When sales are down in a franchise network, the franchisor tend to be the party chiefly held responsible. It's a diverse and challenging job — one that includes marketing on two levels: recruiting the right franchisees and then the unit-level marketing for which they will be paying a fee (typically a percentage of their sales), often expecting the moon in return.

Attracting and retaining prospects or customers is everyone's job in a business, but marketing with a consistent and compelling message really does start at the top. One of the benefits of joining a franchise system, after all, is to be privy to existing and successful branding and outreach, including trade dress, professional signage, website design and advertising templates.

But before we look at what you as a franchisor need to provide to franchisees for local marketing efforts, let's start with what characterizes a winning recruitment program.

Related: The 8 Rules to Live By in Franchise Marketing, According to Top Franchise CMOs

First and foremost, sales materials need to be both compelling and meet compliance rules. Different states have different requirements, so hire a franchise marketing expert as well as legal counsel to ensure you're both hitting the right notes as well as acting in accordance with both state and federal law.

And even if you've been franchising for years, it's never a bad idea to revisit sales materials to........

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