Key Takeaways

• When it comes to selling products that "protect" you, you're throwing money away if you don't focus at least a little bit on the worst-case scenario. Remember, it's not about bringing people down & keeping them there. It's about reminding them of the consequences of inaction and then presenting your solution & answer to the problem. You should always end up on a high note. In this case, the fear & anxiety of getting your financial data stolen represents the consequences of inaction and the free scan blocker makes sure you never have to go through that scenario.
• When it comes to marketing, never shy away from advertising how well your product is selling & being perceived. If you've got great numbers, use them, just like how they mention (in the postscript) that 10s of thousands of the Safeguard cards have been shipped out.

Analyst Spotlight

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!