Let’s get something straight: the goal is not to “get past” the gatekeeper. It’s not to trick the robocaller or sneak your way into someone’s inbox or office. The goal is to get invited in.
That’s the difference between being a welcome guest and an annoying pest. And if you want to close more deals without chasing low-hanging fruit, you need to understand the strategy that gets you there.
It’s called Educational Direct Response Marketing. And it’s hands down one of the most effective ways for MSPs to attract better clients, eliminate price resistance and actually pre-sell your services.
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Let me show you how it works.
Your Ideal Clients Don’t Want IT. They Want Problems Solved.
If you go out to market saying, “Hey, we do IT! Need any?” you’re only going to attract the lowest level of buyers. The ones who are actively looking and usually price shopping. And let’s be honest, those aren’t the clients that help you grow a profitable MSP.
Business owners aren’t sitting around thinking about IT. They’re thinking about the risks that could wipe them out. Ransomware, compliance failures, data loss, lawsuits, cyber liability insurance. That’s what’s keeping them up at night.
So instead of selling IT services, sell information that speaks directly to those problems.
Lead With Value: How To Use Educational Marketing To Pre-Sell And Prequalify
Here’s the strategy we use with our MSP clients:
- Create A Free Educational Offer.
Something like a special report, webinar, or guide. For example:
“Brand New And Critical Changes To IT Security, Compliance, And Insurance Every Medical Practice Executive Needs To Know.”
- Promote It Strategically.
Don’t push your company — promote the free information. You can do this on your website, in ads, at trade shows, in email, on social media… wherever your target market is.
- Build A Permission-Based List.
When someone requests the info, they’re giving you permission to follow up. Now they’re a warm lead who’s opted in and pre-qualified themselves.
- Use The Content To Educate And Close.
The content itself does the heavy lifting. It teaches why backup, security, and compliance matter. It highlights common mistakes and the cost of ignoring them. And — here’s the magic — it shows how you can help fix it.
This strategy works because it positions you as a trusted authority. You’re not pitching. You’re teaching. And people buy from those they trust.
Real Example: How Charles Swihart Stopped Competing On Price
One of our “Better Your Best” winners, Charles Swihart, used to run a break-fix business. He wasn’t charging enough, wasn’t making the kind of money he should’ve been making. We helped him reposition his business, raise his prices and go after better clients.
But that created a new challenge: price resistance.
So we helped him create a new educational piece titled:
“Five Ways ‘Cheaper’ IT Firms Hide The True Cost Of Their Services In Their Contracts.”
That one piece helped explain to prospects why comparing quotes line-for-line doesn’t work, and why the cheaper option often costs more in the long run. It neutralized objections before they even came up.
That’s what Educational Direct Response Marketing does. It disarms skeptics. It answers objections. It builds trust and authority before you ever get on a call.
Educated Prospects Are The Best Prospects
We say it all the time: an educated customer is the best customer.
Because when your prospect understands the value, they’re not comparing your offer to the “IT guy” down the street. They’re comparing it to the risk of noncompliance, data breaches, and downtime. That’s a different conversation and one you’ll win every time if you’ve done the work up front.
So if you’re tired of chasing leads, getting ghosted, or being undercut on price, it’s time to stop pitching IT services… and start teaching.
Build your marketing around education. Lead with value. Earn the trust that makes the sale almost inevitable.
Because the best prospects don’t need to be convinced. They just need to be shown.
