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

In this episode, we explore Survivorship Bias, the tendency to focus on successful people, businesses and outcomes while overlooking those that failed or disappeared. We examine why success stories, customer testimonials and impressive case studies can create a misleading picture when they are treated as representative of typical results. For MSPs, this bias can influence everything from evaluating technology suppliers and assessing cyber security to understanding customer satisfaction and deciding which business strategies to adopt. A successful outcome demonstrates what is possible, but it doesn’t necessarily tell us how likely that outcome is or what important information might be...

In this episode, we explore Recency Bias and Availability Bias, two psychological tendencies that influence how people assess risks, interpret experiences and make decisions. We look at why recent events can disproportionately shape our opinions, and why memorable stories or dramatic headlines can make certain risks seem more common or important than they really are. For MSPs, these biases have significant implications for cyber security, sales, marketing and client relationships, from how businesses respond to the latest cyber attack to how a single bad support experience can overshadow years of good service.

We also explore how MSPs...

In this episode, we explore the Mere Exposure Effect, the idea that repeated exposure to something can gradually influence how positively we perceive it. We look at why familiarity matters, how repeated encounters can make something feel less unfamiliar, and why this is particularly relevant to MSPs, where businesses may go months or even years without actively looking for a new technology provider. The episode explores how useful content, events, social media, referrals and recognisable people can help an MSP become familiar before a buying need ever arises.

We also look at the important distinction between familiarity...

In this episode, we explore the Endowment Effect, the behavioural tendency for people to place greater value on something once it feels like it belongs to them. We look at the psychology behind ownership and why giving something up can feel very different from deciding whether to acquire it in the first place. We also explore how psychological ownership can develop before a purchase through personalisation, involvement, hands-on experiences and co-creation.

For MSPs, the episode examines how the Endowment Effect can shape sales, trials, onboarding, client retention and technology change. Rather than using ownership to make clients...

In this episode, we explore The Zeigarnik Effect, the idea that unfinished tasks can remain psychologically active and influence what we return to, even after we have stopped working on them. We look at the original research by Bluma Zeigarnik, as well as later evidence showing that the science is more nuanced than the popular claim that unfinished tasks are simply remembered better. The more useful insight is that people who have already started something may be more likely to return to it, particularly when the path to completion is clear. We explore how unfinished goals, restarting friction and...

In this episode, we explore Progress Indicators and why making progress visible can change the way people experience a task or journey. From progress bars and percentages to milestones, checklists and roadmaps, we look at how visible advancement can encourage people to keep going, reduce uncertainty and make long or complex projects feel more achievable. We explore ideas including the Endowed Progress Effect and Goal-Gradient Effect, and why people can respond differently when they can see not just what remains, but how far they have already come.

For MSPs, Progress Indicators offer a practical way to make...

In this episode, we explore Choice Architecture, the idea that the way a decision is designed can influence the outcome just as much as the options themselves. We look at how the number, order and presentation of choices can affect decision-making, including concepts such as choice overload, the compromise effect, decoy effect and anchoring. Rather than assuming clients simply need more information, we explore why they may sometimes need a clearer structure that makes the decision easier to understand.

For MSPs, Choice Architecture provides a powerful way to turn technical complexity into manageable, meaningful choices. From structuring...

In this episode, we explore The Default Effect, the powerful tendency for people to stick with whatever option is already selected, even when they are free to choose something else. We look at why defaults work, from effort and decision fatigue to status quo bias and the way people often interpret a default as a recommendation from someone with expertise. Through examples including organ donation and automatic pension enrolment, we see how simply changing the structure of a choice can have a significant impact on behaviour.

For MSPs, the Default Effect offers a practical way to make...

This episode explores the power of framing, how presenting exactly the same facts in different ways can dramatically influence how people interpret and respond to them. Using examples from cybersecurity, pricing, project disruption and technical recommendations, the episode explains how framing helps MSPs turn complex information into something clearer and more meaningful for non-technical decision-makers. It also distinguishes framing from Pain vs Pleasure, anchoring and other persuasion techniques, while exploring risky-choice, attribute and goal framing.

The episode focuses particularly on ethical framing: helping clients understand what information means without hiding risks or distorting the truth. Listeners will...

How do you decide whether something is expensive, good value, or worth choosing? In this episode, we explore how anchoring and contrast shape the way people judge value, particularly when they're making complex technology decisions. We look at how the first number, option or reference point can influence everything that follows, and why presenting meaningful alternatives can make unfamiliar services much easier to evaluate.

For MSPs, these principles can transform the way proposals and pricing are presented. Rather than simply defending a price, the focus shifts towards creating context, demonstrating value and giving clients credible choices. The...

In this episode, we explore the psychology of urgency and how deadlines can help turn acknowledged problems into genuine priorities. We look at why time pressure can influence behaviour and why, sometimes, having more time can actually make action harder.

For MSPs, urgency can be a powerful tool, but only when it is genuine. We explore how real-world technology deadlines can help clients understand the consequences of delay, while artificial pressure can quickly damage trust. Ultimately, the episode looks at how good urgency creates clarity, helping businesses move from “we’ll deal with it later” to taking meanin...

In this episode, we explore the persuasion driver of status and aspiration, and why people are often motivated by who they want to become as much as by what they need today. We discuss how buying decisions are influenced by identity, reputation, and the desire to progress, and why MSPs are more persuasive when they position technology as an enabler of business growth, professionalism, and long-term success rather than simply a collection of technical services.

We also look at how MSPs can use this principle ethically by aligning their recommendations with clients' ambitions, helping them see how...

In this episode, we explore the persuasion driver of Temporal Landmarks and the Fresh Start Effect, and why certain moments in time naturally make people more open to change. From the start of a new year or financial quarter to leadership changes, office moves, and contract renewals, we discuss how these milestones create opportunities for MSPs to have more meaningful conversations about technology, security, and business improvement.

We also look at how MSPs can use these moments ethically by aligning their recommendations with times when clients are already reassessing their priorities. Rather than creating artificial urgency, the...

In this episode, we explore the persuasion drivers of pain and pleasure framing, and why people are often more motivated to avoid loss than they are to achieve an equivalent gain. We discuss how business decisions are driven not just by logic, but by emotion, and why MSPs are more persuasive when they focus on protecting what clients value most, such as their data, reputation, productivity, and peace of mind, rather than simply promoting technical features.

We also look at how MSPs can apply this principle ethically by balancing genuine risks with practical reassurance. Instead of using...

In this episode, we explore mystique and exclusivity, and why people are often drawn to things that feel selective, distinctive, or not easily available. We discuss how exclusivity can increase perceived value, build curiosity, and strengthen trust when it's based on genuine expertise, careful positioning, and high standards rather than artificial barriers or hype.

We also look at how MSPs can apply this ethically by specialising in particular sectors, being selective about the clients they work with, offering premium experiences, and creating a reputation that clients aspire to be part of. Used alongside the other persuasion principles...

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 far more memorable.

We also discuss why novelty alone isn't enough. To be persuasive, it must be combined with genuine value. From creating more engaging sales conversations to delivering unexpected insights for existing clients...

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 about their own risks, blind spots, or opportunities, creating attention without pressure and engagement without hype.

We also look at how curiosity transforms marketing, sales conversations, and long-term trust. We discuss the psychology behind why unanswered questions stick...

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 cybersecurity incidents, migrations, or major IT decisions, this means confidence and clarity can build trust even before any technical work begins.

We also look at why momentum matters just as much as energy. Many opportunities stal...

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 could look like once those problems are solved, turning abstract services like cyber security, backup, and monitoring into outcomes people genuinely care about.

We also explain how future-focused conversations build hope, confidence, and momentum. We...

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 sustainability and integrity, MSPs are increasingly judged not just on what they do, but on what they stand for and how they behave when it matters.

We also look at how values influence trust, long-term lo...

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 and features alone, stories allow people to feel the risk, relief, and value behind a service, which is often what drives action in business decisions.

We also break down what makes an effective MSP story and how to use storytelling...

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 proof), and gaining confidence in clear, practical expertise (authority). When the relationship feels human and easy to work with (liking), each interaction naturally lowers resistance and moves the prospect forward.

We also explain how scarcity...

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 like you,” but “you understand us,” and that distinction dramatically changes how advice is received.

For MSPs, we explain why this is so important. Clients aren’t just buying technical expe...

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 popularised by Robert Cialdini, we show how limited access, real constraints, and clear deadlines can increase perceived value and prompt action, even when the underlying service itself hasn’t changed.

For MSP owners, we focus on why sc...

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 by Robert Cialdini, we show how people often choose the option that feels right, even when multiple solutions appear technically similar.

For MSP owners, we connect this directly to the reality that clients ar...

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 Stanley Milgram, we show how people often defer to authority figures even when they feel uncertain—highlighting just how influential perceived expertise can be.

For MSP owners, we focus on why authority is essential in a...

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 reassurance and group alignment over independent judgement. From online reviews to visible demand, we explain how social proof reduces uncertainty and creates confidence in decision-making.

For MSP owners, we focus on why social proof is essential in...

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 consistent. Drawing on the work of Robert Cialdini and the classic “foot-in-the-door” research by Jonathan Freedman and Scott Fraser, we show how small commitments can dramatically increase the likelihood of much l...

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. From ancient gift-giving traditions to modern examples like free trials and value-first selling, we see how reciprocity consistently shapes trust, cooperation, and decision-making.

For MSP owners, we break down why reciprocity is...

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 professional, customers often respond more positively to backgrounds that reveal a little personality, as long as the environment remains tidy and appropriate.

The key takeaway is that video backgrounds are a controllable part of self-presentation and can...

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. Maintaining confidence during the early transition period is critical, as change can create uncertainty and potentially impact revenue.

We also discuss the importance of having a clear action plan to improve the business once the acquisition is complete. This includes identifying...

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 payments, profit shares, hybrid arrangements, or payments in kind, and the types of security lenders may expect, including business assets, contracts, or personal guarantees. Finally, we explain how a clear business plan, supported by financial projections and market analysis, helps build confidence with...

In this episode, we explore the different ways MSPs can fund a business acquisition and the mindset required to secure investment. While using personal funds is one option, relying solely on your own capital can limit growth, so we discuss a range of alternative funding sources such as bank loans, specialist lenders, investors, crowdfunding, grants, supplier or customer financing, and vendor finance. We also highlight how structuring deals creatively, particularly through vendor financing or private investors, can unlock opportunities that would otherwise be out of reach. By understanding funding options and focusing on deal structure rather than personal capital...

In this episode, we continue exploring the due diligence process by focusing on the detailed financial, operational, and organisational checks needed before acquiring a business. We review key areas such as financial records, bank statements, cash flow, tax history, and liabilities to verify the true financial health of the company. We also examine sales and marketing performance, operational processes, systems and software, and the condition of assets and equipment. Finally, we assess the people involved in the business, including owners, staff, customers, and suppliers, to understand relationships, dependencies, and potential risks. By thoroughly reviewing these areas and speaking with...

In this episode, we explore the due diligence stage of acquiring a business, where MSPs take a deeper look at the company before completing a purchase. This process involves carefully reviewing financial records, legal structures, contracts, assets, and operational systems to verify the information previously provided and uncover any hidden risks. Working with professional advisors such as accountants and solicitors is essential, although their role is primarily to protect your interests, which can sometimes slow or complicate a deal. By methodically examining areas such as legal ownership, financial performance, operations, and relationships with staff, customers, and suppliers, we can...

In this episode, we continue exploring negotiation techniques used when making an offer to acquire a business. We discuss how psychological principles, such as reciprocity, rapport, and anchoring expectations, can influence negotiations, alongside practical tactics like using data to support your position, mirroring communication styles, and presenting carefully calculated offers. We also look at structuring deals through combinations of upfront payments, deferred payments, or vendor financing, while ensuring the business remains properly capitalised after the purchase. Finally, we emphasise the importance of maintaining a collaborative, win-win mindset, avoiding seller’s remorse, and securing a preliminary agreement before moving forward in...

In this episode, we explore the principles of effective negotiation when buying a business. Rather than treating negotiation as a win–lose confrontation, we focus on building collaborative, win–win outcomes by using positive language, listening carefully to the seller’s needs, and maintaining strong rapport. Successful negotiation involves understanding both the seller and the business while also being clear about our own limits, alternatives, and desired outcomes. We also discuss practical negotiation techniques such as trading concessions, focusing on terms beyond just price, controlling the negotiation environment, and being willing to walk away if the numbers don’t work. By...