Manizesto

On my previous blog I posted about a man who had invented a new style of baseball cup (article) who was so confident in his product that he took a fastball right to the groin without even flinching (Video). And here is another case of the founder of a company being extremely confident in what he sells.

Todd Davis, founder of LifeLock, believes in his identity theft protection prodcut so much that he is putting his Social Security out for everyone to see. In case you’re wondering, it’s 457-55-5462. Try to use it for something and you’ll see just how good LifeLock is. 

Davis has been interviewed numerous times (Information Week, TechRockies) and his company is growing quickly. Much of that growth has no doubt come from this crass, intriguing marketing campaign. 

Why it works:

• It’s gutsy
• It takes something most people regard as a secret and blows it out of the water
• It proves the product works.
• It’s way, way more bold than most marketing campaigns
• No one else has done what he did, no one else can do it again (and be successful)
• It builds trust in the product faster than any other way

Any small business can learn from this. Think of ways you are different and ways you can prove your product is better than competitors. Find out how to build trust with customers from the get-go. Then go do it.

Get more saucy tidbits of marketing goodness by subscribing to the Manizesto blog today.