 400 hours!

A FACT YOU SHOULD KNOW:

Recent reports indicate a decline in trust in institutions and businesses, with the Edelman Trust Barometer finding that in Australia, trust in government, NGOs, media, and business fell from 51% to 49% in early 2025.

What this means is that all your franchise business should be doing is demonstrating in as many online places as possible why people should trust you!

With the above in mind, you should be looking at creating as many trust assets as possible and distributing there everywhere!

I also think, trust can be built a lot better with less polished content and platforms where a more ‘authentic’ feel is expected like TikTok.

Good example below of a 50-year-old bloke, researching us on TikTok about buying a franchise!

ChatGPT-5 launched 11 days ago with 45% better accuracy than its predecessor.

Users immediately hated it.

The problem wasn't performance - it was personality.

OpenAI optimised for intelligence and accidentally killed the warmth.

Users said GPT-5 felt like a "LinkedIn-approved ghost" compared to GPT-4.

One comment nailed it: "GPT-4 was a friend. GPT-5 is a competent study buddy."

Sam Altman had to admit they "screwed things up" and quickly brought back the old version as an option.

My opinion - It was overhyped and not the leap I was hoping for. I still used Claude for a lot of things, especially writing, and I love artifacts.

Meta is systematically removing manual ad targeting options and forcing advertisers to rely on AI-powered targeting. Starting January 15, 2026, they'll remove or consolidate even more detailed targeting controls on Facebook and Instagram.

The Numbers:

Meta is betting that their AI knows your audience better than you do.

They're essentially saying: "Stop micromanaging your targeting.

Let our algorithms find the right people."

PayPal posted a job for “Head of CEO Content". Not “Head of Marketing.” Not “Head of PR.” Head. Of. Personal. Brand.

A full-time, six-figure job… to make sure Alex Chriss posts on LinkedIn.

Based on this, Jim is getting the deal of a lifetime!

In all seriousness, though, your CEO or founder needs to be on social media or pay someone to do it for them!

Want to position your brand like PayPal’s CEO (without the six-figure salary cost)? Reply and let’s talk.

Richard Feynman → Plain-Language Value Props "If you can't explain it simply, you don't understand it well enough."

The principle: Sell it like you'd teach a bright 12-year-old.

Prompt: "Explain [your product] to a curious 12-year-old. Flag every sentence with jargon, acronyms, or buzzwords, then rewrite in everyday language until a tween would understand."

Each week, I interview marketing experts or share insights from the strategies I have used to help grow Jim’s by 2,000+ franchisees.

Listen on Spotify and iTunes.

If you would like to be a guest or would like me to cover a specific subject in an episode, please reply to this email.

Before you go…

Yes, I work with brands outside of Jim’s.

If you want help with:

We can cover it in a 1:1 consultation.

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