Cybersecurity Marketing: You don’t need to scare people to sell them security (episode #136)

FUD. Fear, uncertainty, doubt.

I first learned about this sales and marketing tactic – which is aimed at influencing perceptions by highlighting potential negative outcomes – early in my career when working with big tech companies.

An example – nobody ever got fired for buying IBM.

Then later in my career when I worked with cybersecurity companies, I saw the tactic on steroids.

But I always wondered – is this really the most effective way to treat our potential customers? Is this customer-first marketing? Is there a better way?

So I rejoiced when I saw an anti-FUD lesson in a recent podcast guest application. To hear that lesson, along with many more lesson-filled stories, I talked to B2B fractional marketing executive Nick Lagalante.

Lessons from the things he made

• Consultative selling sharpens your message
• You don’t need to scare people to sell them security (FUD vs. value-driven messaging)
• Research-driven rebranding preserves value
• Genuine partnerships redefine tech PR
• Collaborative creativity sparks breakthrough campaigns
• Strategic internal comms empower brand resilience

Discussed in this episode

The 8 Micro-Yes Architecture that Drives Conversion – Join us on Thursday, May 8th at 1 pm EDT for the latest session of MEC200: Design Your Offer [https://join.meclabsai.com/design-your-offer] (from MeclabsAI, MarketingSherpa’s parent company). Discover how a series of small, affirmative steps can guide your prospects toward a big, final “yes”...transforming incremental trust into measurable conversion.

Content & Communications: Use your marketing budget and AI to make your customers’ lives more fun and interesting (podcast episode #51) [https://marketingsherpa.com/article/interview/content-and-communications]

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