Positioning and messaging for an MSP
For marketers, marketing managers and founders at a managed service provider (MSP) who already know product-marketing basics (see 'Product marketing basics'). You'll choose a segment, identify the alternatives buyers really compare you with, write a positioning statement and message hierarchy in customers' words, and check every claim for evidence before it goes out. Claim rules are drawn from the US Federal Trade Commission (FTC) and the UK CAP Code applied by the Advertising Standards Authority (ASA). This course covers the US and UK only, is not legal advice and does not qualify you to give it; send doubtful claims through your company's approval process and legal adviser.
- Level
- Intermediate
- Length
- About 72 minutes
- Contents
- 5 lessons · final exam
- Status
- Published · updated 10 Oct 2026
Skills you'll practise
- Identify the competitive alternatives an MSP buyer compares you with, including in-house IT and doing nothing
- Write a positioning statement for one MSP segment using customers' own words
- Build a message hierarchy where every pillar has proof on file
- Check express and implied claims for substantiation before they are published
- Rewrite comparative and absolute claims so they are qualified, verifiable and not misleading
Course outline
- 1.Identifying the alternatives buyers really compare you withLesson · 14 min
- 2.Writing a positioning statement in customers' wordsLesson · 14 min
- 3.Building a message hierarchy with proof on fileLesson · 14 min
- 4.Checking express and implied claims for substantiationLesson · 16 min
- 5.Rewriting comparative and absolute claimsLesson · 8 min
- 6.Positioning and messaging for an MSP: knowledge checkKnowledge check · 12 questions
- 7.Positioning and messaging for an MSP: practical exerciseKnowledge check · 1 question
- 8.Final exam10 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- US Small Business Administration: Market research and competitive analysis
- US Small Business Administration: Marketing and sales
- GOV.UK Service Manual: Start by learning user needs
- FTC: Advertising FAQ's: A Guide for Small Business
- FTC Policy Statement Regarding Advertising Substantiation (1984)
- FTC Statement of Policy Regarding Comparative Advertising (1979)
- ASA / CAP: UK Code of Non-broadcast Advertising (CAP Code), Section 3: Misleading advertising
See it with your own jobs and topics
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