Cost is certainly a big consideration. As I said in my post, one reason that the smallest companies were my best customers was because I designed low-price offerings specific for their needs and budget - and I told them what to NOT buy from us, because it wasn't worth it for them.
One example of something that most any full-time business should have is backups. If the business is your sole source of income, you should probably spend a couple hundred bucks for serious offsite backups. Larger companies, with bigger budgets, will spend more to prevent the *need* to ever use backups, for those with a very small budget we can inexpensively make sure that backups are really solid, preventing many types of catastrophic loss.
> Save the appeals to emotion
It's interesting that you say that because I find my customers ARE often buying emotion. They are scared because their last hosting company went out of business overnight, leaving them high and dry, or hackers completely f*cked up their web site, which is their income. They want to rest easy knowing that their company won't be destroyed by the next event, but they have a very limited budget. Good offsite backups provide them the confidence that no matter what happens in terms of IT, things can be back to normal within a few hours. There is a big emotional component there - they are worried. My job is therefore threefold - a) provide solutions that *actually* protect them from disaster, b) provide visibility so they can see that they are protected and they don't need to worry c) do so at a low price point, so the cost of protection isn't causing them stress.