Your MSP company might want to take a clue from dog lovers. If you’ve got a puppy, and say to that puppy, “You’re a good boy,” will the puppy understand your words or your tone? Meanwhile, if you say, “You’re such a cute little drain on my resources, aren’t you, mutt?”, will the dog hear the insult?
Your clients aren’t canines, certainly; but the tone with which you address them is everything. If you’re trying to reach people who aren’t technologically proficient using language indecipherable except for professionals, don’t be surprised if they don’t get positive vibes from you. Likewise, if you have a tone of simplicity with clients who expect you to fly over their head, don’t be surprised if they find you less than adequate. When designing your tone, answer these relevant questions:
- Who are you talking to?
- What sort of content will appeal to them?
- What type of “personality” is your business?
Who Are You Talking To?
Your MSP company needs to know who is being reached by your outbound content. You need to know your audience. You can figure this out by considering existing clients and the services/products you provide and figuring out who chiefly stands to benefit. Then structure outbound content to reach such individuals.
What Sort of Content Will Appeal to Them?
Once you know your audience, it’s time to design content for them. Schoolteachers like educational facilitation. Department store owners like complication and cost reduction that’s easily demonstrable. Structure content accordingly.
What Type of “Personality” Is Your Business?
Last but not least, your tone has to be idiosyncratic to your operation. The puppy responds to its owner’s voice even though many are enamored with its cuteness. You need to have that kind of personality, silhouetting outreach to be distinguishable from similarly-toned operations.
An MSP company that understands its audience, designs content accordingly, and has attractive personality defining outreach stands to see expanded rates of conversion.