I normally ignore commercials that I hear on the radio but one from identity theft protection company LifeLock grabbed my attention. Todd Davis, the CEO of LifeLock, provided his social security number in the ad to show his confidence in the service his company offers. He also does this in print and television ads as well as on the company’s website.
All I can say is “brilliant.” Social Security numbers are the main thing identity thieves look for so Davis providing this information up front shows he’s extremely confident in his protection service. Before you can succeed with your customers, you have to become a consumer of the product or service you provide. This is the only way you’ll be able to see things from the consumer’s perspective — and the only true way to efficiently service them. If you can show your clients that you are a consumer of your product or service and trust in it, you’ve already won half the battle.