Tag Archives: differentiation

Marketing a Biometric Product Without a Biometric Product Marketing Expert

Bob and Judy had left television production and started a biometric company. Bob handled sales, Judy engineering. As their company grew, they both realized they needed help.

Bob turned to Judy one day. “What we need is a product marketer, but not just any product marketer. We need a biometric product marketing expert. I know a guy-“

Judy cut him off. “Forget it. Any so-called expert is hampered by legacy. We need new thinking.”

As they used to say, you won’t believe what happened next!

All the features

Ron, their new hire, was a fast learner who listened to Judy for hours, soaking up everything she knew until Ron understood every feature perfectly.

Google Gemini.

Ron assembled his product marketing materials, clearly differentiating the superior technical advantages of his product. Bob then took the materials out on a sales call.

That afternoon Bob returned, dejected.

“The prospect threw the brochures in the trash.”

“Why?” Ron asked.

“They didn’t make sense and didn’t speak to their needs.”

None of the use cases

Ron belatedly realized that the materials didn’t address the benefits the prospect would realize from using Bob and Judy’s biometric solution. And the owners realized that Ron needed to understand the biometric market so that his materials resonated with customers.

Google Gemini.

So Ron studied the market carefully, spending a lot of time with cops and forensic experts before rewriting his brochures to infuse them with industry knowledge.

A well-prepared Bob flew out to meet his next prospect, a well-known sports team in Chicago.

And returned the next day, dejected again.

“They loved the first hour,” Bob reported, “although all the talk about investigative leads confused them. Then they asked about consent.”

Ron, fresh from police station booking rooms, was confused. “Who needs consent to take bionetrics?”

“Sports teams, banks, hotels, office buildings, hospitals, you name it,” Bob replied. “Especially in Illinois.”

Fumbling Towards Insolvency

Sarah McLachlan. “Found a Job” it’s NOT.

Maybe “insolvency” is harsh, but if a biometric firm doesn’t have the embedded knowledge to speak the language of its prospects and customers, the firm’s success will be limited. Immediate expertise is impossible.

“A Patient Hand.” Google Lyria. Public Domain.

Bob, Judy, and Ron may be fictional, but lack of biometric expertise happens in real life. I still remember the time I worked with a company that was bragging about its three-year old NIST FRTE facial recognition accuracy rankings. I gently explained that FRTE results change monthly, with better algorithms appearing all the time. Those old results were worthless.

And your product marketing will be worthless also, unless you understand the many products and many markets.

Bredemarket can help you speak the language of your biometric prospects. Talk to Bredemarket.

Stop losing prospects! Use Bredemarket content for tech marketers

The Precision Trap

I recently converted my blog post “Top 3 Identity/Biometric Marketing Mistakes: Avoid These False Differentiators” into a video, “Avoid(ing) False Differentiators.”

So I figured I should go all out on Google-powered repurposing and I used Lyria to create the 30-second song “The Precision Trap.”

The Precision Trap.

Google described it as “a slick, modern Dark Synth-Pop track inspired by the core concepts from the article on avoiding false differentiators.” But with only 30 seconds to work with, it can’t match the detailed take of the video. No great place to work awards, no unicorns, not even a single feature.

But it’s catchy.

My previous Lyria efforts covered topics such as fingerprint matching, my biometric product marketing expertise, early FBI AFIS efforts, and content-proposal-analysis “pages left to go.” You know, the usual songwriter themes.

Oh, and Bredebot has a Lyria song also about wombat teamwork. Because Taylor refuses to talk about it, someone—I mean something else must.

Avoiding False Differentiators

This video is about three common marketing errors made by identity/biometrics companies.

Avoid False Differentiators.

If this seems familiar, that’s because it is based upon a blog post I wrote a month ago.

Google Gemini. From “Top 3 Identity/Biometric Marketing Mistakes: Avoid These False Differentiators.”

For those keeping score, this is Bredemarket’s third NotebookLM video, and the second based upon a Bredemarket blog post. A nice way to repurpose text in video form.

Google Gemini. From “Government Anti-Fraud Efforts: They’re Still Siloed.”

But let’s ask the uncomfortable question. Does NotebookLM’s current video capabilities actually enhance Bredemarket’s own marketing? Sure it gives me another avenue to get my message out, but the common look of NotebookLM output results in a message that is…not differentiated.

There are some customization options when creating videos, so maybe I should explore those more.

Anyway, this is on YouTube also.

Putting the Tires Before the Purpose of Your Drive

So I had to fulfill a medical appointment and got into my car WITH TIRES, started it, and positioned THE TIRES so that I would head north, then west, toward the medical facility. Once I got to the parking lot I parked my car WITH TIRES and went inside. Less than a half hour later I exited, walked to my car WITH TIRES, and drove home. (Did I mention that my car has TIRES?)

Google Gemini.
Google Gemini.

Are You Using TI To Its Fullest?

Don’t fall behind.

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.

Because the tool IS a way of life.

Google Gemini.

Look familiar?

It should.

Don’t fall into the me-too trap. Differentiate.

You’re Doing It Wrong(TM).

https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

Top 3 Identity/Biometric Marketing Mistakes: Avoid These False Differentiators

Bredemarket has consistently argued AGAINST “me too” product marketing, and FOR differentiating 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.

Stop losing prospects! Use Bredemarket content for tech marketers

Why Biometric Marketing Experience Beats Biometric Marketing Immaturity

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 have funding!
Google Gemini.
  • We offer lower pricing than selected competitors!
  • 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.

“We Use AI” Marketing Goes Beyond the IDV Realm

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.

Now we have things like AI pens.

“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”

And lest you think that such efforts are fringe, Open AI and Jony Ive are reportedly working on one.

But AI pens make as much sense as AI influencers. If you have AI, why do you need the influencers? And if you have AI, why have a pen?

But that won’t stop people from hawking AI pens, and pencils, and erasers, and 3 hole punches, and maybe even…paperclips.