We have all gotten those painfully flat MSP emails.  You know, the ones that simply offer to undercut the cost of your current IT partner, or simply state what they do, hoping you will hand over your budget to them. 

Listing capabilities or features/benefits are surprisingly ineffective. Why? Because most customers don’t really know what their IT needs are...and if they did, they probably wouldn’t need you. 

Further, with cold outreach, loss leader type pricing is also ineffective.  If a potential customer was trying to reduce IT spend, they most likely would be doing this proactively. 

So, what do the best MSPs say when they email prospective clients?

They speak to real pain points that they know they can remedy and that the customer is actually experiencing or considering as they read the email. 

We like to talk about pain relief in two forms - Painkillers and vitamins. 

Companies who take a painkiller approach have success taking away pain short term with tangible solutions to real time problems.  Typical customer pain includes things like:

• Current IT vendor issues (slow response times etc.)
• Specific technical issues (current wave of ransomware, exploit etc).
  

Selling painkillers often leads to easier client conversions but more challenging client retention. 

Companies who take the vitamin approach have success helping client companies build better companies through longer term, more robust, often expert driven engagements.  Vitamin selling might look like:

• Expert needs analysis
• Budget audits
• Vendor change transition plans
  

Selling vitamins often leads to more challenging client conversions but much more successful client retention. 

As you develop content for your MSP marketing initiatives, it is important to keep the client’s pain as the center of your strategy.  Different clients, particularly in technical verticals will gravitate towards different strategies based on their needs. Having written content for hundreds of companies, our team knows how to present pain solutions to your prospective clients.  If you are interested in having your MSP email campaigns professionally managed, please let us know.