Do you know the difference between ‘effective’ and ‘affective’?

A surprising amount of people don’t, but as marketers – it’s essential.

The word ‘effective’ describes something that leads to a desired result. The word ‘affective’ describes something that is influenced by emotion. Some of the most effective marketing campaigns are those that utilise affective strategies.

The best way to grab the attention of your audience is by creating content that evokes an emotional response. The response can be joy, laughter or even sadness and fear.

Here’s a little secret. If you can make your audience feel fearful or sad as a result of your content output, they’re more likely to remember what you said compared to content that evokes more positive emotions. Now, for some industries, going down this route can have adverse effects. This technique might even be outright inappropriate for some brands. However, for the cyber security industry, it can be extremely impactful.

People love stories. As a cyber security business, you possess a powerful weapon—the ability to tell incredible horror stories. But how do you go about doing this to successfully market your cyber security company?

Firstly, share real-life examples. Often, cyber security breaches of major companies hit headlines. If a breach is newsworthy, it becomes a trending topic, presenting a golden opportunity for you to bring new visitors to your branded website.

Offer a fresh perspective on a circulating story to not only create an emotional impact but also to educate. By providing expert insight on a circulating story, you can easily expand your reach and attract potential clients.

Secondly, personalise your content by sharing horror stories that resulted from bad habits that your audience might have. An example of this might be a video designed to educate your audience on the importance of maintaining good password hygiene. Everybody has passwords in modern times, so conducting research on the most common mistakes and how to address them could make for good relatable and educational content.

Thirdly, share case studies with before-and-after scenarios. Cyber security breaches can result in serious financial consequences. Use monetary figures to clearly communicate this and show how future threats have been extinguished with your help after working with clients.

Finally, try to convey a sense of empathy and understanding in your content delivery approach. A horror story without an empathetic conclusion can come across as senseless fearmongering. It’s important to acknowledge the challenges of keeping a modern business cyber-secure in your content to not indirectly offend your audience as neglectful leaders. Emphasise that you are not just a business, but a partner dedicated to safeguarding their digital assets.

Leveraging affective marketing strategies leads to effective results. By crafting and sharing horror stories that evoke emotions, you can effectively grab the attention of your target audience and leave a lasting impression. Remember to strike the right balance, align your brand image and provide valuable education content alongside your storytelling approach. With the right combination of affective marketing techniques and industry expertise, you can position your cyber security business as a trusted and reliable partner in the fight against cyber threats.

Looking to take your digital marketing to the next level? UX Media specialises in delivering digital marketing services for IT professionals, including those in cyber security. Contact us so we can prepare a bespoke package suitable for your company.