Tag Archives: content marketing

Why Writer.com Approaches Generative AI Writing Differently Than I Do

About two weeks ago, I asked myself the question “How Soon Will I Have to Change My Temperamental Writer Generative AI Suggestions/Rule?“

Perhaps that time has come.

Perhaps not.

What are my temperamental writer generative AI suggestions and rule?

If you haven’t seen my June 5 blog post or my June 13 LinkedIn article on this topic, here is a brief recap of how I use generative AI in my writing:

Designed by Freepik.
  • Suggestion 1: A human should always write the first draft.
  • Suggestion 2: Only feed bits to the generative AI tool.
  • An ironclad rule: Don’t share confidential information with the tool.

This post will focus on the first suggestion, although the ironclad rule will come up in the discussion also.

There are several reasons why I believe that a human should write the first draft, and the generative AI tool should only be used to improve the draft. Two of these reasons (I won’t get into the ego part) are as follows:

  • Iterate on my work to make it better. For me, the process of writing itself lets me tweak the text throughout the written content. In my view this makes the first draft much better, which makes the final version even better still.
  • Control the tone of my writing. One current drawback of generative AI is that, unless properly prompted, it often delivers bland, boring text. Creating and iterating the text myself lets me dictate the tone of voice and eliminates the need to rewrite the whole thing later to change the tone.

However, there is one drawback to my method. It takes a lot longer.

  • If you submit a prompt to a generative AI tool and receive results in a minute, and if you tweak the prompt four times to make it better, you’ll have a complete first draft in five minutes.
  • Using my method, I don’t create a first draft in five minutes. It usually takes me between 60 and 120 minutes (not counting “sleep on it” time) to crank out a first draft the old fashioned way.

Let’s look at a different way to use generative AI in writing.

What is writer.com?

The Content Marketing Institute recently hosted a three-day series of webinars on content marketing called ContentTECH 2023.

From ContentTECH 2023.

One of the sessions, “Generative AI FTW: Must-Have Use Cases and Requirements for Success,” was presented by Alex Wettreich (LinkedIn, Twitter) of Writer, which promotes itself as providing the “AI platform built for the enterprise.”

This isn’t your general-purpose generative AI tool that throws everyone’s prompts into the same data warehouse. This is truly a tool for your enterprise:

Unlike other large language models, Palmyra, our family of LLMs, is built for business….

Ability to self-host: Offered as self-hosted option. Own, host, and customize your own version of our LLM.

From https://writer.com/platform/

Guess what this means? All of my personal concerns about sharing confidential data with a generative AI tool are eliminated. Read Writer’s Terms of Service:

7.1. Ownership.  All data, information, files, or other materials and content that Customer makes available to Company for the purpose of utilizing the Service (including, without limitation, training data, prompt inputs, and drafts) (“Customer Content”) shall remain the sole property of Customer. Customer shall retain all intellectual property rights in the Customer Content. Company does not screen Customer Content, is not responsible for storing or maintaining backups of any Customer Content, and is not responsible for the content of or any use by Customer of the Customer Content.

From https://writer.com/terms/

Now that we’ve talked about the basics of Writer, let’s see how it creates content.

What is writer.com’s generative AI writing process?

With Writer, the generative AI tool writes the first draft.

[W]hat we did at Writer was simple: customers already had their style guides built into Writer — their writing style, terminology, and must-have language. We used that plus samples of customers’ best blog posts, help articles, headlines, email subject lines, ads, and more. Writer can create first drafts that are significantly better than other tools because the content is modeled off your best content and trained on your voice.

From https://writer.com/blog/generative-ai-capabilities/

The training data is important. A marketer who uses Writer is guided along the way.

“Create a unique, consistent, and relatable voice that shines through every communication touch point — at scale. Your marketing team doesn’t have time for the copyediting (or scolding).”

“Keep your editorial guidelines up-to-date and easy to access. From punctuation to capitalization rules to grade level and specific terminology, put all your guidance in one place.”

“Make your core messaging easy to repeat. Keep company voice, terms, and boilerplate consistent, no matter who’s writing.”

From https://writer.com/use-cases/marketing/

But is Writer’s output as bland as the reputed “style” from other generative AI tools? If it is, then you won’t save any time by using Writer, since you’ll have to rewrite everything to fit your tone of voice anyway.

Now I haven’t tested Writer, but Trello has. And it sounds like Trello’s tone of voice has been preserved even when the bots write the content.

From trello.com.

Trello avoids the “professional voice” trap traditional software companies fall into (aka stodgy, robotic tone) by treating the person who reads their content like a coworker….With phrases like “go from Trello zero to Trello hero,” you can see that the writers at Trello had permission and encouragement to have fun while writing help content, and that fun translates to a delightful experience for users….

Leah Ryder told us, “With the 10-year anniversary of Trello around the corner, combined with major developments in-product with the new Views feature, it seemed like the right time to update and align our brand and product towards our shared goal of empowering productivity for teams everywhere.”…

Trello’s brand refresh was 1.5 years in the making, and it took a tremendous amount of strategic leadership, partnered with cross-team collaboration to make it happen. It couldn’t have happened without ten years of defining and committing to rule-breaking brand principles. Over the next decade, there’s no doubt the product will change as it adapts to user needs, but with strong brand principles in place, Trellists can always expect a sense of joy built into everything Trello creates.

From https://writer.com/blog/trello-brand-refresh/

The guidance provided by Writer ensures that Trello continues to sound…Trello-y, even after Trello became a small part of Atlassian.

What does this mean?

So if Writer and Trello are correct in their assertions, it IS possible for a well-designed generative AI tool to create a first draft that does NOT require extensive rewrites. Or, if you control your data warehouse, fact-checking. This preserves the ability to save time, since you don’t have to rewrite bland text or correct inaccurate text.

Of course, you have to buy Writer. As of today, Writer’s price for a team of five or fewer people is $18/user/month. Talk to them if you want a larger offering for your entire enterprise.

The people who review for G2 have identified alternatives to Writer, including some well-known names such as Grammarly, Jasper, and Notion. As time goes on, the major players such as Microsoft will incorporate AI into existing and new products, but whether these tools will allow tone of voice specification and privacy preservation remains to be seen.

Let’s see how long my “human drafts first” suggestion lasts.

Three Ways to Identify and Share Your Identity Firm’s Differentiators

(Part of the biometric product marketing expert series)

Are you an executive with a small or medium sized identity/biometrics firm?

If so, you want to share the story of your identity firm. But what are you going to say?

How will you figure out what makes your firm better than all the inferior identity firms that compete with you?

How will you get the word out about why your identity firm beats all the others?

Are you getting tired of my repeated questions?

Are you ready for the answers?

Your identity firm differs from all others

Over the last 29 years, I (John E. Bredehoft of Bredemarket) have worked for and with over a dozen identity firms, either as an employee or as a consultant.

You’d think that since I have worked for so many different identity firms, it’s an easy thing to start working with a new firm by simply slapping down the messaging that I’ve created for all the other identity firms.

Nothing could be further from the truth.

Designed by Freepik.

Every identity firm needs different messaging.

  • The messaging that I created in my various roles at IDEMIA and its corporate predecessors was dramatically different than the messaging I created as a Senior Product Marketing Manager at Incode Technologies, which was also very different from the messaging that I created for my previous Bredemarket clients.
  • IDEMIA benefits such as “servicing your needs anywhere in the world” and “applying our decades of identity experience to solve your problems” are not going to help with a U.S.-only firm that’s only a decade old.
  • Similarly, messaging for a company that develops its own facial recognition algorithms will necessarily differ from messaging for a company that chooses the best third-party facial recognition algorithms on the market.

So which messaging is right?

It depends on who is paying me.

How your differences affect your firm’s messaging

When creating messaging for your identity firm, one size does not fit all, for the reasons listed above.

The content of your messaging will differ, based upon your differentiators.

  • For example, if you were the U.S.-only firm established less than ten years ago, your messaging would emphasize the newness of your solution and approach, as opposed to the stodgy legacy companies that never updated their ideas.
  • And if your firm has certain types of end users, such as law enforcement users, your messaging would probably feature an abundance of U.S. flags.

In addition, the channels that you use for your messaging will differ.

Identity firms will not want to market on every single social media channel. They will only market on the channels where their most motivated buyers are present.

  • That may be your own website.
  • Or LinkedIn.
  • Or Facebook.
  • Or Twitter.
  • Or Instagram.
  • Or YouTube.
  • Or TikTok.
  • Or a private system only accessible to people with a Top Secret Clearance.
  • Or display advertisements located in airports.
From https://www.youtube.com/watch?v=H02iwWCrXew

It may be more than one of these channels, but it probably won’t be all of them.

But before you work on your content or channels, you need to know what to say, and how to communicate it.

How to know and communicate your differentiators

As we’ve noted, your firm is different than all others.

  • How do you know the differences?
  • How do you know what you want to talk about?
  • How do you know what you DON’T want to talk about?

Here are three methods to get you started on knowing and communicating your differentiators in your content.

Method One: The time-tested SWOT analysis

If you talk to a marketer for more than two seconds about positioning a company, the marketer will probably throw the acronym “SWOT” back at you. I’ve mentioned the SWOT acronym before.

For those who don’t know the acronym, SWOT stands for

  • Strengths. These are internal attributes that benefit your firm. For example, your firm is winning a lot of business and growing in customer count and market share.
  • Weaknesses. These are also internal attributes, but in this case the attributes that detract from your firm. For example, you have very few customers.
  • Opportunities. These are external factors that enhance your firm. One example is a COVID or similar event that creates a surge in demand for contactless solutions.
  • Threats. The flip side is external factors that can harm your firm. One example is increasing privacy regulations that can slow or halt adoption of your product or service.

If you’re interested in more detail on the topic, there are a number of online sources that discuss SWOT analyses. Here’s TechTarget’s discussion of SWOT.

The common way to create the output from a SWOT analysis is to create four boxes and list each element (S, W, O, and T) within a box.

By Syassine – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=31368987

Once this is done, you’ll know that your messaging should emphasize the strengths and opportunities, and downplay or avoid the weaknesses and threats.

Or alternatively argue that the weaknesses and threats are really strengths and opportunities. (I’ve done this before.)

Method Two: Think before you create

Personally, I believe that a SWOT analysis is not enough. Before you use the SWOT findings to create content, there’s a little more work you have to do.

I recommend that before you create content, you should hold a kickoff of the content creation process and figure out what you want to do before you do it.

During that kickoff meeting, you should ask some questions to make sure you understand what needs to be done.

I’ve written about kickoffs and questions before, and I’m not going to repeat what I already said. If you want to know more:

Method Three: Send in the reinforcements

By http://www.esercito.difesa.it, CC BY 2.5, https://commons.wikimedia.org/w/index.php?curid=82103540

Now that you’ve locked down the messaging, it’s time to actually create the content that differentiates your identity firm from all the inferior identity firms in the market. While some companies can proceed right to content creation, others may run into one of two problems.

  • The identity firm doesn’t have any knowledgeable writers on staff. To create the content, you need people who understand the identity industry, and who know how to write. Some firms lack people with this knowledge and capability.
  • The identity firm has knowledgeable writers on staff, but they’re busy. Some companies have too many things to do at once, and any knowledgeable writers that are on staff may be unavailable due to other priorities.
Your current staff may have too much to do. By Backlit – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=12225421

This is where you supplement you identity firm’s existing staff with one or more knowledgeable writers who can work with you to create the content that leaves your inferior competitors in the dust.

What is next?

So do you need a knowledgeable biometric content marketing expert to create your content?

One who has been in the biometric industry for 29 years?

One who has been writing short and long form content for more than 29 years?

Are you getting tired of my repeated questions again?

Well then I’ll just tell you that Bredemarket is the answer to your identity/biometric content marketing needs.

Are you ready to take your identity firm to the next level with a compelling message that increases awareness, consideration, conversion, and long-term revenue? Let’s talk today!

Why Your Business Needs an Obsessive Content Marketer

Compulsions and obsessions can be bad things, or they can be good things if channeled correctly.

What if Bredemarket provided me an outlet to chnnel my compulsions and obsessions to help your business grow?

Compulsions and obsessions

I recently wrote a three-post series (first post in the series here) that frequently used the word “compulsion.”

I almost used the word “obsession” in conjunction with the word compulsion, but decided not to make light of a medical condition that truly debilitates some people.

I used the word compulsion to refer to two things about me:

Writing compulsion, or writing obsession. Designed by Freepik.
From https://www.linkedin.com/posts/bredemarket-identity-firm-services_daon-is-a-frost-radar-leader-for-biometrics-activity-7077377129717379073-JDXW/

While compulsions and obsessions can certainly be bad things, when harnessed properly they can provide good for the world.

Like a butterfly.

Animotion on embracing an obsession

When people of a certain age hear the word “obsession,” they may think of the 1980s song by the band Animotion.

From https://www.youtube.com/watch?v=hIs5StN8J-0

Unfortunately for us, 90% of the song deals with the negative aspects of a person obsessing over another person. If you pick through the lyrics of the Animotion song “Obsession” and forget about what (or who) the singer is obsessing about, you can find isolated phrases that describe how an obsession can motivate you.

  • “I cannot sleep”
  • “Be still”
  • “I will not accept defeat”

But thankfully, there are more positive ways to embrace an obsession.

Justin Welsh on embracing an obsession

While Justin Welsh’s July 2022 post “TSS #028: Don’t Pick a Niche. Embrace an Obsession” is targeted for solopreneurs, it could just as easily apply to those who work for others. Regardless of your compensation structure, why do you choose to work where you do?

For Welsh, the practice of picking a niche risks commoditization.

They end up looking like, sounding like, and acting like all of their competition. The internet is full of copycats and duplicates.

From https://www.justinwelsh.me/blog/dont-pick-a-niche-embrace-an-obsession

(For example, I’d bet that all of the people who are picking a niche know better than to cite the Animotion song “Obsession” in a blog post promoting their business.)

Perhaps it’s semantics, but in Welsh’s way of thinking, embracing an obsession differs from picking a niche. To describe the power of embracing an obsession, Welsh references a tweet from Daniel Vassalo:

Find something you want to do really badly, and you won’t need any goals, habits, systems, discipline, rewards, or any other mental hacks. When the motivation is intrinsic, those things happen on their own.

From https://twitter.com/dvassallo/status/1547230105805754369

I trust you can see the difference between picking something you HAVE to do, versus obsessing over something you WANT to do.

What’s in it for you?

Welsh was addressing this post to me and people like me, and his message resonates with me.

But frankly, YOU don’t care about me and about whether I’m motivated. All that you care about is that YOU get YOUR content that you need from me.

So why should you care what Justin Welsh and Daniel Vassllo told me?

The obvious answer is that if you contract with Bredemarket for your marketing and writing services, you’ll get a “pry my keyboard out of my cold dead hands” person who WANTS to write your stuff, and doesn’t want to turn the writing process over to some two-year-old bot (except for very small little bits).

Regarding the use of two-year-old bots:

“Pry my keyboard,” indeed.

Do you need someone to obsess over YOUR content?

Of course, if you need someone to write YOUR stuff, then I won’t have time to work on a TikTok dance. This is a good thing for me, you, and the world.

As I’ve stated elsewhere, before I write a thing for a Bredemarket client, I make sure that I understand WHY you do what you do, and understand everything else that is relevant to the content that we create.

As I work on the content, you have opportunities to review it and provide your feedback. This ensures that both of us are happy with the final copy.

And that your end users become obsessed with YOU.

So if you need me to create content for you, please contact me.

Feel free to share YOUR favorite 1980s song if you like.

Even if it’s THIS song that your favorite temperamental writer detests.

From https://www.youtube.com/watch?v=aDgHXiWgKlE

Fill Your Company Gap With A Biometric Content Marketing Expert

Companies often have a lot of things they want to do, but don’t have the people to do them. It takes a long time to hire someone, and it even takes time to find a consultant that knows your industry and can do the work.

This affects identity/biometric companies just like it affects other companies. When an identity/biometric company needs a specific type of expertise and needs it NOW, it’s often hard to find the person they need.

If your company needs a biometric content marketing expert (or an identity content marketing expert) NOW, you’ve come to the right place—Bredemarket. Bredemarket has no identity learning curve, no content learning curve, and offers proven results.

Identity/biometric consulting in the 1990s

I remember when I first started working as an identity/biometric consultant, long before Bredemarket was a thing.

By Federal Bureau of Investigation – https://washingtonian.com/2016/11/24/the-fbi-opened-its-crime-lab-here-in-dc-back-in-1932, Public Domain, https://commons.wikimedia.org/w/index.php?curid=128508441

OK, not quite THAT long ago. I started working in biometrics in the 1990s—NOT the 1940s.

In 1994, the proposals department at Printrak International needed additional writers due to the manager’s maternity leave, and she was so valuable that Printrak needed to bring in TWO consultants to take her place.

At least initially, the other consultant and I couldn’t fill the manager’s shoes.

Designed by Freepik.
  • Both of us could write.
  • Both of us could spell “AFIS.”
  • Both of us could spell “RAID.” Not the bug spray, but the storage mechanism that stored all those “huge” fingerprint images.
  • But on that first night that I was cranking out proposal letters for something called a “Latent Station 2000,” I didn’t really know WHAT I was writing about.

As time went on, the other consultant and I learned much more—so much that the company brought both of us on as full-time employees.

After we were hired full-time, we spent a combined 45+ years at Printrak and its corporate successors in proposals, marketing, and product management positions, contributing to industry knowledge.

Which shows that learning how to spell “AFIS” can have long-term benefits.

Printrak’s problem

When Printrak needed biometric proposal writing experts quickly, it found two people who filled the bill. Sort of.

But neither of us knew biometrics before we started consuting at Printrak.

And I had never written a proposal before I started consulting at Printrak. (I had written an RFP. Sort of.)

But frankly, there weren’t a lot of identity/biometric consultants out in the field in the 1990s. There were the 20th century equivalents of Applied Forensic Services LLC, but at the time I don’t think there were any 20th century equivalents of Tandem Technical Writing LLC.

Peter Higgins. From https://www.search.org/biometrics-expert-peter-higgins-to-receive-searchs-highest-practitioner-honor/

The 21st century solution

Unlike the 1990s, identity/biometric firms that need consulting help have many options. In addition to Applied Forensic Services and Tandem Technical Writing you have…me.

Mike and Laurel can tell you what they can do, and I heartily endorse both of them.

Let me share with you why I call myself a biometric content marketing expert who can help your identity/biometric company get marketing content out now:

  • No identity learning curve
  • No content learning curve
  • Proven results

No identity learning curve

I have worked with finger, face, iris, DNA, and other biometrics, as well as government-issued identity documents and geolocation. If you are interested, you can read my Bredemarket blog posts that mention the following topics:

No content learning curve

Because I’ve produced both external and internal content on identity/biometric topics, I offer the experience to produce your content in a number of formats.

  • External content: account-based marketing content, articles, blog posts (I am the identity/biometric blog expert), case studies, data sheets, partner comarketing content, presentations, proposals, sales literature sheets, scientific book chapters, smartphone application content (events), social media posts, web page content, and white papers.
  • Internal content: battlecards, competitive analyses, demonstration scripts (events), email internal newsletters, FAQs, multi-year plans, playbooks, project plans, proposal templates, quality improvement documents, requirements documents, strategic analyses, and website/social media analyses.

Proven results

Read about them here.

Download

So how can you take advantage of my identity/biometric expertise?

If you need day-one help for an identity/biometric content marketing or proposal writing project, consider Bredemarket.

Pilots, Co-Pilots, and Marketing and Writing Services

I’ve always been amused by this bumper sticker saying.

"God is my co-pilot" license plate.
Flickr, david__jones, “God is my co-pilot.” Attribution 2.0 Generic (CC BY 2.0)

The phrase “God is my co-pilot,” taken from pilot Robert L. Scott Jr.’s World War II autobiography of the same name, superficially appears to depict a fervent religious devotion.

By United States Air Force – https://www.af.mil/About-Us/Biographies/Display/Article/105661/brigadier-general-robert-l-scott-jr/, Public Domain, https://commons.wikimedia.org/w/index.php?curid=92651184

But look at it again.

Military pilots have a huge reputation for supersized egos. Not that I necessarily have a problem with egos, but this must be recognized. And the phrase above bears it out.

  • Scott is the pilot, in charge of things.
  • God is the co-pilot, subservient to Scott’s every command. Heck, since Scott runs the show, God might as well be a mere passenger.

But this is not only a religious issue.

Who controls artificial intelligence?

If you’re going to employ generative artificial intelligence (generative AI) to create your written work, you need to decide who will be the pilot, and who will be the co-pilot.

  • You could send the prompt off to your favorite generative AI tool and let it shape the words you will communicate to your customers. In this case, the tool is the pilot, and you’re just the co-pilot.
Designed by Freepik.

(The perceptive ones among you have already noted that I treat text and images differently. In the image above, I clearly took the co-pilot’s seat and let Freepik pilot the process. My raving egotism does not extend to my graphic capabilities.)

This concept of AI as a co-pilot rather than a pilot is not just my egotistical opinion.

GitHub Copilot. From https://github.com/features/copilot

When GitHub implemented its generative AI coding solution, it named the solution “GitHub Copilot.” The clear implication is that the human coder is still running the show, while GitHub Copilot is helping out its boss.

But enough about generative AI. Heaven knows I’ve been spouting off about that a lot lately. Let’s turn to another topic I spout off about a lot—how you should work with your content creator to generate your content marketing text.

Who should pilot a content marketing project?

Assume for the moment that your company has decided NOT to entrust its content marketing text to a generative AI tool, and instead has contracted with a human content marketing expert to create the text.

Again, there are two ways to approach the task.

  • The first approach is to yield all control to the expert. You sit back, relax, and tell your content marketing consultant to do whatever they want. They provide the text, and you pay the consultant with no questions asked. The content marketing consultant is the pilot here.
  • The second approach is to retain all control yourself. You tell the content marketing consultant exactly what you want, and exactly what words to say to describe your best-of-breed, game-changing, paradigm-shifting, outcome-optimizing solution. (That last sentence was painful to write, but I did it for you.) The content marketing consultant follows your exact commands and produces the copy with the exact words you want. You are the pilot here.

So which of these two methods is the best way to create content?

As far as I’m concerned, neither of them.

Which is why Bredemarket doesn’t work that way.

Can two people pilot a content marketing project?

By Alex Pereslavtsev – http://www.airliners.net/photo/Transaero-Airlines/Boeing-777-212-ER/1984464/L/, GFDL 1.2, https://commons.wikimedia.org/w/index.php?curid=16594678

Bredemarket’s preferred content creation process is a collaborative one, in which you and I both control the process. While in the end you are the de facto pilot since you control the purse-strings, Bredemarket emphasizes and follows this collaborative approach.

Throughout this collaborative and iterative package we both pilot the process, and we both contribute our unique strengths to produce the final written product.

Are you ready to collaborate?

If you have content marketing needs that Bredemarket can help you achieve, let me know and we’ll talk about how to pilot a content marketing project together.

Three Reasons Why You Need the Bredemarket 404 Web/Social Media Checkup

I haven’t mentioned my “Bredemarket 404 Web/Social Media Checkup” in years, but we need the service more than ever. In fact, as I mention below, I should probably buy the service for myself.

What is the Bredemarket 404 Web/Social Media Checkup?

Why do I offer the Bredemarket 404 Web/Social Media Checkup? To ensure that your web and social properties are correctly communicating your business benefits and values to prospects and customers.

How do I provide the service? I not only analyze every page on your business website, but also analyze every social media account associated with your business (and, if you choose, your personal social media accounts also).

What do I do? For each social media account and page within each account, Bredemarket checks for these and other items:

  • Broken links
  • Outdated information
  • Other text and image errors
  • Synchronization between the web page and the social media accounts
  • Content synchronization between the web page and the social media accounts
  • Hidden web pages that still exist

Bredemarket then reports the results to you with recommended actions.

Redacted example of one page of a multi-page Bredemarket 404 report.

If requested, Bredemarket prepares a simple social media communications process for you.

Three reasons why you need a web/social media check

If you’re wondering why your business may need such a check, here are three things that I’ve observed over the years that adversely impact your marketing (and, um, my marketing).

Stale, dated material

Designed by Freepik.

Perhaps you wrote the text for your website or your social media page several years ago. And it was great…at the time. But as the months and years pass, the text becomes outdated.

I’ve discussed the problem of non-current content before, giving examples such as sites that mention Windows 7 support long after Microsoft stopped supporting Windows 7. But sadly, I recently ran across another offender, and this time I’m going to name names.

The company who kept stale content online was…Bredemarket.

As some of you know, last week I announced changes in Bredemarket’s scope and business hours. This necessitated some changes on my website.

Then I had to return to this website to make some hurried updates, since my April 2022 prohibition on taking certain types of work is no longer in effect as of June 2023. Hence, my home page, my “What I Do” page, and (obviously) my identity page are all corrected.

From https://bredemarket.com/2023/06/01/updates-updates-updates/

But earlier this week when I was cruising around the site, I noticed a page that I had missed:

From https://bredemarket.com/biometric-content-marketing-expert/ as of the morning of June 8, 2023.

“Biometric content marketing expert” my…(you know what). By the time you read this post, I will hopefully have fixed this. You can check for yourself to make sure I did fix it, and call me out if I didn’t. (Pressure’s on, Johnny.)

Oh, and there are three other pages that mention the words “Saturday morning” (as in booking a Saturday morning meeting with me). I have to fix those also.

WordPress listing of Bredemarket pages that include(d) the words “Saturday morning.”

Heroic sprints, only partially executed

Designed by Freepik.

In addition to stale, dated, material, sometimes the material on your online properties is only partially complete.

Perhaps you’ve worked with organizations that have sudden inspirations and want to implement them NOW.

From https://www.youtube.com/watch?v=rziG2gn-eQ0

So you’re going to mount a heroic sprint to just do it, process be damned. You’re going to steamroll ahead, working nights and weekends, and get the thing done.

And then, bleary-eyed, you get it done.

But you didn’t get all the other stuff done that needed to be completed along with the heroic sprint.

Maybe you completed a heroic sprint to document something on one of your properties…but you completely forgot to document that same thing on another of your properties. So one property mentions six items, while the other one only mentions five. Hopefully your prospect will go to the property that mentions the correct number of items.

If you’re lucky. Authentically lucky.

From https://www.youtube.com/watch?v=38mE6ba3qj8

(As an aside, a company that relies on heroic sprints is only hurting itself and its employees. See this Moira Lethbridge & Toni Collis LinkedIn article, “Why Having Superhuman Expectations Is Killing Your Career.“)

Forgotten online properties

Designed by Freepik.

A third common problem that your company may face is the existence of old online properties that you may have forgotten about.

  • Maybe you established an online property and completely forgot about it. So as you update all of your other online properties, you neglect to update that one. What happens if the only online property your prospect sees is the one you never bother to update?
  • Maybe you established an online property, then established a second one on the same platform. I previously cited an example in which a company established a Twitter account, then established a second one later without letting followers of the first account know. Guess which Twitter account had fewer followers? The new one.

Forgotten online properties result in disjointed views of your firm, and a confusing online presence.

Here’s how to obtain a web/social media check for yourself

Do your website and social media accounts suffer from these inconsistencies and errors?

Would you like an independent person to analyze your online properties and report the issues so you can fix them?

If you need Bredemarket’s services:

How Can Your Identity Business Create the RIGHT Written Content?

Does your identity business provide biometric or non-biometric products and services that use finger, face, iris, DNA, voice, government documents, geolocation, or other factors or modalities?

Does your identity business need written content, such as blog posts (from the identity/biometric blog expert), case studies, data sheets, proposal text, social media posts, or white papers?

How can your identity business (with the help of an identity content marketing expert) create the right written content?

For the answer, click here.

Qualitative Benefits and Inland Empire Marketing

Are you an Inland Empire business who wants to promote the benefits of your products and services to your clients? If so, don’t assume that these benefits must be quantitative. You can use qualitative benefits also.

Benefits

Before we talk about quantative vs. qualitative benefits, let’s talk about benefits themselves, and how they differ from features.

As Kayla Carmichael has noted, features answer the “what” question, while benefits answer the “why” question.

From https://blog.hubspot.com/customers/3-takeaways-from-start-with-why

She explains that your clients don’t care if your meal kit arrives ready to heat (a feature). Your clients care about saving time preparing meals (a benefit).

Quantitative benefits

In certain cases, the client may be even more impressed if the benefits can be expressed in a quantitative way. For example, if you know that your meal kit saves people an average of 37 minutes and 42.634 seconds preparing meals, let your client know this.

Am I the only one mouthing the words “these are the days of our lives” to myself? CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=2949924

But maybe you don’t know this.

  • You haven’t paid for a survey of your existing customers to see how much time they’ve saved preparing meals.
  • Or maybe the data just isn’t available at all.

The power of qualitative benefits

A lack of quantifiable data won’t stop your marketing efforts, though, since qualitative benefits can be just as powerful as quantative ones.

I’m going to take the marketer’s easy way out and just cite something that Apple did.

I’ll admit that Apple sometimes has some pretty stupid marketing statements (“It’s black!“). But sometimes the company grabs people’s attention with its messaging.

Take this July 2022 article, “How Apple is empowering people with their health information.”

You probably already saw the words “empowering people” in the title. Sure, people like health information…but they really like power.

By Andreas Bohnenstengel, CC BY-SA 3.0 de, https://commons.wikimedia.org/w/index.php?curid=61536009

Later in the article, Apple’s chief operating officer (Jeff Williams) emphasizes the power theme: “…they’re no longer passengers on their own health journey. Instead, we want people to be firmly in the driver’s seat.”

Of course, this isn’t the first time that Apple has referred to empowering the individual. The company has done this for decades. Remember (then) Apple Computer’s slogan, “The Power to Be Your Best”? If you missed that particular slogan, here’s a commercial.

From https://www.youtube.com/watch?v=s5S9VvMMxhU

There are zero statistics in that commercial. It doesn’t say that the Macintosh computer would equip you to jump 5% higher, or sing on key 99.9% of the time. And Apple Computer didn’t claim that the Macintosh would equip you to draw bridge images 35.2% faster.

But the viewer could see that a Macintosh computer, with its graphical user interface, its support of then-new graphic programs, and (not shown in the ad) the ability to distribute the output of these graphic programs via laser printers, gave Macintosh users the power to…well, the power to be their best.

And some potential computer buyers perceived that this power provided infinite value.

As you work out your benefit statements, don’t give up if the benefits cannot be quantified. As long as the benefits resonate with the customer, qualitative benefits are just fine.

What are your benefits?

Let’s return to you and your Ontario, California area business that needs content marketing promotion. Before you draft your compay’s marketing material, or ask someone to draft it for you, you need to decide what your benefits are.

I’ve written a book about identifying benefits, and five other questions that you need to answer before creating marketing content.

Click on the image below, find the e-book at the bottom of the page, and skip to page 11 to read about benefits.

Feel free to read the rest of the book also.

See https://bredemarket.com/iehow/

My…Umm..Opportunity is YOUR Opportunity

A little over a year ago, Bredemarket announced two changes in my business scope and business hours. I stopped accepting work from clients who marketed systems to identify individuals, and I reduced my business hours to Saturday mornings only.

Generated at craiyon.com.

I had to change my business scope and business hours. On May 9, 2022, I started a full-time position with a company in the identity industry, which meant that I couldn’t consult on weekdays and couldn’t consult on identity projects.

But things change.

As of May 31, 2023, I will no longer be employed at my day job.

Which is my misfortune…um…opportunity.

Generated at craiyon.com.

Has Bredemarket changed its business scope and business hours a second time?

Yes.

As of June 1, 2023:

  • If you need a consultant for marketing or proposal work, and your company is involved in the identification of individuals, Bredemarket can accept the work.
  • If you need a consultant who can meet with you during normal business hours, Bredemarket can accept the work.

So what?

My…um…opportunity is your opportunity.

Now that I can expand my business scope and business hours again, you can take advantage of my extensive marketing expertise, including deep experience in the identity industry.

This means you can obtain quickly-generated and expert content with an agreed-upon focus.

This means you can get content that increases your revenue.

What kind of content?

Blog posts, case studies and testimonials, proposals and proposal text, white papers, and many other types of content.

How about e-books?

Yes I also write e-books.

These two e-books explain (a) how Bredemarket starts a project with you, and (b) how Bredemarket has helped other businesses over the years.

(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.)

How Bredemarket Can Help You Win Business (April 16, 2023)Download

How can I find out more information about Bredemarket?

Contact me.

But wait…what if Bredemarket changes its business hours and business scope a THIRD time?

I very well could change Bredemarket’s business hours/scope again.

Maybe I’ll find a new full-time position in a couple of weeks, and I’ll again have to reduce hours and scope.

Which basically means that you have to ACT QUICKLY to ensure you can reserve my services.

(See “how to create a sense of urgency.”)

Generated at craiyon.com.

Four Mini-Case Studies for One Inland Empire Business—My Own

I guess I can be persuasive. I just persuaded myself to do something.

On Saturday, I wrote the post “Six Benefits for Inland Empire Businesses from Case Studies.“

Then I asked myself, why not write a case study for my own Inland Empire business, Bredemarket?

If I could demonstrate that Bredemarket benefited a firm via a case study, that could help Bredemarket get business from other firms. I said so myself:

A well-crafted case study can be the first step in convincing a potential customer to become a paying customer.

From https://bredemarket.com/2023/04/15/six-benefits-for-inland-empire-businesses-from-case-studies/

Achieving 400% of My Goal

But once I started writing the document, I decided that one case study wasn’t enough.

So I wrote four mini-case studies in the same document, briefly describing how I helped four Bredemarket clients create different types of content so that they could win more business.

  • I helped one client to quickly generate consistent proposals. One of the client’s salespeople even provided me with a testimonial. (You may have seen it before.)
  • I helped another client share persuasive case studies. The client kept on coming back to me for more case studies—a dozen in all—and other work.
  • I helped a third client position via blogs and a white paper.
  • Finally, I helped position a sole proprietor.

After the four mini-case studies, I briefly described how Bredemarket works with clients. (Sleep is involved.)

By Ilya Repin – Tretyakov Gallery, Moscow, Public Domain, https://commons.wikimedia.org/w/index.php?curid=60387757

I didn’t get into my six questions, since I already wrote an e-book on that topic, but I did provide an overview of the initial meeting, the content iteration process, and my work for hire policy (which explains why I didn’t name the four clients listed above).

So would you like to read my four mini-case studies?

Here is my latest e-book, “How Bredemarket Can Help You Win Business.”

How Bredemarket Can Help You Win Business (April 16, 2023)Download

And if I can help you win business, let me know. I have Saturday morning office hours.