Tag Archives: sales

Justin Welsh’s Purple Squirrel Story

While I talk about wildebeests, iguanas, wombats, and friction ridge-equipped koalas, Justin Welsh talks about squirrels.

Purple squirrels.

Google Gemini,.

Welsh explains what a purple squirrel is:

“A purple squirrel is a candidate so rare and perfectly matched to what you need that finding one feels impossible. Someone who checks every single box, including boxes you didn’t even know you cared about.”

Then Welsh provided an example of a purple squirrel, a man named Sagar Patel who worked for him at PatientPop.

On paper pyramids

At the time PatientPop had less than $40,000 in annual revenue, so it didn’t have a huge marketing department. It didn’t even have Bredemarket as a product marketing consultant because Bredemarket didn’t exist yet. And anyway, at the time I knew next to nothing about PatientPop’s healthcare-centered hungry people, physicians who needed to attract prospects and clients via then-current search engine optimization (SEO) techniques.

Google Gemini.

Patel could have launched into a complex, feature-laden SEO discussion, but his target physicians would have responded, “So what?” Doctors want to doctor, not obsess over choosing trailing keywords…and understand the benefits of a solution immediately.

So Patel, without the resources of a marketing department, took another approach.

“So Sagar grabbed some notebook paper and drew five sides of a pyramid. He labeled each one, describing his ‘5 sides of local SEO for healthcare providers,’ and then taped them all together.

“He made himself a little paper pyramid to use in his sales pitches.”

Google Gemini. My prompt asked Nano Banana to create a “realistic” picture.

Was Patel’s paper pyramid an effective sales tool for PatientPop? Read Welsh’s article to find out.

What’s your paper pyramid?

Too many companies wait months for the perfect marketing solution instead of doing something NOW and refining it later.

Bredemarket’s different. I ask, then I act.

I ask, then I act.

Once I’ve set my compass, I get my clients a draft within days. Last week alone I turned out drafts for two clients, moving them forward so the content is available to their prospects and clients.

With my suggested schedule for short content—three day drafts, three day reviews, three day redrafts—your new content can become your online “secret salesperson” within two weeks or less.

Don’t believe me? This post alone is chock-full of links to other Bredemarket posts and Bredemarket pages, all of which are functioning as “secret salespeople” for me every single day.

If you want secret salespeople to work for you, talk to me and we’ll devise a plan to improve your product marketing awareness RIGHT NOW.

Sometimes You Only Need One

A tech journalist, writing on their personal social channels, noted that they recently bought a laptop bag luggage strap…and was immediately added to the company’s mailing list.

Because when you buy one laptop bag luggage strap, you obviously need seven more.

Google Gemini.

But it’s really bad when you buy a refrigerator and the seller thinks you want more of THOSE.

What B2B Product Marketing CANNOT Do

For many B2B salespeople, this isn’t the holiday season. It’s the last month of Q4, and some are sweating.

Product marketing can’t help here. Maybe 17 months ago, but even the best conversion content can’t help in the next three weeks or less.

So start now to plan for success in 2026 and 2027. Talk to me about your content.

Stop losing prospects! Use Bredemarket content for tech marketers

Are You a Marketer Who is Contributing to Identity Theft?

I still receive “snail mail” at home. And every time I look at it I get enraged.

In fact, I’m this close to opening most of the pieces of mail, removing the postage-free reply envelope, and returning it to the originator with the following message:

Thank you for contributing to rampant identity theft.

How do companies, possibly including YOUR company, contribute to identity theft? Read on.

Snail mail, a treasure trove of PII

Let me provide an example, heavily redacted, of something that I received in the (snail) mail this week. I won’t reveal the name of the company that sent this to me, other than to say that it is an automobile association that does business in America.

John Bredehoft

[HOME ADDRESS REDACTED]

John Bredehoft…

You and your spouse/partner are each eligible to apply for up to $300,000.00 of Term Life Insurance reserved for members – and with Lower Group Rates ROLLED BACK to 2018!

… SCAN THIS [QR CODE REDACTED] Takes you right to your personalized application

OR GO TO [URL REDACTED] and use this Invitation Code: [CODE REDACTED]

So that’s the first page. The second page includes a Group Term Life Insurance Application with much of the same information.

And there’s the aforementioned return envelope…with my name and address helpfully preprinted on the envelope.

What could go wrong?

Google Gemini.

Dumpster divers

Now obviously the sender hopes that I fill out the form and return it. But there is a very good chance that I will NOT respond to this request, in which case I have to do something with all these papers with personally identifiable information (PII).

Obviously I should shred it.

But what if I don’t?

And some dumpster diver rifles through my trash?

  • Perhaps the dumpster diver will just capture my name, address, and other PII and be done with it.
  • Or perhaps the dumpster diver will apply for term life insurance in my name and do who knows what.

Thanks, sender, you just exposed me to identity theft.

But there’s another possible point at which my identity can be stolen.

Mailbox diverters

What if this piece of snail mail never makes it to me?

  • Maybe someone breaks into my mailbox, steals the mail, and then steals my identity.
  • Or maybe someone breaks into a mail truck, or anywhere on the path from the sender to the recipient.

Again, I’ve been exposed to identity theft.

All because several pieces of paper are floating around with my PII on it.

Multiply that by every piece of mail sent to every person, and the PII exposure problem is enormous.

Email marketers, you’re not off the hook

Now I’m sure some of you are in a self-congratulatory mood right now.

John, don’t tarnish us with the same brush as junk mailers. We are ecologically responsible and don’t send snail mails any more. We use email, eliminating the chance of pieces of PII-laden paper floating around.

Perhaps I should break the news to you.

  • Emails are often laden with the same PII that you find in traditional snail mail, via printed text or “easy to use” web links.
  • Emails can be stolen also.
Google Gemini.

So you’re just as bad as the snail mailers.

What to do?

If you’re a marketer sending PII to your prospects and customers…

Stop it.

Don’t distribute PII all over the place.

Assume that any PII you distribute WILL be stolen.

Because it probably will.

And if you didn’t know this, it won’t make your prospects and customers happy.

How Much Does the Product Cost?

It’s a simple question. “How much does the product cost?”

How much does the product cost?

But some salespeople treat this like a nuclear secret and will only release the information after you sit through a 90 minute timeshare presentation.

No, you’re not listening to me!

Well, my rates haven’t changed since May.

  • Work with me on an hourly basis at the $100/hour rate.
  • For text between 400 and 600 words (short writing service), I can bill a flat rate of $500.
  • For text between 2800 and 3200 words (medium writing service), I can bill a flat rate of $2000.
  • We can work out a flat rate for different lengths if needed. 
Bredemarket 400 Short Writing Service. Price as of November 7, 2025.Download
Bredemarket 2800 Medium Writing Service. Price as of November 7, 2025.Download

Let’s talk.

And yes, I even provide my prices in video form.