Jordan started a YouTube channel the same week he started his Jim's Mowing franchise.

Thirteen videos later he is monetised, and when you search Jim's Mowing on YouTube his channel sits second, under the official brand account.

He films on a phone. He edits for eight or nine hours.

He builds his thumbnails in Canva.

Joel Kleber sits down with Jordan's Mowing to go through what a franchisee does with a camera when nobody at head office is approving the output.

Jordan explains why a thumbnail showing him 50 grand in the red outperforms a title about a good month, even when the video underneath is identical and positive.

He walks through his retention numbers, the five hours he spends on a single thumbnail, and the six or seven work enquiries the channel delivered inside three weeks.

Joel makes the case franchise marketers keep avoiding.

The reach your franchisees are getting is reach your brand account will never buy, and your approval process is the reason it is not yours.

If you run marketing for a franchise network, this one is about the title you already know works and are not allowed to use.