Sure, I have a template for my current mailing, but it’s adjustable for each prospect. Rather than send it to everyone at once, I bring up the template one-by-one and tweak it to each individual prospect.
I definitely had to perform some tweaking when I started mailing some particular technology prospects.
I initially learned about these prospects via Ryn Bennett in the spring of 2024. These companies provide AI-enhanced proposal response software, and all strive to make the proposal process more efficient while improving accuracy.
But my marketing has evolved since spring 2024, and I make a big push for Bredemarket’s content-proposal-analysis service, or what I call a “CPA” service.
Bredemarket’s “CPA.”
Here’s an excerpt from my August 2025 email template.
Bredemarket has helped over 20 firms solve the content problem:
Compelling content creation: blog posts, case studies and testimonials, LinkedIn articles and posts, white papers. I’ve established firms’ positioning in the market and attracted prospects and sales.
Winning proposal development: managing, writing, and editing services. I’ve won millions of dollars’ worth of proposals as a Bredemarket consultant and employee to several tech firms.
Actionable analysis: Marketing, product, and competitive analyses. I’ve helped firms understand their strengths and weaknesses relative to the market.
But when emailed my spring 2024 proposal firm prospects, I made one slight edit.
My “CPA” became a “C_A,” and I removed the “Winning proposal development” bullet.
Because these prospects are never going to buy proposal services from me.
Not when they have their own AI-enhanced proposal response tools for proposal responses.
But I forgot to alter the logo at the end of the emails. Whoops.
Bredemarket’s “C_A.”
But you don’t need to wait for me to email you. If you are a technology marketer that needs consulting help for content services, or analysis services…or even proposal services, set up a free meeting with Bredemarket.
When engineers engineer products, they naturally pack in as many features as possible. Why? Because engineers, um, calculate that prospects desire a wide array of features.
Proposal managers and product marketers know the truth. Some prospects find too many features to be undesirable.
But first, a quote
From Biometric Update.
This quote from my Biometric Update guest post is pertinent. These are three of my recommendations to biometric vendors (and other identity vendors) to ensure responsible data use.
“Collect only the minimum necessary personal information. If you don’t need certain data, don’t collect it. If it’s never collected, fraudster hackers can never steal it.
“Store only the minimum necessary personal information. If you don’t need to keep certain data, don’t store it. I’m sure our decentralized identity friends will agree with this.
“Comply with all privacy laws and regulations. This should be a given, but sometimes vendors are lax in this area. If your firm violates the law, and you are caught, you will literally pay the price.”
Two of these three recommendations came into play shortly after I wrote those words.
When “feature-rich” is undesirable
I recently fulfilled two roles for a Bredemarket client: first a proposal manager, and rhen a requirements manager. And as my role shifted, my focus shifted also.
Bredemarket the proposal manager
Hundreds of proposals. Imagen 4.
Some time ago I helped a Bredemarket client manage and write a proposal for a prospect. I can’t identify the client or the prospect, but I will just say that the proposal was for a product that collected personally identifiable information (PII).
The proposal not only presented the features of my client’s product, but also the benefits. And it presented several alternative configurations to the prospect, including an array of value-added options.
Bredemarket the requirements manager
Fast forward after proposal submission, and after my Biometric Update guest post was published.
The prospect wanted to hold further discussions with Bredemarket’s client, and Bredemarket shifted from consulting proposal manager to consulting requirements manager.
The prospect’s first request?
Remove ALL the proposal’s value-added options from the final deliverable.
Not because of cost, but because these value-added features would make the prospect’s life MORE difficult.
While the prospect had no issue with the data that the supercharged value-added configured product collected, it had other concerns:
Some of the storage features of the value-added product ended up storing things the prospect didn’t need or want to store.
In addition, the value-added product caused privacy issues with the prospect’s own end customers.
An added benefit to removing these features: the slimmed-down product would be easier for the prospect to manage.
Reduce. Imagen 4.
Sometimes less is more, as a sculpture artist will tell you. A huge hunk of marble is less desirable than a sculpture in which much of the marble was taken away.
If you need Bredemarket to help shape your proposals, requirements, or other content or analysis, let’s talk.
I’m asking for a connection favor from the people who read this, my street team.
The ask
Here is the ask:
If you know a technology Chief Marketing Officer or other leader…
…who faces challenges in content, proposals, or analysis…
…and can use consulting help:
Ask your marketing leader to visit https://bredemarket.com/mark/ to learn about Bredemarket’s marketing and writing services:
The why, how, what, and who about Bredemarket’s ability to drive content results.
What I can do for your marketing leader.
Who uses my services; I’ve worked in many technology industries.
My collaborative process with Bredemarket’s clients.
The connection
If they like what they see, they can connect with me by booking a free 30 minute content needs assessment meeting with me, right from the https://bredemarket.com/mark/ page.
The reward
Thank you, street team. No monetary commission, but I can give you a shout out and a personal AI-generated wildebeest picture on Bredemarket’s blog and social media empire. Yes, even TikTok (if it’s still legal).
Actually, I already owe a shout out to Roger Morrison, who has supported Bredemarket for years and has supported me personally for decades. Roger offers extensive experience in multiple biometric modalities (finger, face, Iris, voice), identity credentials, and broadband and other technologies. Despite attending the wrong high school in Arlington, Virginia (should have gone to Wakefield), he is very knowledgeable and very supportive. Warning: Roger is NOT bland or generic.
I have positioned Bredemarket so I can fill the gaps in a Chief Marketing Officer’s existing content plan, or a Chief Revenue Officer’s proposal plan, or a Chief Strategy Officer’s existing analysis plan.
But what if you don’t have a plan?
Bredemarket can help you too.
This post describes how I can plug into your existing plan, or how I can help you create a plan if you don’t have one.
But first let’s dispense with the theory of how to properly do things, because it’s silly.
What theory says
If you read LinkedIn for any length of time, you will run across content marketers and copywriters and other Professional Content Experts.
These 17x certified PCEs are all too willing to tell you The Correct Way For Companies To Engage With Writing Contractors.
Because the way your company engages with contractors I s completely wrong.
Here is The Correct Way:
“When engaging with a contractor, you must provide the contractor with a detailed content brief that answers all 42 questions your contractor will ask or may ask. Failure to do this brands you as a failed substandard company.”
Bredemarket rarely receives any kind of brief from my clients. Sometimes we get a paragraph. Or sometimes we just get a couple of sentences:
“A local Utah paper ran an article about how our end customer used our solution to solve world hunger. Here’s the article; get additional information from the guy quoted in the article and write a blog post about it.”
These two sentences would drive a Professional Content Expert up a wall, because they don’t answer all 42 questions.
So what?
It’s a starting point. If I were given that, I could start.
So forget the theory of The Correct Way For Companies To Engage With Writing Contractors, and just start writing (but thinking first).
If you have a plan (or at least an idea)
Many of my clients have a content, proposal, or analysis plan—or at least an idea of what they need. There are many times when I simply plug in to a client’s existing plan. Here are some examples:
One client’s CMO needed a twice-a-month series of blog posts to promote one of their company’s services. The service featured multiple facets, so I had plenty to write about. So I plugged into the existing system and wrote.
Another client needed a series of case studies to grab the attention of their prospects. Again, the client’s product addressed multiple markets, and the variety of customer case studies gave me plenty to write about. So I plugged into the existing system and wrote.
Multiple clients have asked me to manage and/or write proposals for them. Two of the clients (one being SMA) had very well-defined capture management and proposal processes. The others didn’t—I was the de facto expert in the (virtual) room—but they knew which Request for Proposal (RFP) or Request for Information (RFI) required a response. So I plugged into the existing system and wrote.
Multiple clients (mainly in the identity/biometric realm) have asked me to perform analyses. Whether they had an established analysis process or not, they knew what they wanted. So I plugged into the existing system and wrote.
So I easily completed these one-off (or twelve-off) tasks, responding to my clients’ well-defined requests.
But others face the challenge of not knowing what they want.
The beautiful thing about the seven questions is that you can not only apply them to a particular piece of content such as a blog post, but to an entire content-proposal-analysis strategy.
And here I DO mean strategy, not tactics.
There are other methods to derive a strategy, but this is as good as any.
So if you book a free meeting with me to figure out a strategy, we can work through these questions to jointly understand your company, your products, and the material you need. I haven’t the slightest idea how our conversation will progress, but perhaps I may end up asking you questions like this:
WHY do your competitors suck?
HOW do your prospects make purchasing decisions?
WHAT do your salespeople need to close deals (conversion)?
What are your GOALS to move prospects through your funnel?
You get the idea. As we talk through things, perhaps you and I will get ideas about how Bredemarket can help you.
Or maybe not. Maybe it turns out you need a web designer, or a videographer, or a demand generation expert, or an accountant.
But if we determine that Bredemarket can help you, then we can create the plan and figure out how I can best execute on the plan. A competitor analysis? A series of blog posts? We will figure it out.
Then I’ll plug into the new existing system and write.
A call to action
Your content, proposals, and analyses will presumably incorporate a call to action.
It’s no surprise that this post also has one.
Visit my “content for tech marketers” page, read about what we can do together, and book a free 30 minute content needs assessment. You can book it at the top of the page or the bottom, whatever turns you on.
But let’s move. Your competitors are already moving.
Tech CMOs want to move their prospects to act and buy world-changing offerings (products or services) from their firms…and I want to move my tech CMO prospects to act and buy marketing and writing services from Bredemarket. So tech CMOs, I definitely feel your pain. But how can you move your prospects…and how can I move you?
Because my client had a specific problem. The client needed its prospects to understand how its offering could solve nagging prospect problems. Riots. Car thefts. Robberies.
And my client had a specific solution. I can’t reveal the solution without giving the client away, but let’s just say the the solution simultaneously addressed the end customers’ dual needs of speed and accuracy, as well as other end customer concerns.
As for specific results, I confess I don’t know. In this case my client never got back to me and said, “John, case study 3 attracted a prospect that ended up buying an annual contract.” And my primary contact at the client subsequently moved to another firm. But the fact that the client stuck with me for a dozen case studies and some subsequent NIST FRTE analysis work indicates that I did something right.
You see what I did there. Well, as much as I could while preserving my ghostwriter status and my client’s anonymity.
What is your specific problem?
This section of the blog post is specifically addressed to tech CMOs and other marketers. The rest of you can skip this part and watch this entertaining video instead.
Bredemarket has specific solutions depending on whether your needs are short, medium, long, or ongoing. As part of my solution, I begin by asking questions and then iterate the deliverable with you.
The specific results you need? Let’s talk about them.
Now I know I’ve loaded this post with links to previous Bredemarket content that addresses the…um…specific topics in much more detail. Maybe you clicked on the links, or maybe you didn’t. I will find out.
But if you are ready to move forward, this is the one link you need to click. (“Now you tell me, John!”) It lets you set up a meeting with Bredemarket to discuss your specific needs.
If you can use my services in any of these areas, book a free 30 minute content needs assessment and talk to Bredemarket. https://bredemarket.com/mark/
Bredemarket 