This is a brilliant example of a powerful guarantee from LifeLock. They've intelligently named their guarantee the $1 million guarantee which instantly draws...View More attention regardless of what it entails. LifeLock claims they will spend up to $1 million to hire experts, lawyers, investigators, consultants and whoever else it takes to help your recovery which basically means members are given an insurance policy that could cover, at maximum, $1 million in expenses. It's a classic example of utilizing & promoting "up to" numbers which most always have a dramatic effect on buyer perception even though they represent the highest-case scenario & are usually unlikely. It's the idea that the dramatic number is "possible" that makes it work. People can imagine & believe that LifeLock would pay $1 million to protect them & honor their promise if they had to & that's a big deal. In dramatic, yet transparent fashion, LifeLock demonstrates just how much they believe in their product & that confidence transfers over to the customer, which is exactly what a guarantee should do.
$1 Million Guarantee from LifeLock Swiped in July 2014
Utilize "up to" numbers in your marketing whenever you are able to. Other examples include having a sale "up to 75% off" or giveaways "up to $20,000". These are maximum-case scenario figures. Even if the numbers are unlikely, they have the potential to raise buyer emotions if they can believe & envision this ultimate scenario happening to them.
Try naming your guarantees like LifeLock. Think of guarantee titles as headlines. If they sound the same as all the others out there, your guarantee won't get read. With clever names, you also increase the chances of people remembering & sharing your guarantee.
Make your guarantee a part of your DNA. Lifelock's second main menu item links to their gurantee. Guarantees can be extremely powerful & when you have a good one, you want it to be a big part of your pitch.
It pays to get specific. If Lifelock just said we have an insurance policy that will cover this, this & this, it wouldn't have the same power as saying it covers $1 million worth of expenses.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
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