Identity/biometrics/technology marketing and writing services
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.
Or read the book.
If you want to move your audience, stick to benefits.
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.
Talk about “benefits.” Prospects don’t care about the product features. Frankly, they don’t care about your product or your company. They ONLY care about how you benefit THEM.
More in my new eBook.
And feel free to book a meeting with me if I can help you market your product.
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.
Whether you’re a marketer, a biometric expert, a technologist, or just someone scrolling the webs, you can feel a variety of emotions after reading a Bredemarket blog post.
Maybe amused.
Maybe informed,
Maybe empowered.
But some will experience more powerful emotions.
For a targeted few who find themselves paralyzed, maybe afraid. Afraid that your competitors will steal your prospects unless you act.
Or for those targeted few who despise powerlessness and want to act, maybe hungry. Hungry to get your product’s benefits to your prospects so they convert.
I have to be honest. Some of the people who are inspired to act are perfectly capable of acting on their own. Because they’re not complete unknowns.
But others can use the help of an outside consultant such as Bredemarket.
Content, proposals, analysis. I can help with all of them.
You’re the ones I’m talking to right now.
And perhaps you should take the time to talk to me. https://bredemarket.com/mark/
Features sedate. Benefits awaken.
Attract prospects to your product marketing materials. Turn to John E. Bredehoft for impact: https://www.linkedin.com/in/jbredehoft
And yes, this is an example of content repurposing from the original: https://bredemarket.com/2025/08/17/features-sedate-benefits-awaken/
Features sedate. Benefits awaken.
Attract prospects to your product marketing materials with Bredemarket content services: https://bredemarket.com/mark/
(Imagen 4.)
Do your technology company’s prospects know about you?
How can your technology company increase product benefit awareness right now?
(“Right Now” is a song. Keep tuned for another song reference.)
Before showing you how to do this, let’s take a closer look at three words in the title: product, benefit, and awareness.
Then we’ll get into the how: have, know, write, and publish.
And one more “how” if blogging is hard.
No apologies for the section heading, but since her dad died, Kelly Osbourne’s best song (albeit with a curious history) has been on my mind.
While Osbourne’s one word breaks the code of silence, the three words that I chose for my post title break the code of indifference. And I chose each of them—product, benefit, and awareness—carefully.
Companies talk about a lot of things. Their “why” story. Their great place to work award. Their social/moral/ethical conscience.
Right now I don’t care about any of that. I care about the company’s products or services: the way they make money.
Because if prospects don’t buy these products and become customers, then their why story and awards and conscience count for zilch. There’s a time to share those stories, but for now let’s focus on the product story.
Now once you look at those products, they have a bunch of features. The ability to capture fingerprints at 1,000 pixels per inch. The ability to complete a third-party risk management analysis in hours, not months. The ability to deliver a completely vetted blog post in days, not weeks.
Right now I don’t care about any of that. I care about the benefits the product brings to the prospect: the things that will make them become a customer.
Because prospects don’t care about you; they only care about themselves. And if your product doesn’t provide tangible benefits to them, they’ll ignore it.
The third word differs from the other two, because there are multiple answers that are equally valid. I’ve just chosen to focus on one. If you subscribe to the notion of an ordered funnel (some marketers instead believe in a messy middle), then all prospects enter at the beginning of the funnel, and a subset of those prospects exit as buying customers at the end of the funnel. Using a simple three-stage funnel model, you can define those three stages as awareness, consideration, and conversion.
Right now I don’t care about consideration or conversion, although they’re obviously important. (If you have no conversions, you have no revenue, and you have no company.) For my purposes I’m focusing on awareness, or the stage in which a prospect discovers that your company has a product or service that benefits them.
So how can you raise awareness of the benefits of your product to your prospects? There are multiple methods: text, images, videos, quizzes, contests, webinars, and podcasts. Bredemarket uses many of these methods via its social media channels. But today I’m going to focus on one particular method: blog posts. But we’ll cover some of the other ones also.
The reason that I’m so gung-ho about blog posts is that they can be created and distributed very quickly. Press releases can take a long time. Videos, even longer. Webinars, even longer still.
Compare that to a blog post. A sole proprietor can generate a blog post in an hour. A company can get an emergency blog post out in the same time, provided the right people are in the room.
But before you can wow the world with your product’s benefits to your prospects, you have to go through several steps. The four steps listed here (have, know, write, and publish) are somewhat, but they paint the broad brush strokes.
This sounds obvious, but if you don’t have a blog site, you can’t post a blog.
Using myself as an example, my Bredemarket website is hosted by WordPress. And the website has an area where I’ve filed over a thousand blog posts, including this one.
What if you don’t have a blog, or even a website? Create a LinkedIn business page or a Facebook business page or something similar and start writing there.
I could spend ten blog posts talking about this step alone. It’s a loaded step encompassing both strategic and tactical elements. Vision. Mission. Positioning and messaging. And finally, the topic that you want to address in this single blog post.
For now I’ll just say that you should take a deep breath before putting pen to paper (or keyboard to file).
I ask. (Here are some good questions to ask before you write something.)
I ask, then I act.
But I act iteratively.
In most cases, I don’t just write and post.
The important thing is to get the piece written, reviewed, and approved. While I’ve drafted pieces and sat on them for months, the true benefits of blogging occur when you publish the piece as soon as possible.
When you’re ready, publish the blog post.
Once you’ve posted, publicize it.
Depending upon your thinking time, your drafting time, and your review cycles, you can get your message out to your prospects within a week…or even within a day.
Not too bad.
For some people, the idea of writing a blog post can be overwhelming.
That’s why Bredemarket is here to help you increase your tech company’s product benefit awareness. (Right now.)
If you have a blog site (or a LinkedIn, Facebook, or other equivalent) and are ready to get your message out, let’s talk about next steps.
(Imagen 4)
Biometric marketing leaders already know that I’ve talked about reader personas to death. But what about WRITER personas? And what happens when you try to address ALL the reader and writer personas?
While there are drawbacks to using personas, they are useful in both content marketing and proposal work when you want to tailor your words to resonate with particular types of readers (target audiences, or hungry people).
I still love my example from 2021 in which a mythical Request for Proposal (RFP) was issued by my hometown of Ontario, California for an Automated Biometric Identification System (ABIS). The proposal manager had to bear the following target audiences (hungry people) in mind for different parts of the proposal.
But who is actually writing the text to address these different types of readers?
Now in this case I’m not talking about archetypes (a topic in itself), but about the roles of the subject matter experts who write or help write the content.
I am currently working on some internal content for a Bredemarket biometric client. I can’t reveal what type of content, but it’s a variant of one of the 22 types of content I’ve previously addressed. A 23rd type, I guess.
Anyway, I am writing this content from a product marketing perspective, since I am the self-proclaimed biometric product marketing expert. This means that the internal content fits into a story, focuses on the customer, highlights benefits, and dwells on the product.
But what would happen if someone in a role other than product marketing consultant wrote this content?
So the final content is not only shaped by the reader, but by the writer.
With all the different reader and writer personas, how should you respond?
Do all the things?
Perhaps you can address everyone in a 500 page proposal, but the internal content Bredemarket is creating is less than 10 pages long.
Which is possibly already too long for MY internal target audience.
So I will NOT create the internal content that addresses the needs of EVERY reader and writer persona.
Which is one truth about (reader) personas in general. If you need to address three personas, it’s more effective to create 3 separate pieces than a single one.
Which is what I’m doing in another project for this same Bredemarket biometric client, this one customer-facing.
And the content targeted to latent examiners won’t mention the needs of Paul Leon.
So now I, the biometric product marketing expert writer persona, will re-address you, the biometric marketing leader reader persona.
You need content, or proposal content.
But maybe you’re not getting it because your existing staff is overwhelmed.
So you’re delaying content creation or proposal responses, or just plain not doing it. And letting opportunities slip through your fingers.
Plug the leaks and stop your competitors from stealing from you. Bring Bredemarket on board. Schedule a free exploratory meeting today at https://bredemarket.com/cpa/.
Bredemarket