Your MSP’s marketing should feel repetitive to you but fresh to the people seeing it… here’s how that works. Also this week, what margins should you aim for and how to increase them, and you can be an influencer in your marketplace without taking photos of your dinner.

Welcome to Episode 338 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Why your marketing should feel repetitive to you, and fresh for prospects

Your MSP’s marketing should feel repetitive to you, but fresh to the people seeing it. And I know that sounds like a kind of a strange goal at first, because when something feels repetitive, most of us assume we’re doing something wrong. We assume we should mix it up and try new things and be more creative. But actually, when it comes to marketing your MSP, the opposite is true.

Now, I’m a huge fan of marketing systems. And by that, I mean a simple set of activities that you do on a regular basis. Small tasks, repeated daily or weekly. Things like publishing a blog or recording a podcast, posting on LinkedIn, emailing your list, putting out videos. None of these things are individually spectacular, but they have a power, which comes from doing all of them consistently every day and every week.

Now here’s the interesting bit, if you run a proper marketing system for your MSP it will eventually start to feel boring to you.

I’m recording this podcast for the 338th time. So every week since November 2019 I’ve sat down, decided what I want to talk about, written myself a script, and then recorded it. And obviously I’ve had holidays and vacations along the way, but in that instance, I just do two podcasts in a week so I never get behind.

It is a hamster wheel, I will tell you. And writing the script is not a thrilling creative adventure every week, I’ll be honest. It’s a job, it’s a task in the system. And of course I still enjoy it, but I have to sit down, I have to write it, I have to record it. My team, I’m sure it’s as much a hamster wheel for them. They have to edit it. They have to do all the colour corrections and the promotions and all of the stuff like that. It’s all just a whole series of systemised tasks. And I do it and my team, which is James and Simon and Laura, they do it as well because it’s an important part of our business’ presence out there.

And the same thing happens with your MSP’s marketing. If you’re doing it properly, there’s going to be a rhythm to it. You’re doing the same types of content every day or every week, the same channels, the same cadence week, after week, after week. And after a while, you might start thinking, “Oh my goodness, am I just repeating myself here? Am I just saying the same things again and again?” And the answer is probably yes. And that’s a good sign because here’s the thing that most MSP owners forget. You see your marketing every day… your prospects do not see it every day. You’re inside the system, they’re only catching glimpses of what you put out.

So if you do think about it from their point of view, a prospect might see one LinkedIn post from you this month, or maybe they read one blog on your website or they hear an episode of your podcast if you do that because someone recommended it to them. They are seeing a tiny, tiny slice of what you produce. Meanwhile, you’re seeing everything… every post, every email, every article, every video. So of course, to you it feels repetitive because you’re experiencing the whole system, but your prospects are not. And even if they do see your content more than once, it’s usually spread out to them over time. So they might see something today and then they might not see anything from you for another two weeks. And then by the time they see the next thing, the first one has already kind of faded from their memory.

Your website is having conversations on your behalf because that’s its job… it’s there to explain who you are, what you do, and why someone should trust you. The question is, what’s it saying? Also this week, why most MSP reporting to clients is ignored, and huge mistakes you’ll make today that’ll damage your exit.

Welcome to Episode 337 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

What your MSP’s website is secretly saying to prospects behind your back

Your MSP’s website is talking behind your back. So the only question is, what’s it saying? While you’re out at dinner, walking the dog, in a meeting, or even having a sneaky kip at three in the afternoon, yeah, I know what you get up to. Your website is having conversations on your behalf because that’s its job, right? It’s there to explain who you are, what you do, and why someone should trust you.

The problem is that for a lot of MSPs, your website is having the entire conversation with the prospect, because if they don’t very quickly find something on there that engages them and makes them think, “Oh, right. Yeah, this is the right place for me,” then they just move on. They go back to Google or AI or however they got to your website in the first place, and they go looking at other MSPs.

And do you know what? You never even know that they were there because you don’t know their name, you don’t know what they were looking for. All you know is that another invisible conversation just died. So what is your website saying behind your back?

From what I see, most MSP websites accidentally deliver one of four damaging messages…

The first message is this: We don’t really want to tell you much about us. You see this everywhere in kind of vague written content, which of course we call copy. You see generic service descriptions or a homepage that says almost nothing specific or uses very generic text like proactive IT support, trusted partner, cyber security solutions. And here’s my favourite. We keep your business running. Now, there’s nothing technically wrong with those phrases until you realise that every other MSP within like a 25 mile radius is using the exact same words or the same intentions at least.

And when everything sounds the same, you sound the same as all of your competitors. And when everyone sounds the same like that, the prospect has no reason to choose you. So the silent message becomes, we don’t really know what makes us different, so we’re going to hide behind safe language. And prospects really feel that. If you don’t give them something distinctive that they can hook onto, then they will go looking for someone else who does.

The second damaging message is: Lack of transparency. Many MSP websites avoid talking about price. They avoid explaining how their services work. And they avoid spelling out what’s included and what isn’t included. Instead, everything funnels towards contact us to find out more. So put yourself in the buyer’s shoes. They’re already nervous about switching MSP and they don’t want mystery, they want clarity. If your website withholds really basic information like pricing, then the message it sends is that they have to speak to a salesperson before they can even decide whether you are relevant to them or not. And in 2026, that just kills momentum.

Buyers want to research quietly. They want to understand what you do, roughly how you price and how you think before they ever talk to you. And your website either supports that research or it blocks it. As a side note, if you know that’s a problem and you want an easy way to fix it, I’ve partnered with bestselling author Marcus Sheridan to create msppriceguide.com. You can get an interactive price calculator on your website...

Should your MSP fire a client? It’s a question almost no one asks aloud, but a lot of MSP owners think about it privately… this is what you need to know. Also this week, analogies to help any prospect understand complex tech issues, and how this guy generated 1,000 highly qualified leads for MSPs.

Welcome to Episode 336 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Should your MSP fire your most annoying client?

A big question… Should your MSP fire a client? It’s a question almost no one asks aloud, but a lot of MSP owners think about it privately. Now, you know the client I mean, right? The one whose name pops up and your stomach tightens slightly. The one who, when they ring, your team kind of looks around quietly hoping someone else answers the phone or more likely they look down at their desk hoping they don’t make eye contact with someone. I mean the client who drains more energy than they generate. And you know that name that’s in your head right now, if you’ve had that name negatively floating around in your head or in meetings or in discussions more than once over the last few weeks or months, then what I’ve got to say here is worth paying attention to.

Every so often in business, perhaps if you just take a few days off or if you have a bit of space to think about things strategically, you get this amazing rare combination of perspective and momentum, the two going together. Perspective because you can step back and see the bigger picture to how the last 12 months have really felt and momentum because you’re thinking about growth and direction and what the next stage of your MSP’s growth looks like. And when you zoom out like that, the handful of difficult clients, they really stand out very, very clearly.

The noisy one, the energy vampire, the one who questions every single line on every invoice, the one who is permanently unhappy, the one who doesn’t treat your team with respect. And you find yourself thinking, “Am I really going to put up with this for another 6, 12, 18 months?” And then the doubt creeps in. You tell yourself, “Oh, hang on here. I’m trying to grow the business. Firing your client is going backwards.” No, that’s completely the wrong way to think about it because here’s something that most MSPs don’t realise until they’ve done it…

Your worst client often costs you more than they actually pay you.

Now sometimes yes, that cost is financial, but it’s always emotional, mental, and operational. A single difficult client can completely demoralise your team. They can drain all the time from your senior technicians and from senior management. They can create chaos in your calendar and slow down work that you’re doing for good clients. Bad clients can even contribute to staff churn, I’ve seen it happen, and they can absolutely destroy your personal mood or the mood of your team with a single ticket. Why would you continue to tolerate that? The opportunity cost of keeping the wrong client is huge. So how do you spot one clearly? To me, there are four big red flags:

• First, is when your team groans, when their name appears on caller ID. That is the biggest warning sign of all. If your people feel dread and are just avoiding the call, something is very wrong there.
• Second, they argue over everything – quotes, invoices, priorities, response times. Every time anyone speaks to them, any kind of interaction, it just feels like a negotiation, which is not a partnership, is it? That’s just pain.
• Third, they expect champagne service on a lemonade budget. I love that line. They want premium response and premium outcomes, but when you explain what that costs, suddenly you’re too expensive.
• Fourth, they don’t follow your processes. They won’t log tickets properly. They won’t approve upgrad...