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

How I Made it in Marketing

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]

Get more episodes

Subscribe to the MarketingSherpa email newsletter [https://www.marketingsherpa.com/newsletters] to get more insights from your fellow marketers. Sign up for free if you’d like to get more episodes like this one.

For more insights, check out...

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.

Apply to be a guest
If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application