MSP Marketing Is All About Storytelling

MSP marketingTelling the authentic story about your business has better MSP marketing results than any ad campaign ever could. When you combine storytelling and action, you create a pathway to growing your business. There’ll be no more ‘gobble, gobble, wobble, wobble’ but a strategic storytelling strategy that will tell your company’s story. This story helps your customers understand your services and why they should purchase from you, putting you a step ahead of the ever-increasing competition.

How to Develop Your Story

When you were in English Composition class, you probably learned that every story has a beginning, middle, and end. Although this formula usually refers to fiction writing, you use the same steps for your business story.

  • Beginning – To get started with the beginning of your story, think about how and when you started your MSP business. What inspired you and how did you get it off the ground? When you know the answers, start your writing.
  • Middle – The middle of your story explains how your business is doing right now. Write down if you’re happy with your business. Is your business as successful as you’d like it to be? Is it fulfilling to you? How will your business help your customers, making their lives or businesses reach their goals? Write down everything you can, both your successes and failures.
  • Ending – The ending of your business story actually deals with the future. Think about what you hope to accomplish with your business. What are your plans for achieving your goals and your customer’s goals? What steps are you taking to bring your brand to the forefront of the market?
    At this point, don’t worry about your story being grammatically correct. Just let your pen flow and brainstorm as much as you can about your business, keeping your brand in mind. Your story will probably need several drafts before you’re satisfied with the final copy but keep at it. You’ll see that it’s well worth the time when you notice an increasing growth in your leads and conversion rates.

You can always hire a professional copywriter to write a compelling, final copy of your business story from the draft you create.

What Does Your Story Say about Your Brand?

Whether you write the final draft of your story yourself or hire a copywriter, it will reflect the attitude and personality of your business. Make sure the story is entertaining and memorable, presenting your value in human terms rather than business terms. The story helps you build a relationship with your audience, engaging them in a personal way. When you touch your target audience with your story, it has a positive impact on your MSP marketing success.

Presenting Your Story to the World

Now that you have the final draft of your story, it’s time to present it to the world. In these technological times, it’s easier than ever to spread the word about your business to thousands of people at a time. Take advantage of social media, email, newsletters, press releases, podcasts and videos to present your story to the marketplace.

Networking through social media helps you develop relationships in your market niche. It’s one of the most effective methods for getting your story out and building your brand. As your target audience learns more about your business story, their trust and confidence in your services grows, leading to more sales.


The most effective stories put a human face on your business. They build a rapport with the audience through their honesty, value, and transparency. Every MSP marketing plan should go hand-in-hand with a business story. Get yours out to the world, engaging your audience and building lasting relationships.

Mark McGarvey

Mark McGarvey is president of One Click Solutions Group, a managed services in San Francisco and security provider serving small and mid-sized businesses with 20 to 100 employees in the Bay Area. Mark began his career in msp consulting, before living in San Francisco, in the 90s as a senior support technician for a then-small company in Austin, TX called Dell. After working for a number of organizations in desktop support/management and systems administration, Mark realized a passion for two things: Ensuring computer systems ran smoothly and keeping the people that used these systems happy and productive. This passion helped him get his IT business started in San Francisco!  As a small business owner, Mark empathizes with other business owners that need computer support in San Francisco and understands the things dearest to them: Increasing productivity and efficiency and keeping costs low and ROI high.