Identity/biometrics/technology marketing and writing services
For identity/biometric marketing leaders only!
Make an impact with the biometric product marketing expert.
Bredemarket’s biometric product marketing expertise: https://bredemarket.com/bpme/
Discuss your content-proposal-analysis needs with me before your competitors steal your prospects: https://bredemarket.com/mark/
(New landing page.)
(This is the old version of this post. See the new version from July 8 with improved algorithmic landing page-ability.)
For identity/biometric marketing leaders only!
Make an impact with the biometric product marketing expert.
Bredemarket’s biometric product marketing expertise: https://bredemarket.com/bpme/
Discuss your content-proposal-analysis needs with me before your competitors steal your prospects: https://bredemarket.com/cpa/
(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/.
Today I’m doing something different.
So if you are with an organization that SELLS identity proofing solutions, you can stop reading now. You don’t want to know what I am about to tell your prospects…or do you?
But if you BUY identity proofing, read on for some helpful expert advice from the biometric product marketing expert.
When you buy an identity proofing solution, you take on many responsibilities. While your vendor may be able to help, the ultimate responsibility remains with you.
Here are some questions you must answer:
Again…are you ready?
So how do other organizations manage identity proofing solutions? According to Biometric Update, not well.
A new Government Accountability Office (GAO) audit found the Internal Revenue Service (IRS) has not exercised sufficient oversight of its digital identity-proofing program…
As many of you know, the IRS’ identity proofing vendor is ID.me. The GAO didn’t find any fault with ID.me. And frankly, it couldn’t…because according to the GAO, the IRS’ management of ID.me was found to be deficient.
“IRS was unable to show it had measurable goals and objectives for the program. IRS receives performance data from the vendor but did not show it independently identified outcomes it is seeking. IRS also has not shown documented procedures to routinely evaluate credential service providers’ performance. Without stronger performance reviews, IRS is hindered in its ability to take corrective actions as needed.
“ID.me acknowledges that its identity-proofing process involves the use of artificial intelligence (AI) technologies. However, IRS has not documented these uses in its AI inventory or taken steps to comply with its own AI oversight policies. Doing so would provide greater assurance that taxpayers’ rights are protected and that the technologies are accurate, reliable, effective, and transparent.”
So while ID.me meets the IRS’ key requirement of Identity Assurance Level 2 (IAL 2) compliance, is it performing well? The IRS needs to define what “performing well” means.
You would think the IRS had a process for this…but apparently it doesn’t.
Dead on arrival (DOA).
I’ll grant that you’re not the IRS. But is your identity proofing program management better…or worse?
Do you know what questions to ask?
Let Bredemarket ask you some questions. Perhaps these can help you create relevant external and internal content (I’ve created over 22 types of content), manage an RFP proposal process, or analyze your industry, company, or competitors.
Let’s set up a free 30-minute consultation to assess your needs.
(Part of the biometric product marketing expert series)
Two Biometric Update stories that were published on March 27, 2025 reminded me of something I wrote before.
An announcement from Paravision says its biometric age estimation technology has achieved Level 3 certification from the Age Check Certification Scheme (ACCS), the leading independent certification body for age estimation. The results make it one of only six companies globally to receive ACCS’s highest-level designation for compliance.
San Francisco-based Paravision’s age estimation tech posted 100 percent precision in Challenge 25 compliance, with 0 subjects falsely identified as over 25 years old. It also scored a 0 percent Failure to Acquire Rate, meaning that every image submitted for analysis returned a result. Mean Absolute Error (MAE) was 1.37 years, with Standard Deviation of 1.17.
Now this is an impressive achievement, and Paravision is a quality company, and Joey Pritikin is a quality biometric executive, but…well, let me share the other story first, involving a Yoti customer (not Yoti).
Fenix responded that it set a challenge threshold at 23 years of age. Any user estimated to be that age or younger based on their face biometrics is required to use a secondary method for age verification.
Fenix had set OnlyFans challenge age, it turns out, at 20 years old. A correction to 23 years old was carried out on January 16, and then Fenix changed it again three days later, to 21 years old, Ofcom says.
Now Biometric Update was very clear that “Yoti provides the tech, but does not set the threshold.”
But do challenge thresholds have any meaning? I addressed that issue back in May 2024.
Many of the tests used a “Challenge-T” policy, such as “Challenge 25.” In other words, the test doesn’t estimate whether a person IS a particular age, but whether a person is WELL ABOVE a particular age….
So if you have to be 21 to access a good or service, the algorithm doesn’t estimate if you are over 21. Instead, it estimates whether you are over 25. If the algorithm thinks you’re over 25, you’re good to go. If it thinks you’re 24, pull out your ID card.
And if you want to be more accurate, raise the challenge age from 25 to 28.
NIST admits that this procedure results in a “tradeoff between protecting young people and inconveniencing older subjects” (where “older” is someone who is above the legal age but below the challenge age).
You may be asking why the algorithms have to set a challenge age above the lawful age, thus inconveniencing people above the lawful age but below the challenge age.
The reason is simple.
Age estimation is not all that accurate.
I mean, it’s accurate enough if I (a person well above the age of 21 years) must indicate whether I’m old enough to drink, but it’s not sufficiently accurate for a drinker on their 21st birthday (in the U.S.), or a 13 year old getting their first social media account (where lawful).
If you have a government issued ID, age verification based upon that ID is a much better (albeit less convenient) solution.
(Kid computer picture by Adrian Pingstone – Transferred from en.wikipedia, Public Domain, https://commons.wikimedia.org/w/index.php?curid=112727.)
(Fake driver license picture from https://www.etsy.com/listing/1511398513/editable-little-drivers-license.)
My Never Search Alone friends asked about my brand…
How can your biometric firm realize immediate and comprehensive product marketing results?
By working with me, John E. Bredehoft—the biometric product marketing expert.
Find out more:
My “Biometrics and Bredemarket” video is buried in the middle of my “Ready, Fire, Aim” post, but people are finding it anyway.
(They’re skipping the short video and watching the long one.)
So it’s time to feature “Biometrics and Bredemarket” on its own.
If you don’t feel like watching a 2 minute and 20 second video, here are the bullets:
Learn more in the video, or at my “CPA” page.
(Ready, fire, aim wildebeest via Imagen 3/Google Gemini)
If I had to choose between acting too quickly and acting too slowly, I would choose the former. You already know I don’t like it when things never get done. But the ready, fire, aim method introduces problems of its own. Let’s look at how ready, fire, aim can adversely affect both external and internal content.
If you haven’t figured it out already, I create a lot of external prospect/customer facing content. Not only for Bredemarket’s clients, but also for Bredemarket itself so I can get more clients. This blog post is an example.
Sometimes I meticulously plan a full campaign via a myriad of Asana tasks covering multiple blog and social media posts. Sometimes the entire project appears in a day or two, sometimes it takes a week, and one recent project took 3 weeks including teaser content, the main content, and follow-up content.
Yes, sometimes I meticulously plan. And other times I just do stuff.
Last Saturday I was struck with an idea for a 2 minute and 20 second landscape video about biometrics and Bredemarket. I knew it was long and many who encountered it wouldn’t watch the whole thing, but I wanted to make my statement and reserve it for bottom of funnel activities.
Only AFTER I posted the video did I realize that this was the logical second part to a 30 second video that I had previously created for biometric clients.
If I had thought this through, I could have started with the 30 second video, THEN introduced the longer video as the logical next step. Like a funnel, if you believe in funnels.
Well, better late than never.
Watch this 30 second video that I made for Bredemarket’s biometric prospects and clients.
Hey, did you like that video? Would you like to learn more?
Watch this 140 second video that I made for Bredemarket’s extra special biometric prospects and clients.
Hey, did you like that video? Learn more on my “CPA” page.
Well, that’s what I should have done in the first place so I wouldn’t have to make this clumsy fix later.
But there’s still time to fix a future internal campaign before it happens.
Because this content is internal I can’t really talk about it, but I anticipate that Bredemarket will be invited to a future event…and I am already planning NOT to attend.
There are a number of stakeholders associated with this event, and in a TLOI kind of way they will have different reactions to my non-attendance. Some of them probably don’t give a you-know-what whether I attend or not. But perhaps there are those who do care, ranging from mild curiosity about why I’m not going, to the other extreme of demanding to know how I could bypass this important event.
So I drafted three messages in case I was asked about my non-attendance: (1) a brief two-paragraph message, (2) a longer message, and (3) a detailed message which delved into my concerns.
But what if I don’t know which message to send? What if I unloaded my deepest darkest fears via the long message, when the stakeholder merely wanted to know if I had other commitments at the time of the event?
So I rewrote the messages so that they build on one another.
There’s my funnel. And if needed I can skip directly to the third message with certain stakeholders.
And if no one asks why I’m skipping the event, I don’t send ANY communication—and know that my decision to skip the event was the right one.
So in the future, whether creating external or internal content, I need to pause and think about how it fits into the tons of content I’ve already created.
So that I can tell the best stories.
And so I will achieve ready, aim, fire rather than ready, fire, aim.
Do you need marketing and writing deliverables for different biometric modalities?
Talk to Bredemarket:
(Part of the biometric product marketing expert series)
(Silence image Google Gemini)
If you’re a Chief Marketing Officer at an identity/biometric company, you are well aware that a challenging 2025 is just around the corner. How do you claim awareness for your products and services when your competitors are posting content?
I know how many firms approach this: silence, or saying nothing. It sounds like the wrong thing to do…and it is!
Bredemarket helps its clients say something, if they choose to speak. Some of Bredemarket’s prospects have opted to wait months before letting Bredemarket create content for them—blog posts, articles, case studies, white papers, proposals, analyses.
Some prospects never become clients, so I never create content for them. A few are no longer in business today. Correlation doesn’t equal causation, but maybe Bredemarket could have helped keep the doors open.
For these reasons, I think that saying something is better than silence.
But not just anything. Before Bredemarket writes a single word for its clients, I obtain the answers to seven questions about your content:
Then I work with you in an iterative fashion to create the content you need.
So don’t maintain silence. Schedule a free meeting with me to move forward now.
Bredemarket