[Editor's Note: I do not endorse LifeLock or recommend their service. The lesson below is about the power of proof in copy. The idea came from a LifeLock ad. But my most recent article is critical of the company. Find out why by reading Is LifeLock Selling a Lie?]
It is rare for an ad to really grab me. It comes from over-exposure to advertising I suppose. Anyway, the reason this particular ad got my attention was because the headline said this:
My Social Security # Is 457-55-5462
Naturally, I kept reading...
I'm Todd Davis, CEO of LifeLock, and this really is my social security number. I give it just to prove how safe your identity can be with LifeLock. All of us, no matter how careful, can become victims of identity theft. In fact, every three seconds another identity is stolen.
The ad continues for a few more paragraphs. But you hardly need to read them. That's because in the space of a headline and one paragraph, I'm basically sold. I'm guessing most other readers who would like to protect against identity theft are already sold, too.
This is the power of proof.
In the case of this product, what greater proof could Todd Davis have offered than to publish his SSN on the top of a publicly distributed advertisement? I can't think of anything.
I scanned the ad in so you can see for yourself what it says.
How can you use proof like this to strengthen your advertisements and sales letters?