Marketing without the fluff in cybersecurity

Almost weekly, I speak with CISOs for Security Innovation Stories. We ask them about industry challenges and discuss innovative solutions. One thing that comes up time and again is jargon, fluff, and buzzwords. Or as one CISO said, “What is actually so ‘extended’ about your XDR solution?”

CISOs are therefore asking for clear—and especially honest—positioning of products. They want marketing without the fluff. Interestingly, no one disagrees with this. Everyone believes you should be clear about what you’re selling. But what does that look like?

Once founders of companies put on the ‘marketing hat,’ they start writing things like: actually, my product provides ‘peace of mind.’ Or: this is truly the solution for the next generation of CISOs. Okay, but what does that actually say about your product?

In this article, I will discuss how to create good texts for your website, your sales presentation, and banners for an event. Read: this is about texts that the potential buyer reads on their own, without you talking them through it.

How Not to Do It

First, I want to briefly discuss how not to do it. Recently, a cybersecurity company promoted their webinar with the text: “NIS2 compliance – A Practical guide without the fluff.” At first glance, this might seem like a good attempt to be ‘to-the-point.’

In reality, it shows that they do not fully understand the essence of effective, fluff-free communication. You could argue that adding “without the fluff” makes the text less clear, and therefore achieves the opposite effect. (By the way, the webinar itself was also a disappointment and heavily focused on the company’s offering, but that’s a different story.)

The Demand for “No-Fluff” – How Positioning Reflects in Text

In the cybersecurity industry, we often hear complaints about ‘fluff marketing’: a lot of words that add little real value. With the rise of AI, this problem has only increased. AI easily and quickly generates perfect marketing content, but it often lacks the logical depth needed in our sector. Marketing combined with cybersecurity should not be generic. Experienced CISOs can recognize AI-generated content almost immediately and will disengage.

Fluff marketing is characterized by a lack of personality and often consists of empty promises, irrelevant information for the target audience, and marketing jargon filled with too many buzzwords. To avoid this, it is essential to talk to real experts from the industry, communicate clearly and concisely, and publish only relevant content. Simplicity is crucial, especially when it comes to technical topics in cybersecurity. Understand the subject thoroughly and then communicate about it in a simple, targeted manner.

Clear Positioning, How Do You Do That?

To effectively communicate your value proposition, a structured approach to messaging is essential. At Beyond Products, we break this down by looking at six core components:

1. Use case: The specific situation or scenario in which your product or service is used.
2. Current solution: The method or product that customers are currently using to address their problem.
3. Problem (blocker): The obstacle or challenge that customers experience with their current solution.
4. Product capability: The ability or functionality of your product that addresses the problem.
5. Product feature: The specific characteristic or attribute of your product that enables the capability.
6. Benefit: The ultimate advantage or value that the customer experiences from using your product.

This method helps create a clear and compelling message that resonates with your target audience and highlights the unique value of your product or service.

Structure in Your Communication: Simplicity Wins

How do you translate that positioning into, for example, the text on your website or your sales deck? How do you ensure that potential customers immediately understand what you do when they land on your website, and how do you encourage them to read further? We use a standard structure for this. It consists of three key points:

1. What do we offer? Clearly define your product category and the functionality of your product. Explain which “jobs to be done” the product helps with.
2. Who is this product for? Identify and describe your target audience. Make it clear who will benefit most from your product or service.
3. How do we differentiate ourselves from alternatives? Clarify your unique selling points. Compare your product with existing solutions or competitors, and highlight where you excel.

A good example of this is DuckDuckGo, a search engine and web browser that we discussed in our podcast. Their website perfectly illustrates how to present yourself in a competitive market. The homepage immediately showcases their offering and unique selling point: a privacy-friendly alternative to Google. The menu provides an overview of their key features, allowing visitors to quickly determine if the service meets their needs.

This approach ensures that visitors can assess the website’s relevance at a glance, which is crucial in today’s online environment. Now, this pertains to a website, but it applies to all materials that your potential customer sees without you present. If you don’t provide context and extra explanation during a presentation, they must understand at once what you’re selling and how it will help them in their work.

Lessons from Experience: Less is More

If there’s one thing I regret, it’s investing a lot of money in an overly flashy website. These days, I always ask myself: if I invest X more, will it really yield a lot more? Very often, the answer is simply “no.” A basic WordPress website (of course, better secured than the standard installation) is more than sufficient in most cases and doesn’t have to cost a fortune.

The structure and text of your site don’t need to be ‘clever’ or complicated. The only thing that truly matters is that it is crystal clear what you are selling. Period. This no-nonsense approach perfectly aligns with the no-fluff philosophy we advocate in the cybersecurity sector. It’s not about impressing with glitter and glamour, but about effectively communicating what you do and for whom you do it.

Conclusion

Fluff-free marketing in cybersecurity is about more than just avoiding unnecessary words. It’s about delivering real value, demonstrating deep knowledge, and effectively communicating your unique propositions. By focusing on your audience, your product, and what distinguishes you, and by using structured messaging methods, you can create content that is not only fluff-free but also truly resonates with your audience.

Remember: in cybersecurity marketing, simplicity is king, relevance is queen, and authenticity is the key to the heart of your audience.