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Marketing In Security: 3 Mistakes to Avoid When Describing Your Product

Business fail concept. People standing at the big target

By Prasanth Aby Thomas

This is a third guest post written by a&s editor Prasanth Abby Thomas, discussing  B2B marketing in the security Industry.  We thought you will find some of the content intereting, the full post can be found on Prasanth's Linkedin profile. 

In his post, Prasanth talks about common practices of security marketers and the common mistakes companies make when trying to get themselves featured.

What companies are doing wrong  

I have come across several companies that wanted to get an article about them featured. The main problem with most of them is that they cannot think from a reader’s point of view. I have categorized this issue into three types.

1.      “We are so good” syndrome

Many companies seem to get a kick out of mentioning they are so good at what they do. I mean literally saying it and not using their products or services to speak for them. For example, many like to use sentences like “XXX always gives priority to the customer satisfaction…”, “We have always been at the forefront of innovation…”, etc.

When companies sent me write-ups with such sentences, I delete them indiscriminately, not because I don’t believe what they say but because the reader is not here for this. Readers, especially in the B2B segment, are not naïve to be not able to differentiate between a marketing statement from a useful sentence.

2.      Brand name obsession

Some marketing managers want to see their brand and product names mentioned as many times as possible. No doubt, it is essential to get the names out there. But a reader is not consuming the media to read these names. They are looking for solutions to their problems.

And forget any popular psychology idea that mentioning the brand name, again and again, has a subliminal effect on the reader. There is simply too much content available now to get into the subconscious of the consumer with brand name mentions.

3.      Beating around the bush

The rules of conventional writing don’t apply to the web. It is also true that the average attention span of the reader is shorter than ever. But this doesn’t mean you write short articles.

The problem with many company write-ups is that they begin with a conventional introduction and end with a similar conclusion. For instance, an article on “how to use a thermal camera for border control” need not start with why border control is important right now. Give the reader what he wants. Make every sentence count. Then make sure they know it’s your company that gives the information because you are good at it.

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