Identity/biometrics/technology marketing and writing services
For many B2B salespeople, this isn’t the holiday season. It’s the last month of Q4, and some are sweating.
Product marketing can’t help here. Maybe 17 months ago, but even the best conversion content can’t help in the next three weeks or less.
So start now to plan for success in 2026 and 2027. Talk to me about your content.
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Have you friends frequently and warmly connected with you…until they didn’t? Becoming former friends, ignoring and abandoning you, becoming silent and indifferent?
Sales prospecting can be similar. Someone eagerly wants your product or service immediately. But they delay in getting back to you, plead that other critically important issues have arisen, then go silent entirely, their former desire evaporated.
I’m sure some hard-boiled salespeople believe EVERY prospect can convert, but it ain’t so. And my earlier advice applies to business prospects as well as to personal relationships:
“If my former friends’ focus is elsewhere, my focus won’t impede on theirs.”
Are you a technology marketing leader, struggling to market your products to your prospects for maximum awareness, consideration, and conversion?
I’m John E. Bredehoft. For over 30 years, I’ve created strategy and tactics to market technical products for over 20 B2B/B2G companies and consulting clients.
But my past isn’t as important as your present challenges. Let’s talk about your specific needs and how I would approach solving them.
Consulting: Bredemarket at https://bredemarket.com/mark/
Employment: LinkedIn at https://linkedin.com/in/jbredehoft/
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Biometric marketing leaders already know that I’ve talked about reader personas to death. But what about WRITER personas? And what happens when you try to address ALL the reader and writer personas?
While there are drawbacks to using personas, they are useful in both content marketing and proposal work when you want to tailor your words to resonate with particular types of readers (target audiences, or hungry people).
I still love my example from 2021 in which a mythical Request for Proposal (RFP) was issued by my hometown of Ontario, California for an Automated Biometric Identification System (ABIS). The proposal manager had to bear the following target audiences (hungry people) in mind for different parts of the proposal.
But who is actually writing the text to address these different types of readers?
Now in this case I’m not talking about archetypes (a topic in itself), but about the roles of the subject matter experts who write or help write the content.
I am currently working on some internal content for a Bredemarket biometric client. I can’t reveal what type of content, but it’s a variant of one of the 22 types of content I’ve previously addressed. A 23rd type, I guess.
Anyway, I am writing this content from a product marketing perspective, since I am the self-proclaimed biometric product marketing expert. This means that the internal content fits into a story, focuses on the customer, highlights benefits, and dwells on the product.
But what would happen if someone in a role other than product marketing consultant wrote this content?
So the final content is not only shaped by the reader, but by the writer.
With all the different reader and writer personas, how should you respond?
Do all the things?
Perhaps you can address everyone in a 500 page proposal, but the internal content Bredemarket is creating is less than 10 pages long.
Which is possibly already too long for MY internal target audience.
So I will NOT create the internal content that addresses the needs of EVERY reader and writer persona.
Which is one truth about (reader) personas in general. If you need to address three personas, it’s more effective to create 3 separate pieces than a single one.
Which is what I’m doing in another project for this same Bredemarket biometric client, this one customer-facing.
And the content targeted to latent examiners won’t mention the needs of Paul Leon.
So now I, the biometric product marketing expert writer persona, will re-address you, the biometric marketing leader reader persona.
You need content, or proposal content.
But maybe you’re not getting it because your existing staff is overwhelmed.
So you’re delaying content creation or proposal responses, or just plain not doing it. And letting opportunities slip through your fingers.
Plug the leaks and stop your competitors from stealing from you. Bring Bredemarket on board. Schedule a free exploratory meeting today at https://bredemarket.com/cpa/.
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Bredemarket asks a lot of questions.
But by the end of a project such as a content project, you and I better have some answers.
Because conversion fails if the prospect doesn’t think we know what we are doing.
While updating my resume today, I discovered that I have now written over 700 blog posts on the Bredemarket site alone. This is number 725, in case you’re keeping score.
And that doesn’t count the myriad of blog posts I’ve written for consulting clients or employers, plus the posts I’ve written for other blogs over the years dating back to 2003.
So in case you’re wondering: yes, I’ve written blog posts before.
And I can augment your company’s resources by writing blog posts (for example, via the Bredemarket 400 Short Writing Service) that drive awareness, consideration, and/or conversion.
Talk to me about your needs.
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Identity/biometric professionals require the right words to raise product awareness, influence consideration, or drive conversions.
Bredemarket helps you create the words your prospects and customers must hear now:
With over 29 years of identity/biometric experience, John Bredehoft of Bredemarket is the biometric product marketing expert that can move your company forward.
If I can help you, book a free 30 minute meeting with me on Calendly.
If you’re not sure about using Bredemarket, here is more information.
I’ve previously written about the “messy middle,” or the way that people REALLY decide on what to purchase. It’s not as logical as the theories suggest.
Therefore, when Kevin Indig touched on the subject, I was naturally interested.
His article includes a section “What we missed about the Messy Middle”:
Different ways of doing SEO
Severe limitations of attribution models
The need to merge CRO and SEO
From https://www.growth-memo.com/p/messy-middle.
Kevin Indig’s article touches upon a lot of topics, most of which I won’t discuss. Read his article. Instead, I’m going to focus on the second of Indig’s three items (on attribution model limitations) because it intersects with my interests, including the trust funnel.
Indig notes the issues with revenue attribution, and how measurements of conversion touch points often end up as wild guesses.
So he proposes something different.
Instead of trying to figure out where to be, try to be everywhere. It’s more important to understand where your competitors are, and you’re not….The surround sound approach seems intuitive but is a very different approach to what’s happening at companies today….Surround Sound doesn’t mean to do everything, but to carefully observe where competitors are and pull even.
From https://www.growth-memo.com/p/messy-middle.
At this point I only want to interject that you should also carefully observe where competitors AREN’T.
But what are the analysts going to analyze? What they can.
We should also rethink the numbers we look at. Recurring visits and the average number of visits until conversion reflect user behavior and improvements better than bounce rate or pages per visit since users hop around so much.
From https://www.growth-memo.com/p/messy-middle.
While much of the activity remains invisible to us, we can still look at the activity that we CAN see.
And yes, much of the activity does remain invisible. A former coworker messaged me on Sunday with a question, and he closed his message with the following.
Btw, enjoy your posts
From a private message.
I’m tossing that message over to Bredemarket’s chief analyst.
Have you ever seen those posts from self-appointed gurus?
Specifically, the ones that authoritatively state the BEST time to WRITE a post on Instagram, or LinkedIn, or TikTok, or whatever?
I religiously ignore those posts for a simple reason: My country has multiple time zones. So the best time in one time zone may be the worst time in another time zone.
However, I can tell you the WORST time to READ a post in the PACIFIC Time Zone…if the post concerns pizza.
And I’ll explain what all this means…eventually.
In addition to saying WHEN to post, the gurus also provide authoritative (and often contradictory) advice about WHAT to post.
For example, some gurus assert that you MUST prioritize bottom of funnel (conversion) content over top of funnel (awareness) content because it’s most important to get people to buy.
Ophir Tal disagrees, and has evidence to support his position.
Ophir Tal self-identifies as a “LinkedIn Ghostwriter & Personal brand Builder for CEOs & Founders”…and part of the way he builds personal brands is via awareness. Here’s where Tal made this assertion about the importance of awareness.
Let’s look at Tal’s hook:
How I Got An Inbound Lead From A Post About Pizza
From Ophir Tal on LinkedIn.
This hook caught my attention. People want leads, and people like pizza, so I paid attention. But I also paid attention for a third reason that I’ll discuss later.
Tal describes how he wrote a LinkedIn post about a piece of pizza that he dropped by mistake, and how he acquired 9,400 views, 97 likes, and 112 comments from that single post. So he told the story a second time.
Tal then noted that the gurus would have recommended NOT posting this because he was “doing it wrong.” Specifically:
But despite doing everything wrong, that particular piece of content attracted the attention of someone “at a 6 figure ecom company.” After viewing the content, the reader looked at Tal’s profile and realized Tal could meet their need for ghostwriting services.
Tal earned a lead from his pizza post.
Again, this is only part of Tal’s story. I encourage you to read the rest here.
And now I’ll tell you the third reason why I paid attention to Tal’s post.
As I noted above, I paid attention to Ophir Tal’s pizza post for two reasons:
Now let’s jump back to a post I wrote all the way back in 2023, one that described why I’ve soured on the term “target audience.” (Or, in Tal’s words, “ideal clients.”) I started that post by wondering if the term “needy people” would be better than “target audience.” Yes, but not good enough.
I’ll grant that “needy people” has a negative connotation, like the person who is sad when people forget their birthday.
From “I’m Questioning Everything About Target Audiences, Including the Name.”
Why did I include that sentence?
I’ll let you in on a personal secret. When I wrote that, I was myself sad because a few people had forgotten my birthday.
It turns out that these people had a VERY GOOD reason for forgetting my birthday. However, I cannot reveal this reason to you because the disclosure would force me to reveal someone’s personal identifiable information, or PII. (Mine.)
So after they remembered my birthday, one of them asked what I did for my birthday…and I told them that my wife, father-in-law, and brother-in-law went out to dinner.
For pizza.
And I also told them that there were leftovers, which my wife and I enjoyed a few days later.
A nice story, and while I was reading Ophir Tal’s story on dropped pizza, I realized that I had missed an opportunity to tell my own story about leftover pizza.
Time to channel Steve Jobs…
I forgot to mention one thing about the Ophir Tal story.
When I read the story, it was around 4:00 pm in California.
So when I read about Tal’s dropped pizza, and thought about my leftover pizza (which I had already eaten)…I was hungry.
Coincidentally, “hungry people” is the phrase that I eventually decided was better than “needy people.”
Tal’s lead was hungry for ghostwriting services, and when they saw that Tal offered such a service, they contacted him.
What does this mean? I’ll go into that in a separate post.
But for now, remember that stories that raise awareness with your “hungry people” (target audience) are good stories to tell.
Maybe I should tell more stories.
Technologists, you know how tough it is to create a technology product.
But when you want to tell the story about your product, and all the effort you put into it, your prospects ignore everything you say. You might as well not be there.
Do you know why your prospects are ignoring you?
Because they don’t care about you. It’s all about them.
But the “it’s all about me” attitude is actually a GOOD thing, if you can harness it in your messaging. Let’s face it; we all have an “it’s all about me” attitude because we want to satisfy our needs.
So when it’s time to tell the story about your product, don’t talk about your technology.
Instead of talking about you, talk about them.
Adopt a customer focus and talk about things that your prospects care about, such as how your product will solve their problems.
In short, your customers need to understand how you can solve their problems.
But how can you make sure that your story resonates with your prospects?
Perhaps you need a guide to work with you to craft your story. Yes, I can serve as a guide to solve YOUR problem.
If you’re interested in how Bredemarket, the technology content marketing expert, can help you create a customer-focused story for your prospects, find out how to create technology content that converts…
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