It’s hard to stand out when you don’t know what to say.

Every cybersecurity company says they want to “stand out”. But then they keep saying the same things as everyone else.

If you want to:

  • Stand out and be remembered

  • Get on your buyer’s Day 1 list

  • Guide purchase criteria

… you need a clear, distinct, and memorable perspective.

And I can help you find it.

Find out how
Standing profile photo of Pete Hugh, cybersecurity copywriter.

12+ years’ experience

in the cybersecurity industry across all product and service categories

70+ security clients

across 6 continents, from tiny startups to industry behemoths

1,500+ projects

for cybersecurity clients, plus hundreds more in related industries

300+ SME interviews

including CEOs, CISOs, regulators, framework authors & industry legends

For vendors & MSSPs

…and even marketing agencies that work with cybersecurity clients

  • “Pete is a phenomenal writer. He is the secret weapon behind all the demand programs that I have built at multiple companies. His cyber security expertise and understanding of the subject matter makes him a critical asset.”

    — Senior Director of Demand Generation, Finite State (product security automation)

  • “Pete is an insightful writer with an eye for detail who will amplify the voice of your brand. Pete would be an asset to any marketing team which is why I've referred him to multiple people in my network.”

    — Director of Demand Generation, Recorded Future (threat intelligence)

  • "Covering the cyber security space is challenging, nuanced, and requires a lot of industry knowledge. When Pete takes up a project, not only is he able to bring a strong voice that maps to our personas, but he truly understands what readers want to get out of his deliverables."

    — Director of Brand, Content, and Community, Drata (compliance automation)

  • "Pete has helped me for several years, across two companies. His breadth of understanding in cyber security is an asset, and I appreciate his ability to bring ideas and points of view that make our positioning better."

    — CMO, Beazley Security (U.S. MSSP)

  • "Pete isn't afraid to call BS on lazy, unimaginative, or formulaic marketing strategies and content. He really knows cyber across an impressive range of topics - his deep subject matter expertise means you can trust him to deliver accurate, high quality information independently.

    — Communications Leader, HackerOne (hacker powered security)

  • “Pete has all the right tools to create content that engages and excites people in the infosec community. He's a top-notch storyteller with the practical experience needed to convey confidence and credibility in his writing.”

    — VP Marketing, PhishLabs (anti-phishing and fraud)

  • "Pete is every cybersecurity organization's dream. His writing style is phenomenal, and his writing capabilities blend perfectly with his domain knowledge. It is rare to find someone with this talent. Additionally, his modest demeanor and flexibility allow for enjoyable work experiences."

    — Director of Marketing & Communications, Cimcor (File Integrity Monitoring)

  • "Pete is easily the most talented cybersecurity copywriter I know. He combines deep domain expertise and brilliant analytical skills to reliably produce highly practical, no-nonsese outputs that have lasting impact on business."

    — Senior Brand Strategist, Everneu (B2B agency)

  • "Pete is an excellent copywriter with a rare level of cyber domain expertise. He has a real talent for turning complex security topics into clear, engaging, and credible content that resonates with both technical and non-technical audiences. Thoughtful, reliable, and strategically sharp, Pete brings real value to any team working in the cybersecurity space."

    — Head of Creative, Metacompliance (Human Risk Management)

My cybersecurity copywriting services

  • From punchy lead gen assets to genuine thought leadership (and even full length books), long-form content has been my specialty for many years.

    All white paper projects begin with a planning call where I gather all project stakeholders onto a 60-minute Zoom call to discuss:

    • Your business and marketing goals for the white paper

    • The target audience (demographic, ideal customers, pain points, etc.)

    • The purpose of your white paper (e.g., demand generation, closing sales)

    • The format, length, and complexity of your white paper

    • Possible titles

    • The closing “call to action“

    • An agreed list of all reviewers

    • Research or internal assets already available

    • Any previous white papers (and how they have performed)

    • Other project responsibilities (e.g., design, proofreading, promotion)

    • Your desired timeline (including any “hard” deadlines, e.g., trade events)

    • An outline of content to cover and expand

    My output from this is a strategic planning document that covers everything agreed on our call, my recommended route forward (including my suggested format for your white paper), and my firm quote for the project.

    This planning call costs $950. If you decide to move forward with the white paper, this will be deducted from your quote.

  • Case studies are among the most effective ways to reduce the perceived risk of working with you. The more (and more relevant) case studies you can offer prospects, the less risky they will perceive you to be.

    Standard customer success story projects, including interviews with your project owner and an appropriate contact at your customer’s organization. Projects are usually delivered in traditional case study and feature article formats, but I can adapt to any other format required.

  • I produce all types of product marketing collateral, including:

    • Factsheets

    • Brochures

    • Product backgrounders

    • User guides

    • Internal knowledge documents

    • Training materials

    Projects are commonly used as sales enablement tools, trade show handouts, website downloads, lead gen assets, and even direct mail.

  • Physical direct mail is a hugely effective lead generation channel, particularly for smaller product vendors (including new startups) and MSSPs. It can also be effective for some larger vendors if planned and executed correctly.

    Direct mail campaigns can be used in isolation, combined with email and/or phone follow-up, or used as part of a wider ABM campaign.

    I am one of very few people who offer direct mail copywriting in the B2B cybersecurity space.

  • Clear and engaging copy for your email lists, geared towards brand building, direct response, or a mixture of both.

    These engagements usually fall into two categories:

    1. Ongoing engagements where I provide daily or weekly email copy for an extended period.

    2. One-off engagements where I produce a limited series of emails, e.g., an “autoresponder” series for new signups.

  • If you’ve been in the industry for a while, you’ve probably read my words… but they almost certainly weren’t published under my name. I’ve ghostwritten for dozens of cybersecurity founders, CEOs, CSOs, and industry analysts.

    Common projects include:

    • Articles published in trade journals

    • Book chapters

    • Speeches and presentations

    Note: these are the only projects I guarantee to never use as part of my portfolio, even privately.