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Just realized I'd been using fear-based language in my cybersecurity blog posts for 3 years straight
A client finally told me last week that my constant 'hackers will destroy your business' headlines made them want to close their browser, not buy my product, and now I'm rewriting 47 landing pages to focus on protection instead of panic.
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the_tessa20d ago
Whoa, that actually explains a lot about why cybersecurity sells better to IT people than normal folks. Fear makes people shut down but showing them what they gain instead keeps them reading. You probably just fixed more than 47 pages, you fixed how your whole brand sounds.
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terryw6720d ago
Oh man, this is such a good point lol. So if fear marketing just makes regular people click away, then what does the shift to "gain-focused" copy actually look like for a cybersecurity brand? Like, do you swap out "dangers" for "freedom" or "worry-free living" kind of stuff? I'm curious if that tone change actually gets more engagement or just makes the tech crowd think you're watering it down. Feels like there's a sweet spot between scaring people and making it sound too casual.
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