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Most MSPs approach video marketing backward. They start by talking about their services, tools, and certifications — the logical details. But buyers don’t want logic first. They want connection.
Jordy Starling from _Neural Impact_ shared a simple, effective structure for every MSP video:
1. Start with the buyer’s struggle.
Open by identifying the common challenges your audience faces. This shows empathy and immediately tells viewers, “We understand your world.”
2. Deliver value.
Before you mention your product, teach them something useful — insights, criteria, or best practices that make their job easier. This builds trust and positions you as a helpful expert, not a salesperson.
3. Introduce your solution.
Only after you’ve built rapport should you explain how your product or service helps solve the challenges you just described. Connect your message to the buyer’s specific pain points.
4. Share results and a call to action.
End by showing the real outcomes your customers experience, then invite viewers to start a conversation. The key is to stay approachable and authentic — not pushy.
When you lead with empathy instead of ego, your videos stop sounding like ads and start sounding like help.
Are your videos showing prospects that you understand their world, or just reminding them that you want to sell to them?
Watch the Full Video:
See how Chris Smith and Jordy Starling outline the perfect structure for creating powerful, customer-focused MSP videos.
Watch the full session on YouTube
