Identity/biometrics firms don’t just create social media channels for the firms themselves. Sometimes they create social media channels dedicated to specific products and services.
That’s the good news.
Here’s the bad news.
[REDACTED]
As I write this, it’s March 3. A firm hasn’t updated one of its product-oriented social media channels since February 20.
That’s February 20, 2020…back when most of us were still working in offices.
It’s not like the product no longer exists…but to the casual viewer it seems like it. As I noted in a previous post, a 2020 survey showed that 76% of B2B buyers make buying decisions primarily based on the winning vendor’s online content.
Whether I’m creating content for Bredemarket or creating product marketing material for an employer (past or future), it’s important to ask some critical questions first.
My LinkedIn profile contains the three simple words “why customers benefit.” Not “what producers feature”—why customers benefit. Those three words encapsulate my approach to marketing…well, until I come up with three different words. Or two.
Song by Annie Lennox. Original reel on the Bredemarket Instagram account.
Normally I talk about CONtent, but today I’m talking about conTENT. (OK, a little bit about CONtent also.)
There are many prospects that may be CRITICALLY IMPORTANT (the highest of my three levels of importance) to your firm—perhaps too many. You can reduce your firm’s list of critically important prospects without losing them altogether. The extra time you receive benefits your firm and your TRUE critically important prospects. And eventually the other prospects may come around anyway.
But what if the identity/biometric prospects are not HUNGRY to satisfy that need? (Hungry people = true target audience.) Addressing the need may even be “important” to the prospects—but not CRITICALLY important.
Now I can create (and have created) content addressing this need and how to fill it. If a prospect searches for this content, they will find it.
I can even proactively initiate direct contact with these prospects, and maybe even contact them a second time.
But in most cases a prospect may respond with a “not interested” message—if the prospect even responds at all.
When you “Let Them” do whatever it is that they want to do, it creates more control and emotional peace for you and a better relationship with the people in your life.
And at the same time move the prospect from your “critically important” category down to your “important” category. Focus on the critically important prospects, and be content (conTENT) with them rather than stressing out over the uncontrollable prospects.
But don’t eliminate the merely important prospects entirely, because some day they may become hungry for your services. Continue creating content (CONtent) such as your own blogs, plus social media without messaging the merely important people directly. When they DO get hungry, they will emerge from your trust funnel and contact YOU, asking for your services.
Becoming conTENT
What happens when you, in the words of Mel Robbins, “let them”?
You’re focused, your true critically important prospects are happy that you’re paying attention to them, your merely important prospects are happy that you’re no longer pestering them…
Now I’ve argued that there are benefits to a slower (i.e. greater than five minutes) content production process that results in more mature content.
But what if you need the content within five minutes? People aren’t going to wait for my dilly-dallying.
In fact, my LinkedIn post eight months ago was prompted by an encounter with an impatient content customer. I was waiting for some information before I wrote the content, and someone got tired of my waiting and just asked a generative AI engine to write something. (I think I was supposed to thank them for helping me, but I didn’t.)
This is not an isolated incident, and even with our lamentations that generative AI content blows monkey chunks, it’s still going to be “good enough” for some people.
So if I’m going to continue to make my living as a temperamental writer who is a “you can pry my keyboard out of my cold dead hands” type, I need to create my content VERY quickly.
And sometimes I’m going to have to take extreme measures to get that content out in five minutes.
Of course to do this, you need to approach the “draft 0.5” correctly with a focused message.
How do you jump straight to a polished piece? Meat Loaf and the Beastie Boys aren’t going to tell me. I need to go to the ancient Greeks.
Measure two: let full-grown ideas spring out of your head
Non-believers think that Christianity, Islam, and Judaism have some really weird practices. But frankly, they’re mild compared to ancient Greek mythology, which primarily consists of Zeus trying to be the Wilt Chamberlain of his time.
Take the story of Zeus lusting after Metis and succeeding in his pursuit, until an oracle (unrelated to Larry Ellison) prophesied that Zeus and Metis’ second offspring would overthrow Zeus. To prevent this, Zeus swallowed Metis.
Makes sense to me.
Then the story gets REALLY weird.
After a time, Zeus developed an unbearable headache, which made him scream out of pain so loudly it could be heard throughout the earth. The other gods came to see what the problem was. Hermes realized what needed to be done and directed Hephaestus to take a wedge and split open Zeus’s skull.
Yup, Athena, as a full-grown adult (wearing armor, no less), popped out of Zeus’ head.
Which was awfully convenient, since they didn’t have to go through potty training and learning the Greek language and all of that, because Athena was already mature.
So if I can conceive of my content as a full-grown piece of work from the outset, it will make it easier (and hopefully faster) to create it.
Results
I wasn’t able to write this particular blog post in five minutes, and I still had to go through some back-and-forth to tweak things such as headings. But I executed this content more quickly than normal.
Have you ever created content that contradicts itself?
Let me take you back to 1978, when the Who released an album entitled “Who Are You”—whose title song is beloved by identity/biometrics professionals over 45 years later.
Fair use. From the album “Who Are You.”
But there’s another song on the album that seems at first glance to speak to the times of 1978.
Bands of the last decade like the Who had apparently been eclipsed by bands like the Sex Pistols, a band that had already imploded.
In this environment, the Who recorded a song called “Music Must Change,” a song that seemed to speak to the changing of the guard.
Until you listened to the song’s obscure lyrics and orchestral backing, which makes as much sense as an entire double album about a musician spitting at his audience. (That album would come in 1979.)
First example: A couple of years ago, when consulting for a large client, I worked on a proposal with one of the client’s partners, and one of the employees in the partner organization happened to be a former coworker from MorphoTrak.
Second example: This morning I’m meeting with Gene Volfe, a former coworker at Incode Technologies (we started at Incode on the same day). We’re working on a project together that requires Gene’s demand generation skills and my content skills…which we will be employing for the benefit of another former MorphoTrak coworker.
Third example: Speaking of Incode, two of my former coworkers are reuniting at a different company. As a sign that these two know each other well, one made a point of saying to the other, “Go Bills!”
And yes, Gene, I remember how you like Google Docs…
Leftover pizza is the best pizza. Preparation credit: Pizza N Such, Claremont, California. Can I earn free pizza as a powerful influencer? Probably not, but I’ll disclose on the 0.00001% chance that I do.
Now that it’s time to write the “separate post,” I really don’t want to get into the mechanics of how posts that attract prospects (hungry people, target audience) increase awareness and help you convert prospects for your products and services.
So forget that. I’m going to tell a story instead about two executives at a fictional company that has a real problem. The executives’ names are Jones and Smith.
The story
Jones was troubled. Sales weren’t increasing, prospects weren’t appearing, and if this malaise continued the company would have to conduct a second round of layoffs. Jones knew that “rightsizing” would be disastrous, so the company needed another solution.
So Jones videoconferenced Smith and asked, “How can we make 2024 better than 2023?”
Smith replied, “Increasing sales calls could help, and ads could help, but there’s another way to increase our awareness with our prospects. We could create content on our website and on our social channels that spreads knowledge of our products and services.”
Jones exclaimed, “That’s great! We could get generative AI to create content for us!”
“No, not that!” Smith replied. “Generative AI text sounds like a bot wrote it, and makes us sound boring, just like everyone else using generative AI text. Do we want to sound like that and put our prospects to sleep?”
“So we need a human writer,” Jones realized, “one who can describe all of the features of our products.”
“Absolutely not,” Smith emphasized. “Customers don’t care about our features. They care about the benefits we can provide to them. If we just list a bunch of features, they’ll say, ‘So what?'”
“OK, we’ll go with benefits,” said Jones. “But why is content so important?”
“Take blogging,” replied Smith. “The average company that blogs generates 55% more website visitors. B2B marketers that use blogs get 67% more leads than those who do not. Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. And 92% of companies who blog multiple times per day have acquired a customer from their blog.”
“Wow.” Jones was silent for a moment. “How do you know all of this stuff, Smith?”
“Because of the content that I’ve read online from a marketing and writing services company called Bredemarket. The company creates content to urge others to create content. Bredemarket eats its own wildebeest food.”
As we close out 2023, I’ve been thinking about a lot of things.
Will 2024 be like 2021, in which the new year (2024) offers mimimal improvement over the preceding year (2023)? Reply hazy, try again later. (“And while tech layoffs slowed down in the summer and fall, it appears that cuts are ramping up yet again.”)
What new ways will we develop to better ghost people? Or will the old ways of ghosting continue to dominate the (lack of) conversation? (And if the person who ghosts is the ghoster, and the person who is ghosted is the ghostee…who is the ghost?)
Most importantly for this post, I’ve been thinking about the following: why are target audiences TARGETS, and why are they AUDIENCES? And is the term “target audience” the best description? (TL;DR: No.) If not, what’s a better description? (TL;DR: I don’t know.)
So let’s look at target audiences. And if you don’t mind, I’ve asked William Tell, Cheap Trick, Steve Dahl, Google Bard, Andrew Loog Oldham, and others to help me examine the topic, which will probably be Bredemarket’s last blog post of 2023.
But first I’ll explain where I’m coming from. Rather than diving into great detail, I’ll take a more, um, targeted approach and just quote a bit from the relevant information page.
There are roughly 8 billion people in the world. Most businesses don’t care about 7.99999 billion of these people; the businesses only care about 0.00001 billion (or fewer) people who will buy or recommend the business’ product or service.
Your content (or proposal) needs to resonate with these people. The others don’t matter.
Daily Copywriting’s use of the word “target” as a pejorative got me thinking about my fave phrase “target audience.”
Let’s start with the first word. At its worst, “target” implies something that you shoot, in a William Tell sort of way. If your weapon hits the target, you and your son don’t die. If your weapon misses low, you kill your son. Is that what we marketers do? Hopefully not.
Even at its best, “target” is just something that you get right. You’ve narrowed the 8 billion people to the few that really matter. So what?
Then we move to the second word of the fave phrase “target audience.” An audience is a group of people that sit in chairs while you perform your song and dance in front of them. (“These are the seven questions your content creator should ask you. Thank you for coming to my BRED talk.”)
Sometimes the audience just sits. Not good.
Sometimes the audience claps. A little better.
If you’re the Beatles or Cheap Trick, the audience screams. But still not enough.
Clapping or screaming is nice, but this doesn’t count as true engagement. I mean, in a way it would be nice if you scream with joy at this post, but it counts for nothing if you don’t actually buy Bredemarket’s marketing and writing services.
I’m forced to admit that there was one time where someone truly engaged his target audience—and that was during Steve Dahl’s “Disco Demolition Night.”
Dahl was not a disco fan, since he lost his WDAI radio job when his then-employer switched to a disco format. As a counter-reaction to disco, Dahl entertained baseball fans on Disco Demolition Night by destroying disco records between two games of a doubleheader. 7,000 fans stormed the field in delirious joy, wrecking the field, and the second game of the doubleheader was never played. This was NOT a good thing. But the White Sox survived, and even celebrated the 40th anniversary of the promotion. Dahl threw out the first pitch. Nothing exploded. But nothing was accomplished.
So if “target audience” isn’t the right term to use, what is?
I’ll grant that “needy people” has a negative connotation, like the person who is sad when people forget their birthday. (Not “ghosting” per se, but perhaps a little “boo.”) But “needy people” is certainly better than “target audience.”
“Needy” is stronger than “target.” Rather than just representing a demographic, it actually represents people who truly NEED things. Just because a company needs content for its website doesn’t necessarily mean that it needs Bredemarket. Many companies have their own people to create content.
And for the reasons stated by Daily Copyrighting, “people” is stronger than “audience.” You are not a faceless audience that claps (or screams) when Bredemarket does its song and dance. You are people who work in a certain way, which I why I talk to people before creating content for them.
This “needy people” phrase sounded good a few days ago, but now that I’ve thought about it some more I see some problems with this formulation also. In addition to the negative connotations of the phrase, the mere fact that someone is “needy” doesn’t necessary mean that they will buy Bredemarket’s services. Take my identification of “needy people” from a few days ago:
My mini-survey shows that of the 40+ identity firms with blogs, about one-third of them HAVEN’T SAID A SINGLE THING to their prospects and customers in the last two months.
Yes, these companies are damaging their future prospects and need Bredemarket. But none of these companies has approached Bredemarket, or any other marketing and writing consultant, or their in-house people.
Perhaps they don’t see the problem at all.
Perhaps they see the problem, but don’t want to spend money (even a few hundred dollars) to fix it.
Perhaps they see the problem but don’t consider it as critically important as the other problems they face. Rather than spending a few hundred dollars, some companies are saving millions of dollars by “rightsizing” by 10-20% and cutting marketing budgets. They’re just fine with spiderweb-covered blog pages.
Because “needy people” doesn’t capture my meaning, I’ll do the recommended thing and use this blog post to throw up another idea.
The problem with the term “hungry people”
My latest iteration of “target audience” is “hungry people.” I figure that unlike “needy people,” “hungry people” are more inspired to act on their needs. They don’t just clap or scream; they are motivated to search for something to eat.
Using my example of the non-blogging identity firms, perhaps some of those quiet firms are troubled by their lack of communication with their prospects and clients. Rather than doing nothing, these firms are ready to plug their communications gap. But will they plug it with healthy food, or with junk food?
Even without writers, companies can unleash a content creation boom with generative AI. By feeding the AI brand guidelines, target audience data, and product specifics, they can churn out blog posts, ad copy, product descriptions, and even social media snippets. This AI assistant generates captivating headlines, outlines engaging narratives, and drafts basic texts, all while maintaining brand voice and SEO optimization. AI handles the heavy lifting, freeing up resources for strategic planning and audience engagement, boosting content output from silence to symphony.
I know this may surprise you, but I didn’t write the paragraph above. Google Bard did. And perhaps some hungry companies will opt for the free route and let generative AI write their content rather than contracting or employing a content marketer. Silence to symphony for a $0 budget! I consider this bittersweet.
I let the melody shine, let it cleanse my mind, I feel free now. Even though the melody was from Andrew Loog Oldham, uncredited, resulting in a decades-long copyright dispute between the Verve and the Rolling Stones. From https://www.youtube.com/watch?v=1lyu1KKwC74.
So “hungry” doesn’t quite cut it, since I seek the people who are not only hungry, but who will pay for quality fare such as Bredemarket’s marketing and writing services.
To be continued
In this case, the blog post IS a temporary expression of thought. I’ve determined that “target audience” is an imperfect phrase and that I need to replace it with SOMETHING, but I haven’t figured out what that “something” is yet.
Until I get a better idea, I’ll use “hungry people” in my internal work, but I won’t change my customer-facing work (such as the e-book) until I come up with an effective alternative to “target audience.”
And one more thing
And unless I get a sudden brainstorm, this will probably be the last Bredemarket blog post for 2023, and I’m currently ruminating about the first question I asked in this post regarding prospects for 2024. While there were some positive things that happened this year, the negatives during the last seven months tended to outweigh the positives. A lot of other people are also experiencing this, so I’m sharing this song for those who are glad that 2023 is almost over, and who hope that 2024 isn’t more of the same.
A firm’s content should address the needs of its target audience. For Bredemarket, that is people in identity, biometrics, technology, and general business whose firms aren’t marketing effectively.
Narrow target audiences are the enemy of virality.
Unless you create attention-grabbing content that doesn’t contribute to your core business, but only grabs attention.
For example, you could proclaim that “Kokomo” is the absolute best Beach Boys song ever.
Fair
But I couldn’t bear to write such drivel myself, so I assigned the task to Google Bard, who wrote all the “hot take” text under this paragraph. (I hate myself now.)
Kokomo: The Underrated Gem that Shines Brighter than California Sun
Beach Boys fans, brace yourselves for a hot take. While classics like “Surfin’ U.S.A.” and “California Girls” hold their place in the pantheon of summer anthems, there’s one song, often relegated to the realm of guilty pleasures, that deserves a crown of seashells and a chorus of seagulls: “Kokomo.”
Yes, I said it. Kokomo is not just The Beach Boys’ best song, it’s a pop masterpiece, a sonic escape hatch to a tropical paradise, and a testament to the band’s enduring musical magic. Here’s why:
1. The Escape: From the first steel drum lick, “Kokomo” whisks you away from the everyday. Mike Love’s smooth vocals paint a picture of turquoise waters, swaying palm trees, and worries lost in the trade winds. It’s wanderlust in a song, a daydream of bare feet in the sand, perfectly capturing the yearning for escape that made The Beach Boys icons.
2. The Melody: It’s impossible not to hum along. The chorus, a catchy earworm built on layered harmonies and a driving beat, burrows deep into your brain and stays there like a souvenir seashell. It’s a pop hook that rivals anything in The Beach Boys’ discography, a testament to their mastery of crafting unforgettable melodies.
3. The Production: Lush, vibrant, and layered, the production on “Kokomo” is a sonic tapestry. Tropical instruments, steel drums, and gentle percussion create a soundscape that’s both playful and sophisticated. It’s a sonic cocktail that transports you to the heart of that island paradise, with every layer adding a new dimension to the musical journey.
4. The Unexpectedness: Released in 1988, “Kokomo” arrived at a time when The Beach Boys were navigating a new musical landscape. But instead of feeling dated or derivative, it embraced a contemporary sound while retaining the band’s signature harmonies and sun-drenched spirit. It’s a testament to their ability to adapt and evolve, proving their musical magic had never truly faded.
5. The Heart: At its core, “Kokomo” is a song about longing and connection. It’s about finding solace in the arms of a loved one, escaping the mundane with someone special. It’s a love letter to shared dreams and simple pleasures, reminding us that sometimes, all we need is a little sunshine, a sandy beach, and the one we love.
So, next time you reach for a Beach Boys record, don’t just skip to the hits. Give “Kokomo” a chance. Let its infectious melody wash over you, close your eyes, and imagine yourself beneath the swaying palm trees. You might just find yourself singing along, realizing you’ve stumbled upon a hidden gem, the one song that truly captures the essence of The Beach Boys and their timeless sound.
Now, go forth and spread the gospel of Kokomo! Let’s give this underrated masterpiece the recognition it deserves. After all, it’s not just a song, it’s a state of mind, a passport to paradise, and the ultimate proof that The Beach Boys’ magic truly is endless.
P.S. Don’t forget to pack your sunscreen and your dancing shoes!
Gartner has released a new report, “Emerging Tech: Security — How to Stay Relevant as an Identity Verification Vendor.” Because it’s better to be relevant than to be irrelevant.
Identity verification (which Gartner defines as the ID-plus-selfie process) is arguably the topic that I get the most inquiry calls about, but I also cover >70 vendors in this space. My end-user clients struggle to differentiate between them, and as the market evolves, it will become tougher to stand out in the crowd.
Bredemarket 