Episode 228

Welcome to the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. This week’s show includes:

• 
  

  00:00 Be more relatable in your marketing by being more human

  
  


• 
  

  06:22 Are LinkedIn hashtags still relevant?

  
  


• 
  

  12:34 Driving ROI from customer success stories

  
  

Featured guest:

Thank you to Joel Klettke, Founder of Case Study Buddy, for joining me to talk about how MSPs can use customer success stories to generate more leads and convert more prospects into clients, and how to repurpose a single case study story into a range of assets to serve different functions across the whole of your sales cycle.

Joel Klettke is the Founder of Case Study Buddy, a boutique agency that helps clients like HubSpot and Loom capture, share, and drive ROI from customer stories. He’s also a sought-after conversion copywriter, Dad of three, and proud Canadian.

Connect with Joel on LinkedIn:

https://www.linkedin.com/in/joelklettke/

Extra show notes:

• Listen or watch every Tuesday on your favourite podcast platform, hosted by me, Paul Green, an MSP marketing expert:
  
  
  
  • https://www.linkedin.com/in/paul-green-msp-marketing/
  
  
  • http://mspmarketingedge.com/about/
  
  
  
  


• Connect with me on LinkedIn:
  
  
  
  • https://www.linkedin.com/in/paul-green-msp-marketing/
  
  
  
  


• Find out about my MSP Marketing Edge service:
  
  
  
  • https://www.mspmarketingedge.com
  
  
  
  


• Subscribe to my YouTube channel:
  
  
  
  • https://www.youtube.com/mspmarketing
  
  
  
  


• You can join me in the MSP Marketing group on Facebook:
  
  
  
  • https://www.facebook.com/groups/mspmarketing/
  
  
  
  


• Subscribe to this podcast using your favourite podcast provider:
  
  
  
  • 
    https://www.audible.co.uk/pd/Paul-Greens-MSP-Marketing-Podcast-Podcast/B08JK38L4V
    
  
  
  • 
    https://podcasts.apple.com/gb/podcast/paul-greens-msp-marketing-podcast/id1485101351
    
  
  
  • 
    https://www.stitcher.com/podcast/paul-greens-msp-marketing-podcast
    
  
  
  • 
    https://podcasts.google.com/feed/aHR0cHM6Ly93d3cucGF1bGdyZWVuc21zcG1hcmtldGluZy5jb20vZmVlZC9wb2RjYXN0?sa
    
  
  
  • 
    https://music.amazon.co.uk/podcasts/b03a9638-adf4-4491-93f1-569183e079d7/Paul-Greens-MSP-Marketing-Podcast
    
  
  
  • 
    https://open.spotify.com/show/1Hw52ScOg5WvGaBUkaOrI7
    
  
  
  • 
    https://tunein.com/radio/Paul-Greens-MSP-Marketing-Podcast-p1264893/
    
  
  
  • 
    https://blubrry.com/paulgreenmspmarketing/
    
  
  
  • 
    https://deezer.com/show/1512622
    
  
  
  
  


• Grab yourself a copy of this week’s recommended book, The Gap and the Gain: The High Achievers’ Guide to Happiness, Confidence, and Success:
  
  
  
  • https://www.amazon.co.uk/Gap-Gain-Achievers-Happiness-Confidence/dp/1401964362/
  
  
  
  

Transcription:

NB this transcription has been generated by an AI tool and provided as-is.

[00:00:00 ] Speaker A: Fresh every Tuesday for MSPs around the world. Around the world, this Paul. Paul. Paul Greens MSP Marketing podcast.
[00:00:09 ] Speaker B: And welcome back to the podcast. Next week, it’s an Easter special. I’ll give you more details of that later on, but here’s what we’ve got coming up this week.
[00:00:17 ] Speaker C: Hey, it’s Joel Klettke from case Study buddy. Join me on Paul’s podcast, where I’ll be talking about customer success stories, how you can get started using them on your marketing, and see some really great ROI from the great relationships you’ve built.
[00:00:29 ] Speaker B: And on top of that interview with Joel, we’re also going to be asking our hashtags, still valid on LinkedIn.
[00:00:37 ] Speaker A: Paul Green, MSP Marketing Podcast let’s start.
[00:00:41 ] Speaker B: With a provocative question this week. Should you admit your faults and mistakes in order to be more relatable with your marketing? And I realize, having said that, that how can you? Because you don’t have faults, do you? You don’t make mistakes. You’re perfect just as I’m perfect. Yeah, come on. We all know humans. We’re fallible. We make mistakes. We get things wrong. You should see some of the outtakes of this podcast. You should hear some of the horrendous words that I say when I get it wrong. I don’t know if you can hear in the back of my head today.
[00:01:12 ] Speaker D: I can hear it, but I’ve got man flu.
[00:01:15 ] Speaker B: I’ve got a man cold. My voice feels all different, and I’m all stuffed up and my brain’s all foggy. And I’m a real trooper. So I’m plowing on and recording the podcast anyway. But producer Simon will tell you that I’ve made some horrendous mistakes. Know, just doing this week’s podcast, never mind the normal podcasts, but all of that gets edited out because we just want you to have the good stuff, right? And that’s what we all do with our know. I have lots and lots of faults. There are lots of marketing things that I’m really not good at, because no one human can be good at all of marketing. It’s too big. That’s like one human being good at all of technology, right? You can code Facebook in the morning, and then you can fix a server in the afternoon. It doesn’t exist. No one has all of those skill sets. And if you think you do, then you’re actually not a master of all of those things at the same time. But then we do our marketing, and our marketing makes us out to be perfect. We talk about all the perfect things. And we never reveal our faults. Well, I think we should. I think, actually, the more you talk about your mistakes and the more you talk about your faults, and not incessantly, if that’s all you talk about, you’re missing a trick. But if you weave it in to the stories you’re telling, then I think that can make you seem a very real person, a very authentic person. And actually, in this age of AI generated content, that’s a very, very good thing. You see, humans like to buy from other humans. People like to buy from people. And one of the ways that we can make other people feel connected to us is by telling stories. Human brains love stories. If you put a human into what’s called a functional MRI machine. MRI. That’s a mistake. We won’t cut out the podcast. A functional MRI machine. An MRI. You know what MRI is? It’s the big magnetic thing that goes boom, boom, boom, boom when it takes pictures of you. But a functional one can sort of scan what’s happening in your brain in real time. And if you put someone into one of those things and you tell them a story, all sorts of parts of the brain light up, lots of different parts of the brain. You break down that same story into facts, and only two or three parts of the brain light up. So our brains are literally hardwired for stories, but they need to be compelling stories, right? And the trick is, on your website, on the emails you send, on the guides you write on everything, is to tell compelling stories. One of the most compelling stories you can tell is of mistakes that you’ve made and then how you’ve overcome them. It is a basic story. In fact, you think about Hollywood movies, right? Hollywood movies are full of people making mistakes and then overcoming those mistakes, and often then going on to learn how to fly, use a lightsaber, or something else like that. So what if you talked about a mistake that you made, which then set you off down a different path, and you became better at that? Now, the conflict in my head at this point is that there is a line at which an MSP shouldn’t be talking about their mistakes. And by that, I mean breaches, data, security, incidents, anything which could be dangerous. It would be horrendous for your business and its marketing. If you said, I really learned about data breaches two years ago when a client got hacked and went bust, that would be horrendous. That’s not a lesson to learn from. That’s something tha