It has to be said, cyber security is one of the ‘sexier’ topics within IT. With cyber, you have the opportunity to delve into the underworld of bad actors, breaches, the dark web…

And there in lies the issue – scaremongering.

  • Yes, organisations are always 1-step away from a breach.
  • Yes, cyber threats are increasing in volume and sophistication.
  • Yes, cloud is making it more challenging to secure IT infrastructures since digital borders are stretched.

But that doesn’t mean you need to present your proposition in such a heavy-handed way as to instil the fear of God into your customers.

Frame your words in the wrong way and you’ll either scare people away or force them to stick their head in the sand. But frame it in the right way, and you position yourself as a protector and source of comfort.

Position your proposition the right way

Which company would you rather talk to:

Company A: “The hackers are lurking, watching your every move, waiting for any opportunity to pounce and take what they desire.”


Company B: “Once you’ve secured your IT infrastructure, protecting it against common threats by locking down data at source, you’re free to get on with the more important task of how to use data to excite and delight your customers.”

With Company A you’re presenting cyber as a risk and appealing to a very distinct audience. But with Company B, you broaden the conversation, positioning cyber as a protector and facilitator within the business.


Be a subject matter expert: produce thought leadership content, like white papers, guides and reports, to create the perfect platform to showcase your skills, knowledge and expertise.

Show, don’t tell: in performing a deep dive to highlight the issues, providing practical guidance on how to overcome them, and then sharing examples of clients you’ve helped in a similar position, you demonstrate that you are that ‘safe pair of hands’.

Keep pace with change: through thought leadership content, you position the organisation and its subject matter experts as leading authorities within the industry. You’re not ‘just another…’, you’re someone that has kept up to date with how the threat landscape has evolved, purposefully gone out to learn more/test new products/created a new way to protect your customers, and actually demonstrated that you’ve put the theory into practice.

3 freebies to help you get started…

Research: Get your hands on 15 statistics about cybersecurity from leading analysts and research houses. Read now…

Download: in this ‘Dinky Doc’ I share 3 top tips to help you inject a little storytelling technique into your copy. Download now…

Book: ‘The Little Book of…Thought Leadership Content’ is 37-pages filled with advice on the ‘who, what, when, where, why and how’ of content can be used to position your business as an authority figure. Get the book…


As a B2B copywriter who specialises in digital transformation, I’ve worked with many companies offering cyber security services. Additionally, I specialise in writing:

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