What is 'Serve the Good Stuff' in the 3Cs Framework?

Serve the Good Stuff is Step 5 of the 3Cs Marketing Framework. It covers running a Lunch and Learn or webinar for your ICP and publishing high-value LinkedIn content consistently. The transformation is Warm to Engaged — moving prospects from email subscribers to people who have experienced your expertise in person.

What is an MSP Lunch and Learn?

A Lunch and Learn is a small in-person or virtual educational event where you teach your ideal clients something useful about a specific technology risk or business challenge — without pitching your services directly. Typical format: 10-15 attendees, 45 minutes of education, 15 minutes of Q&A. Average cost: $25-$50 per person in catering. Average contract result: $3,000/month in managed services.

How do I get MSP prospects to attend a Lunch and Learn?

Invite prospects through LinkedIn direct message, email to your nurture list, and personal referrals from existing clients. A specific, relevant topic drives attendance far more than general IT talks. 'Cybersecurity Compliance for Healthcare Practices in [City]' gets far more attendees than 'IT Best Practices for Business.'

Do I need to pitch at the Lunch and Learn?

No. The event itself is the pitch. Teaching your ICP something genuinely useful — in a room they chose to enter — positions you as an expert without requiring a hard close. End with an offer for a free technology assessment or discovery call. The follow-up is where the close happens, not the event.

What LinkedIn content works best for MSPs?

Short posts of 150 to 300 words that share a specific insight, answer a question your ICP asks, or tell a before-and-after story from a client engagement. Video works well for MSPs comfortable on camera. Consistency matters more than quality — three posts per week for six months outperforms three perfect posts per year.

How often should MSPs post on LinkedIn?

Two to three times per week is the target. Every post does not need to be long-form. Mix formats: a short observation, a repurposed email, a question for your ICP, and a client story. The goal is to stay visible in your ICP's feed so that when they have an IT problem, you are the first name they think of.

3Cs Framework›Stage B: Convert Clients›Step 5

Stage B · Month 2 · Step 5 of 9

Serve the Good Stuff

Prospect→Warm Lead

By Andrew Moon · Orange Nomad · The 3Cs Marketing Framework

The Lunch and Learn is the highest-converting event format available to an MSP. Not a webinar with 200 random attendees. Not a trade show booth. A small, focused session — 10 to 15 of the exact people you want to work with — on a topic that keeps them awake at night.

Step 5 is about creating high-value engagement opportunities that prove expertise without a hard pitch. The prospect who attends your Lunch and Learn and hears you speak directly to their compliance risk or their operational challenge already trusts you. The discovery call that follows is a formality.

What This Step Covers

Plan and schedule one virtual Lunch and Learn — topic, date, 6-week lead time

Owner: You. Deadline: Day 42. Cost: $0 to schedule.

Invite 30 ICP-matched prospects via LinkedIn + email — expect 10–15 to attend

Owner: You/SDR. Deadline: Day 42–56. Cost: $0.

Run the event — 30 min content, 15 min Q&A — GrubHub card per attendee for virtual

Owner: You. Event day. Cost: $250–$375.

Post on LinkedIn 3x/week — compliance insight, client win, contrarian take

Owner: You. Ongoing. Cost: $0.

Design a one-page company leave-behind for proposal stage

Owner: You + designer. Deadline: Day 45. Cost: ~$150.

No Pitch in the Room

The one rule that kills Lunch and Learns: pitching during the content portion. The expertise is the pitch. If attendees leave having learned something specific and actionable about their industry's risk profile, you are automatically the shortlist of one when they need an MSP. Hard sell the service and you'll spend the next quarter wondering why no one followed up.

Get Your Lunch and Learn Playbook in the Plan

Step 5 of every 90-day plan includes the full event playbook — topic selection, invite sequence, run of show, and follow-up cadence.

Get the Plan — $297

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Step 6: Win the Yes!