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EP209 – How to Create Scroll Stopping Content with Nigel Moore from the Tech Tribe & Ian Luckett

IT Experts Podcast with Ian Luckett

Release Date: 11/29/2024

EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett show art EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett

IT Experts Podcast with Ian Luckett

But is that really the end of the road, or is there something you can do to keep that client, maintain profitability, and avoid unnecessary churn? In this episode of the IT Experts Podcast, I sat down with our resident finance coach, Clare Elliott, to explore what MSPs can do when faced with clients who are reconsidering their contracts.  Clare works with MSPs every day inside the Growth Hub, helping business owners understand their numbers, optimise their pricing, and make better financial decisions. One of the key takeaways from our conversation is that if a client calls you to say...

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EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett  show art EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett

IT Experts Podcast with Ian Luckett

I’m joined by fellow MSP Growth Hub coaches Stuart Warwick, Julie Hutchison, and Clare Elliott, as we reflect on the key takeaways from our January 2025 two-day intensive.  These intensives are the cornerstone of the MSP Growth Hub’s Scale with Confidence model, bringing together MSP owners and leaders to reflect, reset, and refocus on their business growth. The January event was centred around the theme of ‘Harnessing Ambition’—not just setting strategic goals but ensuring they are cascaded throughout the entire organisation. This is where business owners can make real...

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EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett show art EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett

IT Experts Podcast with Ian Luckett

Many MSPs start with a handful of technical people, then bolt on account management, sales, marketing, and operations as they grow. But without a clearly defined structure, this approach can create inefficiencies, miscommunication, and stalled growth.   That’s why we brought in Alison Whitfield from Cultivate People Services, a people and culture expert with a wealth of experience working with MSPs. Together, we unpack the essential components of structuring an MSP for growth, leadership development, and team alignment. Alison shares her perspective on why structure is so much more...

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EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick show art EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick

IT Experts Podcast with Ian Luckett

As business owners, we often pride ourselves on pushing forward, solving problems, and keeping things moving. But what happens when we don’t stop to reflect? What are the hidden risks of ploughing ahead without taking a moment to reassess our strategy, our goals, and even our own leadership? Stuart and I unpack exactly that in today’s conversation, and trust me, if you’re an MSP looking to scale, this is something you don’t want to ignore.  We all know the feeling of getting caught up in the day-to-day operations—whether it's handling client issues, managing your team, or...

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EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett show art EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett

IT Experts Podcast with Ian Luckett

Now, if you've ever been in the frustrating position of recruiting someone you thought was perfect for the job, only to find out they’re not the right fit at all, you’re not alone. This happens more often than you might think, and in today’s episode, we uncover exactly why MSPs keep attracting the wrong people—and more importantly, how to stop it from happening.  Julie shares a story from a recent conversation with an MSP owner who was struggling to find the right person for their team. They needed someone dynamic, open to change, and capable of taking the business forward. But...

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EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett show art EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett

IT Experts Podcast with Ian Luckett

For those who aren’t familiar, B Corp is essentially a certification that demonstrates a company’s commitment to social and environmental responsibility. It’s often described as the gold standard for ethical business practices, ensuring that organisations consider the impact of their decisions on employees, customers, suppliers, the community, and the planet. It’s about running a business with integrity and proving that you’re doing the right thing—not just saying you are.  Gildas explained that he’s always been passionate about running a business with strong values,...

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EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett show art EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett

IT Experts Podcast with Ian Luckett

One of the biggest takeaways from our conversation is that when clients say an MSP is “too expensive,” what they actually mean is that they don’t see the value in the service. This is a massive problem in the industry. MSPs often assume that if tickets are low and complaints are minimal, everything is running smoothly. But in reality, service delivery is about so much more than just fixing issues. It’s about building relationships, setting clear expectations, and continuously improving processes to meet client needs.  Michelle Coombs quickly pointed out that the traditional...

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EP219 – Want to Grow Your Business?... Then Leverage Your Team with Julie Hutchison & Ian Luckett  show art EP219 – Want to Grow Your Business?... Then Leverage Your Team with Julie Hutchison & Ian Luckett

IT Experts Podcast with Ian Luckett

One of the biggest challenges we see in the MSP space is that many business owners started their journey as technical experts. They didn’t necessarily set out to run a business – they just knew they were great at what they did and wanted to do it better than the company they worked for. The problem? Running a business requires a completely different skill set to just doing the technical work. At some point, every MSP owner reaches that moment where they realise they can’t do it all themselves. But that realisation often comes with frustration—because even when they bring in a team,...

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EP218 – How to Prospect on LinkedIn with Sam Rathling and Ian Luckett  show art EP218 – How to Prospect on LinkedIn with Sam Rathling and Ian Luckett

IT Experts Podcast with Ian Luckett

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EP217 - Grow your MSP with Apple…Or Get Left Behind with Ben Greiner & Ian Luckett show art EP217 - Grow your MSP with Apple…Or Get Left Behind with Ben Greiner & Ian Luckett

IT Experts Podcast with Ian Luckett

We began by addressing a common stigma: why so many MSPs avoid Apple devices despite their undeniable popularity and premium quality. Ben highlighted that while many MSPs are deeply rooted in the Microsoft ecosystem—largely due to its strong channel support and financial incentives—Apple has been quietly making significant inroads into the business world. In fact, as Ben pointed out, companies like IBM and Cisco have embraced Apple devices, with up to 60% of their employees choosing Apple when given the option. This trend is a clear indication that Apple is no longer just for creatives...

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One of the key takeaways from this conversation is understanding why MSPs find content creation so difficult in the first place. Nigel pointed out that many MSP owners are simply stretched too thin. Whether they’re managing cybersecurity threats, fielding client calls, or running the day-to-day operations of their business, creating content often falls to the bottom of the priority list. Add to that the natural tendency for MSP owners—many of whom identify as introverted “techies”—to shy away from putting themselves out there, and it’s no wonder content creation can feel like an insurmountable task. Nigel empathised deeply, drawing on his own experience as a former MSP owner, but he also stressed that getting started is more achievable than it seems. 

So, how do MSPs overcome these hurdles and start producing content that truly makes an impact? Nigel suggests starting simple. He advises listening to your help desk and turning the common questions your clients ask into marketing assets. This is a practical, easy-to-implement approach inspired by Marcus Sheridan’s book, They Ask, You Answer. For example, if a client frequently inquires about password security, why not create a quick video or a short guide to address that issue? Not only does this save time by providing a reusable resource, but it also positions you as a helpful authority in your clients' eyes. 

Nigel and I also explored the formats of content that are working particularly well for MSPs right now. While long-form pieces like white papers may still have their place, the reality is that most audiences have shorter attention spans these days. Short, engaging videos are proving to be highly effective, as are simple guides, checklists, and infographics. Nigel highlighted cybersecurity guides and onboarding checklists as examples of content that resonate strongly with prospects. These pieces don’t have to be elaborate; a well-designed 5- to 8-page document or a quick video filmed on your phone can do the trick. The key is providing value and addressing real pain points your audience faces. 

Another gem Nigel shared is the power of personalisation. Tailoring your content to specific niches or verticals can make it far more effective. Whether you’re working with architects, legal firms, or small businesses, speaking directly to their unique challenges will make your message stand out. For example, an email campaign targeting architects might highlight how to streamline project management through IT solutions, whereas content for legal firms might focus on cybersecurity and client confidentiality. By addressing the specific needs of your audience, you create a sense of connection and trust, which can be pivotal in converting prospects into clients. 

We also discussed the importance of consistency. Nigel acknowledged that for busy MSP owners, maintaining a regular flow of content can feel impossible. His solution? Delegate. Hiring a part-time marketing intern or leveraging content platforms like the Tech Tribe can take the pressure off your shoulders. The Tech Tribe, in particular, offers MSP-specific resources such as social media posts, blogs, and newsletters that you can customise and deploy quickly. Nigel emphasised the importance of getting from “zero to one”—just starting with one consistent piece of content, whether that’s a weekly blog, a LinkedIn post, or a video, and building from there. 

One of my favourite insights from this conversation was Nigel’s perspective on educating prospects during the sales process. He encourages MSPs to create tools like buyer’s guides that help prospects understand what good and bad IT service looks like. These educational assets not only build trust but also position you as an authority in your field. By guiding prospects through their decision-making process without the hard sell, you differentiate yourself from competitors and create lasting impressions. 

Ultimately, creating scroll-stopping content isn’t about reinventing the wheel. It’s about listening to your clients, addressing their pain points, and consistently showing up with value-driven messages. Whether you leverage videos, guides, or curated resources like those offered by the Tech Tribe, the key is to start small, tailor your approach, and stay consistent. 

Nigel’s wisdom and practical advice are a testament to his deep understanding of the MSP space and his commitment to helping businesses succeed. If you’re struggling to create content or looking for ways to make your marketing efforts more effective, this episode is packed with actionable tips to get you moving in the right direction. And if you haven’t yet checked out the Tech Tribe, Nigel’s community is an incredible resource for MSPs looking to scale their businesses with confidence. 

For full details of our Business Blueprint Workshop on Tuesday 3rd December, click HERE. 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads. 

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To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE 

Until next time, look after yourself and I’ll catch up with you soon!