MSPs: Why "we're different" doesn't work as a differentiator (and what to say instead)

"We're different". "We're proactive". "We care about our clients". YAWN! Every MSP says this. They do not emotionally influence prospects at all. Rather than making claims like these, show them proof instead. Here's how

Go and look at ten MSP websites right now.

(it's OK, I’ll wait. I've got some stuff I can do)

I’d put real money on a few of them saying some version of “we’re different from other IT companies” or “we’re not your typical IT support.”

Which means, hilariously, that many MSPs are claiming to be different in exactly the same way!!!

If everyone’s saying it, nobody’s actually different. Even if the words aren't the same, if the sentiment is the same then prospects visiting websites just see same, same, same.

Why “we’re different” doesn’t work

Apart from the fact it's very samey, saying 'we're different' is just making a claim.

A claim is something you say about yourself. Whereas proof is something the prospect can see and verify for themselves.

“We’re different” is a claim
So is “we’re proactive”
And “we care about our clients,”
And “we’re passionate about technology”

Every single one of those phrases could be lifted from one MSP's website and pasted onto another site, and nobody would notice.

Prospects have become numb to claims. They’ve heard “we’re different” from every salesperson who’s ever tried to sell them anything, ever.

So instead let's give them some proof.

Five examples of proof you could use in your marketing

A specific story, not a general claim. Instead of “we’re proactive,” tell them about the time you spotted a failing piece of hardware during routine monitoring and dealt with it before the client even knew there was a problem. One real story does more work than ten adjectives. Talking of which...

A number, not an adjective. “Fast response times” means nothing. “Average response time of 11 minutes, even outside office hours” means something. Specificity sells.

A guarantee, not a promise. Anyone can promise great service. Far fewer MSPs will put their money where their mouth is. A genuine risk reversal, such as saying they'll be gobsmackingly delighted in their first six months and if they're not, you'll release them from their contract... well, that's powerful proof, that is.

Someone else’s words, not yours. A client saying “these guys actually called me back within the hour, every single time” is proof. You saying the same thing about yourself is a claim. Reviews, testimonials, and case studies all work because they’re not coming from you.

A specialism, not a generalisation. “We work with businesses of all sizes across all sectors” is the opposite of proof. “We’ve worked exclusively with accountancy practices for nine years and understand exactly what you're going through in tax return season” is unmistakably specific.

A simple test for your own marketing

Go through your website, your proposals, your LinkedIn profile. Every time you find a claim about yourself, ask one question:

“Could literally any other MSP say this exact sentence about themselves?”

If the answer is yes, it’s not doing any work for you. Either cut it entirely or replace it with something specific enough.

“We’re different” fails that test instantly
“We’ve protected our clients from 67,058 phishing emails in the last 12 months” passes it

Right. It's your turn

Tell me one genuine, specific, provable thing about your MSP that no competitor could claim. I read and reply to every email