With our 2025 Sales and Marketing Boot Camp just around the corner, let’s take a moment to look back at some of the standout sessions we’ve hosted in the past. One session that continues to resonate with so many of our attendees was Don Miller’s presentation on clear communication and getting attention in a crowded marketplace.
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Don shared actionable, no-nonsense advice on how to simplify your message, position yourself effectively and communicate in a way that makes people want to do business with you. Here are the key takeaways you can apply to your MSP today.
Getting Attention Is Hard – But The Problem Isn’t Your Product
Don hit a nerve with his opening: it’s not your product that’s the problem. Your products and services might be incredible, but if no one’s paying attention, the issue lies in how you’re talking about what you do.
We often pour all our energy into delivering value – building the right solutions, serving customers well – but we fail to communicate in a way that makes people sit up and take notice. As Don said, you can get really good at the “300 pages” (building your product), but you also need to master the one sentence that makes someone want to buy it. That’s a completely different skill set.
If you’re not getting traction, ask yourself: Am I making what I do clear, simple and compelling? This is not about dumbing it down. It’s about distilling your message to something a prospect immediately understands.
The Importance Of Positioning
Positioning is everything. Don laid out the four essential Ps of building a business:
- Product – Get your product right. Solve a real problem.
- People – Hire the right team and manage them effectively.
- Processes – Implement systems to scale.
- Positioning – How does your market perceive you?
That fourth P, positioning, is often where we drop the ball. Prospects need to instantly recognize the problem you solve and why they should work with you. Don stressed that clarity and simplicity are non-negotiable. If someone hears about your MSP and can’t explain what you do to a colleague, you’ve lost.
Put The Cookies On A Lower Shelf
One standout moment from Don’s session was the story about the fish aquarium company. They dominated the hobbyist market but struggled to reach families. Despite extensive research and analysis, they still hadn’t found a solution. Don’s simple advice? Say, “Kids love aquariums.”
That phrase alone led to a 99% increase in sales across all products during testing.
The lesson here is powerful: stop talking over your audience’s heads. Simplify your message. If your prospects don’t immediately understand why they need you, they’ll move on. As Don said, “Put the cookies on a lower shelf.”
For MSPs, this means stripping out jargon and making your value crystal clear. For example:
- Instead of: “We provide proactive monitoring and IT infrastructure optimization,”
- Say: “We make sure your technology runs smoothly, so you don’t have to think about it.”
Communicate A Sound Bite That Makes People Want To Work With You
Don challenged us to find a repeatable sound bite – a simple, clear phrase that prospects will remember and repeat. If you can’t articulate your value in one sentence, you’re missing opportunities. People don’t buy when they don’t understand.
For MSPs, think about the most pressing problem you solve for your ideal clients. Then create a one-sentence sound bite that resonates. Something like:
- “We keep your systems up and running so you can focus on growing your business.”
- “We protect your data and keep your business secure, no matter what happens.”
Keep it clear. Keep it simple. Make it memorable.
Stop Overthinking And Start Simplifying
One of the biggest takeaways was Don’s reminder that success isn’t always about complexity. Sometimes, the simplest, clearest solution is the best one. Whether it’s how you talk about your MSP services, write an email, or approach a prospect, the key is this:
Say something so clear and compelling that your prospect immediately thinks, “Wait a second, I need that.”
Final Thoughts
Don Miller’s session was a masterclass in communication and clarity. MSPs are often so immersed in the details of what they do that it’s easy to forget to simplify. His advice boils down to this: Position yourself clearly, communicate simply and put the cookies on a lower shelf.
If you haven’t taken the time to craft your one-sentence sound bite that makes someone say, “Tell me more,” now is the time. Because as Don proved, getting attention isn’t magic. It’s about mastering the message.
Want proven strategies to attract more high-quality prospects and grow your MSP? Join us at our 2025 Sales And Marketing Boot Camp—the ultimate event for MSPs ready to scale. You’ll gain actionable insights, tools and a step-by-step plan to dominate your market.
