When I spoke at Learn About Web 2008 something I tried to convey was the importance that your audience feel secure in your environment. When developing your business consider using the hard work you have put into protecting it and the genuine effort you put forth protecting client data as a marketing tactic. Again, this only works if you actually put effort into developing your security program.

Using items like trustmarks (recognizable representations of some type of effort, service, or guarantee), privacy policies, and appropriate copy in the material your customers receive and your employees are subjected to allows a subtle and controlled feeling to be delivered. Should you get this message wrong your customers and employees might just feel like the below cartoon by Scott Stantis.

Prickly City by Scott Stantis