⏳ Read time: ~5 minutes

I’ve been looking at something that franchisors seriously underestimate. Not ads. Not funnels. Something far more important. The Key Person of Influence model. And honestly, most franchisors don’t realise how badly this gap is holding them back.

It’s a great book by Daniel Priestley, which I recommend you check out.

I see the difference every day at Jim’s. The more Jim shows up. The more I show up. The more we publish. The more trust compounds. Recruitment gets easier. Opportunities find you. It’s borderline unfair.

Here’s what you’ll get today:

✅ Why the franchisor must become the Key Person of Influence
✅ The exact steps to build authority and trust
✅ How I do this at Jim’s and in my own brand
✅ Why most franchisors won’t do it (and why that helps you)
✅ How to get started even if you hate being on camera

If you can’t explain who you are and why someone should trust you in 90 seconds, the rest of the KPI model collapses.

This is why I created my own 90-second video for my personal brand. Not for Jim’s. For my personal brand, an example is below.

Mine now lives:

It’s simple, however, a big point of difference to everyone else.

Not corporate fluff. Not agency-speak.
If someone can’t tell their partner what your franchise is about in one sentence, your pitch is broken.

Publishing is where 90 per cent of franchisors tap out or don’t know what to do.
It’s also where the growth begins.

Reach out to people, get on them!

You can use the content for you’re own brand.
Every episode speaks to potential franchisees.

This is a cheat code for franchise recruitment.

Interview your franchisees.
Tell founder stories.
Document the reality.

It’s one of the biggest reasons Jim’s gets hundreds of franchise enquiries every month. People can hear real humans talking about what the business is actually like.

You don't need to be everywhere. Just somewhere consistently.

Good options:

I post daily on LinkedIn. And the funniest part?
The more I posted, the more opportunities came my way. Out of the blue.

Request to work, headhunting, etc… People who didn’t know I existed six months ago.

People join people. Not brochures. Not brands.

You need a public profile that shows who you are and what you believe.

You need a place to speak freely without sounding like a press release.

FirstnameLastname dot com.
If it’s gone, add “official” or “franchising.”

www.jimpenman.com.au

www.joelkleber.com

This becomes your digital headquarters.
Mine houses:

It all pushes trust back into Jim’s, but the starting point is me. That’s the difference.

Your knowledge shouldn’t stay trapped in your head.
Productising is how you scale your influence.

Spell out the behaviours that make franchisees succeed in your system.

Tell people the good and the hard.
This removes tyre-kickers and increases retention.

Teach prospects your model in 5–7 clear videos.
This would drastically improve lead quality.

Why your brand exists.
What you stand for.
What you won’t compromise on.

This is a magnet for the right people and a filter for the wrong ones.

Our belief it or not, is Jim’s weekly TikTok Q & A’s and his short-form content on multiple channels.

Once you start publishing consistently, the craziest thing happens.
People start reaching out.

This is how influence compounds.

I’m seeing it myself.
People I’ve never spoken to suddenly appear in my inbox wanting to collaborate or work together. And all of it ties back to daily publishing and showing the behind-the-scenes of what I do at Jim’s, plus sharing my knowledge openly online.

Most franchisors won’t do any of this.

Not because they can’t.
But because it feels uncomfortable to be the person out front.

But here’s the truth no one wants to hear:

If you start this now. Even small. Even awkwardly. Even imperfectly.
You’ll separate yourself from 99 per cent of the industry within a year.

And if you want help building your influence, stack your pitch, your podcast, your content engine, your personal site, and reach out.
I can help you start.
Even one step in the right direction puts you miles ahead of most franchisors.

Want help?

Book a time here - https://www.franchisebuyermarketing.com.au/power-strategy-call

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.