IT and Business Insights for SMB Solution Providers

How to Develop Compelling Vertical-Specific Marketing Collateral For Prospects

Once you've obtained a quality marketing list, your next task is likely one of the most difficult: how to influence your target prospects effectively to be open to discussing your services with you through compelling and visually appealing marketing material.

Once you've obtained a quality marketing list, your next task is likely one of the most difficult: how to influence your target prospects effectively to be open to discussing your services with you through compelling and visually appealing marketing material.  No matter how great we are in all things I.T. - most of us are less skilled when it comes to being creative enough and having the ability necessary to create visually appealing, compelling marketing material.

In order for marketing material to work effectively, it needs to evoke emotion from the recipients of its message, and the message needs to be delivered economically.  Without these elements, I can guarantee that you will have wasted your money purchasing a great marketing list. No matter how great your leads are, if your message and collateral do not resonate with your target audience and evoke enough emotion as to the pain they are experiencing in their businesses and how you can solve it, they aren't going to respond to you.

How to Evoke Emotion

Your first challenge is to come up with a message that will evoke emotion from your vertical market.  People make decisions based on emotions. Car salespeople know this better than anyone, and they use the emotions of car shoppers to close opportunities time and time again. The emotional response a person feels when seeing an advertisement or commercial about the car they plan to buy is exactly how you need your prospects to feel when reviewing your marketing collateral and its message -- they need an emotional response to what they see, read or hear from you in order for you to succeed at scheduling an appointment with them.

Ask yourself the following questions about your vertical market, and what you your solution offers: Does it improve their efficiency?  Does it save them money?  Does it solve the pains they experience in their business?  This is what your prospects care about, so you can leave out all of the technical details about how your solution works -- they just don't care how it works as long as it WORKS!

Steps to Creating a Compelling Marketing Message:

  • Identify pain points
  • Create an emotional message in query form
  • Add testimonials
  • Call to action

Identify Pain Points:  Determine what problems and pains the businesses in your target vertical market has.

Create an Emotional Message:  Ask questions based on the pain and problems the vertical market has. For example, "Frustrating email problems got you down?" or "Having trouble getting to critical files in the office when you're at away?"

Add Testimonials: Insert short testimonials of happy clients in your target vertical for influence.

Call to Action: Let the prospects know how they can contact you. For example, "Call now for a free consultation to find out how we are uniquely qualified to alleviate your business pain and improve your productivity while saving you money."

Use these steps to create a compelling marketing message for each and every one of your services and each of the verticals you focus on.  Once you have a marketing message for each service targeted to each vertical, you'll have everything you need to begin creating postcards or email templates to begin a direct mail and email marketing campaign.

For many more specific examples on how to create compelling marketing messaging and collateral, download some sample chapters from our best-selling The Best I.T. Sales & Marketing BOOK EVER!

Erick Simpson
MSP University
Subscribe to my blog here
Subscribe to our Newsletter here 
Join MSP University FREE for all things 
Managed Services
MSP University helps Solution Providers succeed...period.


About the Author

Erick Simpson's picture

A Technology Businesses and Channel Growth and Transformation Consultant | Business Process Improvement, M&A and Integration Expert

Co-Founder of one of the first "Pure Play" MSPs in the industry, and creator of the MSP Mastered™ Methodology for Managed Services business performance improvement and the Vendor Channel Maturity Level Index™ that identifies IT channel program maturation for strategic growth, Erick Simpson is a strategic technology business growth and transformation specialist. He is experienced in improving top and bottom-line business performance by increasing operational efficiencies, boosting marketing and lead generation outcomes, accelerating sales velocity, shortening sales cycles and maximizing service efficiencies.

With over 30 years of experience in the IT industry as an Enterprise CIO, MSP, Strategic Coach and Consultant, Erick is a Business Process Improvement Expert with hundreds of successful IT Solution Provider, MSP, Cloud and Security practice business improvement consulting engagement outcomes.

One of the most prolific, recognized and sought-after  business improvement and transformation experts, authors and speakers in the industry, Erick has contributed to numerous industry publications and spoken at hundreds of events.

His published works include "The Guide to a Successful Managed Services Practice"; the definitive book on Managed Services, “The Best I.T. Sales & Marketing BOOK EVER!”, “The Best I.T. Service Delivery BOOK EVER!” and “The Best NOC and Service Desk Operations BOOK EVER!”, along with 50 Best Practice Guides.

Consulting Services for MSPs and Channel Vendors:



ChannelPro SMB Magazine

Get an edge on the competition

With each issue packed full of powerful news, reviews, analysis, and advice targeting IT channel professionals, ChannelPro-SMB will help you cultivate your SMB customers and run your business more profitably.