MSPs: Please, for the sake of sales, put your authentic personality into your marketing

Just for a few moments, put yourself inside the brain of an ordinary business owner or manager.

You've had this MSP that's looked after you for a number of years. But just lately you've had this feeling that things aren't as good as they used to be.

• Service levels seem to have gone down
• Things just seem to take longer to get fixed
• And the prices have gone up at the same time

You're not desperately unhappy. But you feel as though maybe you've outgrown them or they've outgrown you. And perhaps it's time for change.

So you enter the research phase and start to look at who else could help you.

You start by Googling IT support in your town. I say Google, it could be an AI search (we really need to come up with a verb for that. GPTing? Perplexitying?).

The results just bring up website after website after website of SAME...

Your heart sinks. As an ordinary business owner or manager, you don't know a great deal about IT support.

You know roughly what they do, and you have a vague idea how they do it. But you don't really care about the ins and outs of technical stuff.

You just want someone you feel you can trust.

Who's going to look after your staff, watch your back, and help your business to grow.

And then you stumble across a website that's different from all the rest.

This MSP doesn't have the same tired stock images and impersonal text. This MSP's website is packed with PERSONALITY.

And specifically it's the personality of the owner. As you look through the pages, you see photos, videos, and stories about this person, their staff, family and life. In fact, what you don't see is a lot of talk about technology!

You see their live calendar and book yourself a 15-minute video call. It seems like a smart move....

Story over.

Right now, as an MSP, as we stand here in September 2025, you have a massive opportunity.

I see very, very few MSPs put their authentic personality into their marketing. Instead, most just look at what their competitors are doing and do a version of that.

Maybe in the years ahead this will change. But as things stand today, you have a unique opportunity to stand out by being different.

And the easiest way to be different is to base your marketing around you.

This is what I have done, and it's working very well for me. I'm not a narcissist, I'm not an attention seeker. I just understand the power of using your authentic personality as a differentiation tool that no one else can touch.

Could you do this? Should you do this?

PS This is just the tip of the iceberg of the kind of advice and support I give my MSP Marketing Edge members. There are 700 of them across the world. And if your area is available, you should join us.