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Monday, June 25, 2007

Invention PR: Flying Solo Only Works But For So Long

I recently watched an episode of one my favorite business programs, "The Big Idea with Donny Deustch" on CNBC ( which featured inventors and their inventions. Some of the inventions were quite innovative such as "Klik Flops" interchangable thong flip flops; hearing safe earphones called " ihearsafe" and a purse-sized wrap called "Chilly Jilly." All of the inventions were terrific and they have done pretty well until now. But there was one recommendation Mr. Deutsch had for all of the inventors - "Get PR... Do some advertising."

The internet has allowed smart people to do great things with their inventions. It has empowered entrepreneurs to make their dreams come true. But these inventors do a great job that gets them but so far. So they come to fork a in the road.

Quite frankly, the Klik Flops could be a smash hit with the right marketing machine behind them. I mean they could be the next Crocs. But the inventor behind them has no idea how to get to the next step and perhaps had not considered hiring a public relations adviser. I am sure that many of the budding inventors received a few phone calls after their appearance on "The Big Idea." Let's hope they took folks up on any offers that were made.

But if you are an inventor with a viable product on the market, you should be spending SOME money on public relations, marketing and/or advertising. I am not suggesting you spend $100,000; however, I do believe that entrepreneurs should invest some of their profits to making their business more profitable. It sounds so simple, but many entrepreneurs are not doing this.

Three Public Relations Tips for Inventors:

Write Articles - Show you are an expert write articles and submit them to appropriate websites or trade publications

Pitch Editorial Calendars - Look up editorial calendars and find out when they are covering something that makes sense for your product or service.

Buy Cheap Ad Space - You know those coupon packs that come in the mail? You would be surprised how well those could work for the right product. What about supermarket shopping carts? Yes, people see those ads and patronize. Buy search engine ad space based on keywords.

Don't know where to begin? Retain the help of a public relations or marketing professional that caters to entrepreneurs and inventors.


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