Every MSP should listen to this book

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Welcome to Episode 297 of the MSP Marketing Podcast with me, Paul Green. This week…

• Every MSP should listen to this book: If you implement the simple ideas inside this book, it will dramatically improve your marketing – you’ll get more attention and ultimately a lot more business for your MSP.
• Would your MSP tackle a one off project to unlock MRR?: There is a way to warm up reluctant prospects and build a solid relationship with them, before asking them to sign a monthly recurring revenue contract with your MSP. Here’s how.
• This MSP looks back on his biggest marketing mistakes: If you could go back to when you started your MSP, what advice would you give yourself to avoid your biggest marketing mistakes? This is the question I asked my guest, see how his answer compares to yours.
• Paul’s Personal Peer Group: Are Google’s Core Web Vitals still a thing in 2025? Find out how this affects your MSP and what you should be doing about it.

Every MSP should listen to this book

I know I know, you want to grow your MSP, but actually you barely have enough time to stay on top of the big shows on Netflix, let alone learn how to improve your MSP’s marketing. But could you make the time if all you had to do was read or listen to just one single book?

Let’s dig into a new book that if you implement the simple ideas inside, it will dramatically improve your marketing. You’ll get more attention and ultimately a lot more business for your MSP.

What was your lockdown experience like? Well, some people had a terrible experience, of course, but others discovered new things about themselves. So for example, I discovered a bit of a renewed love of running which led me to doing a couple of half marathons over the years after. And actually I lost about two stone in weight, which sadly has come back now and doesn’t seem to want to go again. But also back then I fell in love with reading one more time and I got through tons of books that summer.

And one book that I read for the first time ever, which I had been meaning to read for years, was a book called They Ask You Answer, written by a guy called Marcus Sheridan. And this was instantly an insane book for me and it resonated with me in every possible way. So I went away and I implemented as much of it as I could in my own business, and I kept telling the MSPs that I was working with that they should do exactly the same. And actually, I decided I had to get Marcus onto my podcast, which finally happened in January 2023. If you want to listen to that episode, Google MSP Marketing Edge and Marcus Sheridan, and you’ll find the podcast episode. It’s episode 164. Marcus was very generous with that interview and it helped to position, They Ask You Answer in ways that made it super relevant to MSPs.

I tell you all of this as background as it helps to explain why I got so excited earlier this year when I heard that Marcus was releasing a new book. It’s been billed as They Ask You Answer 3.0. Version two was a bit of a refresher to the original book which came out in about 2019, whereas this new book is more than just an update, this is a reinvention for the modern age. You see, They Ask You Answer first came out in 2016, that was nine years ago, and the world has changed dramatically since then, hasn’t it? No more so than with the AI tools that we have today. And so They Ask You Answer has changed into something new called, Endless Customers. That’s the name of the new book and it’s available currently as a hardback, but it is also on Audible as well. And you can acc...