MSP Marketing Madness – Back to Basics

dr seuss

(Image Source: imgur)

Grab a copy of any Dr. Seuss book, (I’ve always been a fan) and read it.  Then read it again, but this time, notice the simplicity of the story.

The magnificent thing about a children’s book is that no matter how many times you read them, the story is delightfully simple, yet entertaining.  Children’s books are engaging because they build on emotions.  They hook you in and make you want to see a happy ending or a resolution, and there is always a lesson to be learned.

So, why am I talking about children’s books?

Because I think IT service providers can take a lesson from a page in Dr. Seuss’ book. The great IT service providers are the ones that tell stories to explain where they can solve customer IT needs.  Sometimes service providers can get caught up in the technical aspects and feature sets of the products they provide when selling or marketing.  At the end of the day, the customer just wants to see something that works.

Throwing around buzz words and special features can be impressive, but try to think about your sales pitch as if it were a children’s book.  Tell a story that shows value to the customer and relate it to their IT challenges.  Tap into the emotions of your client and walk them through a story that starts with an IT pain point and takes them to see why implementing your solution will be a “happily ever after” ending.

Use images to enhance your story, too.  Part of the beauty of children’s’ books are the illustrations. They not only support the story, but many times, drive the story more than the text on the page.  Your materials and conversations should include and focus around images to help reinforce your solution to your customers’ problems or explain why they need your services.

The next time you are talking to a prospect or customer, pitch your business as if it were a children’s book.  Keep it simple.  Tell stories.  And in the end, show them the resolution that you can provide.


Written by

Shannon is the Channel Engagement Manager at LogMeIn. She focuses on arming LogMeIn partners with in-demand products, education, and the tools they need to succeed in the increasingly competitive market. Prior to LogMeIn, Shannon was the Director of Marketing & Channel Relations for Datto Inc., a leading backup and disaster recovery company. There she helped Datto more than quadrupled its partner base, achieve its fourth consecutive year of 300% revenue growth, and win over 35 prestigious industry awards. Shannon was named a 2013 Channel Chief by CRN and has also been named to the MSPmentor 250, CRN’s ‘Top 100 People You Don’t Know, But Should’, and CRN’s ‘Women of the Channel’ lists.

6 thoughts on “MSP Marketing Madness – Back to Basics

  1. This is oversimplification, neither Vladimir Propp, nor the brothers Grimm would agree with you; not even Charles Perrault, just to name a writer, instead of resorting to folklore.

    I do get what you’re saying, just you know, not everything is as simple as you think.

    • Thanks for your comment and contributing to the discussion, Szabi. The Dr. Seuss children’s book is a metaphor for simplifying the complexities of IT services for your customers. At the end of the day, you are providing value and putting a price against that value, so you need to be able to convey the story and justify the cost to your customer. I agree not everything is simple 100% of the time, but my point is that sometimes service providers must simplify the explanations of their proposed IT strategy and solution so their customers or prospects can easily understand.

      Let me use an example to illustrate my point. One of my friends is extremely brilliant, but when it comes to technology, she doesn’t have a clue. When I came aboard LogMeIn, she asked me what we did as a company. I explained our solutions and used words like remote access, Internet of Things, and cloud storage; it went way over her head. However, when I stepped back and spoke about our solutions in an almost tweet like length, she could easily digest it and understand. By doing so, I didn’t take away from the value of what LogMeIn did, but instead, I simplified the explanation so she could understand the value and the prices we put against our products.

      Thanks again for keeping this discussion going, Szabi. Stay tuned for my next post in the Marketing Madness series!

  2. Nice post. Don’t forget the ultimate purpose of a children’s book…to get the child to sleep…at last!

    • Good point, Matthew. However, I hope MSPs aren’t getting their customers to fall asleep with their sales pitches!

  3. @Jake Godgart Thanks Jake, I indeed do understand the trope here – I always find it challenging to describe what I do at the company and what Logmein does to non technical people 🙂 Btw something’s wrong with this blog template, because in chrome I can hardly read the comments (grey text on grey background).

  4. Pingback: MSP Marketing Madness - Identifying the Opportunity

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