It should be obvious by now that TI is a transformative paradigm shift that is already affecting the world economy and your own life.
Forward-thinking influencers are reimagining the tire as a sophisticated sensory organ, incorporating real-time structural diagnostics and dynamic adaptation. This is fundamentally redefining our relationship with the road, proving that the future of mobility is being built from the ground up.
But those who remain still will fall behind.
Those who purchase expensive TI courses will move ahead.
Those who reposition their marketing to always talk about TI will move ahead.
Those who right-size their companies to allow maximum investment in TI will move ahead.
Bredemarket has consistently argued AGAINST “me too” product marketing, and FORdifferentiating your identity/biometric product from its competitors. But your differentiators must resonate with your prospects.
This post lists three false differentiators, and why you should avoid them.
False differentiator 1: we’re a great place to work
Does your company description place undue emphasis on the shiny happy people who work for you? Their competitive salaries? Their unlimited PTO? Their community days? Their “best place to work” awards?
Who cares?
While you would think happy employees are important to prospects, they really aren’t. Enron was a best company to work for, but definitely did not deliver for its customers. Other companies are slave drivers, but customers love their products.
Save the “best place to work” mumbo jumbo for your careers page, not your prospect-facing content.
False differentiator 2: we’re a unicorn
Other companies take a different tack. Some emphasize their financial might: they’re a unicorn, a Series C, a NASDAQ-listed firm. Others take the opposite tack, asserting they are small and scrappy. (Bredemarket is in the latter category.)
So what?
Your prospects don’t care how big you are. Size doesn’t matter to them. Your performance does.
Stick the “unicorn” talk in your investor pitch decks, not on stuff your prospects read.
False differentiator 3: we have great features
By now you’ve probably figured out that your customers care about your product, not your employee satisfaction or your valuation. So you start talking about your product and its impressive array of features. 1000 ppi fingerprint capture. Sub-second matching. Integration with over 100 third-party systems.
How so?
Prospects don’t care about your product and what it does. They care about what it does FOR THEM. Does it solve crimes and keep bad people off the streets? Does it ensure that bank account applicants really are who they say they are? Does it complete its checks quickly before e-commerce buyers abandon their shopping carts?
Talk benefits, not features. Save the feature lists for your sprints.
How do you isolate true differentiators?
Your prospects need to see why your product is great for them, and why competitor products are terrible for them. How your product achieves their objectives: get stuff done, make money.
So what are the differentiators and benefits of your product?
Bredemarket can help your identity/biometric firm with the strategy and tactics of marketing your product. My services and process help you position your product for your prospects.
Bredemarket: Services, Process, and Pricing.
Do you want to learn more? Go to https://bredemarket.com/mark/ and schedule a free meeting with me to learn how Bredemarket can benefit you, so you can fulfill the needs of your prospects.
I know that the experts say that “too much knowledge is actually bad in tech.” But based upon what I just saw from an (unnamed) identity verification company, I assert that too little knowledge is much worse.
As a biometric product marketing expert and biometric product marketing writer, I pay a lot of attention to how identity verification companies and other biometric and identity companies market themselves. Many companies know how to speak to their prospects…and many don’t.
Take a particular company, which I will not name. Here is the “marketing” from this company.
We claim high facial recognition accuracy but don’t publish our NIST FRTE results! (While the company claims to author its technology, the company name does not appear in either the NIST FRTE 1:1 or NIST FRTE 1:N results.)
We claim liveness detection (presentation attack detection) but don’t publish any confirmation letters! (Again, I could not find the company name on the confirmation letter lists from BixeLab or iBeta.)
Google Gemini.
So what is the difference between this company and the other 100+ identity verification companies…many of which explicitly state their benefits, trumpet their NIST FRTE performance, and trumpet their third-party liveness detection confirmation letters?
If you claim great accuracy and great liveness detection but can’t support it via independent third-party verification, your claim is “so what?” worthless. Prove your claims.
Now I’m sure I could help this company. Even if they have none of the certifications or confirmations I mentioned, I could at least get the company to focus on meaningful differentiation and meaningful benefits. But there’s no need to even craft a Bredemarket pitch to the company, since the only marketer on staff is an intern who is indifferent to strategy.
Google Gemini.
Because while many companies assert that all they need is a salesperson, an engineer, an African data labeler, and someone to run the generative AI for everything else…there are dozens of competitors doing the exact same thing.
But some aren’t. Some identity/biometric companies are paying attention to their long-term viability, and are creating content, proposals, and analyses that support that viability.
Take a look at your company’s marketing. Does it speak to prospects? Does it prove that you will meet your customers’ needs? Or does it sound like every other company that’s saying “We use AI. Trust us“?
And if YOUR company needs experienced help in conveying customer-focused benefits to your prospects…contact Bredemarket. I’ve delivered meaningful biometric materials to two dozen companies over the years. And yes, I have experience. Let me use it for your advantage.
I recently mentioned again how ALL the identity verification companies use the following two elements in their product marketing:
“We use AI.”
“Trust!”
If you read three marketing messages from three IDV vendors, I defy you to tell them apart. Admittedly my last comparison took place years ago, so I took a fresh look at the 2026 versions. Here are two:
“Industry-leading AI-driven Technology”
“We make it easy to safeguard your customers with AI-driven identity verification.”
Thankfully the companies are finally mentioning differentiators other than trust, but the magic letters AI still persist.
AI is everywhere and nowhere
But you can’t really blame the IDV vendors when everyone is injecting the two letter word in their messaging.
20 years ago, anyone who talked about an AI-powered vacuum cleaner would have been relegated to the back of the hall and told to put on his Vulcan ears.
“Handwrite only the critical points. Let Flowtica AI summarize and visualize the rest-audio, photo and even your sketches – into insights. Stay focused in the flow”
Bredemarket has adopted two tactics to cut through the slop and ensure my clients’ messages reach those who need to hear it.
Tactic 1: Before I write, I ask
To bound the message I am about to create for an identity/biometric client (or any client), I ask a number of questions. These questions ensure that the question addresses the right people, their concerns, and their fears. I’ve shared seven of my questions elsewhere.
Seven Questions Your Content Creator Should Ask You.
When all the questions are answered, I have a clear roadmap to start writing.
I don’t feed the answers to Bredebot and have it churn out something. I pick the words myself.
Rewrite this. Don’t write it.
Now perhaps I might use generative AI to tweak a phrase or two, but I remain in complete control of the entire creative process.
The result?
I believe, and my clients also believe, that this careful approach to content results in pieces that are differentiated from the mass-churned content of others.
So my clients stand out and aren’t confused with their competitors.
After all, even though Bredebot fakes thirty years of experience in identity and biometrics, it doesn’t really have such experience. I do. That’s why I’m the biometric product marketing expert.
So if you want me, not a bot, to polish your biometric product marketing sentences “until they shine,” let’s talk about how we can move forward.
How can you speak the truth about your greatness to your prospects?
Compelling CONTENT creation.
Winning PROPOSAL development.
Actionable ANALYSIS.
Speak the truth.
Differentiation equals conversion. When Bredemarket creates content for an identity, biometric, or technology client, my primary focus isn’t on copying what the competition is doing.
My primary focus? I ask why you do what you do. (And how you do it. And five other questions.)
Then I act.
Then your prospects pay attention.
As my converting Bredemarket clients can attest:
The complete go-to-market campaign, including both customer-facing and internal-facing content, that I created for one client. With additional go-to-market content for this and other clients.
The over $2 million of winning proposals I have written for multiple consulting clients since 2020.
The analyses, covering everything from market competitors to NIST FRTE results, that I have written for other clients.
What’s next?
I’m John E. Bredehoft, product marketing consultant at Bredemarket. And I’ve differentiated products in the identity, biometric, and technology sector for 30 years, generating over $50 million in conversions for my employers and consulting clients.
Take the first step to end your company’s silence. Let’s discuss your whys, and we can work out the hows in a free 30 minute consultation.
(Stop losing prospects! Use Bredemarket content for tech marketers)
“Step 1: Talk with your client, whether by email, on the phone, or in person. This will give you a clear understanding of the project, the audience and your client’s goals.”
Allsop asks multiple questions, including why, what, and who.
“[A]nswers to these questions will help you write copy that resonates with your audience….”
Great. Bredemarket and Allsop are pretty much in alignment.
But Chris is only on Step 1.
“Step 2: Take your conversation with your client a step further with thorough research.”
I gloss over this but it’s important. If you don’t know an industry it’s important to understand it. And if you do know an industry it’s important to understand it better. Even if a biometric product marketing expert is writing biometric content, it always helps to conduct research.
(Yeah, I’ll share the video. Later.)
Oh, and Chris isn’t done yet.
“Step 3: Study successful promotions, websites, and content in the topic or industry you’re working in. Ask yourself how each promotion got your attention.”
Good idea…to a point. Don’t slavishly imitate other promotions. The content from your client still needs to differentiate from the content from the competitors. And aping some popular brand to call yourself the “Uber of lawn care” just sounds bad when you spend two seconds thinking about it.
You’ve heard me use the phrase “eat your own wildebeest food.” (Like eating your own dog food, but I differentiate myself from the rest of the world.) When can you eat your own wildebeest food? Let’s take a product marketing example.
Be reasonable?
I recently encountered a company that does NOT use the product it sells for its own in-house purposes.
The company has a good reason for this. The product is meant for a particular market category, and the company itself doesn’t fall into that category.
Without revealing anything confidential, it’s akin to a bus agency executive using a limo to get to a board of directors meeting. Yes, the executive could take the 61 to the 83 to the 66, but that takes time.
Google Gemini.
It would be a stretch for the firm to use its product internally. So it uses a semi-competing product for internal use.
Sounds reasonable, right?
I don’t care about reasonable.
FOMO
The company is sharing a subliminal message, or perhaps a super liminal one: yeah, our product is great, but this semi-competitor is good enough for us so we don’t bother to try to use our own.
By not jerry-rigging its product for its internal needs, the company’s missing an opportunity.
External prospects and customers will see that the company uses its product. As of now, it is VERY obvious that the company uses a different product.
Internal people will have to use the company’s product every day, and will know its strengths and weaknesses very well.
So try to use your own product, even when you shouldn’t. You, your prospects, and your customers will learn a, um, bunch.
Bredemarket 