You know that now, more than ever, businesses need to build security into their blog plan.
After all, in 2012, 170,000 WordPress sites were hacked. That number is easily higher by now.
But security is a difficult thing to sell unless you’re trying to fear-monger. And fear doesn’t actually sell that well.
So exactly how can you promote your WordPress security plugin without resorting to scare tactics?
Focus on the benefits, not the features
Sure, your plugin allows users to rename the wp-login.php to something totally different. Hide your login page so hackers can’t find it as easily!
And it’s amazing that your plugin blocks IPs when they’ve tried – and failed – to access a site 3 times in a row. It’ll certainly cut down on brute force attacks.
You totally need to tell people that your plugin also scans for malware. It’s a useful feature.
Some people will genuinely get a kick out of knowing all of that.
But people also want to know what’s in it for them.
Ultimately, you’re selling security to people
It doesn’t matter whether your target audience is other tech geeks or newbie bloggers just starting out.
They’re all still people.
They want to believe that your product will bring them peace of mind.
It’s called security for a reason.
So don’t just focus on the cool whizzbang features your plugin has (although sure, they’re still important).
Focus on the hours you’ll save them when your plugin stops an attack, and the blogger doesn’t need to reinstall a backup of their site.
Sure, you can focus on the loss of traffic to their site if they get hacked. But what does that really mean to them?
It’s not lost traffic. It’s lost time and effort. Possibly even lost sales. But it’s definitely lost visitors who won’t come back.
Remind them that your plugin works tirelessly in the background. It’s the Wyatt Earp of their website, patrolling the Wild West of the internet to keep out the Cowboys.
Let them know why you, and not someone else
Whether they’re a tech geek who wants to know the specifications, or a blogger who only has 6 regular visitors, they need to know the ‘why’ of your plugin.
Why do they need it? After all, if they’re not the same size as Buzzfeed, they might not think a hacker would ever attack them.
They need to know the risks they’ll avoid. But show them the benefits of avoiding them in a positive way. So less time spent tinkering with broken code, and more time creating awesome content. Fewer complaints about redirections to dodgy sites, and more insightful comments on their articles.
But specifically let them know why do they need yours above the others available?
Yours might do the exact same thing as the next plugin. But your interface is more user-friendly.
Maybe it’s a one-click set up.
Perhaps it has a better raft of features in the free plan.
Hell, maybe it’s cheaper.
You want to sell them on the need for your security plugin. So show them what that need looks like. Make it super easy for them to get your plugin. And get them secure and safe as quickly as you can.
After all, peace of mind is priceless.
If you have a security plugin that you need help in promoting, then get in touch! I’d love to help you reach your new fans.
