rich bernich marketing

Mastering The Five Ws Of Franchise Marketing

This article first appeared in Forbes.com

Journalists and marketers are often categorized on two ends of a spectrum. Truth is, these two professions have a lot more in common than people seem to realize.

Anyone familiar with, or part of, the journalism industry knows the lede of a news story should be comprised of the “Five Ws and the H:” who, what, where, when, why and how. In marketing, the only difference in establishing the five Ws is the addition of “how much?” — how much are you willing to invest to get yourself to the top?
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