How Can Your Identity Business Create the RIGHT Written Content?

Does your identity business provide biometric or non-biometric products and services that use finger, face, iris, DNA, voice, government documents, geolocation, or other factors or modalities?

Does your identity business need written content, such as blog posts, case studies, data sheets, proposal text, social media posts, or white papers?

How can your identity business create the right written content?

For the answer, click here.

My…Umm..Opportunity is YOUR Opportunity

A little over a year ago, Bredemarket announced two changes in my business scope and business hours. I stopped accepting work from clients who marketed systems to identify individuals, and I reduced my business hours to Saturday mornings only.

Generated at

I had to change my business scope and business hours. On May 9, 2022, I started a full-time position with a company in the identity industry, which meant that I couldn’t consult on weekdays and couldn’t consult on identity projects.

But things change.

As of May 31, 2023, I will no longer be employed at my day job.

Which is my misfortune…um…opportunity.

Generated at

Has Bredemarket changed its business scope and business hours a second time?


As of June 1, 2023:

  • If you need a consultant for marketing or proposal work, and your company is involved in the identification of individuals, Bredemarket can accept the work.
  • If you need a consultant who can meet with you during normal business hours, Bredemarket can accept the work.

So what?

My…um…opportunity is your opportunity.

Now that I can expand my business scope and business hours again, you can take advantage of my extensive marketing expertise, including deep experience in the identity industry.

This means you can obtain quickly-generated and expert content with an agreed-upon focus.

This means you can get content that increases your revenue.

What kind of content?

Blog posts, case studies and testimonials, proposals and proposal text, white papers, and many other types of content.

How about e-books?

Yes I also write e-books.

These two e-books explain (a) how Bredemarket starts a project with you, and (b) how Bredemarket has helped other businesses over the years.

How can I find out more information about Bredemarket?

Contact me.

But wait…what if Bredemarket changes its business hours and business scope a THIRD time?

I very well could change Bredemarket’s business hours/scope again.

Maybe I’ll find a new full-time position in a couple of weeks, and I’ll again have to reduce hours and scope.

Which basically means that you have to ACT QUICKLY to ensure you can reserve my services.

(See “how to create a sense of urgency.”)

Generated at

Four Mini-Case Studies for One Inland Empire Business—My Own

I guess I can be persuasive. I just persuaded myself to do something.

On Saturday, I wrote the post “Six Benefits for Inland Empire Businesses from Case Studies.

Then I asked myself, why not write a case study for my own Inland Empire business, Bredemarket?

If I could demonstrate that Bredemarket benefited a firm via a case study, that could help Bredemarket get business from other firms. I said so myself:

A well-crafted case study can be the first step in convincing a potential customer to become a paying customer.


Achieving 400% of My Goal

But once I started writing the document, I decided that one case study wasn’t enough.

So I wrote four mini-case studies in the same document, briefly describing how I helped four Bredemarket clients create different types of content so that they could win more business.

  • I helped one client to quickly generate consistent proposals. One of the client’s salespeople even provided me with a testimonial. (You may have seen it before.)
  • I helped another client share persuasive case studies. The client kept on coming back to me for more case studies—a dozen in all—and other work.
  • I helped a third client position via blogs and a white paper.
  • Finally, I helped position a sole proprietor.

After the four mini-case studies, I briefly described how Bredemarket works with clients. (Sleep is involved.)

By Ilya Repin – Tretyakov Gallery, Moscow, Public Domain,

I didn’t get into my six questions, since I already wrote an e-book on that topic, but I did provide an overview of the initial meeting, the content iteration process, and my work for hire policy (which explains why I didn’t name the four clients listed above).

So would you like to read my four mini-case studies?

Here is my latest e-book, “How Bredemarket Can Help You Win Business.”

And if I can help you win business, let me know. I have Saturday morning office hours.

What I Missed About QR Codes in 2021

A lot has happened with QR codes since I last wrote about them in October 2021. (For example, the Coinbase Super Bowl ad in 2022, and its demonstration of security risks.)

Now that I’m revisiting my October 2021 post on QR codes, I wish I could change one word to make myself look smarter.

See if you can guess which word I want to change.

I have since chosen to adopt QR codes for some of my Bredemarket work, especially in cases where an online reader may need additional information.


Did you find it?

Instead of writing “online,” I should have written “offline.”

I don’t know whether I just made a typo, or if I intentionally wrote “online,” but I shouldn’t have.

Why QR codes rarely make sense online

Because if you’re online, you don’t need a QR code, since you presumably have access to a clickable URL.

But if you’re offline—for example, if you’re watching a commercial on an old-fashioned TV screen—a QR code makes perfect sense. Well, as long as you explicitly identify where the QR code will lead you, something Coinbase failed to do in 2022. “Just click on the bouncing QR code and don’t worry where you’ll go!”

But there’s one more place where QR codes make sense. I didn’t explicitly refer to it in my 2021 post, but QR codes make sense when you’re looking at printed material, such as printed restaurant menus.

Or COVID questionnaires.

Which reminds me…

What I didn’t tell you about the Ontario Art Walk

…there’s one story about the Ontario Art Walk that I didn’t share in yesterday’s post.

After leaving Dragon Fruit Skincare, but before visiting the Chaffey Community Museum of Art, I visited one other location that I won’t identify. This location wanted you to answer a COVID questionnaire, which you accessed via a QR code.

I figured I’d do the right thing and answer the questionnaire, since I had nothing to worry about.

  • I was vaccinated.
  • I was boosted.
  • I hadn’t been around anyone with COVID.
  • I didn’t have a fever.

I entered the “right” response to every single question, except for the one that asked if I had a runny or stuffy nose. Since I had a stuffy nose, I indicated this.

But hey, it’s just a stuffy nose. What could go wrong?

When I finished the questionnaire, I was told that based on my answers, I was not allowed in the premises, and if I was already in the premises I should leave immediately.

Which I did.

And which is why I didn’t write about that particular location in yesterday’s post.

Bredemarket, pressing the flesh (sometimes six feet away)

But back to non-health related aspects of QR codes.

The Ontario Art Walk was actually the second in-person event that I had attended that week. As I noted on Instagram, I also went to a City of Ontario information session about a proposed bike lane.

Now that COVID has (mostly) receded, more of us are going to these in-person events. My target market (businesspeople in the United States) is mostly familiar with the century-old term “press the flesh.” While it usually applies to politicians attending in-person events, it can equally apply to non-political events.

Whenever I go out to these local events, I like to have some printed Bredemarket collateral handy in case I find a local businessperson looking for marketing services. After all, since I am the Ontario, California content marketing expert, I should let relevant people in Ontario know this.

In those cases, a QR code makes sense, since I can hand it to the person, the person can scan the QR code on their phone, and the person can immediately access whatever web page or other content I want to share with them.

On Saturday, it occurred to me that if I ran across a possible customer during the Ontario Art Walk, I could use a QR code to share my e-book “Six Questions Your Content Creator Should Ask You.”

Unfortunately, this bright idea came to my mind at 5:30 pm for an event that started at 6. I dummied up a quick and dirty page with the cover and a QR code, but it was…dirty. Just as well I didn’t share that on Saturday.

But now that I have more time, I’ve created a better-looking printed handout so that I’m ready at the next in-person event I attend.

If we meet, ask me for it.

Making myself look less smart

Well, now that I’ve gone through all of this trouble explaining how QR codes are great for offline purposes, I’m going to share the aforementioned handout…online.

Which has probably prompted the following question from you.


Four reasons:

  1. It gave me the excuse to post the question “Why?” above, thus reiterating one of the major points of the e-book.
  2. Because I felt like sharing it.
  3. Just in case you don’t make “Event X” that I attend in the future, you can experience the joy of printing the flyer and scanning the QR code yourself. Just like you were there!
  4. To demonstrate that even when you provide a piece of content with a QR code, it’s also helpful to explicitly reveal the URL where you’ll head if you scan the code. (Look just below the QR code in the flyer above.) And if you receive the flyer in online form rather than printed form, that URL is clickable.

But if you don’t want to scan the QR code or even download the PDF, the link is

Six Questions Your Content Creator Should Ask You: the e-book version

I love repurposing.

So I’ve repurposed my October 30 blog post into an e-book.

This gave me an opportunity to revisit the topic and add critical information on wildebeests, George (H.W.) Bush, and Yogi Berra.

But more importantly, it allows me to share my thoughts with a wider audience.

If you missed the October blog post, I state that there are six critical questions that your content creator must ask before creating content These questions apply whether your content creator is a consultant, an employee at your company, and you yourself.

The e-book discusses each of these six questions:

  1. Why?
  2. How?
  3. What?
  4. Goal?
  5. Benefits?
  6. Target Audience?

And as I note in the e-book, that’s just the beginning of the content creation process.

Whether you intend to use Bredemarket as your content creator, use someone else as your content creator, or create your own content, the points in this e-book are helpful. They can be applied to content creation (case studies, white papers, blog posts) or proposal work, and apply whether you are writing for Inland Empire West businesses or businesses anywhere.

And if you read the e-book, you’ll discover why I’m NOT sharing it on the Bredemarket Identity Firm Services LinkedIn page and Facebook group.

You can download the e-book here. And you can be a content marketing expert also.

Who’s laboring on Labor Day?

Bredemarket has always restricted its business to the United States. (Lately I’ve focused more on California’s Inland Empire West, but that’s another story.) So everyone in my target market is celebrating Labor Day today.


It’s important to note that most other countries celebrate the contributions of labor on May 1, but for several reasons the United States chose a different day. The Massachusetts AFL-CIO page that explained this no longer exists, but I quoted from that page in a tymshft post a decade ago:

Despite the popularity of May Day and the appeal of an international holiday, the American Federation of Labor pushed to secure Labor Day as America’s primary celebration of its workers. This was due to the more radical tone that May Day had taken. Especially after the 1886 Haymarket riot, where several police officers and union members were killed in Chicago, May Day had become a day to protest the arrests of anarchists, socialists, and unionists, as well as an opportunity to push for better working conditions. Samuel Gompers and the AFL saw that the presence of more extreme elements of the Labor Movement would be detrimental to perception of the festival. To solve this, the AFL worked to elevate Labor Day over May Day, and also made an effort to bring a more moderate attitude to the Labor Day festivities. The AFL, whose city labor councils sponsored many of the Labor Day celebrations, banned radical speakers, red flags, internationalist slogans, and anything else that could shed an unfavorable light upon Labor Day or organized labor.


So for over a century, most Americans have chosen to celebrate Labor Day on the first Monday in September.

Well, some Americans.

I took a walk.

My employer for my day job is closed today (at least for its U.S. workers), so I kinda sorta took it a bit leisurely, waking up at…5:35 in the morning.

You see, this is the last week of my company’s wellness challenge, and because of the current heat wave in Southern California, I wanted to get my walking in while the temperatures were still in double digits (on the Fahrenheit scale; that’s something else that Americans do differently than the rest of the world).

I didn’t take any pictures of myself walking today, but here’s one that I took Saturday while I was walking inside (at the Ontario Mills indoor mall).

At Ontario Mills, Saturday, September 3, 2022. It was about 25 degrees cooler inside than it was outside.

Other people were working.

But while I took my early morning Labor Day walk, I ran across a lot of people…working.

  • There were the people at the Starbucks in downtown Ontario, busily supplying breakfast sandwiches and drinks to people.
  • There was the woman at a 7-Eleven in Ontario, letting me hydrate with a cold drink. (She may have been the owner, but owners deserve a day off too.)
  • Finally, I passed two men who have been working on and off on a residential wall, and today was apparently one of the “on” days. I hope they’re not working in the afternoon.

The truth is that, even in the midst of COVID, the entire workforce can’t shut down entirely. Some people have to work on days when many people don’t work. Remember that even in “blue law” states, preachers certainly work on Sundays.

Me too.

But still my morning walk was somewhat relaxing, because even though it was a weekday, I didn’t have to end the walk by 8:00 to start my day job. So while I got my steps in, I did so somewhat leisurely.

So what did I do after my walk was done?

Well, I did Bredemarket work.

  • I renewed my City of Ontario business license. (Online, of course, since city offices are closed for Labor Day.)
  • Right now I’m writing this post.
  • And after I write the post, there’s an email that I need to send.

So I guess I didn’t completely take the day off either.

But at least I’m not buliding a wall out of doors.

Oh, and I work on Saturday mornings also.

Of course, since I’m employed full-time, Bredemarket itself is a weekend job for me. My official office hours fall on Saturday mornings, for example.

While this is work, in a way it’s not work, because it’s a refreshing change from my normal work. (And since I enjoy my normal work, that isn’t so much work either. If you’re not working at something you enjoy, then you’re working.)

And if you don’t enjoy creating written content, let Bredemarket help you create it.

I can help you with white papers, case studies, blog posts, proposal responses, or other written content. (Well, unless the written content involves finger, face, driver’s license, or related identity services. There’s the day job, you know.)

If I can work with you to create your written content, please contact me.

Remote working obscures one fact about us

After spending three years in semi-remote work (I was in an office, but my boss was in a separate office across the country), followed by over two years of near-complete remote work, I’ve realized that there are critical differences between the remote work experience and the traditional in-office experience.

For example, I spent all day last Friday working in my shorts, and none of my coworkers was the wiser. This is something that I never would have done if I were in an office. (Decades ago, one of my former coworkers turned up in shorts on a casual Friday and received glares from one of the executive secretaries all day.)

In the remote workplace, we present our physical personas via the cameras on our computers and smartphones, and all of the context outside of the camera range is lost. This post highlights one of these pieces of context, highly critical in in-person interactions, but almost completely obscured in remote interactions. Is the loss of this piece of context important?

My observation at late 1990s Printrak

Before explicitly talking about this lost piece of context, let me go back 25 years to the days when I drove to work at 1250 Tustin Avenue in Anaheim every day.

In those days I worked in Proposals, and the Proposals Department was not too far from the executive offices. This is where Richard Giles, Dave McNeff, Dan Driscoll, and others at the VP level and above worked.

Passing by the executives in the halls, one thing was very apparent. Most of the executives were taller than me. I happen to be over 6 feet tall myself, so these other executives were very tall indeed.

This is not unique to Printrak. In 2004, when Printrak had been gobbled up by Motorola, a study in the Journal of Applied Psychology observed that for certain professions, there was a positive correlation between height and income.

…height was most predictive of earnings in jobs that require social interaction, which include sales, management, service and technical careers.


I should add a caveat that at Printak in the late 1990s, all of the executives except one were male. This skewed the height effect, since (as the study noted) the average height of women is shorter than the average height of men. (The study controlled for sex, as well as age, to compensate for these differences.)

But this doesn’t negate the fact that many executives are of above-average height…with some notable exceptions.

By Jacques-Louis David – zQEbF0AA9NhCXQ at Google Cultural Institute maximum zoom level, Public Domain,

My observation at my 2022 home office

Which leads me to my observation about a key point of remote work.

I hope you’re sitting down as you read what I’m about to say.

Actually, that’s what I’m about to say. Most remote workers are seated.

For remote workers, the desk chair is the great equalizer. By Emiellaiendiay at English Wikipedia – Transferred from en.wikipedia to Commons by Sreejithk2000 using CommonsHelper., Public Domain,

During my years that I exclusively worked at my sole proprietorship Bredemarket, and during the subsequent months that I’ve been in full-time employment, I have never met most of my clients or coworkers in person. Unlike my coworkers and clients that I met in the hall in Printak’s Anaheim office, I have no idea if I’m taller or shorter than most of them. I have met some people at local events such as those sponsored by 4th Sector Innovations, and I anticipate that I’ll meet some of my new company’s coworkers at some point, but as of now I don’t know if most of the people that I interact with would look up to me in person, or if I would look up to them.

Does the height obfuscation of remote workers matter?

Since my associates and I usually don’t gather around water coolers, I’m missing the contextual information derived from our relative heights.

But is this important?

Short people will answer this question with a resounding “no,” believing that the height of a person is immaterial to their effectiveness.

“Short people are just the same as you and I.” The philosopher R. Newman. Fair use,

Tall people who are honest will answer this question with a resounding “yes,” since height does have a psychological effect that is lost when everyone is sitting.

Perhaps the short people are right. As we conduct more and more remote work with people throughout the country and around the world, in-person interactions are naturally going to decrease and we’ll interact more via Zoom, Teams, and other videoconferencing methods.

So now, the only thing that will matter is the deepness of your voice.


Now I’m hungry.

Rancho Cucamonga, California Fast Business Facts

The U.S. Census provides “quick facts” about U.S. jurisdictions, including business facts. While the business facts are ten years old, they still provide an indication of business health.

For Rancho Cucamonga, the U.S. Census Bureau has documented over 15,000 firms, over $3 billion in manufacturers shipments, and over $2 billion in retail sales. These figures have presumably increased in the last ten years.

If you own or manage one of these thousands of businesses, and you need to let other businesses know about your offerings, perhaps you should turn to the Rancho Cucamonga, California content marketing expert. Bredemarket can assist your firm with the following:

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

Two companies that can provide friction ridge/face marketing and writing services, now that Bredemarket won’t

I recently announced a change in business scope for my DBA Bredemarket. Specifically, Bredemarket will no longer accept client work for solutions that identify individuals using (a) friction ridges (including fingerprints and palm prints) and/or (b) faces.

This impacts some companies that previously did business with me, and can potentially impact other companies that want to do business with me. If you are one of these companies, I am no longer available.

Fingerprint evidence
From (a/k/a “leisure reading for biometric system professionals”).

Since Bredemarket will no longer help you with your friction ridge/face marketing and writing needs, who will? Who has the expertise to help you? I have two suggestions.

Tandem Technical Writing

Do you need someon who is not only an excellent communicator, but also knows the ins and outs of AFIS and ABIS systems? Turn to Tandem Technical Writing LLC.

I first met Laurel Jew back in 1995 when I started consulting with, and then working for, Printrak. In fact, I joined Printrak when Laurel went on maternity leave. (I was one of two people who joined Printrak at that time. As I’ve previously noted, Laurel needed two people to replace her.)

Laurel worked for Printrak and its predecessor De La Rue Printrak for several years in its proposals organization.

Today, her biometric and communication experience is available to you. Tandem Technical Writing provides its clients with “15 years of proposal writing and biometrics technology background with high win %.”

Why does this matter to you? Because Laurel not only understands your biometric business, but also understands how to communicate to your biometric clients. Not many people can do both, so Laurel is a rarity in this industry.

The Tandem Technical Writing website is here.

To schedule a consultation, click here.

Applied Forensic Services

Perhaps your needs are more technical. Maybe you need someone who is a certified forensics professional, and who has also implemented many biometric systems. If that is your need, then you will want to consider Applied Forensic Services LLC.

I met Mike French in 2009 when Safran acquired Motorola’s biometric business and merged it into its U.S. subsidiary Sagem Morpho, creating MorphoTrak (“Morpho” + “Printrak”). I worked with him at MorphoTrak and IDEMIA until 2020.

Unlike me, Mike is a true forensic professional. (See his LinkedIn profile.) Back in 1994, when I was still learning to spell AFIS, Mike joined the latent print unit at the King County (Washington) Sheriff’s Office, where he spent over a decade before joining Sagem Morpho. He is an IAI-certified Latent Print Examiner, an IEEE-certified Biometric Professional, and an active participant in IAI and other forensic activities. I’ve previously referenced his advice on why agencies should conduct their own AFIS benchmarks.

Why does this matter to you? Because Mike’s consultancy, Applied Forensic Services, can provide expert advice on biometric procurements and implementation, ensuring that you get the biometric system that addresses your needs.

Applied Forensic Services offers the following consulting services:

The Applied Forensic Services website is here.

To schedule a consultation, click here.

Yes, there are others

There are other companies that can help you with friction ridge and face marketing, writing, and consultation services.

I specifically mention these two because I have worked with their principals both as an employee during my Printrak-to-IDEMIA years, and as a sole proprietor during my Bredemarket years. Laurel and Mike are both knowledgeable, dedicated, and can add value to your firm or agency.

And, unlike some experienced friction ridge and face experts, Laurel and Mike are still working and have not retired. (“Where have you gone, Peter Higgins…”)

Bredemarket announcement: change in business scope

Effective immediately:

  1. Bredemarket does not accept client work for solutions that identify individuals using (a) friction ridges (including fingerprints and palm prints) and/or (b) faces.
  2. Bredemarket does not accept client work for solutions that identify individuals using secure documents, such as driver’s licenses or passports.