I just ran across one of the most startling proof elements ever devised.
It hails from a company called LifeLock.
The ad starts off:
My name is Todd Davis
My social security number is 457-55-5462
I’m Todd Davis, CEO of LifeLock, and yes, that’s my real social security number*. Identity theft is one of the fastest growing crimes in America, victimizing over 10 million people a year and costing billions of dollars. So why publish my social security number? Because I’m absolutely confident LifeLock is protecting my good name and personal information, just like it will yours. And we guarantee our service up to $1 million dollars.”
It’s doubtful Claude Hopkins could come up with a more arresting headline and opening paragraph. But Claude never lived in a time when concerns over data protection cause sleepless nights.
No doubt, a very adept marketer came up with this. Even the product name, LifeLock, is superlative.
Whether the hubristic USP (and service) can stand up to Eastern European hackers and our own homegrown highwaymen is another question.