Tag Archives: benefits

How I Use Those Seven Questions (Or Five of Them, Anyway) With Bredemarket Clients

Bredemarket’s “Seven Questions Your Content Creator Should Ask You” provides an ideal framework to launch work on a piece of content.

For one thing, they’re easy to remember: why, how, what, goal, benefits, hungry people (target audience), emotions.

So I use these questions in actual client work.

The seven questions.

Using these questions with a Bredemarket client

Again, this isn’t just ivory tower stuff. I actually USE these questions. Here’s an anonymized example of how I recently used five of these seven questions to launch a new client project.

The questions I asked

  • Why is this document needed?
  • How will this document be used? As a download? As introductory text within proposals? As a demo script, video script, or webinar script?
  • What funnel stage(s) should this document address? Awareness? Consideration? Conversion?
  • As a related question, what is the primary goal of this document?
  • Who should be the target(s) for this document? Decision-makers? Technologists?
  • Approximate document length?

Just between you and me, “approximate document length” is one of the questions I ask AFTER I’ve asked my initial seven questions. I normally don’t talk about my other questions (if I tell you about them I will have to kill you), but they’re there.

The questions I didn’t ask

And no, I felt no driving need to ask about the benefits of the document. The chief benefit is more sales of the product that the document will describe.

And in this case I didn’t ask about emotions. Perhaps I’ll address that once I have a better feel for the document and start writing it.

It’s too early to say how these questions will shape the final content, because I just asked them. But I believe the answers will give me a rapid head start on creating the client’s deliverable.

So what?

But you don’t care about my client (unless you ARE my client and are reading this). You care about YOUR content.

How can my question process help you create stellar content and more sales of YOUR product?

If you want me to annoy YOU with a lot of questions (in the same way that I annoy my existing clients), set up a free meeting.

What is a bridge? (2026 edition)

4th Sector Innovations is no longer in Ontario—they paved paradise, put up a parking lot.

But bridges are just as important in 2026 as they were in 2021.

“Without a bridge, you’re stuck at one place and can’t get to the other place. Or you can try to get to the other place, but you may get very wet.

“Businesses need bridges to connect with their customers. When the bridges are erected, the customers understand what the businesses can do for them. If the customers need those particular services, they can buy them.”

This is critically important when the business is extremely technical but the customers and prospects aren’t. How does this amazing technology benefit the customers? Do they make more money? Do they keep their cities safer?

Bredemarket can help you build those bridges.

Stop losing prospects! Use Bredemarket content for tech marketers

(Picture credit: By Anneli Salo – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=15716878)

Postscript: so now you know why I may be humming this song at Euclid and D.

Sadly, or perhaps happily, Joni’s casual guitar tuning before “Big Yellow Taxi” reminded me of this Neil Innes classic.

Wooing Your Prospects

I tangentially referred to Rachael Wheatley’s article “Six steps to woo your clients” in a caption for my own post “Your Prospects Don’t Care About Your Technology.”

We were both saying the same thing, but from different perspectives.

Here’s part of how Wheatley put it.

“Focus on care and concern – reach out, offer help, stay true to your company purpose and values.

“Meet your customers where they are – both where they ‘hang out’ now, and to meet their current concerns.”

But it’s important to remember why you’re doing this.

“Building a good marketing plan helps motivate your audience to take the next step. And, in the end, to say “yes” to what you’re offering.

“But of course, they need to want to come. Your intent needs to be authentic. It will be if you genuinely believe that you can offer them value (and they recognise that) and you want to be in the relationship for the long term, not just to make a quick sale this quarter.”

Earlier this week I signed a contract with a former client from the first stint of Bredemarket (2020-2022). I had to end that contract because my then-new employer Incode competed with my client.

But then Incode became my ex-employer, and eventually my former client came back.

And I was happy they came back.

Dry To The Bone

You’re not gonna hear this song about dry fingerprint ridges on Top 40 radio. But for a select few biometric product marketers, it highlights a critically important issue.

“Dry To The Bone #1.” Google Lyria.

Why?

Because dry fingerprint ridges, while not a common worry among the general populace, ARE a concern among law enforcement, homeland security, financial institution, and other professionals who depend on high-quality friction ridge capture to solve crimes and identify people.

And these people desperately need products that accurately capture fingerprints in challenging conditions.

And the product vendors need to communicate their product benefits to potential vendors. (Whoops, I mean prospects.)

That’s where Bredemarket comes to save the day.

Not with music.

“Tracing the Ridge.” Google Lyria.

(Thankfully.)

Through Bredemarket, I work with you to develop the customer-focused, benefits-oriented words that move your prospects toward your fingerprint capture solution.

If you want prospects to buy your identity product, schedule a free meeting with the biometric product marketing expert.

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

And…I couldn’t resist one more.

“Dry To The Bone #2.” Google Lyria.

In Biometric Product Marketing, It’s All About the Benefits

How does your biometric product captivate your prospect?

It’s All About the Benefits.

Let Bredemarket, the biometric product marketing expert, help your firm speak to your prospects. Schedule a free meeting.

https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

How Do You Talk About the Product “Plumbing”?

There are a variety of hungry people (target audiences) who look at your product marketing content. And they all have different needs.

  • When talking about an elegant water fountain, some readers only care that the fountain works.
  • Other readers want to know HOW it works. Issues such as support and maintenance are critically important to these folks, but matter little to the first group who simply wants a working fountain.

If you are forced to speak to both target audiences in a single piece of content, how do you do it?

Very carefully.

My preference is to discuss the high-level benefits at the beginning of the content, and save the more technical uptime details and/or feature lists for later in the narrative.

Unless you are ONLY speaking to technical folks, leading with the “plumbing” kills your content. Someone who wants their police agency to solve more burglaries will fall asleep at a mention of 1000 pixels per inch fingerprint resolution or NIST-compliant lower palm print image dimensions.

Stay light, and only go deep to buttress your lightness.

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!