Writing The ONE Piece Of Content That Generates MSP Leads

Case studies are the single most powerful piece of marketing in an MSP’s toolbelt, here’s how to get started. Also this week, is it ever a good idea to rebrand your MSP? And, you can’t grow your MSP until you’ve got solid leadership (even if it’s just you and a tech).

Welcome to Episode 357 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

How to write a case study that makes prospects salivate

If a prospect said to you right now, “Go on, send me a case study about your MSP,” what would you send them? Do you have just a simple paragraph on your website that’s actually a testimonial wrapped up as a case study that’s just a client logo and a quote saying, “Great service would recommend?” That’s not a case study.

A case study is a proper story that takes a prospect on a journey. When they’re reading it or watching it they’re feeling and thinking, “That’s exactly my situation. This is the IT support company that I should be talking to and hiring.” Well, today I want to show you how to write that second kind, because done properly, a case study is one of the most powerful sales tools your MSP will ever have.

Let’s start by looking at why most MSP case studies are useless. And most MSPs either don’t have case studies at all, or if they do have something it’s so vague and generic it could have been written by anyone about anyone. If yours looks something like this, “We helped a local business to improve their IT infrastructure and reduce downtime”, well, that tells the prospect nothing at all. And the problem you’ve got there is you’ve written that case study from your own perspective. It’s about what you did technically rather than looking at everything from the client’s perspective. And the client cares about the problem they had, how it felt when the solution came in, and what changed, what got better, what the results were.

A case study is not a description of services, and it’s not a boast of how clever you are technically. A good case study tells a story.

Stories only work when they make the person who’s reading it, or watching it if it’s a video, it only works if it makes them feel something. You think about every book that you’ve ever loved, every movie that you left the cinema thinking, “Oh, that was just amazing.” None of those started with a list of features of things they were going to do in the film. They started with a character that you could relate to, and that character was in a situation that you recognise