You can't trust someone you don't like... and you can't like someone you don't know

One of the goals of your MSP's marketing is to build a relationship of trust with your leads and prospects.

Why?

Because people buy from people. They think they're making cognitive buying decisions with their brains based on facts and evidence, but they're really not. They're making emotional buying decisions based how much they trust you.

But here's the thing...

• You can't trust someone you don't like
• You can't like someone you don't know

This is why it's so important you make your marketing warm, human and most of all - personal. You must let people get to know you before they start talking to you about their IT.

I know it might push you out of your comfort zone to do this, or even to be the face of your business. But your reward for doing this is standing out from your competitors and winning a ton of new business. A just reward.

A couple of examples. This morning I completed two video website reviews for members of my MSP Marketing Edge (I do a monthly draw for an in-depth review).

• One of those sites featured photos of all the team with their families, kids included. An amazing way of showing "hey we're not just tech guys, we're humans and parents too"
• The other site oozed the authentic personality of the owner, including a video intro from him before client case studies, and his photo all over the site. This was especially strong on the call to action (getting them to book a 15 min video call with him)

I'm not sharing the URLs here as I don't have permission (and I don't want 100 MSPs to directly copy my members!). But you could easily do your own version of this on your website.

1. Look at your website as if you were an ordinary business owner
2. Ask yourself if it's easy to get to know you, like you, and trust you
3. If it's not then take action. Small things make the difference - photos, videos and injecting your personality