Identity/biometrics/technology marketing and writing services
Well, that’s done and over with.
So let’s move forward with the third year of the revived Bredemarket.
In case you missed it, Bredemarket provides content-proposal-analysis services for identity/biometric and technology firms by means of standard writing offerings.
And Bredemarket will improve its capabilities to serve you…by the means of ubiquity via focus.
No, Bredemarket isn’t ready to reveal what “ubiquity via focus” is yet…but I think you’ll figure it out.
In my writings on non-person entities (NPEs), I have mentally assumed that NPEs go their own way and do their own thing, separate from people. So while I (John Bredehoft) have one set of permissions, the bot N. P. E. Bredemarket has “his” own set of permissions.
Not necessarily.
Anonybit and SmartUp have challenged my assumption, saying that AI agents could be bound to human identities.
“Anonybit…announced the first-ever live implementation of agentic commerce secured by decentralized biometrics, marking a significant milestone in the evolution of enterprise AI.
“Through a strategic partnership with SmartUp, a no-code platform for deploying enterprise AI agents, Anonybit is powering authenticated, identity-bound agents in real-world order, payment, and supply chain workflows….
“Anonybit’s identity token management system enables agents to operate on behalf of users with precise, auditable authorization across any workflow—online, in-person, or automated.”
So—if you want to—all your bot buddies can be linked to you, and you bear the responsibility for their actions. Are you ready?
(Imagen 4)
On May 30, 2023 I wrote a post in the Bredemarket blog, announcing an increase in Bredemarket’s business hours to full time.
I also announced a change in scope.
“If you need a consultant for marketing or proposal work, and your company is involved in the identification of individuals, Bredemarket can accept the work.”
Because…I learned at 7:30 that morning that my individual identification employer was no longer my employer. Several of us lost our jobs that day.
As it turns out, my view of my employment future was overly optimistic.
“Maybe I’ll find a new full-time position in a couple of weeks, and I’ll again have to reduce hours and scope.”
As it ended up, I didn’t…and I haven’t.
And I’m paying full price for my healthcare—no employer subsidy.
Your opportunity remains.
(Pictures not from Craiyon, but from Imagen 4.)
While some are concentrating on the political aspects of this story, I would like to focus on the technological aspects.
“[Dr. Katherine] Keyes is cited in a paper titled ‘Changes in mental health and substance use among US adolescents during the COVID-19 pandemic,’ which appears on page 52 of the MAHA report and lists JAMA Pediatrics as the journal. A representative for the journal confirmed to ABC News the paper does not exist.”
Quoted from https://abcnews.go.com/Politics/rfk-jrs-maha-report-contained-existent-studies/story?id=122321059
Anybody who has paid attention over the last two years knows EXACTLY what happened.
The word “hallucination” comes to mind.
Figure it out yet?
Someone took a shortcut in researching and/or writing the MAHA paper…something that all the generative AI companies are saying is a perfectly wonderful thing to do. After all, you won’t lose your job to AI…you will lose your job to someone who uses AI’s “help.” Until AI hallucinates and puts organic food dye-free egg whites on your face.
The continued inaccuracies in generative AI-authored writing are not limited to one political movement.
(Imagen 4)
I found an open marketing position at Company X.
Why was I looking at Company X?
Because I knew two people (long gone) at Company X, so the company came to mind.
Because the open position was not an executive position, I searched LinkedIn for the company’s Chief Marketing Officer, or what the cool kids call the CMO. Anyone applying for the open position would want to talk to the CMO.
But I found:
But they’re hiring…a marketing manager.
Normally companies hire a marketing head, then let them build out their team. But in this case, Company X is starting in the middle by hiring a non-executive marketing manager.
Or maybe not.
There’s a chance that one of the other executives at Company X is wearing the marketing hat, in addition to their other duties.
This isn’t unusual in small startups, after all.
Now this makes it difficult for people outside the company who want to speak to the marketing head.
But who cares if it’s difficult for outsiders?
Making it hard for outsiders is actually GOOD for the company. Pesky outsiders can be pesky, especially if they’re calling at all hours and bumping their emails.
But what’s happening on the inside of Company X, or at Company U (your company)?
And (again because this is all about me) who determines when the company needs outside consulting help, and who can answer the questions that the consultant will ask?
From the perspective of Bredemarket, I am much better off when a prospect company has a clear plan of how it can use my content-proposal-analysis services.
Does your company know what it wants to do?
(Imagen 4)
I’m moving in a different direction on social media. Well, personal social media anyway.
There are multiple schools of thought about whether small companies with well-known leaders should share content on their company platforms or their personal social media platforms.
Obviously, most companies and company heads adopt a “do both” tactic. Maybe the company head reshares company posts. Or maybe the company reshares company head posts.
Or they do something that John Bredehoft and Bredemarket have done in the past: share the same content on both the company and the personal channels.
I might not do that any more.
The rationale behind sharing company posts on your personal channels is that your personal friends like you and will engage with your company posts.
But this rationale ignores one very pertinent fact: most of my friends have NO interest in identity, biometrics, cybersecurity, or related technologies.
Why would they engage with such content if it doesn’t interest them?
So on Monday afternoon I intentionally conducted an experiment on my personal Facebook, Instagram, and LinkedIn accounts, where together I have a combined 3,396 connections. My Monday afternoon identity/biometric and product marketing-related content received a total of 9 engagements…and that’s counting the Instagram user who requested “Can u share it @canadian.icon”).
Even acccounting for the three algorithms involved…that’s low.
And it…um, prompted me to ask myself a “why” question.
Good question.
So for now I’m “moving in a different direction” (a few of you know where THAT phrase originated) and not bothering to share Bredemarket content on my personal feeds. At least for now.
In my case, my high school friends, church friends, and even some of my former coworkers (who left the identity/biometric industry years ago) are NOT Bredemarket’s hungry people. So I’ll spare them the parade of wildebeests, wombats, and iguanas.
It’s all for you.
Bredemarket’s current (as of 5/29/2025) writing offerings are listed below. To discuss, book a meeting at https://bredemarket.com/cpa/
Product and service marketing is deceptively easy…because there’s no need to market to everyone.
I just calculated the numbers. Of the world’s population (not counting non-person entities) a generous (!) maximum of 8,000 people are hungry and interested in buying the services Bredemarket provides.
The true number is probably more like 800, but let me fantasize for a moment.
Or to put it another way, 99.9999% of people have absolutely no interest in Bredemarket.
This affects how I market things.
For example, when I wrote my guest post on May 6, I spread the word via my own blog and social channels. Including all the repurposing.
But I didn’t privately contact people and gloat about my byline.
Well, with two exceptions. Because I wrote briefly (one sentence) about third-party risk management, I privately alerted two TPRM professionals who wouldn’t have seen it otherwise.
“Employ third-party risk management (TPRM) to minimize the risk when biometric data is stored with cloud providers, application partners, and companies in the supply chain.”
Other than that, I engaged in no private messaging, even to long-standing biometric professionals.
The whole pearls before swine story plays here.
Or selling ice makers to Eskimos.
Whatever example you prefer, there’s no need to market your product to those who don’t give a REDACTED about it.
You can’t overcome indifference.
(All pictures from Imagen 4)
This week?
This month?
This year?
Do you know?
Do your prospects know, or care?
Or are your competitors stealing your prospects from you?
I just saw an ad for one of those smartphone apps that claims to make money for you.
The normal pitch is that if you install the app today, then you can make money in the future (pay for your next coffee).
But the ad I just saw had a much more effective hook.
The woman in the ad regretted that she hadn’t installed the app two months ago, because then she would have money TODAY.
Fear of missing out (FOMO)? This woman was paying the price for ALREADY missing out. Two months of extra income gone…forever.
So naturally I wanted to adapt this “you already missed out” message to Bredemarket content creation.
But there’s a problem.
Unlike the money apps, Bredemarket does not promise that its content will deliver sales to identity, biometrics, and technology firms this month.
In fact, it may take up to 17 months for my content to generate sales.
“It takes longer than three days for content marketing to yield results. One source estimates four to five months. Another source says six to twelve months. Joe Pulizzi (quoted by Neil Patel) estimates 15 to 17 months. And all the sources say that their estimates may not apply to your particular case.”
But…
…What if you were around back in June 2023 when I revived Bredemarket?
And what if you saw my June 1, 2023 updates post?
And what if you acted on its call to action?
“Which reminds me…if you need Bredemarket’s services:
“Send me an email at john.bredehoft@bredemarket.com.
“Or go to calendly.com/bredemarket to book a meeting with me.
“Or go to bredemarket.com/contact/ to use my contact form.”
And what if we met and I created content for you by June 30, 2023?
That content could have delivered sales throughout 2025…if not earlier.
But…YOU MISSED OUT.
Don’t make that mistake again. Let Bredemarket help you create content now: https://bredemarket.com/cpa/
Bredemarket