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Before Purchasing a Franchise, Read These Tips on "How To Not Get Scammed"

Digital Marketing

Before Purchasing a Franchise, Read These Tips on "How To Not Get Scammed"

Eric Cook by Eric Cook

Chief Digital Strategist

Contact author Full biography

Full biography

Eric considers himself a “recovering banker” of 15 years, who for the past eleven years has focused his efforts as a digital strategist, helping his clients (mostly community banks) better understand and leverage the power of the Internet as a strategic business tool. An award-winning web designer with WSI, the world’s largest digital agency network, Eric is a two-time contributing author to the best-selling book Digital Minds – 12 Things Every Business Needs to Know About Digital Marketing. Consistently rated in the top five digital marketing books on Amazon, the book is in its second edition and available in three languages.

A sought-after, nationally-recognized speaker in the financial services industry, Eric is a member of the National Speakers Association and loves sharing his knowledge to help educate and inspire others. He is the co-creator of a weekly webinar show called Free Webinar Wednesdays, founder of the Banker Education Series webinar series, and serves as a faculty member at several banking schools around the country where he teaches bankers about digital strategy, online marketing and social media. He is a WSI Certified LinkedIn Professional and holds undergraduate degrees in business administration and psychology. While working full-time as a community banker, Eric earned his MBA and completed the three-year Graduate School of Banking program in Madison, WI in 2003.

Professionally, Eric helps his clients in all areas of digital marketing, which includes mobile-responsive web development, search engine marketing and optimization, social media strategies, e-mail communication, and “big-picture” digital strategic planning. He’s the co-founder of, a service created to help businesses understand their risk when it comes to operating in today’s digital world. When he’s not helping his clients succeed online, he can typically be found on one of his many bicycles training for his next mountain bike/triathlon race or spending time with his wife and two (very spoiled) golden retrievers.



The Internet is an incredible space for sharing information, building brands and engaging with consumers.

The Internet is an incredible space for sharing information, building brands and engaging with consumers – unfortunately, it can be difficult to tell good information from bad, and quality franchises from scams.

At WSI, an award-winning digital marketing franchise, we care about empowering you, so our team is sharing their best tips and advice to help ensure that you don’t get scammed when you buy a franchise.

Eric and Francois Spending Time Together in Madrid
Top Gun WSI consultants Eric Cook and Francois Muscat caught a few moments together while at LinkedIn training sessions in Madrid, Spain (Francois was the instructor).


  • Their promises are too good to be true: It’s an old but relevant adage that “If something sounds too good to be true, it usually is”, so be wary of any franchise opportunity offering to make you a millionaire for simply signing up. Making a franchise a success takes hard work and your partner should offer you plenty of information to set realistic expectations. Don’t trust franchisees who aren’t willing to share this data – instead, look for those that offer a proven system for franchise success.
  • They don’t offer support: A great quality franchise system is about supporting franchisees in a way that just isn’t available to other small business owners. With WSI, for example, we offer access to our powerful network of existing franchises to collaborate with, a knowledgeable support system, industry partners (including Google, HubSpot, and Adobe), and quality suppliers – and that’s just a start.
  • They don’t vet potential franchise owners: A successful franchise system is built by bringing in quality partners as franchisees – if you let disreputable people join, you risk the quality of your brand and franchise system and can compromise the reputation of quality franchisees. So, don’t trust a franchise that will let everyone sign up and buy-in without a background check, extensive evaluation, and training. This is also for your own financial security to ensure that the franchise is the right fit for you – after all, it is an investment and you want to ensure that you’re buying into a quality business. At WSI, we have a 7-step discovery process for making you a part of the family, from assessing the opportunities we have available, to speaking to franchisees, going through a formal application process, and even a training program to help you hit the ground running.

Francois and Eric Discuss the WSI Lifestyle

Don’t fall for franchise scams – Speak to WSI, one of the top-ranked franchise opportunities in the world

Investing in a franchise is a serious decision and it’s critical to choose a partner who has the experience, reputation, and industry credibility to help you succeed. To find out more about WSI franchises, the high-quality, proven franchising system we offer and what the world of digital marketing has to offer you, please contact us today.


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