The world of MSPs is crowded. Everyone claims to be the trusted partner, offering IT solutions designed to help businesses succeed. But here’s the thing: it all sounds the same. When MSPs blend into the noise, potential clients can’t see the unique value each provider offers. And you know what happens then? They tune out.
That’s where messaging comes in. By embracing a few strategic principles, you can craft messages that not only stand out but hit your audience where it matters most. Let’s dive into how you can stop being part of the noise and start making waves.
Why Most MSP Messaging Falls Flat
Think about the IT slogans you’ve seen: Streamline your business. IT services tailored to you. Trusted provider for your IT needs. Yawn, right? While technically accurate, these phrases fail to differentiate. Why? They’re focused on what MSPs do, not on the outcomes clients care about.
Buyers don’t care about your services until they need them. And even then, they care about what those services will do for them. That’s the heart of effective messaging: it’s not about you—it’s about your audience.
Key Messaging Strategies to Break Through
1. Start with the Outcome, Not the Offering
Instead of leading with your service list, focus on what your clients gain. Ask yourself, Why does this matter to them? For example:
-
Weak Message: Live-answer helpdesk available 24/7.
-
Strong Message: Get technical issues resolved in under 12 minutes, 92% of the time.
By leading with the outcome, you make it clear why your services matter. Think of it as the difference between, “Here’s the cake” and “Here’s the delicious, chocolatey slice of heaven you’ve been craving all day.”
2. Flip the Message
A simple way to improve your messaging is to reframe it from your audience’s perspective. Zach Messler calls this the “30-second copy flip.” Instead of focusing on what you offer, highlight what your clients experience.
For example:
- Before: The easiest way for healthcare providers to regain control of their data.
- After: Stop fighting to get paid for your services. Start getting reimbursed faster.
See the difference? The second version lands because it speaks to a specific frustration. When you’re drowning in paperwork and chasing payments, you don’t care about control—you care about getting paid.
3. Embrace Context, Problem, Solution
Effective messaging addresses three key stages:
-
Context: Speak to where your audience is right now. What’s their current situation?
-
Problem: Identify the pain points they’re experiencing.
-
Solution: Show how you solve their problem.
By anchoring your messaging in context, you meet your audience where they are, making your message relevant and compelling. Picture this: You’re teaching someone to surf. If they’re nervously standing on the shore, you don’t yell, “Catch this wave!” You wade in and help them paddle out.
4. Use the Words of Your Audience
One of the easiest ways to make your message resonate is to borrow your clients’ language. After a client signs up, ask them, What made you choose us? or What was happening when you realized you needed our help? These insights provide gold for your messaging.
For example, if a client says, I was losing sales because I couldn’t answer calls outside the office, your messaging could become: Stop missing sales because you’re away from the office. Stay connected with virtual business phones.
Or as a customer of one of our partners recently said, “I finally felt like I could breathe again.” Bam. That’s your message: Feel like you can breathe again with our fast, reliable support.
5. Test Before You Commit
Testing doesn’t have to be complicated. Try your new message at trade shows, in sales conversations, or in email subject lines. Look for reactions like the “virtual head nod”—when your audience thinks, This company gets me.
Example: At a recent conference, an MSP switched their booth messaging to, “Stop Chasing Small Commissions.” Guess what? Their booth traffic tripled, and attendees were literally lining up to chat.
Brain Science Behind Effective Messaging
Messaging isn’t just about words—it’s about psychology. Humans make decisions in three stages:
-
Lizard Brain: Gut reaction. Is this safe or dangerous?
-
Limbic Brain: Emotional response. Do I like this?
-
Rational Brain: Logical evaluation. Does this make sense?
Your messaging should first connect emotionally before presenting logical details. Start with the “why” that matters to your audience, then support it with facts and features. Remember, logic justifies decisions; emotion drives them.
Make Your Message Work for You
Here’s a practical exercise to refine your messaging:
-
List your last three clients.
-
Write down the exact moment they realized they needed your help.
-
Note the words they used to describe their challenges.
-
Identify the outcomes they were seeking.
Use these insights to craft messages that reflect your clients’ perspectives and needs. One MSP client shared, “I realized we needed help the moment I missed a critical sale.” Their updated message? Never miss a sale again. Stay connected with our 24/7 support.
A Final Word for MSPs
Breaking through the IT noise isn’t about being the loudest—it’s about being the clearest. When you focus on your audience and what they care about, your message will resonate.
At RingLogix, we’ve embraced these principles to help MSPs succeed. Our white-label VoIP platform empowers you to build your business, not someone else’s. With tools designed to give you more money, more time, and more control, we’re here to help you own the customer relationship and boost your margins.
Ready to make your message connect? Let’s start today.
