Make Privacy a Part of Your Marketing

You’ll be surprised at how powerful a strong stance on privacy can be, says Craig Lurey, co-founder and CTO of Chicago password-management software maker Keeper Security. “Tech users go on the App Store and talk in detail about it,” he says. And when everyday users ask their IT geeks for help, Keeper Security’s name often comes up.

At Emby, which catalogs and streams customers’ media to multiple devices, “users constantly tell us privacy is one of the reasons they choose us,” founder Luke Pulverenti says. But don’t say you’re doing something you’re not doing. This may seem obvious, yet a surprising number of privacy policies are inaccurate. “A typical case is, someone will ask me to review their policy, and it will not reflect what they do,” says Robert Braun of Jeffer Mangels Butler & Mitchell. If your information-gathering processes have changed over the years, your policy is probably insufficient. Make it a priority to update policies often.