Revelation 12:11 says, "and they loved not their lives even unto death."
Some scholars say this verse refers to martyrs. It might, but I think the primary gist of this verse is about dying to sin and self.
Satan "decieves the whole world." His aim is to get people to wander or go astray. To accomplish this, the devil uses all manner of tempations.
The best way to defeat temptation is to die to it. Jesus said, "If anyone desires to come after me let him deny himself and take up his cross daily (Luke 9:23)."
Satan promises life, but it leads to death. Jesus invites us to die so we might live.