Tag Archives: benefits

Fantastic Creatures Can’t Thrive in the Real World

It’s easy to toss around phrases like “customer-focused benefits” without comprehending what they mean.

So I’ll provide an example.

Years ago I wanted to learn about a particular company—and no, I’m not going to name the company—so I read what it said about itself. And what did the company’s product marketing say?

“We’re a unicorn!”

Google Gemini.

For the benefit of normal people, when businesses talk about being a unicorn, they are saying that the firm, based upon funding from private investors, has a theoretical valuation of over $1 billion. For example, if Ventures R Us pays $100 million for 10% of the company.

Well, this company was really proud about its unicorn status, to the exclusion of everything else.

With reason, when you think about it. 

Taking an example from my own industry, if you are the police chief of a medium sized city that needs an automated biometric identification system, would you risk buying one from a provider with an actual or theoretical valuation of less than $500 million?

Because isn’t company valuation the most important thing to a prospect?

What? It isn’t? Prospects care about results?

(For the record, you can buy a perfectly fine ABIS from firms with actual, not theoretical, values of less than $100 million.)

In fact, I would go so far as to say that if the first sentence of your company description includes the word “Series” followed by a letter from the beginning of the alphabet, your focus is the investment community rather than your prospects.

Google Gemini.

But if the first sentence of your company description talks about what you deliver to your customers, then you’ll impress both your prospects and the discerning investors. Nothing magical about that.

Take care in how you market your products.

Silence is Golden…For Your Competitors

When we refuse to share our good news…

…and when we refuse to share our bad news…

…we allow our competitors to drive the conversation.

Grok.

Don’t surrender your message…and your prospects…to the competition.

Let Bredemarket help you create customer-focused, benefit-oriented content.

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

Your Prospects Hate Your Complex Technology

If your product marketing pitch to your prospects concentrates on the complex technology in your product, your prospects KNOW that you don’t get it.

Put yourself in your prospects’ shoes.

Grok video from a Google Gemini image.

Understand the problems your prospects face. Ask questions.

The Seven Questions I Ask.

Demonstrate a customer focus and talk about how your product benefits your customers.

And craft the correct product marketing content.

Stop losing prospects! Use Bredemarket content for tech marketers

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.