Tag Archives: marketing

Copying the Competition Doesn’t Differentiate You (Trust Me)

Why does everyone think that “me too” is the stepping stone to success?

Let’s discuss:

“Me too” in music

Years ago I worked at my college’s 10 watt radio station, and therefore had access to a lot of records (yes, this was a long time ago).

By Bygone – https://www.flickr.com/photos/bygone/5574430802/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=25627919

And one of those records was so unmemorable that it was memorable.

The album, recorded in the early to mid 1960s, trumpeted the fact that the group that recorded the album was extremely versatile. You see, the record not only included surf songs, but also included car songs!

The only problem? The album was NOT by the Beach Boys.

By Capitol Records – Billboard, page 73, 11 September 1965, Public Domain, https://commons.wikimedia.org/w/index.php?curid=26923920

Instead, the album was from some otherwise unknown band that was trying to achieve success by doing what the competition did. (In this case, the Beach Boys.)

I can’t remember the name of the band, and I bet no one else can either.

“Me too” in computing and lawn care

Sadly, this tactic of Xeroxing (or Mitaing) the competition is not confined to popular music. Have you noticed that so many recipes for marketing success involve copying what your competitors do?

  • Semrush: “Analyze your competitors’ keywords that you are not ranking for to discover gaps in your SEO strategy.”
  • iSpionage: “If you can emulate your competitors but do things slightly better you have a good chance of being successful.”
  • Someone who shall remain nameless: “Look at this piece of collateral that one of our competitors did. We should do something just like that.”

And of course the tactic of slavishly copying competitors has been proven to work. For example, remember when Apple Computer adopted the slogan “Think The Same” as the company dressed in blue, ensured all its computers could run MS-DOS, and otherwise imitated everything that IBM did?

By Carlos Pérez Ruiz – originally posted to Flickr as Apple Macintosh 128Kb naked, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=10397868

OK, maybe not.

“But John,” you are saying. “That’s unfair. Not everyone can be Apple.”

My point exactly. Everyone can’t be Apple because they’re so busy trying to imitate someone else—either a competitor or some other really popular company.

From https://www.yourgreenpal.com/blog/is-there-an-uber-for-lawn-care

Personally, I’m waiting for some company to claim to be “the Bredemarket of satellite television. (Which would simply mean that the company would have a lot of shows about wildebeests.) But I’ll probably have to wait a while for some company to be the Bredemarket of anything.

Black wildebeest. By derekkeats – Flickr: IMG_4955_facebook, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=14620744

(An aside: while talking with a friend, I compared the British phrase “eating your pudding” to the American phrase “eating your own dog food,” although I noted that “I like to say ‘eating your own wildebeest food‘ just to stand out.” Let’s see ChatGPT do THAT.)

“Me too” in identity verification

Now I’ll tread into more dangerous territory.

Here’s an example from the identity/biometric world. Since I self-identity (heh) as the identity content marketing expert, I’m supremely qualified to cite this example.

I spent a year embedded in the identity verification industry, and got to see the messaging from my own company and by the competition.

After a while, I realized that most of the firms in the industry were saying the same thing. Here are a few examples. See if you can spot the one word that EVERY company is using:

  • (Company I) “Reimagine trust.”
  • (Company J) “To protect against fraud and financial crime, businesses online need to know and trust that their customers are who they claim to be — and that these customers continue to be trustworthy.”
  • (Company M) “Trust is the core of any successful business relationship. As the digital revolution continues to push businesses and financial industries towards digital-first services, gaining digital trust with consumers will be of utmost importance for survival.”
  • (Company O) “Create trust at onboarding and beyond with a complete, AI-powered digital identity solution built to help you know your customers online.”
  • (Company P) “Trust that users are who they say they are, and gain their trust by humanizing the identity experience.”
  • (Company V) “Stop fraud. Build trust. Identity verification made simple.”

Yes, these companies, and many others, prominently feature the t-word in their messaging.

From https://www.openaccessgovernment.org/coaching-relationships/87382/

Don’t “me too” in identity verification

Now perhaps some of you would argue that trust is essential to identity verification in the same way that water is essential to an ocean, and that therefore EVERYBODY HAS to use the t-word in their communications.

Don’t tell that to Black Ink Tech, who uses the trademark “Truth Over Trust.”

And no, they didn’t violate any law by using an unapproved word. Instead, they got attention by standing out from the crowd.

Here’s another example that I can’t discuss fully, but I’ll say what I can.

I was talking to a Bredemarket biometric content prospect (not one of the ones listed above), and as is my practice, I started by asking the “why” question.

From https://blog.hubspot.com/customers/3-takeaways-from-start-with-why

After all, if I was going to create content for this prospect, we had to ensure that the content stood out from their competitors.

Without revealing confidential information, I can say that I asked the firm why they were better than every other firm out there, and why all the other firms sucked. And the firm provided me with a compelling answer to that question. I can’t reveal that answer, but you can probably guess that the word “trust” was not involved.

A final thought

So let me ask you:

Why is YOUR firm better than every other firm out there, and why do all or YOUR competitors suck?

Your firm’s survival may depend upon communicating that answer.

Take care of yourself, and each other.

Jerry Springer. By Justin Hoch, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=16673259

A Marketing Question, Not An Identification Question: Is Facial Coding Accurate?

While I don’t use all the marketing tools at my disposal, I am certainly curious about them. After all, such tools provide marketers with powerful insights on their prospects and customers.

I became especially curious about one marketing tool when re-examining a phrase I use often.

  • I use the phrase “biometric content marketing expert” in a non-traditional way. When I use it, I am attempting to say that I am a content marketing expert on the use of biometrics for identification. In other words, I can create multiple types of content that discusses fingerprint identification, facial recognition, and similar technologies.
  • But if you speak to a normal person, they will assume that a “biometric content marketing expert” is someone who uses biometrics (the broader term, not the narrower term) to support content marketing. This is something very different—something that is generally known as “facial coding,” a technique that purports to provide information to marketers.

What is facial coding?

By Peter Ziegler – Pixaby, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=63519842

Earlier this year, Reshu Rathi of Entropik wrote a blog post about facial coding. Rathi provided this definition.

We all know that our face conveys emotions through facial expressions; facial coding is the process of measuring those human emotions. With the help of computer vision, powered by AI and machine learning, emotions can be detected via webcam or mobile cam. The tech tracks every muscle movement on the face or all-action units (AU) based on the FACS (facial action coding system).

From https://www.entropik.io/blogs/facial-coding-what-why-and-how-to-use-facial-coding-in-marketing

The differences between facial coding and facial recognition

Unlike the topics in which I usually dwell, facial coding:

  • Does not identify individuals. Many people can share the same emotions, so detection of a particular emotion does not serve as individualization.
  • Does not provide permanent information. In the course of watching a movie or even a short advertisement, viewers often exhibit a wide range of emotions. Just because you exhibit a particular emotion at the beginning of an ad doesn’t mean you’ll exhibit the same emotion at the conclusion.
From https://www.youtube.com/watch?v=TnzFRV1LwIo

As Rathi describes the practice, it preserves privacy by allowing people to opt-in, and to record the emotions anonymously.

So, the user’s permission is required to access their camera and all this data is captured with consent. And no video is shared. Only the emotion data of the users are captured through their facial expressions and shared in real-time. The emotions on a person’s face are captured as binary units (0 and 1). Hence no PII (Personally Identifiable Information) related to race, ethnicity, gender, or age is captured at any point in time.

From https://www.entropik.io/blogs/facial-coding-what-why-and-how-to-use-facial-coding-in-marketing

Of course, some of this is a matter of implementation, or in the way that Entropik uses the facial coding technique.

  • But what if another firm chooses to gather more data, thus reducing the anonymity of the data collected? “I don’t only want to know how people react to the content. I want to know how black women in their 30s react to the content.”
  • And what if another firm (or a government agency, such as the Transportation Security Administration) chooses to gather the data without explicit consent, or with consent buried deep in the terms of service? In that case, people may not even realize that their facial expressions are being watched.
By Paweł Zdziarski – Own work, CC BY 2.5, https://commons.wikimedia.org/w/index.php?curid=1906323

Examining facial expressions is not the only way to decipher what is happening in a person’s mind as they view content. But it’s powerful.

Well, maybe.

Does everyone exhibit the same facial coding?

The underlying assumption behind emotion recognition is that you can identify emotions at a universal level. If content makes me happy, or if it makes a person halfway around the world happy, we will exhibit the same measurable facial characteristics.

Lisa Feldman Barrett disagrees.

Research has not revealed a consistent, physical fingerprint for even a single emotion. When scientists attach electrodes to a person’s face and measure muscle movement during an emotion, they find tremendous variety, not uniformity. They find the same variety with the body and brain. You can experience anger with or without a spike in blood pressure. You can experience fear with or without a change in the amygdala, the brain region tagged as the home of fear.

When scientists set aside the classical view and just look at the data, a radically different explanation for emotion comes to light. We find that emotions are not universal but vary from culture to culture. They are not triggered; you create them. They emerge as a combination of the physical properties of your body, a flexible brain that wires itself to whatever environment it develops in, and your culture and upbringing.

From https://www.theguardian.com/lifeandstyle/2017/mar/26/why-our-emotions-are-cultural-not-hardwired-at-birth

If Barrett is correct, then how reliable is facial coding, even within a particular region? After all, even Southern California does not have a single universal culture, but is made up of many cultures in which people react in many different ways. And if we preserve privacy by NOT collecting this cultural information, then we may not fully understand the codings that the cameras record.

Back to the familiar “biometric” world

And with that, I will retreat from the broader definition of biometrics to the narrower and more familiar one, as described here.

The term “Biometrics” has also been used to refer to the field of technology devoted to the identification of individuals using biological traits, such as those based on retinal or iris scanning, fingerprints, or face recognition. Neither the journal “Biometrics” nor the International Biometric Society is engaged in research, marketing, or reporting related to this technology. 

From https://www.biometricsociety.org/about/what-is-biometry

My self-description as a biometric content marketing expert applies to this narrower definition only.

Is Your Company Ignoring Your Prospects?

Are you locking your prospects out?

Designed by Freepik.

Ignoring your prospects is NOT a winning business strategy. But a lot of companies do it anyway by not communicating regularly with their prospects.

If you ignore your prospects, your prospects will ignore you.

Meetings and money, via a third party

Of my three Bredemarket meetings (so far) today, the second was the most promising.

A person at a large company needs consulting services from me. All we need to do is work out the mechanics. The large company relies on a third party to manage its indpendent contractor relationships, including onboarding, time cards, and payments for hourly work. I wanted to learn about the third party, but I ran into walls when seeking current information about the firm.

The third party’s website is static

The third party’s website talks about its services, some unique aspects about the business, the story of its founder (a fascinating story), its technology partners, and its call to action. It provides ALMOST everything…with the exception of CURRENT information.

Does your company website look like http://www.dolekemp96.org/main.htm?
  • No press releases from the third party.
  • No links to news articles that mention the third party.
  • Not even a blog.

Basically if you want CURRENT information about the company…

…you get crickets.

African field cricket, Gryllus bimaculatus. By Arpingstone – Own work, Public Domain, https://commons.wikimedia.org/w/index.php?curid=620363

Not literally, but you know what I mean.

Which makes me wonder—is the third party doing anything NOW? Or was all of the existing content set up when the company was founded a decade ago?

If text like this is on your home page, you have a problem. From https://serverfault.com/questions/65952/objective-speed-comparison-of-windows-7-vs-windows-xp, which acknowledges that this text is over 13 years old. Does your site have old text without such an acknowledgement?

Luckily for me, I knew where to find current information on the company. Since the company is a B2B provider, I assumed that the company has a LinkedIn page. And I was right. But…

The third party’s LinkedIn page is also static

As you probably know, company LinkedIn pages have several subpages. The “About” supage talks about the third party company’s services, and the “People” subpage links to the profiles of the company’s employees, including the founder. So I went to the “Posts” subpage for the third party…

…and found crickets.

From https://www.youtube.com/watch?v=oSW6IFt8OpQ

Not literally, but you know what I mean.

In nearly a decade of existence, the company has NEVER written a LinkedIn post to reach out to its prospects or customers.

Ignoring your prospects

As I’ve said before, companies that refuse to generate current content in the form of blog posts or social media posts make it appear that your company is no longer an ongoing, viable concern.

By Yintan at English Wikipedia, CC BY 4.0, https://commons.wikimedia.org/w/index.php?curid=63631702

And this is so easy to fix.

Pay attention to your prospects by providing current content.

If you ignore your prospects, your prospects will ignore you.

Are you ready to stop ignoring your prospects?

If you need help creating content for your blog, your social media platforms, or your website, Bredemarket can help you regain credibility with your prospects and customers.

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

Four Restrictions on Bredemarket’s City of Ontario Business License, and Why You Should Care

Remember when I said that I spent Labor Day renewing my City of Ontario business license?

Well, the approved license arrived in the mail today.

City of Ontario business license for Bredemarket, October 01, 2023 through September 30, 2024.

The electronic mail, not the snail mail.

By Geierunited – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=95926

This coming year will be the fourth year of Bredemarket’s existence. I started in August 2020, but it took a few weeks for the city business license and other paperwork to complete.

Now while the City of Ontario (California, not Canada) business license renewal entitles me to conduct business in the city as Bredemarket (when coupled with the Fictitious Business Name statement I filed with San Bernardino County), it is not an official endorsement of my activity by the city, and is definitely NOT an endorsement of the call to action at the end of this post.

More importantly, the City of Ontario has imposed four significant restrictions on the way that Bredemarket conducts business. Do they affect how I do business with you? We’ll see.

First: I must post the business license in a conspicuous place

Done.

City of Ontario business license, posted in a conspicuous place in an undisclosed location. And no, I don’t wear my glasses all the time.

Although as we will see when we get to the third restriction, the whole meaning of “conspicuous place” is irrelevant to Bredemarket’s business.

Second: I can’t conduct just ANY business

The business license is issued “for consulting services, including marketing and writing services.” The license does NOT allow me to bake pies, perform auto maintenance, launch rockets into space, or perform heart surgery.

You won’t see the Bredemarket 33410 Aortic Valve Surgery Service any time soon. The city won’t let me offer it. (33410, by the way, is the medical code for Under Surgical Procedures on the Aortic Valve.)

Dang guvmint.

Third: No visitation from clients

Remember how the city requires that I post my license in a conspicuous place? Well, the city also prohibits me from having clients visit me at my work location. This makes sense, since residential neighborhoods aren’t really built to have a bunch of cars park outside a house where business is conducted.

No, Bredemarket clients cannot park their cars in front of my house. And no, this is not my house. (And they’re not your cars either.) Fair use. The Verge, “Multimillion-dollar Ferraris, Jaguars, Astons, and a fine cup of tea.” The cast of cars and characters from the first Goodwood press day in 1993. Lord Charles March is by the front door of the house with his light blue AC 16/80 designed by his grandfather.

This means that when I do have a person-to-person meeting (rather than a videoconference) to conduct business, the meeting has to be offsite. For example, a couple of years ago I met with an advisor at Brandon’s Diner in Upland. (And the lunch was tax deductible!)

Fourth: No signage permitted

Again, because my work location is in a residential neighborhood, I can’t put a huge neon sign in my front yard with the Bredemarket logo.

Bredemarket logo
Imagine this in my front yard.

And no, I can’t put a small neon sign in my front yard.

Or any neon sign.

I wonder if the city will let me put signage on my mailbox? Actually, the UPS Store probably won’t allow that either.

Bredemarket’s mailing address is 1030 N Mountain Ave #259, Ontario CA 91762-2114. If you read my previous post, you know that “MBE” stands for Mailboxes Etc.

So what?

The reason that these city restrictions don’t matter to you is because (since we still have the Internet) Bredemarket is perfectly capable of conducting its business online.

You don’t have to look for my business sign, or a parking place in front of the place where I conduct business. Why not? Because I can meet with you via Google Meet or another videoconferencing service, or we can talk on the phone, or even exchange emails with each other.

I’ve worked from home since March 2020—first for IDEMIA, then for Bredemarket, then for Incode Technologies, then for Bredemarket again. During that time I’ve been able to meet all of the needs of Bredemarket clients remotely, despite no public parking and no signage.

Well, almost all the needs. I haven’t been able to perform aortic valve surgery for my clients.

Dang guvmint.

The city does not endorse this call to action

Do you want to use the marketing and writing services of a government-licensed consulting firm?

More importantly, do you want to use the marketing and writing services of a consulting firm that ensures the right questions are asked at the beginning of the project, and that you have complete input during the writing and review cycles?

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

The 22 (or more) Types of Content That Product Marketers Create

(Part of the biometric product marketing expert series)

(Updated blog post count 10/23/2023)

I mentioned something in passing in Bredemarket’s recent go-to-market post that I think needs a little more highlighting. So here is a deeper dive into the 22 types of content that product marketers create. (Well, at least 22. I’m probably missing some.)

And by the way, I have created all 22 of these types of content, from blog posts and battlecards to smartphone application content and scientific book chapters. And I can create it for you.

Taylor Swift "22" single cover.
By “22” (Single by Taylor Swift) on 7digital, Fair use, https://en.wikipedia.org/w/index.php?curid=39857014

“But John,” you’re saying, “Don’t you know anything? Content is created by content marketers!”

Read on.

The NON difference between product marketing and content marketing

If you consult with the experts, they will tell you that there is a distinct division between product marketing and content marketing, and that they are two entirely separate disciplines.

Janus, two-headed.
By Loudon dodd – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=7404342

Why is it that so many business-to-business (B2B) marketers confuse product marketing with content marketing?

Because it requires a lot of discipline. That’s why.

B2B marketers who get it right understand the difference between these two fundamentally different types of marketing, what their purposes are and how to use them correctly.

From https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/27/is-your-business-confusing-product-marketing-and-content-marketing/?sh=2edf86f51d88

There certainly is a difference—if you work in a firm that enforces strict definitions and separation between the two.

U.S. - Mexico border.
No dark sarcasm in the blog post. By US Border Patrol – Department of Homeland Security, United States Border Patrol http://www.dhs.gov/xlibrary/photos/sand-dune-fence.jpg, Public Domain, https://commons.wikimedia.org/w/index.php?curid=11951642

Some firms (especially startups) don’t have the luxury to enforce such definitions. They don’t have separate teams to create awareness content, consideration content, and conversion content. They have one team (or perhaps one person) to create all that content PLUS other stuff that I’ll discuss later.

One-man band.
sin, a one-man band in New York City. By slgckgc – https://www.flickr.com/photos/slgc/8037345945/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=47370848

For example, during my most recent stint as a product marketing employee at a startup, the firm had no official content marketers, so the product marketers had to create a lot of non-product related content. So we product marketers were the de facto content marketers for the company too. (Sadly, we didn’t get two salaries for filling two roles.)

Why did the product marketers end up as content marketers? It turns out that it makes sense—after all, people who write about your product in the lower funnel stages can also write about your product in the upper funnel stages, and also can certainly write about OTHER things, such as company descriptions, speaker submissions, and speaker biographies.

Creating external content and internal content

Man holding a huge pencil.
Designed by Freepik.

And when you find a “you can pry my keyboard out of my cold dead hands” person, you’ll naturally want to get them to write other things.

As a result, I’ve written a ton of stuff over my last 29 years in identity/biometrics. It didn’t take a great leap for me to self-identify as the identity content marketing expert and the biometric content marketing expert (and other expert definitions; I’m an expert in creating expert titles).

I’ve compiled a summary of the types of content that I’ve created over the years, not only for Bredemarket’s clients, but also for my employers at Incode Technologies, IDEMIA, MorphoTrak, Motorola, and Printrak.

Not all of these were created when I was in a formal product marketing role, but depending upon your product or service, you may need any of these content types to support the marketing of your product/service.

It’s helpful to divide the list into two parts: the external (customer-facing) content, and the internal (company-only) content.

10 types of external content I have created

External content is what most people think of when they talk about product marketing or content marketing. After all, this is the visible stuff that the prospects see, and which can move them toward a purchase (conversion). The numbers after some content types indicate the quantities of pieces of collateral that I have created.

  • Articles
  • Blog Posts (500+, including this one)
  • Briefs/Data/Literature Sheets
  • Case Studies (12+)
  • Proposals (100+)
  • Scientific Book Chapters
  • Smartphone Application Content
  • Social Media (Facebook, Instagram, LinkedIn, Threads, TikTok, Twitter)
  • Web Page Content
  • White Papers and E-Books

Here’s an video showing some of the external content that I have created for Bredemarket.

Bredemarket Work Samples, August 2023. Previously posted at https://bredemarket.com/2023/08/14/bredemarket-work-samples-the-video-edition/

9 types of internal content I have created

While external content is sexy, internal content is extremely important, since it’s what equips the people inside a firm to promote your product or service. The numbers after some content types indicate the quantities of pieces of collateral that I have created.

  • Battlecards (80+)
  • Competitive Analyses
  • Event/Conference/Trade Show Demonstration Scripts
  • Plans
  • Playbooks
  • Proposal Templates
  • Quality Improvement Documents
  • Requirements
  • Strategic Analyses

And here are 3 more types

Some content can either be external or internal. Again, numbers indicate the quantities of pieces of collateral I have created.

  • Email Newsletters (200+)
  • FAQs
  • Presentations

Content I can create for you

Does your firm need help creating one of these types of content?

Maybe two?

Maybe 22?

I can create content full-time for you

If your firm needs to create a lot of content types for your products, then consider hiring me as your full-time Senior Product Marketing Manager. My LinkedIn profile is here, documenting my 29 years of experience in identity/biometric technology as a product marketer, a strategist, and in other roles.

Or I can consult for you

But if your firm needs a more limited amount of content and can’t employ me on a full-time basis, then you can contract with me through my consulting firm Bredemarket. For example, I could write a single 400-600 word blog post or short article for you.

Or 2 blog posts/articles.

Or 22 blog posts/articles. (The more the merrier.)

Do you need these services?

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

And yes, I know this post had two separate calls to action. What do you expect from a guy who thinks product marketers are content marketers?

And here’s one for the Swifties. No, it’s not “Taylor’s version.” But we all know that she is the only person who can reconcile differences between so-called standards bodies, since any standard Swift champions will become the de facto standard.

From https://www.youtube.com/watch?v=AgFeZr5ptV8

Does Self-Focus (Rather than Customer Focus) Lead to Blandness?

45 million years ago, in 2018, Amanda Retzki pointed out a danger that can occur when firms talk about their accomplishments rather than focusing on their customers’ needs: bland, “me too” text.

One of the biggest reasons so much marketing today sounds the same (“exceptional customer service,” “commitment to quality,” “expertise that adds value,” etc.) is that companies fall back on what’s easy and what they believe they’re supposed to do: talk about themselves.

Seems like it should make sense, but it doesn’t.

Turns out, this “learn more about us!” approach will put you in the fast lane to bland, overused, cookie-cutter marketing (and results)…. 

If everyone follows the same marketing approach, everyone ends up with the same results: mediocrity.

From https://www.weidert.com/blog/tips-to-differentiate-company-marketing
By Slastic – Own work, Public Domain, https://commons.wikimedia.org/w/index.php?curid=7260831

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

If I may talk about myself for a moment (but hopefully in a differentiating way), this is one of the main benefits of my inclusion of the “why” question as part of the six questions that I like to ask potential Bredemarket clients. When I ask one of my prospects why their company exists, I get some valuable answers that help differentiate the prospect from everyone else.

As I said in a previous post on product positioning:

If your product suddenly disappeared from the world, would your target audience (or, in marketing-speak, personas) care?

Would your target audience be just as happy with the competitive offerings, or would the target audience lose out if your product’s distinctive benefits were suddenly no longer available?

From https://bredemarket.com/2023/08/28/quick-thoughts-on-product-positioning/

Hopefully, the world WILL feel a loss if your product disappeared.

But too often a company’s products appear to be just like the products from all the other companies, which makes the consideration phase (where prospects try to differentiate between products) difficult.

For example, I am familiar with a particular industry that has over 80 competitors. And most of those competitors use the word “trust” as a key part of their marketing strategy. (Not just a tactic; a strategy.) Spend some time reading the websites of all of the companies in this particular industry, and you’ll see the word “trust” so many times that it will become mind-numbing.

Dionne Quintuplets – School Days, painting by Andrew Loomis, 1938. By Andrew Loomis – https://www.flickr.com/photos/lac-bac/7797309642/in/album-72157631099965608/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=56000992

Here are a few examples:

power a world of digital trust

The Ultimate Guide to Trust & Safety

Businesses have just 10 minutes to establish trust

Optimize Identity Verification for Growth, Innovation, Trust

how to prioritize trust and safety

Various sources.

How can you tell the companies apart?

Only one company dares to buck the trend: Black Ink Tech, who champions (and has trademarked) the slogan “Truth Over Trust™.”

Then again, Bredemarket can’t talk. I shudder to think of the count of times that I’ve used some form of the word “collaborate.”

We all need to avoid blandness and stand out by exhibiting customer focus.

Bottles of Huy Fong Sriracha Hot Chili Sauce.
The pride of Irwindale. Fair use. From https://www.huyfong.com/

Do you need to differentiate your offering from others?

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Quick Thoughts on Product Positioning

I’ve already talked about product launches in my recent On “Go-to-Market” post, but having worked in product marketing for some time, I know that there are a lot of tasks that your firm has to perform even when you’re not launching a new product.

One of those tasks is product positioning. And it’s important.

Product positioning isn’t quite as complex as global positioning (a factor of authentication, by the way). By Paulsava – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=47209685

Six questions for product positioning

There are some complex ways to define product positioning, probably even at the level of Shipley 96-step complexity. But when I can, I gravitate for the simple.

Here’s how I define product positioning:

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

  • Why your product (or service) exists.
  • How your product benefits your customers.
  • What your product is (but note that I asked the first two questions before this one).
  • Other facets of your product (goal, benefits, target audience—if this is new to you, catch up by reading my e-book on the six questions your content creator should ask you).

Why the questions matter

If your product suddenly disappeared from the world, would your target audience (or, in marketing-speak, personas) care?

Would your target audience be just as happy with the competitive offerings, or would the target audience lose out if your product’s distinctive benefits were suddenly no longer available?

Choose one (food) to go forever. Reproduced at https://josephmallozzi.com/2020/10/01/october-1-2020-lets-chat/

There are a number of popular memes that ask you to remove one popular food from a list of foods. What would happen if, instead of asking about pizza and tacos, you asked your target audience about your product and eight others? Would your product survive the cut, or would your prospects happily dump it?

Position your product so that it always remains top of mind for your prospects.

  • Answer the questions above.
  • Create content that is focused on the customer (not focused on your firm).
  • Create content that explains benefits (not features) to your prospects.

On “Go-to-Market”

After I slept on my “trust funnel” post, I decided that it was too long and took the entire “go-to-market” section out. But I saved it and am sharing it with you here.

This little piggy went to market

By Rklawton – Own work, CC BY-SA 2.5, https://commons.wikimedia.org/w/index.php?curid=735848

(Yes, I know that the little piggy didn’t go to market to do their own shopping. But bear with me here.)

If you are creating content as part of the formal launch of a product or service, you are creating SOME type of go-to-market (GTM) plan.

  • Perhaps it’s a well-defined plan.
  • Perhaps it’s a simple document.
  • Maybe it’s a haphazard dictate to “go to market in three days.”

About the “three days” thing

(C, I told you I was going to write this.)

Oh, and by the way, you can’t go to market in three days, even if someone says you can. You can’t. Or if you do, there will be significant gaps or inaccuracies.

In her LinkedIn Learning course, Deirdre Breakenridge prefers to define a four-month go-to-market plan, with specific deliverables for every one of the months in the plan. Of course, she admits that this is ideal, and sometimes you can’t take a full four months to bring a product or service to market. Whether you take four months or six months or even two months, GTM execution for any robust product or service needs a significant amount of time to get all the pieces together.

One of the reasons that it takes months to execute a GTM plan is because a GTM plan requires inputs from several departments, including

  • product,
  • marketing,
  • product marketing (if it is separate from the first two departments),
  • engineering,
  • customer success/customer service,
  • finance,
  • sales, and
  • legal.

You won’t get all of THEM to produce inputs, or even agree what the inputs should be, in three days. It takes time.

But there ARE teeny tiny GTM efforts

One exception to the four-month guidance: if your “product” or “service” is VERY small (like a single blog post), you can obviously go-to-market much more quickly.

For example, here’s my Asana-based “GTM plan” for a single blog post, “I Changed My Mind on Age Estimation.“

From the private Bredemarket Asana Content Calendar, back in the days when Twitter (TW) was still Twitter.

Sometimes. At other times I skip Asana altogether and just take pictures and post stuff, like what I did with my “Coldest Beer in Town” and “Classy by Definition” posts from earlier today. Variety is good.

Back to normal GTM

But when your product or service is more complex, then you need to plan your GTM campaign and make sure that it answers all questions about your product or service.

There are all sorts of GTM guidelines out there, and I was part of a team who collaboratively created three different flavors of GTM guidelines over the course of several months, starting with the complex and ending with the ridiculously simple. And the team STILL couldn’t get the other teams to agree on the parameters of the guidelines.

I’m not going to dictate MY ideas on GTM guidelines, but I will say that whatever guidelines you create, make sure that by the time a GTM effort created under these guidelines is finished, both your prospects and your employees will gain the appropriate understanding of your product or service, and the GTM content will answer all of their questions.

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

If you don’t know what questions to ask, my six questions (why, how, what goal, benefits, target audience) can be adapted for GTM purposes.

What about your GTM content?

Are you executing a go-to-market plan and need to create some content?

  • Do you need customer-facing external content (blog posts, white papers, whatever)?
  • Do you need employee-facing internal content (FAQs, battlecards, whatever)?

Regardless of the content you need, Bredemarket can help you. Here’s a list of the types of content I’ve created over the years:

Articles • Battlecards (80+) • Blog Posts (400+) • Briefs/Data/Literature Sheets • Case Studies (12+) • Competitive Analyses • Email Newsletters (200+) • Event/Conference/Trade Show Demonstration Scripts • FAQs • Plans • Playbooks • Presentations • Proposal Templates • Proposals (100+) • Quality Improvement Documents • Requirements • Scientific Book Chapters • Smartphone Application Content • Social Media (Facebook, Instagram, LinkedIn, Threads, TikTok, Twitter) • Strategic Analyses • Web Page Content • White Papers and E-Books

Whatever you need, talk to me. And be prepared for me to ask you six (or more) questions.

Bredemarket logo

Coldest Beer in Town

HK Food Store, Grove & 6th, Ontario, California.

Illogical marketing slogans like “coldest beer in town” are fascinating.

If you take a moment to think about it, every mini mart and liquor store in town has to chill beer to the exact same temperature before it freezes, so no store will have colder beer than any other store. (For the specifics, including the effect of ABV on alcohol freezing temperature, see Oxbow Tavern’s blog post.)

But liquor store marketers know that we DON’T take a moment to think about it. When it’s hot and we want beer, we want the “coldest beer in town.”

Well, while it was hot this morning, and while the HK Food Store was open (unlike the C & M Classy Mart a couple of miles northwest), I opted NOT to get the coldest beer in town. I wasn’t carrying a beer bottle opener, and I didn’t feel like breaking the law by walking down Grove Avenue with a beer bottle hidden in a paper bag.

My loss.

You Need a Laptop AND a Smartphone For This To Work. Or You Don’t.

If you are reading this on your laptop (or your desktop), point your smartphone to the QR code on your laptop (or desktop) screen to read my first e-book, “Six Questions Your Content Creator Should Ask You.”

(UPDATE OCTOBER 22, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

If you are reading this on your smartphone, just click on this link: https://bredemarket.com/wp-content/uploads/2022/12/bmteb6qs-2212a.pdf.

As I said before, QR codes are sometimes useful, and sometimes not.

If you want to know the “why” about the e-book-see what I did there?-visit my announcement of the e-book. You can view the e-book there also.

By the way, I just checked my WordPress stats. Since this e-book was published in December 2022, it’s been downloaded over 160 times. I hope it’s helping people.