Non-targeted Awareness, Pearls, and Swine

Non-targeted awareness to the wrong people or in the wrong situations wastes your time, and theirs.

What is non-targeted awareness? When you promote your product or service to people who have no need for it. For example, promoting a B2B solution to consumers. I try to promote Bredemarket’s services specifically to marketing leads at identity, biometric, and technology companies, but there is always some overlap where people outside of those categories see my things.

Or maybe my messaging gets to marketing leads, but it’s not something they want. What happens if a marketing lead sees my promotion of case studies, but they already have someone on staff who’s cranking out case studies?

Here’s what Robert John Christian said on Threads:

Want to know something oddly persuasive?
Someone saying:
“I don’t think this is right for you.”
That tells me they’re willing to lose a sale to protect the relationship.

Of course, this assumes you have something else that IS right for the prospect. Maybe that marketing leader who is already covered for case studies needs someone to respond to a Request for Information.

Non-targeted awareness: the mismatch between your pitch and your prospects’ needs

The Bible treats this mismatch in a way that is pejorative (see verse 6 in Matthew 7):

“Do not give dogs what is holy, and do not throw your pearls before pigs, lest they trample them underfoot and turn to attack you.”

But even if your non-hungry people aren’t pigs—in fact, even if they are wildebeests—you shouldn’t throw your pearls before anyone that doesn’t want them.

Why offer an iris recognition solution to someone with no eyes? We’ve heard of eyes without a face. What about a face without eyes?

What if there IS a “match”?

If you DO need any of Bredemarket’s services listed below, talk to me.

Bredemarket services

Here is what I offer:

Compelling CONTENT Creation

• Blog posts. Among other projects, I’ve authored a multi-month blog series to attract business to a client.
• Case studies and testimonials. Among other projects, I’ve written a dozen case studies to justify a firm’s capabilities to its projects.
• LinkedIn articles and posts. The multi-month blog series was designed for repurposing as LinkedIn articles.
• White papers. My white papers have made the case for the superiority of my clients’ products and services.

Winning PROPOSAL Development

• Proposal services (managing, writing, editing, other). My proposals have won business for Bredemarket clients and for my former employers.

Actionable ANALYSIS

• Analysis services. My market, product, and competitive analyses for Bredemarket clients and former employers have not only gathered necessary information and insights, but have also suggested a path forward.