Have you seen the ads for LifeLock? If you have, you know they are very difficult ignore. They feature the CEO, Todd Davis, SSN 457-55-5462, standing there boldly holding out his social security card. And offering you a million dollars if his service doesn’t protect your name and SSN from identity theft.
Now if there’s one thing that everyone has learned about identity theft over the last few years, it’s the fact that you don’t give your SSN to just anyone. But there he is flaunting it. And a cool million to back up his promise. Does that get attention? You bet it does. Why? Because he’s doing the one thing that we know we’re not supposed to do.
I remember the first time I saw it, I thought “Is that man crazy? Why is he holding up his Social Security card? Doesn’t he know that’s dangerous?” That was before I realized he was the CEO of an ID theft company. But then I thought, “What if someone uses his number for the wrong reason?” Then I saw the $1M reward offer. And then I realized this guy and his service were the real deal.
At that point, I just stood there in awe of really great marketing. They used the one thing we all know about ID theft and turned it on its head. That’s boldness. He’s so confident of his service, he’ll give his SSN to anyone. Even me. Or you. And his offer is very strong and compelling service guarantee. $1M is a serious chunk of change. Even here in Silicon Valley.
Those of you who read my blog or who have worked with me during one of our Brand DNA Workshops, know that I stress that one of the key elements of a great brand is being bold in your brand promise. Take some cues from LifeLock. They know how to be bold!