I’ll color this in and provide resolution tomorrow.
Tag Archives: benefits
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.
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.
(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.
And…I couldn’t resist one more.
In Biometric Product Marketing, It’s All About the Benefits
How does your biometric product captivate your prospect?
Let Bredemarket, the biometric product marketing expert, help your firm speak to your prospects. Schedule a free meeting.
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.
You’re Doing It Wrong(TM)
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!”
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.
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.
Don’t surrender your message…and your prospects…to the competition.
Let Bredemarket help you create customer-focused, benefit-oriented content.
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.
Understand the problems your prospects face. Ask questions.
Demonstrate a customer focus and talk about how your product benefits your customers.
And craft the correct product marketing content.
Two Benefits of Frictionless Biometric Capture
Ease of use, and speed.
Consultants Don’t Know Everything
They don’t know you.
Which is why good consultants ask questions.
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