All the same

I have a number of clients in the IT security sector. My main challenge with them is to make them sound less similar to all other IT security companies in the world. IT security presentations or brochures usually follow this pattern:

1. Scary, scary, scary reminder of awful security risks. The audience knows this already. The visual images are unpleasant to look at. 
2. A relentless stream of marketing abbreviations and buzzwords that sound exactly the same as the ones the competition is using.

I try to keep a positive mood in the presentation without using images of hackers wearing a balaclava. The marketing buzzwords can be replaced by a deep dive of one particular aspect of your technology that takes a completely different approach to IT security than your competitors use.