Identity/biometrics/technology marketing and writing services
I wrote a blog post earlier. Didn’t see any problems.
Posted it at 7:00 this morning. Didn’t see any problems.
Shared it on Facebook and LinkedIn. Didn’t see any problems.
Shared it on Slack. THEN I saw the problem, which is glaringly obvious:
“And it’s also what proposal professional professionals do, as we shall see.”
And you know what? I’m LEAVING it there.
Because proposal management, writing, and coordination are respectable occupations, and certainly professional times two.
Messaging. It’s what B2B product marketers do. And it’s also what proposal professional professionals do, as we shall see.
But even the simplest B2B product suffers with one-dimensional messaging.
Why? Because even simple products often require many types of people to get involved in the purchasing cycle.
Marketers often talk about target audiences. I personally believe that term doesn’t describe the concept properly, so I prefer to refer to hungry people.
Which brings us to the Las Vegas buffet.
Las Vegas is a destination visited by over 40 million people per year from all over the world. And the casino hotels know that they’re hungry for food, and they hope the hungry people will stay on property.
So do they serve Caesars Burgers?
Um, no. 40 million people don’t eat the same thing.
This becomes very clear if you visit the Bacchanal Buffet at Caesars Palace, with over 250 items prepared in 10 kitchens.
“From Roman-style pizza to Carne Asada Tacos inspired by the food trucks of L. A., there’s something for everyone. Find a world of flavor at our nine live-action cooking stations. Indulge in originals like slow-cooked prime rib, smoked beef brisket, crab, and wood-fired pizza. Or try something different, like whole Ahi Tuna Poke, roasted duck, or Singaporean Blue Crab and seasonal agua frescas.”
There is literally something for everyone. And the hungry person salivating for Ahi Tuna Poke doesn’t care about the beef brisket.
Which brings us to local police automated fingerprint identification system (AFIS) proposals.
If you had asked me in September 1994 (before I started at Printrak in October) the target audience for local police AFIS, I would have replied, “fingerprint people.”
That answer would be incorrect.
Because, even if you limit things to the criminal AFIS world, there are (at least) two types of fingerprint people: tenprint examiners, and latent examiners. I asked my buddy Bredebot to summarize the stereotypical differences between the two. Here is some of what he said:
“‘Assembly line‘ comparisons: Because tenprint comparisons use high-quality, known impressions taken under controlled conditions, their work can be automated and is often perceived as a high-volume, less complex task. This is in contrast to the specialized analysis required for latent prints.
“Artistic and subjective: Because latent prints are often smudged, distorted, and incomplete, examiners must make subjective judgments about their suitability for comparison. This has led to the criticism that the process is more of an art than a science.”
Bredebot has never attended an International Association for Identification conference, but I have. Many many years ago I attended a session on tenprint examiner certification. Latent examiners had this way cool certification and some people thought that more tenprint examiners should participate in their way cool certification program. As I recall, this meeting way heavily attended…by latent folks. Even today, the number of Certified Latent Print Examiners (CLPEs) is far greater than the number of Certified Tenprint Examiners (CTPEs).
But you can’t procure an AFIS by talking to tenprint and latent people alone.
As I noted years ago, other people get involved in a local police AFIS procurement, using Ontario, California as an example:
So even a relatively simple B2B product has multiple target audiences.
Should product marketers apply the same one-dimensional messaging to all of them?
Um, no.
If you did that, purchasing agents would fall asleep at mentions of “level 3 detail,” while latent examiners would abandon their usual attention to detail when confronted by privacy references to the California Information Practices Act of 1977. (The CCPA, CPRA, and CPPA apply to private entities.)
So, whether you like it or not, you need separate messaging for each of your categories of hungry people.
One time, as part of an account-based marketing effort, I had to construct a multi-variable messaging matrix…for a product that is arguably simpler than an AFIS.
And yes, I used Microsoft Excel.
And I can use my mad Excel skillz for you also, if your company needs content, proposal, or analysis assistance in your technology product marketing operations. Contact Bredemarket at https://bredemarket.com/mark/.
And proposal professional professionals, read this.
Whether you’re a marketer, a biometric expert, a technologist, or just someone scrolling the webs, you can feel a variety of emotions after reading a Bredemarket blog post.
Maybe amused.
Maybe informed,
Maybe empowered.
But some will experience more powerful emotions.
For a targeted few who find themselves paralyzed, maybe afraid. Afraid that your competitors will steal your prospects unless you act.
Or for those targeted few who despise powerlessness and want to act, maybe hungry. Hungry to get your product’s benefits to your prospects so they convert.
I have to be honest. Some of the people who are inspired to act are perfectly capable of acting on their own. Because they’re not complete unknowns.
But others can use the help of an outside consultant such as Bredemarket.
Content, proposals, analysis. I can help with all of them.
You’re the ones I’m talking to right now.
And perhaps you should take the time to talk to me. https://bredemarket.com/mark/
(Imagen 3)
Have you ever used the phrase “sort of unique”? Something is either unique or it isn’t. And International Mobile Equipment Identity (IMEI) numbers fail the uniquness test.
Here’s what a few companies say about the IMEI number on each mobile phone. Emphasis mine.
These and other descriptions of the IMEI prominently use the word “unique.” Not “sort of unique,” but “unique.”
Which means (for non-person entities, just like persons) that if someone can find a SINGLE reliable instance of more than one mobile phone having the same IMEI number, then the claim of uniqueness falls apart completely.
People who claim IMEI uniqueness obviously didn’t read my Bredemarket blog post of April 1, in which I WASN’T fooling.
IMEICheck.net even tells you (at a high level) how to clone an IMEI. It’s not easy, but it’s not impossible.
“In theory, hackers can clone a phone using its IMEI, but this requires significant effort. They need physical access to the device or SIM card to extract data, typically using specialized tools.
“The cloning process involves copying the IMEI and other credentials necessary to create a functional duplicate of the phone. However, IMEI number security features in modern devices are designed to prevent unauthorized cloning.”
So don’t claim an IMEI is unique when there is evidence to the contrary. As I said in my April post:
“NOTHING provides 100.00000% security. Not even an IMEI number.”
If you offer an identity product, educate your prospects and avoid unsupportable claims. While a few prospects may be swayed by “100%” claims, the smarter ones will appreciate more supportable statements, such as “Our facial recognition algorithm demonstrated a 0.0022 false non-match rate in the mugshot:mugshot NIST FRTE 1:1 laboratory testing.”
When you are truthful in educating your prospects, they will (apologizes in advance for using this overused word) trust you and become more inclined to buy from you.
If you need help in creating content (blog posts, case studies, white papers, proposals, and many more), work with Bredemarket to create the customer-focused content you need. Book a free meeting with me.
Bredemarket hasn’t sent a mass mailing lately.
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.
Back in the spring of 2024 I had reached out to many of these prospects. I created a landing page specific to them, and I also created a presentation for the group. I subsequently adjusted this presentation for more general use.
And time passed.
And now it’s August 2025, and I’m reaching out to these prospects again. But not all of them; one company didn’t survive to the end of 2024.
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.
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.
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.
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.
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.
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.
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:
An added benefit to removing these features: the slimmed-down product would be easier for the prospect to manage.
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.
(Imagen 4)
I’m asking for a connection favor from the people who read this, my street team.
Here is the ask:
Ask your marketing leader to visit https://bredemarket.com/mark/ to learn about Bredemarket’s marketing and writing services:
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.
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.
(Imagen 4)
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.
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.”
Bull.
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).
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:
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.
Let’s say that my messages about being afraid of competitors stealing from you have resonated.
And you know you have a content black hole.
But how do you fill it?
Good question.
And perhaps you already know how you and I will figure out the answer.
You may have seen me push my free ebook “Seven Questions Your Content Creator Should Ask You.”
I think I’ve pushed it a time or two.
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.
As a reminder, the seven questions are:
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:
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.
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.
Are you afraid?
Tech marketers, are you afraid of competitors stealing prospects and revenue?
Drive content results with the product marketing experience of Bredemarket.
Act now: https://bredemarket.com/mark/
Coming Monday: are you afraid?
Bredemarket