Tag Archives: benefits

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.

How Does It Feel?

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/

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

Features Sedate. Benefits Awaken. The Personal Version.

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/

Benefits. This time it’s personal.