Identity/biometrics/technology marketing and writing services
Many companies, Bredemarket included, have benefited from the efforts of evangelists. But don’t take those efforts for granted.
I recently said good-bye to a former Bredemarket evangelist who became silent and indifferent over time. I positively thanked them for their past support, carefully avoiding the topic of why and how that support ended.
(Maybe I should have asked, but I doubt I would have received an answer.)
And I remain thankful for the Bredemarket evangelists who are still there.
Sales involves people who say no…usually many more than the people who say yes.
To keep moving forward in business (and elsewhere) and to survive the rejections, you have to distance yourself from the naysayers and focus on those who say yes.
I previously wrote about how clean data is the new oxygen (stealing a phrase from someone else), but sometimes more data is better. Sometimes.
Let me use the fingerprint example. If you have a single fingerprint from one person, you have data that you can use to match against a person’s tenprint record.
But if you have two fingerprints, then you have twice as much data for the match. And Mister Math tells us that ten fingerprints yields much more data.
Now there are cases where you don’t have all ten search prints. Perhaps you’re taking latent prints from a crime scene and the suspect didn’t carefully leave all ten prints. Or you’re using contactless fingerprint capture and for some reason didn’t get the full tenprint record. But if you can get all ten fingerprints for search, then your match accuracy increases.
But is an abundance of data better?
Only if it’s clean.
If finger numbers are misclassified, or if fingerprints from multiple people are mixed in the same individual record, or if the minutiae are not marked correctly, then the dirty data messes up your process.
Which is why the quality of data in a fingerprint database is important.
And if you need to talk about your fingerprint product’s quality assurance measures, Bredemarket can help. Book a free meeting with me to discuss your needs.
An outstanding song.
2025 has been a year of declutterring and focusing.
The declutterring is the hardest. I may still love that long sleeve shirt with holes in the right elbow. (Why always the right elbow? I’m left handed.) But it’s no longer good for me, and I should have gotten rid of it years ago.
Whether it’s a former friend—a great person who went silent and indifferent—or a newsletter from a company that rejected my 2023 job application and only contacted me afterwards because GDPR required it—the time has come to simplify and focus.
Now just a few hundred LinkedIn newsletters and email subscriptions to go.
And to see where I can focus now.
Tomorrow is Thanksgiving in the United States, and my former friends will ignore the Bredemarket blog as usual.
But so will my real friends. Food and football are much more compelling.
So the Bredemarket blog will take advantage of this tomorrow.
Hold your feathers.
After years of silence
and indifference
I gave up
and stopped chasing
How do you know if you’re overcommitted?
If you exit those commitments with no adverse effects.
I recently surveyed my private group memberships on one social media platform, to see how many groups had devolved into silence and indifference.
I counted 12 such groups, and exited 10.
With no adverse effects.
(Imagen 4)
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.”
Have you ever had a friendship end and felt a shift in your online life? A former friend’s actions completely focused the direction of the Bredemarket Instagram account. This experience reshaped the content I shared, and refocused the audience who received it.
Those who were reading the Bredemarket Instagram account over a month ago may have caught my disappointment at something I discovered among my followers.
Or more accurately, someONE whom I DIDN’T discover among my followers.
“Someone I respect unsubscribed from the Bredemarket Instagram page. Not sure why or how I turned them away.”
So I “took a nap,” pausing most Bredemarket Instagram activities for a week.
But over time I remembered what Alfred, Lord Tennyson never said: ‘Tis better to have subscribed and unsubscribed than never to have subscribed at all. (I’ll get to the latter group later.)
Admittedly some aspects of my Instagram account could alienate some people. As I took my Instagram “nap,” I pondered whether to put the wildebeests out to pasture, and whether to consign the 1980s music to a garbage can filled with cassettes and 8-tracks. After all, the so-called “experts” say that TRENDING AUDIO increases engagement.
Maybe for the “experts”…but not necessarily for Bredemarket.
After all, any perceptive person who is interested in me and my 30 years of identity/biometric experience will realize that I would enjoy songs that are 30 years old…or older.
So I doubled down.
OK, maybe I announced my “waking up” with a Flo Rida / David Guetta song.
But pretty soon I was back to Thomas Dolby, the theme of the Law & Order TV show, and Tina Turner.
The National Bureau of Standards would approve.
After I reshaped my content, I took a long hard look at who was and wasn’t reading it.
And discovered that I was subscribed to hundreds of people on Instagram who, unlike my former friend, NEVER subscribed to me in the first place. And thus never saw a word I wrote. Or the accompanying audio: David Guetta, Thomas Dolby, or “Royalty Free Music Background.”
Did you notice my use of the word “was”?
Like my former friend, I did a lot of unsubscribing myself, reducing the list of people I read by hundreds.
Because, at least on Instagram, I focused my energy.
Bredemarket