One thing Michigan football fans have heard in recent years is that Ohio State is successful in The Game because the Buckeyes treat it differently.
It started with Urban Meyer, who had a fanatical obsession with beating Michigan football and was highly successful in doing so, posting a record of 7-0. Then, Meyer passed on that trait to Ryan Day, who seems to have taken that and made it a core part of the Ohio State program.
It makes sense. Ohio State has success when it beats Michigan and the Wolverines have success when they beat Ohio State.