Author Archives: bredemarket

Marketing and writing services.

Your Product Marketing Must Address as Many Target Audiences as A Las Vegas Buffet

Messaging. It’s what B2B product marketers do. And it’s also what proposal professional professionals do, as we shall see. 

But even the simplest B2B product suffers with one-dimensional messaging.

Why? Because even simple products often require many types of people to get involved in the purchasing cycle.

Marketers often talk about target audiences. I personally believe that term doesn’t describe the concept properly, so I prefer to refer to hungry people.

Which brings us to the Las Vegas buffet.

Variety for hungry people

Las Vegas is a destination visited by over 40 million people per year from all over the world. And the casino hotels know that they’re hungry for food, and they hope the hungry people will stay on property.

So do they serve Caesars Burgers?

Um, no. 40 million people don’t eat the same thing.

This becomes very clear if you visit the Bacchanal Buffet at Caesars Palace, with over 250 items prepared in 10 kitchens.

“From Roman-style pizza to Carne Asada Tacos inspired by the food trucks of L. A., there’s something for everyone. Find a world of flavor at our nine live-action cooking stations. Indulge in originals like slow-cooked prime rib, smoked beef brisket, crab, and wood-fired pizza. Or try something different, like whole Ahi Tuna Poke, roasted duck, or Singaporean Blue Crab and seasonal agua frescas.”

(Imagen 4)

There is literally something for everyone. And the hungry person salivating for Ahi Tuna Poke doesn’t care about the beef brisket.

Which brings us to local police automated fingerprint identification system (AFIS) proposals.

Variety for hungry people

If you had asked me in September 1994 (before I started at Printrak in October) the target audience for local police AFIS, I would have replied, “fingerprint people.”

That answer would be incorrect.

Tenprint and latent people 

Because, even if you limit things to the criminal AFIS world, there are (at least) two types of fingerprint people: tenprint examiners, and latent examiners. I asked my buddy Bredebot to summarize the stereotypical differences between the two. Here is some of what he said:

“‘Assembly line‘ comparisons: Because tenprint comparisons use high-quality, known impressions taken under controlled conditions, their work can be automated and is often perceived as a high-volume, less complex task. This is in contrast to the specialized analysis required for latent prints.

“Artistic and subjective: Because latent prints are often smudged, distorted, and incomplete, examiners must make subjective judgments about their suitability for comparison. This has led to the criticism that the process is more of an art than a science.”

Bredebot has never attended an International Association for Identification conference, but I have. Many many years ago I attended a session on tenprint examiner certification. Latent examiners had this way cool certification and some people thought that more tenprint examiners should participate in their way cool certification program. As I recall, this meeting way heavily attended…by latent folks. Even today, the number of Certified Latent Print Examiners (CLPEs) is far greater than the number of Certified Tenprint Examiners (CTPEs).

Other people

But you can’t procure an AFIS by talking to tenprint and latent people alone.

As I noted years ago, other people get involved in a local police AFIS procurement, using Ontario, California as an example:

(Imagen 4)
  • The field investigators who run across biometric evidence at the scene of a crime, such as a knife with a fingerprint on it or a video feed showing someone breaking into a liquor store.
  • The information technologies (IT) people who are responsible for ensuring that Ontario, California’s biometric data is sent to San Bernardino County, the state of California, perhaps other systems such as the Western Identification Network, and the Federal Bureau of Investigation. 
  • The purchasing agent who has to make sure that all of Ontario’s purchases comply with purchasing laws and regulations. 
  • The privacy advocate who needs to ensure that the biometric data complies with state and national privacy laws.
  • The mayor (still Paul Leon as I write this), who has to deal with angry citizens asking why their catalytic converters are being stolen from their vehicles, and demanding to know what the mayor is doing about it. 
  • Probably a dozen other stakeholders that I haven’t talked about yet, but who are influenced by the city’s purchasing decision.

Feeding the hungry people 

So even a relatively simple B2B product has multiple target audiences.

Should product marketers apply the same one-dimensional messaging to all of them?

Um, no.

If you did that, purchasing agents would fall asleep at mentions of “level 3 detail,” while latent examiners would abandon their usual attention to detail when confronted by privacy references to the California Information Practices Act of 1977. (The CCPA, CPRA, and CPPA apply to private entities.)

So, whether you like it or not, you need separate messaging for each of your categories of hungry people.

(Imagen 4)

One time, as part of an account-based marketing effort, I had to construct a multi-variable messaging matrix…for a product that is arguably simpler than an AFIS.

And yes, I used Microsoft Excel.

And I can use my mad Excel skillz for you also, if your company needs content, proposal, or analysis assistance in your technology product marketing operations. Contact Bredemarket at https://bredemarket.com/mark/.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

And proposal professional professionals, read this.

Question 2: Are You a Marketing Leader Who Is Aspirational?

Continuing going through the points of my September 4 post and its analysis from Google Gemini. Here’s a small portion of it:

Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes….

Aspirational: They want to be seen as innovative and forward-thinking within their company and the industry. They are looking for solutions that will help them gain a competitive edge and establish their firm as a leader in its field.

This is critical. Let’s face it, firms end up sounding the same with no differentiation between them. The identity firms all talk about trust, and all the firms talk about AI as if it were a strategy rather than a tool.

If you want to lead the industry, you have to proclaim what sets you apart. To put it bluntly, you have to say WHY (the first of my seven questions) your company is so great, and why every other company sucks.

If you can’t say that, then why should anyone buy your product or service?

If you need help in figuring out what to say, talk to me.

Stop losing prospects! Use Bredemarket content for tech marketers
Falling behind?

The Power of Artificial Intelligence

(Imagen 4)

“The rising popularity of AI is driving an increase in electricity demand so significant it has the potential to reshape our grid. Energy consumption by data centers has gone up by 80% from 2020 to 2025 and is likely to keep growing. Electricity prices are already rising, especially in places where data centers are most concentrated. 

“Yet many people, especially in Big Tech, argue that AI will be, on balance, a positive force for the grid. They claim that the technology could help get more clean power online faster, run our power system more efficiently, and predict and prevent failures that cause blackouts.”

But other people are skeptical, as this MIT Technology Review article indicates: https://www.technologyreview.com/2025/09/09/1123404/ai-grid-help/

Crypto Champagne WISHES and Caviar DREAMS: Bitcoin ATM Neighborhoods

(Imagen 4)

Crypto sounds glamorous, promising freedom. I’ve seen ads for crypto apps in which the ads feature yachts and other images of wealth.

Well, there are precious few yachts in the places where Bitcoin ATMs are usually located.

“More than 80% of the world’s bitcoin ATMs are found in the United States.

“And as noted in a Financial Times opinion piece Friday (Sept. 5), these ATMs appear to be clustered in Black, Latino and lower-income communities, similar to payday lenders and check-cashing operations.

“”Providers have denied targeting areas based on any racial profile,” writes Dedrick Asante-Muhammad, president of the Joint Center for Political and Economic Studies. “But the apparent disproportionate placement is increasingly being recognized as a cause for concern.””

Of course, people in the richer neighborhoods are less likely to use cash to buy Bitcoin, so perhaps these locations are expected.

Question 1: Are You a Marketing Leader Who Is Career-Driven and Results-Oriented?

If you read my Thursday morning post on brand archetypes, then you saw some analysis from Google Gemini. Here’s a small portion of it:

Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.

Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.

There are many more, but I’ll just deal with this one.

If you’re a marketing leader who needs to show tangible results, then how can Bredemarket help you?

Goals.

Whether you have general goals (“goals” is one of my seven questions) or specific key results, Bredemarket can tailor its services to help you achieve them.

And if you DON’T have specific goals or key results, we can create some meaningful ones together.

  • How do you measure lead generation?
  • How do you measure brand awareness?
  • How do you measure the “success” of a product launch?

Schedule a free meeting with me and we can discuss these together. Then we’ll know where we’re going.

Stop losing prospects! Use Bredemarket content for tech marketers

Stop Scammers: The Latest Way to Verify Company Recruiter and Leader Identities on LinkedIn

I’ve written about the fake recruiters who InMail you about a great position with their company. I shut up the fakes by requesting their corporate email address at their supposed employer. But what if LinkedIn could catch them BEFORE they ever sent that InMail to me?

LinkedIn is trying. 

From HR Dive, brought to my attention by Jennifer Schlador on LinkedIn.

“LinkedIn is looking to take on scammers who falsely present themselves as recruiters or company representatives in the app, with an expansion of its company verification option, while it’s also making workplace verification required when a member adds or updates a leadership or recruiter-related role.”

From HR Dive.

Of course, the proposed Know Your Recruiter system isn’t foolproof; nothing is. Scammers can avoid the LinkedIn verification step by simply NOT choosing a leadership or recruiter-related job title.

Imagen 4.

And as much as people like me wish that people would care about verified identities…many don’t. 

  • If “Jones Jay” from Microsoft sends jobseekers an InMail about a wonderful position, 
  • some will blindly respond without even looking at Jones Jay’s LinkedIn profile at all, 
  • much less checking whether his identity and employer are verified.

But at least the attempt demonstrates that LinkedIn cares more about their real users than about the scammers who pay for Premium.

The Late Maya Jean Yourex, Canine Identifiable Information, and Voter Fraud

There are a variety of non-person entities, all of which may engage in felonies. Take the late Maya Jean Yourex of Costa Mesa, California, who was encouraged to register to vote…even though Maya is a dog.

I’m sure that Carl DeMaio will hop on this story immediately.

Maya’s voting history

Maya first voted via mail-in ballot in the 2021 California gubernatorial recall election of Gavin Newsom. We know about this because Laura Lee Yourex posted a picture in January 2022 of her dog wearing an “I voted” sticker.

This could be dismissed as a silly picture, but Laura Lee’s October 2024 post exemplifies dumb crime. According to Orange County District Attorney spokeswoman Kimberly Edds (who presumably is human, though I haven’t verified this):

“Yourex had posted [a photo] in October 2024 of Maya’s dog tag and a vote-by-mail ballot with the caption “Maya is still getting her ballot,” even after the dog had passed away…”

The second ballot was rejected, but the first was counted.

Maya got away scot-free.

The fix was in. Imagen 4.

But Laura Lee potentially faces five felonies:

  • two counts of casting a ballot when not entitled to vote
  • perjury
  • procuring or offering a false or forged document to be filed
  • registering a non-existent person to vote

She is scheduled to enter a plea on Tuesday and theoretically faces six years behind bars.

Nathaniel Percy of the Orange County Register points out an important difference between the two elections in which Maya participated:

“Proof of residence or identification is not required for citizens to register to vote in state elections or cast ballots in state elections, which was how Maya’s vote counted in the recall election of Newsom….

“It was not immediately known on Friday how Maya voted in that election.

“However, proof of residence and registration is required of first-time voters in federal elections, and the ballot in Maya’s name for the 2022 primary was challenged and rejected….”

Voting agencies can’t find fake IDs

However, as I have previously noted, voting officials do not have the knowledge or tools to determine whether a government identification document is legitimate.

This is fake. Well, the card is real, but it’s not official.

As long as Maya’s ID declared that she was 18 years old, some voting officials would approve it.

Even if Maya’s face on the ID was a dog face.

This is also fake. Really fake, since it’s Imagen 4 generated.

Beyond “ID plus selfie“

As for proof of residency, Laura Lee’s electric bill could list Maya on the account, and Southern California Edison would be none the wiser.

Which is why many identity verification processes go beyond “ID plus selfie” (what you have plus what you are), and also include checks of textual databases for additional evidence of the person. 

Socure, for example, accesses over 400 global data sources to verify identities or identify fraudulent ones.

I doubt that Laura Lee enrolled her dog Maya in all of these sources. How many Social Security Numbers, email addresses, bank accounts, credit cards, and other records would Maya have? “Canine identifiable information” (CII)?

Do you validate identities?

If you are a marketing leader that wants to promote your identity solution, and your company can benefit from a marketing consultant with 30 years of identity experience, schedule a meeting with Bredemarket at bredemarket.com/mark.

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