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

Hosted by Mike Knight - MKLINK

Business Management

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Latest episode

Jun 2026

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About the show

Here's where you can download and digest your best bits of MSP marketing in simple steps for sustainable success. Presented by Mike Knight MBA FCIM (an elected Fellow of the Chartered Institute of Marketing with over 25 years of experience owning a marketing business) who has helped thousands of businesses and MSPs all over the world since 1998. As well as helping MSP owners grow via referral marketing, MKLINK have helped many MSP owners scale rapidly via with mergers and acquisitions as well.

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60 recent

June 11, 202611 min

Persuasion Driver #10 : Morals/Values Appeal

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 loyalty, and differentiation in a crowded market. We explain why integrity, honest advice, and shared priorities can be more persuasive than sales tactics, and how values-based messaging must be genuine to work. When MSPs clearly communicate what they believe in and consistently act on those beliefs, persuasion stops feeling like selling and starts feeling like alignment, helping clients choose partners they trust, respect, and want to work with long term.Mike Knight MBA FCIM Director, MKLINK Ltd

June 5, 202610 min

Persuasion Driver #9 : Storytelling and Emotion

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 ethically. We discuss simple story structures, why the client should be the hero (not the MSP), and how stories strengthen other persuasion principles like social proof, authority, unity, and scarcity. Used well, storytelling does not exaggerate or manipulate, it clarifies. It helps prospects imagine a safer, smoother future for their own business, making decisions feel more relevant, memorable, and emotionally grounded.Mike Knight MBA FCIM Director, MKLINK Ltd

June 2, 202611 min

Persuasion Principle #8 : Putting It All Together

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 and unity complete the journey. Ethical scarcity gives prospects a genuine reason to act, based on real timing, risk, or capacity, rather than pressure. Unity then ties everything together by creating the feeling that “these people understand our world.” When MSPs speak the language of their clients, reflect their real challenges, and show shared identity, persuasion stops feeling like selling and starts feeling like guidance. The result is a process where decisions feel safer, more logical, and like the natural next step.Mike Knight MBA FCIM Director, MKLINK Ltd

May 22, 202611 min

MSP Persuasion Principle #7 : Unity

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 expertise, they’re choosing a partner they want beside them when things go wrong. When Unity is present, resistance drops and conversations feel collaborative rather than sales-driven. By specialising, using client-specific language, and telling stories that reflect real-world challenges, MSPs can move from being seen as outside suppliers to trusted partners who truly belong in their clients’ world.Mike Knight MBA FCIM Director, MKLINK Ltd

May 15, 202611 min

MSP Persuasion Principle #6 : Scarcity

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 scarcity is especially important in IT and cybersecurity, where many services feel important but not urgent. We explain how honest scarcity, such as limited onboarding capacity, growing risk exposure, compliance deadlines, or missed opportunity windows, helps prospects understand why delaying a decision is not neutral. When combined with reciprocity, commitment, social proof, authority, and liking, scarcity becomes the final trigger that turns interest into movement. Used ethically and transparently, it doesn’t create pressure, it creates clarity, helping prospects see why acting now is the sensible next step.Mike Knight MBA FCIM Director, MKLINK Ltd

May 8, 202610 min

MSP Persuasion Principle #5 : Liking

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 aren’t just buying IT services, they’re choosing a long-term relationship. We discuss how listening well, explaining things clearly, working collaboratively, and showing genuine interest can significantly reduce perceived risk and increase trust. We also explore how liking strengthens retention and referrals, and how it becomes even more powerful when combined with reciprocity, commitment, social proof, and authority. When prospects like you and feel understood, the decision stops being purely technical and starts to feel safe, natural, and easy.Mike Knight MBA FCIM Director, MKLINK Ltd

May 1, 202610 min

MSP Persuasion Principle #4 : Authority

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 market where prospects cannot easily judge technical quality for themselves. We discuss the signals that build confidence—such as certifications, structured processes, clear explanations, and consistent thought leadership—and why simplicity often conveys more authority than technical jargon. We also show how authority fits into the wider persuasion sequence: after delivering value (reciprocity), encouraging small engagement (commitment), and demonstrating results for others (social proof), authority answers the final question prospects ask: “Do these people really know what they’re doing?” When demonstrated consistently, authority reduces uncertainty, strengthens trust, and makes confident decisions far easier.Mike Knight MBA FCIM Director, MKLINK Ltd

April 21, 202611 min

MSP Persuasion Tactic #3 : Social Proof

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 a market where prospects cannot easily evaluate technical quality for themselves. We discuss how testimonials, case studies, client logos, and less obvious signals, such as peer-level examples, engagement volume, and conversational proof, help prospects answer the key question: “Has this worked for businesses like mine?” We also show how social proof becomes even more effective when combined with reciprocity and commitment, creating a persuasive journey where prospects receive value, take small steps, and gain reassurance from the experience of others, making action feel safe, normal, and logical.Mike Knight MBA FCIM Director, MKLINK Ltd

April 15, 20265 min

MSP Persuasion Tactic #2 : Commitment & Consistency

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 larger decisions over time.For MSP owners, we connect this principle directly to the staged nature of IT sales. Rather than pushing for immediate commitment, we discuss how guiding prospects through small, low-friction steps, such as webinars, audits, questionnaires, or free trials, builds momentum and reduces resistance. Each action reinforces trust and makes the next step feel natural. We also explore how commitment and consistency becomes even more powerful when combined with reciprocity and authority, creating a structured path where saying “yes” feels like the obvious next move rather than a sales decision.Mike Knight MBA FCIM Director, MKLINK Ltd

April 10, 20267 min

MSP Persuasion Tactic #1 : Reciprocity

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 especially effective in a trust-based, relationship-driven business. We discuss how giving value first—through insights, audits, content, or support—lowers resistance, differentiates you from competitors, and turns cold prospects into warmer, more productive conversations. Used sincerely and consistently, we show how reciprocity becomes a long-term growth strategy that strengthens client relationships, builds loyalty, and creates more predictable pipelines.Mike Knight MBA FCIM Director, MKLINK Ltd