MKLINK MSP Marketing : The Best Bits of Byte-Sized Brilliance !

In this episode, we explore how novelty and surprise can help MSPs stand out in a crowded market where many providers use the same messages, content, and sales approaches. We explain why the human brain is naturally drawn to things that are new or unexpected, and how introducing fresh perspectives, distinctive messaging, or thoughtful client experiences can capture attention and make your business...

In this episode, we explore curiosity as one of the most powerful, and often overlooked, persuasion drivers for MSPs. We explain why people are naturally drawn to unanswered questions and information gaps, and how curiosity helps cut through technical complexity by shifting the focus from features to discovery. Instead of selling services, curiosity invites prospects to learn something meaningful...

In this episode, we explore Energy and Momentum Transfer, the idea that clients don’t just assess an MSP’s technical capability, they also absorb its confidence, calm, and sense of direction. Drawing on research into emotional contagion and leadership, the episode explains why people often mirror the emotional state of those advising them. For MSPs working in uncertain, high-stakes situations like...

In this episode, we explore why anticipation and future pacing are such powerful persuasion drivers for MSPs. We discuss how helping prospects vividly imagine a better future, one that feels safer, smoother, and less stressful, can be far more motivating than listing technical features. Instead of focusing only on today’s problems or risks, future pacing shifts attention to what life and business...

In this episode, we explore moral and values-based persuasion and why it plays such a critical role in building trust for MSPs. We discuss how buying decisions are rarely just about price, features, or technical capability, and are often driven by whether a choice feels right and aligned with a client’s values, identity, and responsibilities. From cybersecurity and data protection to sustainabilit...

In this episode, we explore why storytelling is one of the most powerful persuasion tools, especially for MSPs selling complex, often invisible services. We explain how stories help prospects understand and remember ideas that would otherwise feel abstract, turning technical concepts like cyber security, backup, and proactive monitoring into real, human experiences. Rather than relying on facts an...

In this episode, we bring all the persuasion principles together and explain why their real power comes from how they work as a sequence, not as isolated tactics. We explore how MSP prospects rarely make decisions in one moment. Instead, trust builds through small steps, receiving value first (reciprocity), taking a simple action (commitment), seeing that others like them have succeeded (social pr...

In this episode, we explore Unity as one of the most powerful persuasion principles because it’s about shared identity, not just trust or likability. Unity is the feeling of “you’re one of us”,  the sense that someone genuinely understands your world, your pressures, and your priorities. Drawing on the later work of Robert Cialdini, we explain why Unity goes deeper than liking. It’s not simply “I...

In this episode, we explore scarcity as a powerful persuasion principle and explain why it fundamentally changes how people think about value, risk, and timing. We discuss how scarcity taps into loss aversion, the tendency to feel potential losses more strongly than equivalent gains, and why this makes urgency far more compelling than vague future benefits. Drawing on behavioural insights populari...

In this episode, we explore liking as a critical principle of persuasion and explain why people are far more likely to say yes to those they trust, feel comfortable with, and enjoy working with. We look at how liking goes far beyond simply being friendly, it’s driven by factors such as similarity, familiarity, clear communication, and emotional safety. Drawing on behavioural insights highlighted b...

In this episode, we unpack authority as one of the most powerful drivers of persuasion and explain why people instinctively trust and follow those they perceive as experts. We explore how authority is not just about titles or certifications, but about demonstrated competence, clarity, confidence, and experience. Drawing on the work of Robert Cialdini and the well-known obedience experiments by Sta...

In this episode, we explore social proof as one of the most powerful drivers of human behaviour, explaining why people instinctively look to others for guidance when decisions feel complex, unfamiliar, or risky. We unpack the psychology behind this principle through the work of Robert Cialdini and the famous conformity experiments conducted by Solomon Asch, showing how individuals often prioritise...

In this episode, we break down commitment and consistency as one of the most reliable principles of persuasion, exploring why people feel a powerful need to act in line with their previous decisions. We explain how this isn’t just logical behaviour, but deeply tied to identity, once someone takes a small stand or action, they begin to see themselves differently and feel internal pressure to remain...

In this episode, we explore reciprocity as one of the most powerful and universal principles of persuasion—the instinctive human tendency to give back when we receive something of value. We draw on behavioural science research from Robert Cialdini and classic experiments by Dennis Regan to show how even small, unsolicited gifts can create a strong sense of obligation that influences decisions. Fro...

In this episode, we explore how the background used during video calls can influence how MSP staff are perceived by clients. As online meetings have become a normal part of business communication, visual cues now play an important role in shaping impressions of competence, professionalism, and likeability. Research suggests that while many employees prefer neutral or blurred backgrounds to appear...

In this episode, we explore how MSPs can build a pipeline of potential investors and structure financing for business acquisitions. Rather than relying on a single source of funding, we discuss the importance of developing relationships with multiple investors through networking, credibility building, and consistent communication. We also look at different repayment structures, such as interest pa...

In this episode, we explore the final stage of acquiring a business and the steps involved in completing the deal and beginning the improvement process. After successful due diligence and negotiation, the focus shifts to finalising contracts, transferring ownership, securing access to systems and accounts, and communicating the change to staff, customers, suppliers, and other stakeholders. Maintai...

In this episode, we explore why acquiring another business can be one of the fastest ways for MSPs to grow. Instead of relying only on organic growth, we can expand quickly by purchasing an established company with an existing client base, revenue, and operational systems. Acquisitions can create economies of scale, improve vendor pricing, provide access to skilled staff, and introduce new service...

In this episode, we explore some of the potential pitfalls MSPs should consider when buying another business. While acquisitions can accelerate growth, they also require significant time for searching, due diligence, and integration, and deals may still fall through after considerable effort. Financial risks can include professional fees, upfront investment, and potential losses if the acquired bu...

In this episode, we explore how MSPs can identify the right type of business to acquire when pursuing growth through acquisitions. We discuss the importance of clarity and focus when evaluating opportunities, highlighting that businesses with replicable systems, recurring revenue, and strong margins are typically easier to scale and finance. Ideally, the target company should have tangible or fina...

In this episode, we explore the concept of distressed businesses and how MSPs can identify potential opportunities when considering an acquisition. We discuss how businesses can become distressed for many reasons, including personal issues affecting the owner, operational problems such as underpricing or poor staffing, financial pressures, or wider industry challenges. While some of these issues m...

In this episode, we explore how MSPs can increase the value of a business after acquiring it. We explain that successful acquisitions typically involve either adding value, reducing costs, or both. This can include improving marketing to attract more customers, enhancing services and customer experience, strengthening leadership and staff performance, and creating operational synergies with existi...

In this episode, we explore how MSPs can build a consistent pipeline of acquisition opportunities rather than relying on occasional deals that appear by chance. We discuss the importance of generating deal flow through multiple channels, including business brokers, online listing platforms, private sales, networking, and targeted marketing. While brokers and listing sites can provide useful visibi...

In this episode, we explore practical strategies for actively sourcing businesses to acquire by directing communications toward the right people and networks. We discuss the importance of making it known that you are interested in acquiring businesses by advertising in industry publications, attending trade shows, networking, and building relationships with competitors, advisors, and other deal ma...

In this episode, we explore the qualification stage of acquiring a business, focusing on how MSPs can efficiently filter potential acquisition opportunities. Once leads begin to appear, it’s important to conduct initial phone conversations to understand the seller’s motivations, timeline, and price expectations while building trust and rapport. We discuss the importance of asking open-ended questi...