Is this the single most powerful marketing tool any MSP could use???

The people who are buying from you are what's known as "unconscious incompetents". Which means that they don't know what they don't know about buying managed services.

Think about your favourite existing clients. If they had to explain what the cloud is in a short sentence that makes perfect sense, could they do that? What about malware? Or a ransomware attack??

Most couldn't. They know that tech is critically important to their business but they don't really understand how it works... and to a certain extent they don't care.

That's why, in the short window every 5-7 years when they think about switching MSPs, they very quickly look for guidance from an expert on how to buy.

--> You should be that expert <--

And the quickest way to do that is by providing a powerful buyer's guide to all of your leads and prospects.

A buyer's guide really is the most incredibly powerful marketing tool.

Most content you produce is trying to build awareness or grow a relationship with someone who isn’t yet ready to buy. That’s important work, but it’s a slow burn.

A buyer’s guide is completely different. The only person who picks up a guide like this is someone who is nearly ready, willing, and able RIGHT NOW to think seriously about switching MSPs.

That makes it one of the only pieces of content you’ll ever use that talks exclusively to people who are ready to have a conversation. People who are actively in the market today.

If you don't have a buyer's guide that I can download from your website today, you are missing out on hot prospects.

What makes for a good buyer’s guide

It has to be genuinely useful, not a thinly disguised sales pitch.

That means it must cover the real questions a prospect has...

• What should IT support actually cost?
• What should be included?
• What are the warning signs of a bad MSP?
• What questions should they ask during the sales process?

If your guide reads like a 20 page advert for your own services, it will fail completely.

It should also be specific to how you position yourself. If you work with a particular vertical, the guide should speak to that vertical’s specific concerns. A guide that feels like it was written specifically for the reader’s type of business is far more powerful.

And it needs to be kept current. IT support and the risks businesses face change constantly, so a guide you wrote three years ago and never touched again is now very out of date.

Our own buyer's guide just got its 2027 update

This felt like a good week to write about this, because we’ve just released the 2027 edition of our buyer's guide to MSP Marketing Edge members, both the standard B2B version and the co-managed IT version.

If you're already a member and you haven't yet grabbed it from the portal and personalised it, it's only a 30 minute job. Get it on your website, let people download it, and it's going to start turning leads into prospects for you.

If you're not yet a member, then this is available to you as part of your 30 day free trial.

Important: we only work with one MSP per area. You can enter your postcode or zip code and see if your area is available here: https://www.mspmarketingedge.com/membership/

Does your MSP already have a buyer’s guide? Let me know. I read and reply to every comment 😃