Imagine a Chief Marketing Officer sitting at her desk, wondering how she can overcome her latest challenge within three weeks.
She is a CMO at a biometric software company, and she needs someone to write the first two entries in a projected series of blog posts about the company’s chief software product. The posts need to build awareness, and need to appeal to prospects with some biometric knowledge.
So she contacts the biometric product marketing expert, John E. Bredehoft of Bredemarket, via his meeting request form, and schedules a Google Meet for the following meeting.
At the scheduled time she joins the meeting from her laptop on her office desk and sees John on the screen. John is a middle-aged Caucasian man with graying hair. He is wearing wire-rimmed glasses with a double bridge. He has a broad smile, with visible lines around his eyes and mouth. His eyes are brown and appear to be looking directly at the camera. He is wearing a dark blue collared shirt. While his background is blurred, he appears to be in a room inside his home, with a bookcase and craft materials in the background.
After some pleasantries and some identity industry chit chat, John started asking some questions. Why? How? What? Goal? Benefits? Target audience (which he called hungry people)? Emotions? Plus some other questions.
They discussed some ideas for the first two blog posts, each of which would be about 500 words long and each of which would cost $500 each. John pledged to provide the first draft of the first post within three calendar days.
After the call, the CMO had a good feeling. John knew biometrics, knew blogging, and had some good ideas about how to raise the company’s awareness. She couldn’t wait to read Bredemarket’s first draft.
If you are in the same situation as the CMO is this story, schedule your own meeting with Bredemarket by visiting the https://bredemarket.com/mark/ URL and filling out the Calendly form.
Remember how I warned you that this post was going to read odd? In case you’re wondering about the unusual phrasing—including a detailed description of what I look like—it’s because I fed the entire text of this blog post to Google Gemini. Preceded by the words “Draw a realistic picture of.” And here’s what I got.
Imagen 4. I’m not on the screen, but I like the content ideas.
Imagen 4. With the bookcases. And I’ve never had a beard.Imagen 4. But that’s not blurred.
When I write about space aliens, there’s a reason. And that reason may be to warn identity vendors that silence is NOT golden.
Fake LinkedIn stories
As a frequent reader and writer on LinkedIn, I’ve seen all the tips and tricks to drive engagement. One popular trick is to make up a story that will resonate with the LinkedIn audience.
For example, the writer (usually a self-proclaimed career expert who is ex-FAANG) will tell the entirely fictional story of a clueless hiring manager and an infinitely wise recruiter. The clueless hiring manager is shocked that a candidate accepted a competing job offer. “Didn’t she like us?” asks the hiring manager. The wise recruiter reminds the clueless hiring manager that the candidate had endured countless delays in numerous interviews with the company, allowing another company to express interest in and snatch her.
Job seekers have endured countless delays in their own employment searches. When they read the post, they hoot and holler for the candidate and boo the clueless hiring manager. Most importantly, readers like and love the writer’s post until it goes viral, making the author an ex-FAANG top recruiting voice.
Even though no sources are cited and the story is fictional, it is very powerful.
Well…until you’ve read the same story a dozen times from a dozen recruiters. Then it gets tiresome.
My improvement on fake stories
But those fake stories powerfully drive clicks on LinkedIn, so I wanted to get in on the action. But I was going to add two wrinkles to my fake story.
First, I would explicitly admit that my story is fake. Because authenticity. Sort of.
Second, my story would include space aliens to make it riveting. And to hammer the point that the story is fake.
Now I just had to write a fake story with space aliens.
Or did I?
A repurposed and adapted fake story with space aliens
I just needed to make one of the characters a space alien, and since Jones was based on the striking Grace Jones, I went ahead and did it. If you can imagine Grace Jones with tentacles, two noses, and eight legs.
As the space alien’s tentacles quivered, I snuck something else into the LinkedIn story—some facts.
Kids who watched Fat Albert on TV not only enjoyed the antics, but also learned an Important Life Lessons. Now I don’t have multiple advanced degrees like Cosby, but then again I never had multiple degrees rescinded either.
But my life lesson wasn’t to stay in school or pull your pants up. My life lesson was to blog. The lesson was in the form of a statement by Jones’ humanoid colleague Smith, taken verbatim from the Pizza Stories post.
“Take blogging,” replied Smith. “The average company that blogs generates 55% more website visitors. B2B marketers that use blogs get 67% more leads than those who do not. Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. And 92% of companies who blog multiple times per day have acquired a customer from their blog.”
Some firms make claims and don’t support them, while others support their claims with quantified benefits. But does quantifying help or harm the firms that do it? This pudding post answers this question…and then twists toward the identity/biometrics market at the end.
The “me too” players in the GCP market
Whoops.
In that heading above, I made a huge mistake by introducing an acronym without explaining it. So I’d better correct my error.
GCP stands for Glowing Carbonated Pudding.
I can’t assume that you already knew this acronym, because I just made it up. But I can assure you that the GCP market is a huge market…at least in my brain. All the non-existent kids love the scientifically advanced and maximally cool pudding that glows in the dark and has tiny bubbles in it.
Glowing Carbonated Pudding. Designed by Google Bard. Yeah, Google Bard creates images now.
Now if you had studied this non-existent market like I have, you’ll realize from the outset that most of the players don’t really differentiate their offerings. Here are a few examples of firms with poor product marketing:
Jane Spain GCP: “Trust us to provide good GCP.”
Betty Brazil GCP: “Trust us to provide really good GCP.”
Clara Canada GCP: “Trust us to provide great GCP.”
You can probably figure out what happened here.
The CEO at Betty Brazil told the company’s product marketers, “Do what Jane Spain did but do it better.”
After that Clara Canada’s CEO commanded, “Do what Betty Brazil did but do it better.” (I’ll let you in on a little secret. Clara Canada’s original slogan refereneced “the best GCP,” but Legal shot that down.)
But another company, Wendy Wyoming, decided to differentiate itself, and cited independent research as its differentiator.
Wendy Wyoming Out of This World GCP satisfies you, and we have independent evidence to prove it!
The U.S. National Institute of Standards and Technology, as part of its Pudding User Made (PUM, not FRTE) Test, confirmed that 80% of all Wendy Wyoming Out of This World GCP mixes result in pudding that both glows and is carbonated. (Mix WW3, submitted November 30, 2023; not omnigarde-003)
Treat your child to science-backed cuisine with Wendy Wyoming Out of This World GCP!Wendy Wyoming is a top tier (excluding Chinese mixes) GCP provider.
But there are other competitors…
The indirect competitor who questions the quantified benefits
There are direct competitors that provide the same product as Wendy Wyoming, Jane Spain, and everyone else.
And then there are indirect competitors who provide non-GCP alternatives that can substitute for GCPs.
For example, Polly Pennsylvania is NOT a GCP provider. It makes what the industry calls a POPS, or a Plain Old Pudding Sustenance. Polly Pennsylvania questions everything about GCP…and uses Wendy Wyoming’s own statistics against it.
Designed by Google Bard.
Fancy technologies have failed us.
If you think that one of these GCP puddings will make your family happy, think again. A leading GCP provider has publicly admitted that 1 out of every 5 children who buy a GCP won’t get a GCP. Either it won’t glow, or it’s not carbonated. Do you want to make your kid cry?
Treat your child to the same pudding that has satisfied many generations. Treat your child to Polly Pennsylvania Perfect POPS.
Pennsylvania Perfect remembers.
So who wins?
It looks like Polly Pennsylvania and Wendy Wyoming have a nasty fight on their hands. One that neck-deep marketers like to call a “war.” Except that nobody dies. (Sadly, that’s not true.)
Some people think that Wendy Wyoming wins because 4 out of 5 of their customers receive true GCP.
Others think that Polly Pennsylvaia wins because 5 out of 5 of their customers get POPS pudding.
But it’s clear who lost.
All the Jane Spains and Betty Brazils who didn’t bother to create a distinctive message.
Don’t be Jane Spain. Explain why your product is the best and all the other products aren’t.
Copying the competition doesn’t differentiate you. Trust me.
The “hungry people” (target audience) for THIS post
Oh, and if you didn’t figure it out already, this post was NOT intended for scientific pudding manufacturers. It was intended for identity/biometric firms who can use some marketing and writing help. Hence the references to NIST and the overused word “trust.”
If you’re hungry to kickstart your identity/biometric firm’s written content, click on the image below to learn about Bredemarket’s services.
Normally I talk about CONtent, but today I’m talking about conTENT. (OK, a little bit about CONtent also.)
There are many prospects that may be CRITICALLY IMPORTANT (the highest of my three levels of importance) to your firm—perhaps too many. You can reduce your firm’s list of critically important prospects without losing them altogether. The extra time you receive benefits your firm and your TRUE critically important prospects. And eventually the other prospects may come around anyway.
But what if the identity/biometric prospects are not HUNGRY to satisfy that need? (Hungry people = true target audience.) Addressing the need may even be “important” to the prospects—but not CRITICALLY important.
Now I can create (and have created) content addressing this need and how to fill it. If a prospect searches for this content, they will find it.
I can even proactively initiate direct contact with these prospects, and maybe even contact them a second time.
But in most cases a prospect may respond with a “not interested” message—if the prospect even responds at all.
When you “Let Them” do whatever it is that they want to do, it creates more control and emotional peace for you and a better relationship with the people in your life.
And at the same time move the prospect from your “critically important” category down to your “important” category. Focus on the critically important prospects, and be content (conTENT) with them rather than stressing out over the uncontrollable prospects.
But don’t eliminate the merely important prospects entirely, because some day they may become hungry for your services. Continue creating content (CONtent) such as your own blogs, plus social media without messaging the merely important people directly. When they DO get hungry, they will emerge from your trust funnel and contact YOU, asking for your services.
Becoming conTENT
What happens when you, in the words of Mel Robbins, “let them”?
You’re focused, your true critically important prospects are happy that you’re paying attention to them, your merely important prospects are happy that you’re no longer pestering them…
On behalf of a recruiter I am re-examining my consulting experience in the identity/biometric industry, and came to this realization:
If Bredemarket hasn’t consulted for you, it’s a guarantee that Bredemarket has applied its 29 years of identity/biometric experience consulting for your competitors.
Do you want your competitors to realize all the benefits?
As we close out 2023, I’ve been thinking about a lot of things.
Will 2024 be like 2021, in which the new year (2024) offers mimimal improvement over the preceding year (2023)? Reply hazy, try again later. (“And while tech layoffs slowed down in the summer and fall, it appears that cuts are ramping up yet again.”)
What new ways will we develop to better ghost people? Or will the old ways of ghosting continue to dominate the (lack of) conversation? (And if the person who ghosts is the ghoster, and the person who is ghosted is the ghostee…who is the ghost?)
Most importantly for this post, I’ve been thinking about the following: why are target audiences TARGETS, and why are they AUDIENCES? And is the term “target audience” the best description? (TL;DR: No.) If not, what’s a better description? (TL;DR: I don’t know.)
So let’s look at target audiences. And if you don’t mind, I’ve asked William Tell, Cheap Trick, Steve Dahl, Google Bard, Andrew Loog Oldham, and others to help me examine the topic, which will probably be Bredemarket’s last blog post of 2023.
But first I’ll explain where I’m coming from. Rather than diving into great detail, I’ll take a more, um, targeted approach and just quote a bit from the relevant information page.
There are roughly 8 billion people in the world. Most businesses don’t care about 7.99999 billion of these people; the businesses only care about 0.00001 billion (or fewer) people who will buy or recommend the business’ product or service.
Your content (or proposal) needs to resonate with these people. The others don’t matter.
Daily Copywriting’s use of the word “target” as a pejorative got me thinking about my fave phrase “target audience.”
Let’s start with the first word. At its worst, “target” implies something that you shoot, in a William Tell sort of way. If your weapon hits the target, you and your son don’t die. If your weapon misses low, you kill your son. Is that what we marketers do? Hopefully not.
Even at its best, “target” is just something that you get right. You’ve narrowed the 8 billion people to the few that really matter. So what?
Then we move to the second word of the fave phrase “target audience.” An audience is a group of people that sit in chairs while you perform your song and dance in front of them. (“These are the seven questions your content creator should ask you. Thank you for coming to my BRED talk.”)
Sometimes the audience just sits. Not good.
Sometimes the audience claps. A little better.
If you’re the Beatles or Cheap Trick, the audience screams. But still not enough.
Clapping or screaming is nice, but this doesn’t count as true engagement. I mean, in a way it would be nice if you scream with joy at this post, but it counts for nothing if you don’t actually buy Bredemarket’s marketing and writing services.
I’m forced to admit that there was one time where someone truly engaged his target audience—and that was during Steve Dahl’s “Disco Demolition Night.”
Dahl was not a disco fan, since he lost his WDAI radio job when his then-employer switched to a disco format. As a counter-reaction to disco, Dahl entertained baseball fans on Disco Demolition Night by destroying disco records between two games of a doubleheader. 7,000 fans stormed the field in delirious joy, wrecking the field, and the second game of the doubleheader was never played. This was NOT a good thing. But the White Sox survived, and even celebrated the 40th anniversary of the promotion. Dahl threw out the first pitch. Nothing exploded. But nothing was accomplished.
So if “target audience” isn’t the right term to use, what is?
I’ll grant that “needy people” has a negative connotation, like the person who is sad when people forget their birthday. (Not “ghosting” per se, but perhaps a little “boo.”) But “needy people” is certainly better than “target audience.”
“Needy” is stronger than “target.” Rather than just representing a demographic, it actually represents people who truly NEED things. Just because a company needs content for its website doesn’t necessarily mean that it needs Bredemarket. Many companies have their own people to create content.
And for the reasons stated by Daily Copyrighting, “people” is stronger than “audience.” You are not a faceless audience that claps (or screams) when Bredemarket does its song and dance. You are people who work in a certain way, which I why I talk to people before creating content for them.
This “needy people” phrase sounded good a few days ago, but now that I’ve thought about it some more I see some problems with this formulation also. In addition to the negative connotations of the phrase, the mere fact that someone is “needy” doesn’t necessary mean that they will buy Bredemarket’s services. Take my identification of “needy people” from a few days ago:
My mini-survey shows that of the 40+ identity firms with blogs, about one-third of them HAVEN’T SAID A SINGLE THING to their prospects and customers in the last two months.
Yes, these companies are damaging their future prospects and need Bredemarket. But none of these companies has approached Bredemarket, or any other marketing and writing consultant, or their in-house people.
Perhaps they don’t see the problem at all.
Perhaps they see the problem, but don’t want to spend money (even a few hundred dollars) to fix it.
Perhaps they see the problem but don’t consider it as critically important as the other problems they face. Rather than spending a few hundred dollars, some companies are saving millions of dollars by “rightsizing” by 10-20% and cutting marketing budgets. They’re just fine with spiderweb-covered blog pages.
Because “needy people” doesn’t capture my meaning, I’ll do the recommended thing and use this blog post to throw up another idea.
The problem with the term “hungry people”
My latest iteration of “target audience” is “hungry people.” I figure that unlike “needy people,” “hungry people” are more inspired to act on their needs. They don’t just clap or scream; they are motivated to search for something to eat.
Using my example of the non-blogging identity firms, perhaps some of those quiet firms are troubled by their lack of communication with their prospects and clients. Rather than doing nothing, these firms are ready to plug their communications gap. But will they plug it with healthy food, or with junk food?
Even without writers, companies can unleash a content creation boom with generative AI. By feeding the AI brand guidelines, target audience data, and product specifics, they can churn out blog posts, ad copy, product descriptions, and even social media snippets. This AI assistant generates captivating headlines, outlines engaging narratives, and drafts basic texts, all while maintaining brand voice and SEO optimization. AI handles the heavy lifting, freeing up resources for strategic planning and audience engagement, boosting content output from silence to symphony.
I know this may surprise you, but I didn’t write the paragraph above. Google Bard did. And perhaps some hungry companies will opt for the free route and let generative AI write their content rather than contracting or employing a content marketer. Silence to symphony for a $0 budget! I consider this bittersweet.
I let the melody shine, let it cleanse my mind, I feel free now. Even though the melody was from Andrew Loog Oldham, uncredited, resulting in a decades-long copyright dispute between the Verve and the Rolling Stones. From https://www.youtube.com/watch?v=1lyu1KKwC74.
So “hungry” doesn’t quite cut it, since I seek the people who are not only hungry, but who will pay for quality fare such as Bredemarket’s marketing and writing services.
To be continued
In this case, the blog post IS a temporary expression of thought. I’ve determined that “target audience” is an imperfect phrase and that I need to replace it with SOMETHING, but I haven’t figured out what that “something” is yet.
Until I get a better idea, I’ll use “hungry people” in my internal work, but I won’t change my customer-facing work (such as the e-book) until I come up with an effective alternative to “target audience.”
And one more thing
And unless I get a sudden brainstorm, this will probably be the last Bredemarket blog post for 2023, and I’m currently ruminating about the first question I asked in this post regarding prospects for 2024. While there were some positive things that happened this year, the negatives during the last seven months tended to outweigh the positives. A lot of other people are also experiencing this, so I’m sharing this song for those who are glad that 2023 is almost over, and who hope that 2024 isn’t more of the same.
As identity/biometric professionals well know, there are five authentication factors that you can use to gain access to a person’s account. (You can also use these factors for identity verification to establish the person’s account in the first place.)
Something You Are. I’ve spent…a long time with this factor, since this is the factor that includes biometrics modalities (finger, face, iris, DNA, voice, vein, etc.). It also includes behavioral biometrics, provided that they are truly behavioral and relatively static.
As I mentioned in August, there are a number of biometric modalities, including face, fingerprint, iris, hand geometry, palm print, signature, voice, gait, and many more.
If your firm offers an identity solution that partially depends upon “something you are,” then you need to create content (blog, case study, social media, white paper, etc.) that converts prospects for your identity/biometric product/service and drives content results.
Companies always strive to obtain some sort of recognition. I tried to do the same for Bredemarket, but my effort got derailed into a common local Inland Empire joke.
Aware’s biometric blog recognition
So what recognition did I want to receive? The same recognition that noted biometric company Aware received in 2020.
The Best Biometrics Blogs from thousands of Biometrics blogs on the web using search and social metrics. Subscribe to these websites because they are actively working to educate, inspire, and empower their readers with frequent updates and high-quality information.
Not that I necessarily consider myself equal to Aware or some of the other noted companies on the current list, but as the self-acknowledged identity/biometric blog expert, with hundreds of identity posts over the last three years, I figured I had a shot of making the list. The benefit to me, of course, is that if I made the list, I had a better chance of securing identity blog post writing clients and other clients.
So far I haven’t made the biometric blogs list.
But I did make another list.
Which is somewhat problematic.
Ontario blogs? True.
You see, earlier this morning I received an email that stated the following.
I would like to personally congratulate you as your blog Bredemarket Blog has been selected by our panelist as one of the Top 45 Ontario Bloggers on the web.
I personally give you a high-five and want to thank you for your contribution to this world. This is the most comprehensive list of Top 45 Ontario Bloggers on the internet and I’m honored to have you as part of this!
We’d be grateful if you can help us spread the word by briefly mentioning about the Top 45 Ontario Bloggers list in any of your upcoming post.
Yup. The people who created the feed think that I’m in CANADA.
But if you think my listing is messed up, take a look at the number 1 listing, for the official news site for the Government of Ontario. This IS a Canadian website, as evidenced by its URL of https://news.ontario.ca/newsroom/en, and the fact that it discusses people like Doug Ford. But take a real close look at the logo at the left of the listing.
And our websites down here don’t offer French as one of the two main languages.
If you live in Canada, don’t read this section
But at least the Bredemarket blog is listed SOMEWHERE, because I help a lot of U.S. companies (sorry, no Canadian companies) create the words they need to drive awareness and eventually revenue. Services such as the Bredemarket 400 Short Writing Service let Bredemarket collaborate with you to create the text your firm needs.
Does your firm fight crooks who try to fraudulently use synthetic identities? If so, how do you communicate your solution?
This post explains what synthetic identities are (with examples), tells four ways to detect synthetic identities, and closes by providing an answer to the communication question.
While this post is primarily intended for identity firms who can use Bredemarket’s marketing and writing services, anyone else who is interested in synthetic identities can read along.
What are synthetic identities?
To explain what synthetic identities are, let me start by telling you about Jason Brown.
Jason Brown wasn’t Jason Brown
You may not have heard of him unless you lived in Atlanta, Georgia in 2019 and lived near the apartment he rented.
Jason Brown’s renting of an apartment isn’t all that unusual.
If you were to visit Brown’s apartment in February 2019, you would find credit cards and financial information for Adam M. Lopez and Carlos Rivera.
Now that’s a little unusual, especially since Lopez and Rivera never existed.
For that matter, Jason Brown never existed either.
A Georgia man was sentenced Sept. 1 (2022) to more than seven years in federal prison for participating in a nationwide fraud ring that used stolen social security numbers, including those belonging to children, to create synthetic identities used to open lines of credit, create shell companies, and steal nearly $2 million from financial institutions….
Cato joined conspiracies to defraud banks and illegally possess credit cards. Cato and his co-conspirators created “synthetic identities” by combining false personal information such as fake names and dates of birth with the information of real people, such as their social security numbers. Cato and others then used the synthetic identities and fake ID documents to open bank and credit card accounts at financial institutions. Cato and his co-conspirators used the unlawfully obtained credit cards to fund their lifestyles.
Talking about synthetic identity at Victoria Gardens
Here’s a video that I created on Saturday that describes, at a very high level, how synthetic identities can be used fraudulently. People who live near Rancho Cucamonga, California will recognize the Victoria Gardens shopping center, proof that synthetic identity theft can occur far away from Georgia.
Note that synthetic identity theft different from stealing someone else’s existing identity. In this case, a new identity is created.
So how do you catch these fraudsters?
Catching the identity synthesizers
If you’re renting out an apartment, and Jason Brown shows you his driver’s license and provides his Social Security Number, how can you detect if Brown is a crook? There are four methods to verify that Jason Brown exists, and that he’s the person renting your apartment.
Method One: Private Databases
One way to check Jason Brown’s story is to perform credit checks and other data investigations using financial databases.
Did Jason Brown just spring into existence within the past year, with no earlier credit record? That seems suspicious.
Does Jason Brown’s credit record appear TOO clean? That seems suspicious.
Does Jason Brown share information such as a common social security number with other people? Are any of those other identities also fraudulent? That is DEFINITELY suspicious.
This is one way that many firms detect synthetic identities, and for some firms it is the ONLY way they detect synthetic identities. And these firms have to tell their story to their prospects.
If your firm offers a tool to verify identities via private databases, how do you let your prospects know the benefits of your tool, and why your solution is better than all other solutions?
Method Two: Check That Driver’s License (or other government document)
What about that driver’s license that Brown presented? There are a wide variety of software tools that can check the authenticity of driver’s licenses, passports, and other government-issued documents. Some of these tools existed back in 2019 when “Brown” was renting his apartment, and a number of them exist today.
Maybe your firm has created such a tool, or uses a tool from a third party.
If your firm offers this capability, how can your prospects learn about its benefits, and why your solution excels?
Method Three: Check Government Databases
Checking the authenticity of a government-issued document may not be enough, since the document itself may be legitimate, but the implied credentials may no longer be legitimate. For example, if my California driver’s license expires in 2025, but I move to Minnesota in 2023 and get a new license, my California driver’s license is no longer valid, even though I have it in my possession.
Why not check the database of the Department of Motor Vehicles (or the equivalent in your state) to see if there is still an active driver’s license for that person?
The American Association of Motor Vehicle Administrators (AAMVA) maintains a Driver’s License Data Verification (DLDV) Service in which participating jurisdictions allow other entities to verify the license data for individuals. Your firm may be able to access the DLDV data for selected jurisdictions, providing an extra identity verification tool.
If your firm offers this capability, how can your prospects learn where it is available, what its benefits are, and why it is an important part of your solution?
Method Four: Conduct the “Who You Are” Test
There is one more way to confirm that a person is real, and that is to check the person. Literally.
If someone on a smartphone or videoconference says that they are Jason Brown, how do you know that it’s the real Jason Brown and not Jim Smith, or a previous recording or simulation of Jason Brown?
This is where tools such as facial recognition and liveness detection come to play.
You can ensure that the live face matches any face on record.
You can also confirm that the face is truly a live face.
In addition to these two tests, you can compare the face against the face on the presented driver’s license or passport to offer additional confirmation of true identity.
Now some companies offer facial recognition, others offer liveness detection, others match the live face to a face on a government ID, and many companies offer two or three of these capabilities.
One more time: if your firm offers these capabilities—either your own or someone else’s—what are the benefits of your algorithms? (For example, are they more accurate than competing algorithms? And under what conditions?) And why is your solution better than the others?
This is for the firms who fight synthetic identities
While most of this post is of general interest to anyone dealing with synthetic identities, this part of this post is specifically addressed to identity and biometric firms who provide synthetic identity-fighting solutions.
When you communicate about your solutions, your communicator needs to have certain types of experience.
Industry experience. Perhaps you sell your identity solution to financial institutions, or educational institutions , or a host of other industries (gambling/gaming, healthcare, hospitality, retailers, or sport/concert venues, or others). You need someone with this industry experience.
Solution experience. Perhaps your communications require someone with 29 years of experience in identity, biometrics, and technology marketing, including experience with all five factors of authentication (and verification).
Communication experience. Perhaps you need to effectively communicate with your prospects in a customer focused, benefits-oriented way. (Content that is all about you and your features won’t win business.)
If you haven’t read a Bredemarket blog post before, or even if you have, you may not realize that this post is jam-packed with additional information well beyond the post itself. This post alone links to the following Bredemarket posts and other content. You may want to follow one or more of the 13 links below if you need additional information on a particular topic:
Here’s my latest brochure for the Bredemarket 400 Short Writing Service, my standard package to create your 400 to 600 word blog posts and LinkedIn articles. Be sure to check the Bredemarket 400 Short Writing Service page for updates.
Bredemarket 