Tag Archives: writing

Why Biometric Marketing Experience Beats Biometric Marketing Immaturity

I know that the experts say that “too much knowledge is actually bad in tech.” But based upon what I just saw from an (unnamed) identity verification company, I assert that too little knowledge is much worse.

As a biometric product marketing expert and biometric product marketing writer, I pay a lot of attention to how identity verification companies and other biometric and identity companies market themselves. Many companies know how to speak to their prospects…and many don’t.

Take a particular company, which I will not name. Here is the “marketing” from this company.

  • We have funding!
Google Gemini.
  • We offer lower pricing than selected competitors!
  • We claim high facial recognition accuracy but don’t publish our NIST FRTE results! (While the company claims to author its technology, the company name does not appear in either the NIST FRTE 1:1 or NIST FRTE 1:N results.)
  • We claim liveness detection (presentation attack detection) but don’t publish any confirmation letters! (Again, I could not find the company name on the confirmation letter lists from BixeLab or iBeta.)
Google Gemini.

So what is the difference between this company and the other 100+ identity verification companies…many of which explicitly state their benefits, trumpet their NIST FRTE performance, and trumpet their third-party liveness detection confirmation letters?

If you claim great accuracy and great liveness detection but can’t support it via independent third-party verification, your claim is “so what?” worthless. Prove your claims.

Now I’m sure I could help this company. Even if they have none of the certifications or confirmations I mentioned, I could at least get the company to focus on meaningful differentiation and meaningful benefits. But there’s no need to even craft a Bredemarket pitch to the company, since the only marketer on staff is an intern who is indifferent to strategy.

Google Gemini.

Because while many companies assert that all they need is a salesperson, an engineer, an African data labeler, and someone to run the generative AI for everything else…there are dozens of competitors doing the exact same thing.

But some aren’t. Some identity/biometric companies are paying attention to their long-term viability, and are creating content, proposals, and analyses that support that viability.

Take a look at your company’s marketing. Does it speak to prospects? Does it prove that you will meet your customers’ needs? Or does it sound like every other company that’s saying “We use AI. Trust us“?

And if YOUR company needs experienced help in conveying customer-focused benefits to your prospects…contact Bredemarket. I’ve delivered meaningful biometric materials to two dozen companies over the years. And yes, I have experience. Let me use it for your advantage.

The Wildebeest Speaks On Tactics vs. Strategy

So I finally wrote my new edition of my LinkedIn newsletter The Wildebeest Speaks—“On Types of Expertise”—on March 11.

And then found a spelling error on March 12.

Now if this had been client work, I would have quietly fixed it and went on my merry way.

But I’m more transparent when I’m writing for myself.

So rather than quietly correcting the error, I publicly did so.

The Wildebeest Re-speaks.

In addition to preserving my transparency, the episode allowed me to illustrate the difference between tactics and strategy.

When a writer misspells the word “tactical” in an article and freely admits making the error, this is a tactic…not a strategy.

Biometric Product Marketing Expert? Strategic. Biometric Product Marketing Writer? Tactical.

It’s tough when you operate in both the strategic and tactical spheres.

Especially when you realize that “biometric product marketing expert” may sound lofty and strategic.

So to clear up the confusion, I am also a biometric product marketing writer.

Because I write.

A lot.

Articles, blog posts, case studies, data sheets, proposals, social media, web pages, white papers, and more.

If your biometric firm needs help getting your writing out, let’s talk.

Stop losing prospects! Use Bredemarket content for tech marketers

A Little Help For Entry-Level Workers

Over a year ago I shared this:

A little help.

The mood at the time was that the world was changing and generative AI bots and non-person entities could replace people.

Yes, I am familiar with the party line that AI wouldn’t replace anyone, but would empower everyone to do their jobs more effectively.

The layoff trackers told a different story.

As did the AI gurus who proclaimed that many jobs would soon be obsolete.

Strangely enough, “AI guru” was not one of the jobs that was going away. Which is odd. It seems to me that giving inspirational talks would be the perfect job for a non-person entity.

Previously posted here.

One firm is (big) blue on people

But many people agreed that entry-level jobs were ripe for rightsizing, meaning that those at the beginnings of their careers would have a much harder time finding work.

Until they didn’t.

“Hardware giant IBM plans to triple entry-level hiring in the U.S. in 2026, according to reporting from Bloomberg. Nickle LaMoreaux, IBM’s chief human resource officer, announced the initiative….’And yes, it’s for all these jobs that we’re being told AI can do,’ LaMoreaux said.”

Because IBM has separated what AI can do from what it can’t do. IBM’s new positions are “less focused on areas AI can actually automate — like coding — and more focused on people-forward areas like engaging with customers.”

Guess what? Bots are not engaging. Well, maybe they’re more engaging than AI gurus…

Can you use people?

But I will go one step further and claim that human product marketers and content writers are more engaging than bot product marketers and content writers.

Believe me, I’ve tested this. Bredebot can fake 30 years of experience, but it’s not genuine.

If you want to engage with your prospects, don’t assign the job to a bot. That’s human work.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

The Gettysburg Address: Why This Brief Call to Action Worked

(Explaining why the event was important. Using less than 300 words that could be delivered in less than two hours. Including a call of action to remember. We did.)

Fourscore and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal.

Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

But, in a larger sense, we can not dedicate-we can not consecrate-we can not hallow-this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us-that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion-that we here highly resolve that these dead shall not have died in vain-that this nation, under God, shall have a new birth of freedom-and that government of the people, by the people, for the people shall not perish from the earth.

Don’t Pivot to Trending Topics

Don’t pivot to trending topics.

As I suspected, my “finger stop” post did not go viral.

But it’s a heck of a lot more interesting than commenting on most things.

Or writing about ANYTHING for pay.

Bredemarket doesn’t do resumes, even though people have tried to get me to do that.

Bredemarket doesn’t design websites, even though people have tried to get me to do that.

Bredemarket provides content, proposal, and analysis services to identity, biometric, and technology firms.

Not a trending sexy service.

But if you need it, you need it.

And should talk to me.

The First Storytellers

Stories existed long before product marketers started telling them.

Long before.

Bill Moyers asked Joseph Campbell about the “why” of stories.

“Well, the ancient myths were designed to put the mind, the mental system, into accord with this body system, with this inheritance….To harmonize. The mind can ramble off in strange ways and want things that the body does not want. And the myths and rites were a means to put the mind in accord with the body, and the way of life in accord with the way that nature dictates.”

What is the Difference Between Short and Medium Content?

Length. 2,400 words give or take.

And cost. For now, $1,500.

Bredemarket: Services, Process, and Pricing.

And, of course, development of the themes. A quick punch, or more elaborate?

Whatever length of content your story needs, Bredemarket can provide it.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.