Megan Killion says MSP owners market technical features nobody cares about instead of addressing real pain points. With 80-90% of prospects already having IT solutions, successful marketing means speaking the buyer's language about how problems affect their daily work, not pushing fear-based cybersecurity messaging.
Trust is paramount in the MSP space. Your clients have to trust you. And especially when we're talking about IT, where for the last 20 years we've used a lot of fear-based messaging to drive home the need for cybersecurity, the need for managed IT. Most MSP owners come from a technical background, and because of that, they want to focus on all the benefits of a product or service in a technical way. Buyers don't really care at all. Successful marketing communicates benefits in clear and relatable terms, and it also maps benefits to actual problems. 80, 90% of the time you're selling against an existing solution. Very few companies are at a stage where they don't think they need to do IT. Companies don't switch over their IT because there aren't any problems. So you need to think about the pain points of the person that you're talking to and how those impact their day-to-day. And use their language.
