GUEST BLOG: You Need an Unfair Advantage to Win at IT Marketing!

I first saw the famous gun fight scene in A Fist Full of Dollars while watching Back to The Future.  It’s the scene where Clint Eastwood, playing the man with no name, hides armor under his poncho. He confronts the villain and begins to taunt him by saying, “Shoot for the heart”.  The bad guy begins shooting him repeatedly but the ‘Stranger’ just keeps getting back up again until he gets close enough to kill the rapscallions.

If IT providers want to win the marking showdown against their competitors do they need an unfair advantage like the Man with No Name in ‘A Fist Full of Dollars’?

Watch the scene in here.

What Is an Unfair Advantage

Typically, when you think of a battle you might imagine enemies squaring off against each other with the same level playing field, with similar weaponry, skill and strength. Sometimes, we even romanticize those underdog heroes that become victorious against far superior opponent.  However, society rarely celebrates the Machiavellian individual that seeks an unfair advantage that guarantee victory.  Often these savvy victors are branded villains.

Would you consider David in the Story of David and Goliath the Villain?  Of course not, he is billed as one of the greatest underdog heroes in the history of ancient warfare.  After all he was going up against a Giant with nothing more than a sling, right?  Hold your breath, because Malcom Gladwell shot that story line full of holes with his book, David and Goliath: Underdogs, Misfits, and the Art of Battling Giants. In the book, he explains that the sling was an advanced weapon that had the power and accuracy of a 45 handgun. This weapon also gave David the advantage of fighting from a distance which allowed him to avoid nasty hand-to-hand combat with a Giant.

Maybe it’s time we rethink our Heroes and decide that only a fool ventures into battle with even odds and leaves the outcome to chance.  This weak sentiment of fairness in battle is shared by many IT companies in the IT Marketing world.  Perhaps it’s time they become villains and start looking for something that can give them an unfair business advantage over their competitors.

What is an Unfair IT Marketing Strategy?

With our new understanding, it clear that last thing you want to do with your IT marketing strategy is play fair by just pitching prospects, performing an audit and delivering a proposal.  Of course, in this playing fair and even-handed approach the MSP business just waits by the phone and hope the prospect picks their IT company.

Instead you want to gain an unfair advantage over you MSP rivals and the way to do that is though building over the top rapport.  You see the idea is to take a business matter and make it personal in the eyes of your prospect.  You can accomplish this by getting social with marketing prospects and inviting them to lunch, golfing, networking mixers, sporting events and to company parties.  You should also send them thank you cards and look for articles that apply to their business and send them research.  Of course, the icing on the cake is when you use your networking skills to help find leads for your prospects.

Of course, you will have a magic sales elixir when you combine this massive rapport building with an awesome value priced agreement and superior technology.


If you implement this unfair IT marketing approach then your prospects will be thinking about all the fun they had with you when they evaluate your competitors managed services proposal!  The evaluation process will end just like the scene in A Fist Full of Dollars as your competitors take one shot after another at your but they all bounce off.  Then you finally close enough and with your unfair IT marketing strategy you dispatch them one by one!

Posted by David Walter
David Walter is the Marketing Director at MSP SEO Factory, a company providing IT marketing to businesses in the United States. Their expertise is creating managed services marketing ideas and turning them into original, optimized blog posts. Their process involves in-depth brainstorming, thorough editing, and effective promotion of fresh and unique articles for their MSP Business clients. He has 16 years experience in marketing for the IT industry, as well as experience in direct MSP marketing, internet marketing, article writing. David speaks at trade shows, webinars and is a sales trainer for major IT companies. He is also a published author; his latest book is 'Stratospheric Marketing Secrets'.
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