Tag Archives: benefits

Why Identity/Biometric Prospects of Marketing and Writing Firms Benefit from Specificity

Bredemarket markets to identity/biometric firms that market to their own prospects.

And this quote from Aja Frost at HubSpot is relevant to anyone who markets to anyone, and wants to attract attention from people using Google Gemini, ChatGPT, and other large language models to answer questions. You need to practice answer engine optimization (AEO).

“In the old world, you’d be publishing ‘The Ultimate Guide to Content Marketing.’ And in the AEO world, you are publishing ‘The Ultimate Guide to Content Marketing If You Work at a Logistics Company in New Jersey’ because answer engines surface highly relevant, contextualized, tailored information to every person who is using them.“

HubSpot preaches something very similar to Never Search Alone: when you cast a wide net, there are too many holes.

Google Gemini.

This reminded me that I need to narrow my focus whenever possible and address the issues important to marketing leaders at identity and biometric firms.

What types of “highly relevant, contextualized, tailored information” do identity/biometric prospects need?

What types of customer-focused benefits resonate with them?

How can a biometric product marketing expert help identity/biometric firms?

Why don’t you ask me, and we can work together to create that highly relevant content?

Ambient Clinical Intelligence in Healthcare

Another topic raised by Nadaa Taiyab during today’s SoCal Tech Forum meeting was ambient clinical intelligence. See her comments on how AI benefits diametrically opposing healthcare entities here.

There are three ways that a health professional can create records during, and/or after, a patient visit.

  • Typing. The professional has their hands on the keyboard during the meeting, which doesn’t make a good impression on the patient.
  • Structured dictation. The professional can actually look at the patient, but the dictation is unnatural. As Bredebot characterizes it: “where you have to speak specific commands like ‘Period’ or ‘New Paragraph.’”
  • Ambient clinical intelligence.

Here is how DeepScribe defines ambient clinical intelligence:

“Ambient clinical intelligence, or ACI, is advanced, AI-powered voice recognizing technology that quietly listens in on clinical encounters and aids the medical documentation process by automating medical transcription and note taking. This all-encompassing technology has the ability to totally transform the lives of clinicians, and thus healthcare on every level.”

Like any generative AI model, ambient clinical intelligence has to provide my four standard benefits: accuracy, ease of use, security, and speed.

  • Accuracy is critically important in any health application, since inaccurate coding could literally affect life or death.
  • Ease of use is of course the whole point of ambient clinical intelligence, since it replaces harder-to-use methods.
  • Security and privacy are necessary when dealing with personal health information (PHI).
  • Speed is essential also. As Taiyab noted elsewhere in her talk, the work is increasing and the workforce not increasing as rapidly.

But if the medical professional and patient benefit from the accuracy, ease of use, security, and speed of ambient clinical intelligence, we all win.

Google Gemini.

Justin Welsh’s Purple Squirrel Story

While I talk about wildebeests, iguanas, wombats, and friction ridge-equipped koalas, Justin Welsh talks about squirrels.

Purple squirrels.

Google Gemini,.

Welsh explains what a purple squirrel is:

“A purple squirrel is a candidate so rare and perfectly matched to what you need that finding one feels impossible. Someone who checks every single box, including boxes you didn’t even know you cared about.”

Then Welsh provided an example of a purple squirrel, a man named Sagar Patel who worked for him at PatientPop.

On paper pyramids

At the time PatientPop had less than $40,000 in annual revenue, so it didn’t have a huge marketing department. It didn’t even have Bredemarket as a product marketing consultant because Bredemarket didn’t exist yet. And anyway, at the time I knew next to nothing about PatientPop’s healthcare-centered hungry people, physicians who needed to attract prospects and clients via then-current search engine optimization (SEO) techniques.

Google Gemini.

Patel could have launched into a complex, feature-laden SEO discussion, but his target physicians would have responded, “So what?” Doctors want to doctor, not obsess over choosing trailing keywords…and understand the benefits of a solution immediately.

So Patel, without the resources of a marketing department, took another approach.

“So Sagar grabbed some notebook paper and drew five sides of a pyramid. He labeled each one, describing his ‘5 sides of local SEO for healthcare providers,’ and then taped them all together.

“He made himself a little paper pyramid to use in his sales pitches.”

Google Gemini. My prompt asked Nano Banana to create a “realistic” picture.

Was Patel’s paper pyramid an effective sales tool for PatientPop? Read Welsh’s article to find out.

What’s your paper pyramid?

Too many companies wait months for the perfect marketing solution instead of doing something NOW and refining it later.

Bredemarket’s different. I ask, then I act.

I ask, then I act.

Once I’ve set my compass, I get my clients a draft within days. Last week alone I turned out drafts for two clients, moving them forward so the content is available to their prospects and clients.

With my suggested schedule for short content—three day drafts, three day reviews, three day redrafts—your new content can become your online “secret salesperson” within two weeks or less.

Don’t believe me? This post alone is chock-full of links to other Bredemarket posts and Bredemarket pages, all of which are functioning as “secret salespeople” for me every single day.

If you want secret salespeople to work for you, talk to me and we’ll devise a plan to improve your product marketing awareness RIGHT NOW.

Hyper-accuracy: One Hundred Faces

(Part of the biometric product marketing expert series)

I previously mused about an alternative universe in which a single human body had ten (different) faces.

Facial recognition would be more accurate if biometric systems had ten faces to match. (Kind of like you-know-what.)

Well, now I’m getting ridiculous by musing about a person with one hundred faces for identification.

Grok.

When I’m not musing about alternative universes with different biometrics, I’m helping identity/biometric firms market their products in this one.

And this frivolous exercise actually illustrates a significant difference between fingerprints and faces, especially in use cases where subjects submit all ten fingerprints but only a single face. The accuracy benefits are…well, they’re ten times more powerful.

Are there underlying benefits in YOUR biometric technology that you want to highlight? Bredemarket can help you do this. Book a free meeting with me, and I’ll ask you some questions to figure out where we can work together.

Yes, I Ask

I’m old enough to remember when “maps” were large pieces of paper that you had to fold just right to store them. (Unless the maps were in a book.)

But whether your map is physical or electronic, if you don’t have it, and you’re in an area you don’t know, you’re going to get lost.

Which is why when I start a new project with a client, I try to get the answers to seven specific questions.

To learn about my seven questions, watch the video.

The Seven Questions I Ask.

Or read the book.

Seven Questions Your Content Creator Should Ask You (October 22, 2023)Download

Where’s the Benefit?

Inspired by Gene Volfe. People of a certain age will get the reference.

But even if you don’t know the difference between Clara Peller and Clara Barton, remember this: 

Prospects don’t care about features that excite you. They care about benefits that excite them. 

If you only list features, you might as well be talking to yourself…because you are.

Where’s the Benefit?

A (AI) Tool is Not a Way of Life

I just saw a LinkedIn post that talked about getting a job at “an AI company.“

And I flashed back to the 1980s.

Back when the military branches were trying to make things cool to impressionable 17 year olds, one commercial said that people in the military used “digital readouts.”

Kid, the military isn’t about digital readouts. When Secretary Hesgeth renamed the Department of Defense, he didn’t rename it to the Department of Digital Readouts.

In the same way, that “AI company” was a “blockchain company” a few years ago, a “cloud company” before that, and a “multi-tier architecture company” before that.

Don’t confuse tools with purpose.

Don’t confuse features—heck, not even features, but just tools to create features—with benefits.