Tag Archives: blog

Making Case Studies (and Other Content) Specific So Prospects Act

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Tech CMOs want to move their prospects to act and buy world-changing offerings (products or services) from their firms…and I want to move my tech CMO prospects to act and buy marketing and writing services from Bredemarket. So tech CMOs, I definitely feel your pain. But how can you move your prospects…and how can I move you?

Failure of a vague problem, solution, and results

In my recent post about converting an end customer interview into a case study, I discussed a “problem, solution, results” simple case study outline.

Justin Welsh just discussed the same thing, but with better words.

“I copy/pasted a spreadsheet of over 100 posts I’ve written that created real impact for my readers into ChatGPT, and I found a pattern:

“Specific struggle + specific transformation = lasting change

“Not some vague tension. Not a generic transformation. Specific moments where everything shifted.”

My specific solution

Of course the dozen case studies I ghostwrote for my client were implicitly specific. But it’s helpful to make that word “specific” explicit.

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  • Because my client had a specific problem. The client needed its prospects to understand how its offering could solve nagging prospect problems. Riots. Car thefts. Robberies.
  • And my client had a specific solution. I can’t reveal the solution without giving the client away, but let’s just say the the solution simultaneously addressed the end customers’ dual needs of speed and accuracy, as well as other end customer concerns.
  • As for specific results, I confess I don’t know. In this case my client never got back to me and said, “John, case study 3 attracted a prospect that ended up buying an annual contract.” And my primary contact at the client subsequently moved to another firm. But the fact that the client stuck with me for a dozen case studies and some subsequent NIST FRTE analysis work indicates that I did something right.

You see what I did there. Well, as much as I could while preserving my ghostwriter status and my client’s anonymity.

What is your specific problem?

This section of the blog post is specifically addressed to tech CMOs and other marketers. The rest of you can skip this part and watch this entertaining video instead.

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Now I know I’ve loaded this post with links to previous Bredemarket content that addresses the…um…specific topics in much more detail. Maybe you clicked on the links, or maybe you didn’t. I will find out.

But if you are ready to move forward, this is the one link you need to click. (“Now you tell me, John!”) It lets you set up a meeting with Bredemarket to discuss your specific needs.

Can I Hire Myself?

In addition to client work, Bredemarket performs a ton of self-promotion.

For example, over the last three months I have published at least one Bredemarket blog post each day.

I charge clients $500 for the average blog post.

Bredemarket 400 Short Writing Service (June 2022)Download

What if I charged MYSELF $500 per blog post?

But ignore that part. What if I made $500 for every self-promotional blog post I wrote?

I’d be sitting pretty.

Some NPE’s Watching Me

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Unless you’re in the surveillance industry, surveillance sounds like a dirty word. I once knew an identity/biometric CEO who forcefully declared that HIS company would NEVER work in the surveillance industry.

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But as Goddard Technologies notes, surveillance can be useful even if you’re NOT chasing bad people.

But before I describe how, I’m going to reveal my age.

Kennedy (John) William (Smokey) Gordy

Let’s talk about a singer who went by the name Rockwell. This was supposedly to conceal the fact that his last name was Gordy (he is Berry’s son). But he didn’t really conceal the fact that one of the uncredited backup vocalists on his wonderful one hit was a man named Michael Jackson. This was in the 1980s, when Michael Jackson was kinda sorta popular. OK, now do you remember the song?

“Somebody’s Watching Me” by Rockwell.

This excerpt from the lyrics provides the sinister tone of the song:

People call me on the phone, I’m trying to avoid
But can the people on TV see me, or am I just paranoid?

But that was the 1980s, when there was always a person in the surveillance loop. Even if there was a video camera hidden in Rockwell’s shower, some person was looking at the feed.

Things have changed.

Goddard Technologies’ “The Rise of Robotic Observers”

Now non-person entities (NPEs) are no longer the stuff of science fiction, and they can do things that only humans could do 40 years ago.

Sandra Krombacher shared one example from a LinkedIn article by Jon Kaplan of Goddard Technologies.

Kaplan’s theme:

“While much of the attention has gone to robots that do something (cleaning, welding, lifting), there’s a quieter, equally important shift happening: the rise of robots that observe.”

But what do they observe?

“These robots navigate environments, gather data, and report back. Think of them as mobile sensors with wheels, legs or propellers that identify open doors, check for damage, verify inventory, or confirm environmental conditions.”

Kaplan then notes that there are human beings that perform similar tasks, and that therefore these observer bots “align with how many industrial jobs actually work.” After the observations are collected, then humans—or perhaps other bots—can act upon the observations.

Does this affect how you perceive non-person entities? How do you feel about non-person entities that merely collect data for others to act? This is technically “surveillance,” but it could potentially reduce costs, increase profits, or even save lives.

Do you sell robotic observers, or something equally important?

Jon Kaplan used a LinkedIn article to tell his story about Goddard Technologies’ activities with observing robots.

But maybe your firm has your own story to tell.

Imagen 4. And I have to give credit where credit is due. I asked Google Gemini to create a picture with a wildebeest-authored LinkedIn article, but the article title, “The Grass Ceiling: Overcoming Obstacles in the Corporate Savana” (sic), didn’t come from me but from Google.

Why haven’t you written a LinkedIn article about your product? This lets you reach B2B prospects who are more likely on LinkedIn than on TikTok. In fact, I wrote a LinkedIn article about LinkedIn articles. (I wrote it so long ago that I only asked my clients six questions rather than seven questions.) And I’ve also written LinkedIn articles for Bredemarket clients.

Do you need help in writing that LinkedIn article that tells the world about your product? Maybe you could become one of my clients, since I help create content for tech marketers. Contact me.

Stop losing prospects! Use Bredemarket content for tech marketers
Content For Tech Marketers (July 3, 2025)Download

My Latest Writings on Content and Proposals

Bredemarket’s latest writings on

If you can use my services in any of these areas, book a free 30 minute content needs assessment and talk to Bredemarket. https://bredemarket.com/mark/

The Difference Between Busy and Too Busy

Regarding your hungry people (target audience), Kristina God wrote:

“You’re not annoying people when you tell them about your offer (behind the paywall), you’re reminding busy humans.”

As someone who sells to people who sell, I reflected on what Kristina said:

“Reading Kristina reminds me that there is a difference between BUSY and TOO BUSY.

“Prospects who are too busy won’t convert.

“Those who are busy may.”

And reminded myself that while “too busy” people aren’t hungry, “busy” people still need to stop to eat to fill that gaping hole in their stomachs.

And possibly in their content.

In space, you cannot wash away the rain.

Do YOU have a content black hole?

Let Bredemarket help you take the blindfolds off. We can work together to fill your content black hole with blogs, articles, case studies, white papers, and other written words that make your prospects stop and eat.

Get started here.

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On Communities

My written content usually targets a PRIMARY channel:

This content has a new target: my Substack “subscriber chat” https://open.substack.com/pub/johnebredehoft/chat

Because unlike the others, Substack subscriber chat is DESIGNED as a community.

A community that I’m not currently utilizing, but one that I should in the future.

By the way, if you want to read my Substack, visit https://substack.com/@johnebredehoft

CloudApper, Blogging Biometric Vendor?

There’s a biometric company that has been around for decades, and I recently received an email update about the latest post on its blog.

The title?

“How Automated Content Generation and Amplification Saves Marketing Hours.”

Odd, I thought. Not sure why a fingerprint device company would write stuff like this:

“AI Agent based automation could be the key to overcoming the bottlenecks in content creation and distribution. As a CEO, I am constantly seeking ways to optimize our operations, and this seemed like a promising avenue. The idea of automating content amplification intrigued me, especially considering the potential time savings and efficiency gains.”

Then I saw the author: “MIA.” (All caps.)

“MIA is CloudApper’s sales and solutions assistant, designed to help professionals and business leaders explore the future of workforce technology. MIA shares insights from real-world conversations with customers and CloudApper experts-bridging the gap between AI innovation and practical enterprise solutions.”

Curious, I started looking at the previous blog posts, all of which appeared to mention CloudApper, until I finally arrived at a post from May 20 that explicitly discussed biometric authentication.

But the post included a caveat:

“The M2SYS Blog was not involved in the creation of this content.”

The same caveat was present on an April 18 biometric post. And a post from April 1.

I subsequently discovered that CloudApper was co-founded by the same person who co-founded M2SYS.

So apparently CloudApper is publishing its posts on the M2SYS website.

Which led me to question: is M2SYS still a biometric concern?

I checked news articles, and the most recent mentions of the company are from so-called research reports of dubious value. Here’s the blurb for a 2021 report.

“The Key Players of the Global AFIS Market are 3M Cogent, Inc. (U.S.), Safran Identity & Security (U.S.), NEC Corporation (Japan), M2SYS Technology (U.S.), Afix Technologies Inc (U.S.), Biometrics4ALL (U.S.), Fujitsu (Japan), Cross Match Technologies, Inc. (U.S.), HID Global Corporation (U.S.), M2SYS Technology (U.S.).”

For those who don’t follow the biometric industry carefully, neither 3M Cogent nor Safran Identity & Security were involved in the global AFIS market in 2021. 3M and Safran sold their biometric holdings to Gemalto and Advent International, respectively. And Afix and Cross Match are no longer independent either…but I digress.

I did find a Biometric Update mention of M2SYS from 2019.

“American Green’s new AGM Beverage Vendor is an age-restricted vending machine to dispense beer and spirits, powered by finger vein biometric technology from M2SYS.”

And the aforementioned M2SYS blog has not used the “biometric” tag since March 2023.

But hey…they sure do have a lot of blog content.

But is it relevant?

If your identity/biometric company needs RELEVANT blog content…contact me by visiting https://bredemarket.com/cpa/.

CPA

Ubiquity Via Focus, The Recap

June 2025 is almost over, so I can evaluate my performance against my goal.

  • Did I focus? Somewhat, both in my professional and my personal life.
  • Did I achieve ubiquity? Nope. But the blog has enjoyed record impressions and visitors. And would have achieved more if I hadn’t run afoul of the search engine gatekeepers.
  • Did I improve Bredemarket’s “capabilities to serve you”? Yes.

So what is my goal for July? Stay tuned.

Ubiquity Via Focus.

Use Blogging For Timely Messaging

“Hey, I want to get a message out.”

“Is this part of a large multi-faceted campaign, like a go-to-market omnichannel effort?”

“Oh, no, nothing like that. Just a message related to the upcoming July 4 holiday.”

“OK. How about if we publish your message six months from now, in late December?”

Um…

I think we can do better than that. 

Blogging gives you the perfect vehicle to respond to current events and immediate needs.

Provided you prepare beforehand by answering questions such as these:

  • Why is this important to the reader?
  • How will this help my business?
  • What exactly am I talking about?

Once you answer these and other questions, you can draft your blog post, review it, finalize it, and publish it. All within days…or within hours if it’s critically important.

And if you don’t have the time to write it quickly, Bredemarket can help with my Bredemarket 400 Short Writing Service.

Unless you WANT to publish July 4 posts in winter.

Let’s talk: https://bredemarket.com/cpa/

CPA

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