Every year, the noise at RSA Conference gets louder.The booths get flashier. The buzzwords get bolder (pun intended). The outreach gets more desperate. And still, despite all the money, branding, and breathless “cyber thought leadership”, the same fundamental problems persist.
Most vendors walk into RSA with no mission beyond badge scans. No clarity on who they’re for, what real-world pain they solve, or how their buyer actually makes decisions. And no trust, because they’re still confusing attention with impact. They burn six figures on a booth. Spin up generic pre-show emails. Train the team on talking points that weren’t pressure-tested with a single buyer. Then wonder why the leads are junk, the conversations are shallow, and the pipeline looks like a mirage by June.
This isn’t a messaging problem. It’s a GTM maturity problem. A decision intelligence problem. A trust problem. And after a raw, unfiltered conversation with Zachary Hyde, former security practitioner turned direct response strategist, it made more sense. What follows isn’t a list of RSA marketing tips. These are survival principles.
In this high-energy episode of Nerds That Talk Good, Joel talks with Zac Hyde, a former Army Ranger, CISO, and now a powerhouse email copywriter who helps brands cut through the noise with bold, emotion-driven storytelling.
Zac shares his unorthodox path from jumping out of planes to accidentally closing a $4.9M deal with a single email, and how that moment led him to master the psychology of messaging. He dives deep into why most emails fail, how to use storytelling and negative emotions effectively, and why the best marketing either triggers a reaction or gets ignored completely.
They also explore the dangers of vague cybersecurity FUD, the power of daily emails, and why being polarizing is the best thing you can do for your brand. If you’ve ever struggled with getting your emails read, remembered, and acted on, Zac’s no-BS insights will change the way you approach content forever.
Ever wondered why your marketing emails aren't converting?
Join us as we dive deep into the world of copywriting with expert Zachary Hyde, who reveals the secrets to creating compelling content that drives sales and builds trust. From the role of AI in copywriting to overcoming the challenges of modern marketing, this conversation is packed with actionable insights. Don't miss out on this opportunity to transform your approach to marketing!
In this episode, David Raviv interviews Zachary Hyde, a seasoned copywriter specializing in conversion-focused content. Zachary shares his unique perspective on what defines effective copywriting, emphasizing the importance of understanding customer needs and integrating sales and marketing efforts. They discuss the role of AI in streamlining copywriting tasks, the pitfalls of overusing marketing jargon, and the necessity of personalized, data-driven content strategies. Zachary also highlights the significance of building trust through authentic communication and the careful use of fear, uncertainty, and doubt (FUD) in cybersecurity marketing.