I wasn’t going to labor on this Labor Day, but I ended up renewing my City of Ontario business license. (This coming year will be the fourth that Bredemarket has conducted business in Ontario.)
The UPS Store, 1030 N Mountain Ave, Ontario CA 91762.They WERE closed for Labor Day (but boxholders have keys).Bredemarket’s mailing address is 1030 N Mountain Ave #259, Ontario CA 91762-2114.
Now most people don’t interact with Bredemarket via my physical mailing address. The few that do include the City of Ontario, and three of my clients who have chosen to pay me via paper checks. (I’m flexible.)
This got me curious.
What if?
What if the Internet were to disappear tomorrow? What if the only way my clients could interact with Bredemarket was through my Bredemarket physical mailing address? Could Bredemarket still conduct business?
Possibly.
Some of my business would disappear overnight. Blog posts, for example, are meaningless in a non-Internet world, unless companies choose to post long text-based communications on utility poles. Or in laundromats.
This used to be my laundromat. 454 N Mountain Ave, Ontario, CA 91762.
Even if the Internet were to disappear, I could still write text for case studies (maintaining my Inland Empire case study writing business) and white papers. I could send my client a Microsoft Word file (perhaps an old version of Word), and the firm could send the file to their printer. But how would I send the file? Put a CD in the mail?
If your Inland Empire company doesn’t have an online presence, one quick way to create one is to create a business page on Facebook.
This post outlines the benefits of establishing an online presence via a Facebook business page. It also provides four examples of Facebook business pages. Finally, the post addresses the thorny question of creating content for your Facebook business page.
Why Faceboook may be the best online presence for your business
For the first time in years, I attended an Ontario IDEA Exchange meeting at AmPac Business Capital on Tuesday afternoon. There was a mixture of attendees: some who had established several businesses, some like me who had run one business for some time, and a few who were just starting out in business.
The ones who were starting out were still trying to figure out all the things you need to do to start a business: figuring out why the business exists in the first place, getting the appropriate business licenses (and in some cases professional licenses), printing business cards (or creating the online equivalent), setting up SOME kind of way to track prospects and customers…and establishing an online presence.
Now some businesses choose to establish their online presence by creating a website.
But even the simplest website can involve a lot of complexity—bredemarket.com currently has 57 pages, not counting tag pages and individual blog post pages.
For many small businesses, it may be much easier to create a Facebook business page then to create an entire website.
Facebook business pages are free. (Well, unless you run ads.)
Facebook business pages are easy to create.
Facebook business pages potentially reach billions of people, including your prospects and customers.
Creating a Facebook business page
So how do you create a Facebook business page?
There’s no need for me to document all of that in detail, since many have already done so.
Don’t worry if you don’t have all the optional items, such as a page cover picture. You can add them later. This will get you going.
Other guides to creating Facebook business pages are available from Buffer (with pictures), Hootsuite (with pictures). Sprout Social (with pictures), and a number of other sources.
But before you create YOUR Facebook business page, let me show you four varied examples of EXISTING Facebook business pages.
Four examples of Facebook business pages
Let’s take a look at some pages that already exist. Perhaps one or more of these will give you ideas for your own page.
The artist page (Paso Artis)
Paso Artis is a European business whose proprietor is a painter who sells her paintings.
The menu options at the bottom of the picture above (some of which cannot be seen) illustrate some of the elements you can include in a Facebook page. Here are just a few of the page elements that Paso Artis uses:
Posts. This is the equivalent of a blog on a website, and allows you to post text, images, videos, and other types of content.
About. This is where you provide contact and other basic information about your business.
Shop. Facebook allows you to include a shop, which Paso Artis uses to sell her paintings.
Photos. As you can imagine for an artist’s page, photos of the artwork are essential.
The shirtmaker page (Shirts by Kaytie)
(UPDATE 10/20/2023: Because Shirts by Kaytie is sadly no longer in business, I have removed the, um, live links to her Facebook page.)
Let’s leave Europe and go to Illinois where we find another artist, but her work is not displayed on paintings, but on shirts. Here is the Shirts by Kaytie Facebook page.
You’ll notice that Shirts by Kaytie has a different menu item order (and different menu items) than Paso Artis. For example, Shirts by Kaytie doesn’t have a Facebook “shop” element; you need to contact her directly to purchase items.
Enough of such exotic locations as Europe and Illinois. Let’s head to California’s Inland Empire and look at my favorite marketing/writing services Facebook page, the Bredemarket Facebook page.
First, Bredemarket (unlike Paso Artis and Shirts by Kaytie) provides services rather than tangible products. Therefore, I chose to include a “Services” element as part of my Facebook page.
Second, Bredemarket has chosen to implement Facebook’s “groups” feature. In Bredemarket’s case, there are three separate groups that focus on various aspects of Bredemarket’s business. Inland Empire businesses can read the content in the Bredemarket Inland Empire B2B Services group and not get bogged down in out-of-area identity discussions about the change from FRVT to FRTE. (They’re missing out.)
By the way, if you are an Inland Empire business—especially an Inland Empire startup technology business—and you have never heard of Startempire Wire, STOP READING MY POST and go follow Startempire Wire’s Facebook pageNOW. Startempire Wire is THE news source for Inland Empire startup tech information, and is a strong champion of the IE tech community.
So what does Startempire Wire’s Facebook page offer? Posts, photos, weekly videos, and the “Inland Empire Startup Scene” group. All of the content is jam-packed with information.
Facebook pages are essential to these firms’ strategies
Now in some cases the Facebook pages are only part of the online presence for these firms. Both Bredemarket and Startempire Wire have their own web pages, and both firms are also active on other online properties such as LinkedIn. (Bredemarket is almost everywhere, but not on Snapchat.) But Facebook is an essential part of the outreach for all four of these firms, allowing them to reach prospects and clients who are only on Facebook and nowhere else.
Perhaps a Facebook page is a perfect solution for YOUR firm’s online presence.
Let’s talk about content
But creating a Facebook page is not enough.
You need to populate it with content, such as images, videos…and posts.
Now I’m not saying that you HAVE to update your Facebook page daily, but it’s a good idea to add new content at least once a month.
But what if you aren’t a writer, or don’t have time to write? Do you have to resort to ChatGPT?
Heavens no. (I’ll say more about that later.)
Well, online content creation is where Bredemarket comes in. I help firms create blog posts, Facebook posts, LinkedIn articles, case studies, white papers, and other content (22 different types of content at last count).
Does your product (or company) need these 22 content types?
Let me help you populate your Facebook page (or other online content).
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
Companies always strive to obtain some sort of recognition. I tried to do the same for Bredemarket, but my effort got derailed into a common local Inland Empire joke.
Aware’s biometric blog recognition
So what recognition did I want to receive? The same recognition that noted biometric company Aware received in 2020.
The Best Biometrics Blogs from thousands of Biometrics blogs on the web using search and social metrics. Subscribe to these websites because they are actively working to educate, inspire, and empower their readers with frequent updates and high-quality information.
Not that I necessarily consider myself equal to Aware or some of the other noted companies on the current list, but as the self-acknowledged identity/biometric blog expert, with hundreds of identity posts over the last three years, I figured I had a shot of making the list. The benefit to me, of course, is that if I made the list, I had a better chance of securing identity blog post writing clients and other clients.
So far I haven’t made the biometric blogs list.
But I did make another list.
Which is somewhat problematic.
Ontario blogs? True.
You see, earlier this morning I received an email that stated the following.
I would like to personally congratulate you as your blog Bredemarket Blog has been selected by our panelist as one of the Top 45 Ontario Bloggers on the web.
I personally give you a high-five and want to thank you for your contribution to this world. This is the most comprehensive list of Top 45 Ontario Bloggers on the internet and I’m honored to have you as part of this!
We’d be grateful if you can help us spread the word by briefly mentioning about the Top 45 Ontario Bloggers list in any of your upcoming post.
Yup. The people who created the feed think that I’m in CANADA.
But if you think my listing is messed up, take a look at the number 1 listing, for the official news site for the Government of Ontario. This IS a Canadian website, as evidenced by its URL of https://news.ontario.ca/newsroom/en, and the fact that it discusses people like Doug Ford. But take a real close look at the logo at the left of the listing.
And our websites down here don’t offer French as one of the two main languages.
If you live in Canada, don’t read this section
But at least the Bredemarket blog is listed SOMEWHERE, because I help a lot of U.S. companies (sorry, no Canadian companies) create the words they need to drive awareness and eventually revenue. Services such as the Bredemarket 400 Short Writing Service let Bredemarket collaborate with you to create the text your firm needs.
If you are reading this on your laptop (or your desktop), point your smartphone to the QR code on your laptop (or desktop) screen to read my first e-book, “Six Questions Your Content Creator Should Ask You.”
(UPDATE OCTOBER 22, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)
As I said before, QR codes are sometimes useful, and sometimes not.
If you want to know the “why” about the e-book-see what I did there?-visit my announcement of the e-book. You can view the e-book there also.
By the way, I just checked my WordPress stats. Since this e-book was published in December 2022, it’s been downloaded over 160 times. I hope it’s helping people.
We often use the phrase “four-letter word” to refer to cuss words that shouldn’t be said in polite company. Occasionally, we have our own words that we personally consider to be four-letter words. (Such as “BIPA.”)
There are some times when we resign ourselves to the fact that “tech” can be a four-letter word also. But there’s actually a good reason for the problems we have with today’s technology.
Tech can be dim
Just this week I was doing something on my smartphone and my screen got really dim all of a sudden, with no explanation.
So I went to my phone’s settings, and my brightness setting was down at the lowest level.
For no reason.
“Any sufficiently advanced technology is indistinguishable from magic.”
So I increased my screen’s brightness, and everything was back to normal. Or so I thought.
A little while later, my screen got dim again, so I went to the brightness setting…and was told that my brightness was very high. (Could have fooled me.)
I can’t remember what I did next (because when you are trying to fix something you can NEVER remember what you did next), but later my screen brightness was fine.
Was Arthur C. Clarke right? And if so, WHY was he right?
Perhaps it’s selective memory, but I don’t recall having this many technology problems when I was younger.
The shift to multi-purpose devices
Part of the reason for the increasing complexity of technology is that we make fewer and fewer single-purpose devices, and are manufacturing more and more multi-purpose devices.
One example of the shift: if I want to write a letter today, I can write it on my smartphone. (Assuming the screen is bright enough.) This same smartphone can perform my banking activities, play games, keep track of Bredemarket’s earnings…oh, and make phone calls.
Technological convergence is a term that describes bringing previously unrelated technologies together, often in a single device. Smartphones might be the best possible example of such a convergence. Prior to the widespread adoption of smartphones, consumers generally relied on a collection of single-purpose devices. Some of these devices included telephones, wrist watches, digital cameras and global positioning system (GPS) navigators. Today, even low-end smartphones combine the functionality of all these separate devices, easily replacing them in a single device.
From a consumer perspective, technological convergence is often synonymous with innovation.
And the smartphone example certainly demonstrates innovation from the previous-generation single-purpose devices.
When I was a kid, if I wanted to write a letter, I had two choices:
I could set a piece of paper on the table and write the letter with a writing implement such as a pen or pencil.
I could roll a piece of paper into a typewriter and type the letter.
These were, for the most part, single purpose devices. Sure I could make a paper airplane out of the piece of paper, but I couldn’t use the typewriter to play a game or make a phone call.
Turning our attention to the typewriter, it certainly was a manufacturing marvel, and intricate precision was required to design the hammers that would hit the typewritter ribbon and leave their impressions on the piece of paper. And typewriters could break, and repairmen (back then they were mostly men) could fix them.
A smartphone is much more innovative than a smartphone. But it’s infinitely harder to figure out what is wrong with a smartphone.
The smartphone hardware alone is incredibly complex, with components from a multitude of manufacturers. Add the complexities of the operating system and all the different types of software that are loaded on a smartphone, and a single problem could result from a myriad of causes.
No wonder it seems like magic, even for the best of us.
Explaining technology
But this complexity has provided a number of jobs:
The helpful person at your cellular service provider who has acquired just enough information to recognize and fix an errant application.
The many people in call centers (the legitimate call centers, not the “we found a problem with your Windows computer” call scammers) who perform the same tasks at a distance.
All the people who write instructions on how to use and fix all of our multi-purpose devices, from smartphones to computers to remote controls.
Oh, and the people that somehow have to succinctly explain to prospects why these multi-purpose devices are so great.
Because no one’s going to run into problems with technology unless they acquire the technology. And your firm has to get them to acquire your technology.
Crafting a technology marketing piece
So your firm’s marketer or writer has to craft some type of content that will make a prospect aware of your technology, and/or induce the prospect to consider purchasing the technology, and/or ideally convert the prospect into a paying customer.
Before your marketer or writer crafts the content, they have to answer some basic questions.
Using a very simple single-purpose example of a hammer, here are the questions with explanations:
Why does the prospect need this technology? And why do you provide this technology? This rationale for why you are in business, and why your product exists, will help you make the sale. Does your prospect want to buy a hammer from a company that got tired of manufacturing plastic drink stirrers, or do they want to buy a hammer from a forester who wants to empower people to build useful items?
How does your firm provide this technology? If I want to insert a nail into a piece of wood, do I need to attach your device to an automobile or an aircraft carrier? No, the hammer will fit in your hand. (Assuming you have hands.)
What is the technology? Notice that the “why” and “how” questions come before the “what” question, because “why” and “how” are more critical. But you still have to explain what the technology is (with the caveat I mention below). Perhaps some of your prospects have no idea what a hammer is. Don’t assume they already know.
What is the goal of the technology? Does a hammer help you floss your teeth? No, it puts nails into wood.
What are the benefitsof the technology? When I previously said that you should explain what the technology is, most prospects aren’t looking for detailed schematics. They primarily care about what the technology will do for them. For example, that hammer can keep their wooden structure from falling down. They don’t care about the exact composition of the metal in the hammer head.
Finally, who is the target audience for the technology? I don’t want to read through an entire marketing blurb and order a basic hammer, only to discover later that the product won’t help me keep two diamonds together but is really intended for wood. So don’t send an email to jewelers about your hammer. They have their own tools.
(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)
Once you answer these questions (more about the six questions in the Bredemarket e-book available here), your marketer or writer can craft your content.
Or, if you need help, Bredemarket (the technology content marketing expert) can craft your content, whether it’s a blog post, case study, white paper, or something else.
I’ve helped other technology firms explain their “hammers” to their target audiences, explaining the benefits, and answering the essential “why” questions about the hammers.
Can I help your technology firm communicate your message? Contact me.
I can’t share work samples that I created for Bredemarket clients, because they are ghostwritten “works for hire” that are not publicly attributed to Bredemarket.
(For the same reason, I can’t share most work samples that I created for my previous employers.)
But I CAN share work samples that I created for…Bredemarket.
The video containing this image can be found on various Bredemarket properties.
Actually, you can search through the entire Bredemarket website and social media outlets and find them.
Or you can just watch the video below, which summarizes everything.
As content creators accelerate information generation and distribution, content consumers demand information NOW. Perhaps my prediction of five-minute content creation hasn’t occurred—yet—but firms need to distribute their messages as fast as possible.
This Bredemarket blog post discusses a rapid way for identity/biometric firms to communicate the benefits of their solutions and capture their prospects’ attention immediately.
Blogging provides the rapid content generation your identity/biometric firm needs.
Benefits are essential in your blog post to help convert your readers.
Bredemarket can generate a benefits-laced blog post for your identity/biometric firm…with no learning curve necessary, allowing you to distribute your message quickly.
Why blogging?
While my consultancy Bredemarket creates identity content in a variety of customer-facing formats, including white papers, case studies, and e-books, one of my favorite ways to write about identity is via blog posts.
Blog posts provide an immediate business impact. It’s easier to create a blog post than it is to create a downloadable document. If Bredemarket needs to generate content for its self-marketing, I can get a blog post out in two hours, if not sooner. For a breaking news story, your company’s blogged take may hit your prospects before they’ve even heard about the breaking news story in the first place.
Blog posts are easy to share. You can’t just post your blog content and let it sit there. While over 200 people subscribe to the Bredemarket blog, that means that almost 8 billion people will never see it. I increase my viewing odds (slightly) by resharing my blog posts to my hundreds of additional followers on LinkedIn, Instagram, Facebook, and other platforms.
Blog posts are easy to repurpose. Once people have read your blog post, your work is not done. It’s easy to repurpose blog content into other forms. For example, I created an e-book from a blog post.
Why benefits?
However, if your identity/biometric blog post merely consists of a list of features of your product or service, then you’re wasting your time.
If your post simply states that your new latent fingerprint station captures print evidence at 2000 pixels per inch, most of your prospects are going to say, “So what?”
On the other hand, if your post talks about how your latent fingerprint station’s high capture resolution benefits your prospects by helping experts to solve crimes more quickly and getting bad people off the street, then your prospects are going to care about your product/service—and will convertfrom prospects to paying customers.
Why Bredemarket?
That little tip about benefits vs. features is just one of numerous tips that I’ve picked up over my many years as an identity/biometric blog expert. And you can benefit from my ability to start writing immediately because I require no learning curve. My 29 years of identity/biometric expertise comes in handy when your firm requires identity blog post writing.
OK, perhaps it’s an exaggeration to say that I can start writing immediately. Before I type a single word, we need to ensure a common understanding of why we’re writing this blog post. If you want to know how we achieve this common understanding, read the e-book I mentioned earlier.
If you are ready to purchase my Bredemarket 400 Short Writing Service to create a blog post (or other short content) describing the benefits of your identity/biometric product or service, then we should start talking sooner rather than later.
But what if I want to know how to work with Bredemarket?
Glad you asked.
After reading Mace’s LinkedIn post, I realized that I have a bunch of different online sources that explain how to work with Bredemarket, but they’re scattered all over the place. This post groups them all the “how to work with Bredemarket” content together, following an outline similar (yet slightly different) to Mace’s.
And no, it’s not a stand-alone PDF, but as you read the content below you’ll discover two stand-alone PDFs that address critical portions of the process.
Question 1: Why would I work with Bredemarket?
As you’ll see below, “why” is a very important question, even more important than “how.” Here are some reasons to work with Bredemarket.
You require the words to communicate the benefits of your identity/biometrics product/service. I offer 29 years of experience in the identity/biometrics industry and am a biometric content marketing expert and an identity content marketing expert. I have created multiple types of content (see below) to share critical points about identity/biometrics offerings.
You require the words to communicate the benefits of your technology product/service. I have also created multiple types of content to share critical points about technology offerings.
You require the words to communicate the benefits of a product/service you provide to California’s Inland Empire. I’ve lived in the Inland Empire for…well, for more than 29 years. I know the area—its past, its present, and its future.
You require one of the following types of content. Blogs, case studies / testimonials, data sheets, e-books, proposals, social media posts / Xs (or whatever tweets are called today), white papers, or anything. I’ve done these for others and can do it for you.
Question 2: Why WOULDN’T I work with Bredemarket?
This question is just as important as the prior one. If you need the following, you WON’T want to work with Bredemarket.
You require high quality graphics. Sorry, that’s not me.
I did not draw this myself. Originally created by Jleedev using Inkscape and GIMP. Redrawn as SVG by Ben Liblit using Inkscape. – Own work, Public Domain, link.
You are based outside of the United States. Foreign laws and exchange rates make my brain hurt, so I only pursue business domestically. But depending upon where you are, I may be able to recommend a content marketer for you.
Question 3: What are Bredemarket’s most popular packages? How much do they cost?
Here are the three most common packages that Bredemarket offers.
Note that these are the standard packages. If your needs are different, I can adapt them, or charge you an hourly rate if the need is not well defined. (But as you will see below, I try to work with you at the outset to define the project.)
If you follow the link above for your desired package and download the first brochure on each page, you’ll get a description of the appropriate service. The pricing is at the bottom of each brochure.
Each brochure also explains how I kick off a project, but the procedure is fairly common for each package.
Question 4: What are Bredemarket’s working practices?
But that’s not all that we address in the kickoff. There are some other lower-level questions that I ask you (such as the long and short form of your company name).
Once we have defined the project, I iteratively provide draft copy and you iteratively review it. The number and length of review cycles varies depending upon the content length and your needs. For example, I use up to two review cycles of up to three days each for short content.
Eventually I provide the final copy, you publish it and pay me, and both of us are happy.
Are you considering contracting with a marketing and writing service?
Would you like to know more about Bredemarket’s marketing and writing services to provide the right words for identity/biometrics, technology, and local B2B firms?
Would you like multiple options to learn about Bredemarket?
This post is ONLY intended for people who want to stay up-to-date with information from Bredemarket. If you have no such interest, you can skip reading this post and I’ll “give a couple of minutes back to you.”
The Bredemarket blog contains over 400 posts on marketing, writing, identity and biometrics, technology, and California’s Inland Empire. It also lets you know how you can use Bredemarket’s marketing and writing services for your company.
LinkedIn Bredemarket page
To subscribe to the LinkedIn page and see the latest content from Bredemarket, and special content from Bredemarket’s market-oriented LinkedIn pages:
I’ve found LinkedIn to be a valuable source of information, and much of the third-party information I find on LinkedIn is reshared on the Bredemarket LinkedIn page and its market-oriented “showcase” pages on identity, technology, and local business. (You can follow those three pages also.)
Bredemarket mailing list
To subscribe to the mailing list and receive special private content in advance of everyone else:
I know that I’m the guy who likes to say that it’s all semantics. After all, I’m the person who has referred to five-page long documents as “battlecards.”
But sometimes the semantics are critically important. Take the terms “factors” and “modalities.” On the surface they sound similar, but in practice there is an extremely important difference between factors of authentication and modalities of authentication. Let’s discuss.
What is a factor?
To answer the question “what is a factor,” let me steal from something I wrote back in 2021 called “The five authentication factors.”
Something You Know. Think “password.” And no, passwords aren’t dead. But the use of your mother’s maiden name as an authentication factor is hopefully decreasing.
Something You Have. I’ve spent much of the last ten years working with this factor, primarily in the form of driver’s licenses. (Yes, MorphoTrak proposed driver’s license systems. No, they eventually stopped doing so. But obviously IDEMIA North America, the former MorphoTrust, has implemented a number of driver’s license systems.) But there are other examples, such as hardware or software tokens.
Something You Are. I’ve spent…a long time with this factor, since this is the factor that includes biometrics modalities (finger, face, iris, DNA, voice, vein, etc.). It also includes behavioral biometrics, provided that they are truly behavioral and relatively static.
Something You Do. The Cybersecurity Man chose to explain this in a non-behavioral fashion, such as using swiping patterns to unlock a device. This is different from something such as gait recognition, which supposedly remains constant and is thus classified as behavioral biometrics.
Somewhere You Are. This is an emerging factor, as smartphones become more and more prevalent and locations are therefore easier to capture. Even then, however, precision isn’t always as good as we want it to be. For example, when you and a few hundred of your closest friends have illegally entered the U.S. Capitol, you can’t use geolocation alone to determine who exactly is in Speaker Pelosi’s office.
(By the way, if you search the series of tubes for reading material on authentication factors, you’ll find a lot of references to only three authentication factors, including references from some very respectable sources. Those sources are only 60% right, since they leave off the final two factors I listed above. It’s five factors of authentication, folks. Maybe.)
The one striking thing about the five factors is that while they can all be used to authenticate (and verify) identities, they are inherently different from one another. The ridges of my fingerprint bear no relation to my 16 character password, nor do they bear any relation to my driver’s license. These differences are critical, as we shall see.
What is a modality?
In identity usage, a modality refers to different variations of the same factor. This is most commonly used with the “something you are” (biometric) factor, but it doesn’t have to be.
[M]any businesses and individuals (are adopting) biometric authentication as it been established as the most secure authentication method surpassing passwords and pins. There are many modalities of biometric authentication to pick from, but which method is the best?
After looking at fingerprints, faces, voices, and irises, Aware basically answered its “best” question by concluding “it depends.” Different modalities have their own strengths and weaknesses, depending upon the use case. (If you wear thick gloves as part of your daily work, forget about fingerprints.)
ID R&D goes a step further and argues that it’s best to use multimodal biometrics, in which the two biometrics are face and voice. (By an amazing coincidence, ID R&D offers face and voice solutions.)
The three modalities in the middle—face, voice, and fingerprint—are all clearly biometric “something you are” modalities.
But the modality on the left, “Make a body movement in front of the camera,” is not a biometric modality (despite its reference to the body), but is an example of “something you do.”
Passwords, of course, are “something you know.”
In fact, each authentication factor has multiple modalities.
For example, a few of the modalities associated with “something you have” include driver’s licenses, passports, hardware tokens, and even smartphones.
Why multifactor is (usually) more robust than multimodal
Modalities within a single authentication factor are more closely related than modalities within multiple authentication factors. As I mentioned above when talking about factors, there is no relationship between my fingerprint, my password, and my driver’s license. However, there is SOME relationship between my driver’s license and my passport, since the two share some common information such as my legal name and my date of birth.
What does this mean?
If I’ve fraudulently created a fake driver’s license in your name, I already have some of the information that I need to create a fake passport in your name.
If I’ve fraudulently created a fake iris, there’s a chance that I might already have some of the information that I need to create a fake face.
However, if I’ve bought your Coinbase password on the dark web, that doesn’t necessarily mean that I was able to also buy your passport information on the dark web (although it is possible).
Can an identity content marketing expert help you navigate these issues?
As you can see, you need to be very careful when writing about modalities and factors.
You need a biometric content marketing expert who has worked with many of these modalities.
Actually, you need an identity content marketing expert who has worked with many of these factors.
So if you are with an identity company and need to write a blog post, LinkedIn article, white paper, or other piece of content that touches on multifactor and multimodal issues, why not engage with Bredemarket to help you out?
If you’re interested in receiving my help with your identity written content, contact me.
Bredemarket 