New Year, New You: Dial In A Marketing Strategy To Stand Out

Traditional marketing just doesn’t cut it anymore. The noise is louder, the competition fiercer, and your potential clients are more skeptical than ever. Here’s the kicker: Most MSPs are running the same marketing playbook. Same messages, same channels, same bland approach. 

You don’t stand out by blending in. 

That’s where my book, Get Different, comes in, and it’s more relevant than ever as we move into 2025. Let’s break down what worked—and what didn’t—this past year, and how we can pivot to achieve differentiation-driven growth next year. 

Lesson 1: Playing It Safe Won’t Grow Your Business 

In 2024, some MSPs stuck to predictable strategies: generic social media posts, templated emails, and uninspired cold calls. Been there. Results could have been better, am I right?  

Clients are bombarded with similar messages all day long. Safe marketing is invisible marketing. You have to be willing to break the mold and show why you’re the right MSP for their business. It’s not about being outrageous, it’s about being memorable. The companies that stood out this year were the ones that took creative risks, showed personality, and dared to be different

Lesson 2: Trust Is The Currency; Transparency Buys It 

This year, businesses and decision-makers were hungry for transparency. The most successful MSPs didn’t just talk about their services, they pulled back the curtain. They shared their processes, showcased their teams, and openly addressed challenges. Clients want to know who they’re trusting with their IT infrastructure. They don’t want a vendor; they want a partner

Going into 2025, your marketing should build trust (and personality) before a contract is even signed. Share case studies with honest outcomes. Post videos that give a behind-the-scenes look at your work. When you show authenticity, you win confidence. 

Your Marketing Goals For 2025 

1. Be Different On Purpose 

The heart of Get Different is this: Intentional differentiation wins business. 

Ask yourself: 

  • What are my competitors doing? How can I do the opposite? 
  • What makes my MSP uniquely valuable
  • How can I make my message so clear and distinct that clients can’t ignore it? 

Try this exercise: Write down three marketing ideas that make you nervous—the ones that feel too bold or too creative. Now pick one and test it out. Being different doesn’t guarantee success, but being the same guarantees invisibility. 

2. Craft A Clear, Client-Centric Message 

Your marketing shouldn’t be about you; it should be about your client’s pain points. Refine your message to speak directly to the problems your clients face and how you solve them differently. 

 Use the “DAD” framework from Get Different. It’s the compass for marketing that actually works: 

  • Differentiate. Stand out by being unmistakably YOU. Find what makes your business different and amplify it. Your audience won’t notice you if you blend in with everyone else. 
  • Attract. Capture attention by connecting emotionally. Speak to your clients’ needs, desires, and challenges in a way that draws them in. Being different is good, but the goal is to be relevant and different. 
  • Direct. Once you’ve got their attention, don’t leave them guessing. Clearly guide them to the next step they should take. A strong call to action transforms curiosity into action. 

Clients don’t care about your tech jargon. They care about feeling safe, supported, and confident in their systems. Speak to that. 

3. Use Multiple Touchpoints With One Cohesive Strategy 

Your potential clients need to see your message multiple times before they act. That’s why integrating your marketing across platforms is key. Your email campaigns, social media posts, website messaging, and direct mail campaigns should all reinforce the same core message

For example, if you’re promoting how your MSP provides 24/7 human support, make that the focus of: 

  • Blog posts, with client stories where your team saved the day at 3 a.m. 
  • Social media, like quick videos introducing your support team. 
  • Email campaigns, such as a series highlighting the real-life impact of 24/7 support. 

Consistency breeds trust, and trust leads to signed contracts. 

4. Measure, Adjust, Repeat 

Bold marketing doesn’t mean reckless marketing. In 2025, set clear KPIs to measure what’s working—and what isn’t. 

You should be tracking: 

  • Open rates and responses to your emails 
  • Engagement on social media posts 
  • Conversion rates from campaigns 

If something flops, don’t scrap it; tweak it. Test different headlines, formats, or platforms. The most successful MSP marketers are the ones who treat their strategy as a living experiment. 

2025: The Year of Getting Different 

Your clients are looking for someone they can trust, someone who stands out, and someone who dares to be different. That can be you. Your marketing is the bridge between your MSP and the clients who need you most. Build that bridge with creativity, transparency, and an unwavering commitment to standing out. 

Let’s make 2025 the year you stop blending in—and start winning big. 

Boom, 
Mike

For more Mike Drop moments, check out my most recent article on the power of leading with gratitude.

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Author:

Mike Michalowicz

Mike Michalowicz is the entrepreneur behind three multimillion-dollar companies and is the author of several business books, including Profit First, Clockwork, Get Different, Fix This Next, The Pumpkin Plan, Surge, The Toilet Paper Entrepreneur, and his newest book, All In. Mike is a former small business columnist for The Wall Street Journal and business makeover expert for MSNBC. He regularly travels the globe as an entrepreneurial advocate and keynote speaker.

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