Marketing Tips for Inventors

Here is some information that will give inventors an idea of the level of involvement and commitment it takes to get an invention into the marketplace.

Here is the most important fact to understand: Your invention is your business.

It’s just not that feasible to build a multi-million dollar business in your spare time or on the weekends. It takes focused, full-time effort. If you have the time and money to do your own promotion, the tips below will help you in your efforts. If you’d like help with any of these steps or more information about the invention licensing process, contact us.

The Importance of Press Releases

The press release, also referred to as a "publicity release" or a "news release" is typically the starting point of any new product campaign. If you are a one billion-dollar corporation or just an inventor of a product or service, the press release is the starting point of any marketing campaign because it’s affordable and fast exposure for your new product. In addition, the channels are set-up in the media to use press releases.

The main idea is to first create a catchy, newsworthy press release. Then, send the release to as many publications in the market of your product so that you can get free write-ups in the publications. Some sections of magazines and newspapers, such as ‘Entertainment’ are commonly constructed of up to 75% of externally submitted press releases. As an industry standard, it is known that about 25% of all the printed news in magazines and newspapers comes from third-party submitted press releases.

Press releases are written in newspaper-style writing. They contain mostly facts relating to the news of the product without too much advertising hype. The trick to getting product coverage that sells is to combine explanation of product features with mentions of their associated benefits. But beware. Too much selling in a news release will lend itself to either getting heavily modified or trashed.

Press releases are sent to publications in your ‘target market.’ They are sent to the ‘editors’ of the publication or particular editor of a section of the publication. First we will discuss how to write the press release. You should write the press release in a tone that fits your reader and the publication. For instance, if you have a scientific invention of some kind and you are sending the press release to Electronics Today, the press release style would be that of ‘technical writing.’

When you work with Amazing Innovations, our emphasis will be on writing effective press releases and sending them off to a wide range of publications for free-write ups. We will then follow up on that process continuously from different angles in an effort to continually receive free publicity month after month.

Free publicity means free sales. Getting a free editorial written up in a publication can be as good as or better then placing a paid advertisement in that same publication.

All in all though, a press release of a specific size is typically more effective than a paid advertisement of the same size. Not only that, people clip out and hold articles from publications for long periods of times because they are ‘interesting articles.’ You may be surprised to get many re-orders of your product many months after your press release.

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Where is Your News? Where Should it Be? Everywhere.

Trade magazines and newsletters are the easiest to get published in because they are smaller publications and are always hungry for news. Their circulation may only be from one to ten thousand and their density 10-20 pages. As an inventor, you may look to get your invention published in the Inventors Digest or the LightBulb Magazine. If your invention is a herbal medicine, you may want to publish it in a Herbal Solutions or another trade journal. You’d be surprised on just how esoteric some trade magazines can get. Most small industries have at least 4-5 trade journals. Larger industries such as electronics, have over 1,000 publications.

Consumer magazines are obviously going to be a little tougher because of the overwhelming numbers of people who send press releases to them (Competition!!). We'll talk about using a phone call to increase your chances of getting published in these publications. We'll also talk about how to use creative measures to attract the attention of these big publications.
Newspapers are all over, and of course are not as specifically targeted to your industry as a magazine or newsletter. They go to the general public, which means your press release should be tailored more for general interest than in the case of a trade publication. Since newspapers rely more on retaining the interest of the general population, the press releases you send to them usually need to be more interesting than those you send to industry specific magazines.

There is a particular format that you will want to strictly adhere to when writing a press release. Press releases outside of the accepted format are usually trashed by editors because they feel they are dealing with a small company who does not have the credibility or knowledge to write a proper press release. There are professional advertising agencies that submit press releases to publications all the time and that is what the editors are used to. We will go over this accepted format because it is one that has worked for me for years.

Here is an example of an effective press release format:

LOW COST PROTECTIVE MAIL BOX GUARD SAVES MAIL BOXES FROM VANDALS

The Mail Box Guard! The adaptable guards offer immediate protection from vandals who smash and maim mail boxes. Over 1 in 3 home based mailboxes have been vandalized in a frightening and increasing trend, but the new Mail Box Guard protects these home based boxes from this domestic terrorism. Mail box repair and replacement costs are avoided.

Adaptable and easy to install around any home mail box, the Mail Box Guard provides instant protection from vandals. Home owners save money by buying these cheaper guards upfront rather having to purchase their complete mail box housings (which can cost $100 - $500).

The Mail Box Guard is an ergonomic and attractive cage which comes with adjustable length, width, and depth settings. Instructions are included so any home owner can install it. The Mail Box Guard protects against mail theft. Locking the guard around the mail box before vacations or weekend trips provides even more comfort and security during vulnerable times. Moreover, the cost of the mail box guards are usually up to ten times cheaper then most mail boxes.

Protect your mailbox before the vandals get to them. Retail price is $29.95 postpaid. From XXXX Address, Dept _____, phone number. ###

A Note on the Heading:

"For Immediate Release" At the top of the page should be "Press Release - For Immediate Release..." See Example 1-1. Next, some header information is needed. The header information should include a company name and contact name and number. You may also want to include a 1-800 hotline number. Lastly, give the ‘Kill Date.’ This is the latest possible date that you give permission to publish your information. Typically, since you’d want the ad to run anytime, you can indicate 'No Kill Date.' Adding all this information we have discussed so far is the ‘old school’ format of press releases and makes it look like you’re experienced and have been sending releases for a long time.

Writing the Headline

The headline, or title, of the news release should be a catchy description of your product with its biggest benefit or selling point. In example 1-1, you can see that our headline uses words such as ‘saves’ and ‘vandals' to denote a human crisis. We also mention the benefits of protecting mailboxes and low cost. Here’s another example, "New Windshield Polish Lets You Drive In The Blinding Rain, Thick Mist, Or Even Fog." If your headline isn't perfect, it may not matter. Many editors change them anyway.

The Body of The Release

The body of the news release should be much like any news column, releasing the facts and the five W's (who, what, where, why, when, and how). You should start with the most important benefits and work your way down to the least important.
Give the editors what they are looking for. Deliver information in such a way that it is useful and newsworthy. The less rewriting your release requires, the better your chances of getting published. You want to draft releases tailored to fit the styles for particular publications. Study the publication, imitate the writing style and follow the same article layout. The secret is to know what the editor considers good value and to know how to write in good press style.

You need to lay out the facts and description of your product, but it is most important to slip in the benefits of your product. Benefits are what will translate into sales when your press release gets published.

Note, there is a difference between your product's benefits and your product's features. A benefit would be "the new Elbow Strut takes away ‘Tennis Elbow’ and lets you play tennis effortlessly." A product feature (or description) would be data on the product such as, "the new Elbow Strut is adjustable with straps and loops with an exposed strut that reflects heat." You can change this feature into more of a benefit by saying "the adjustable straps and loops makes it quick and easy to put on and take off. And the exposed strut allows you to keep cool by reflecting sunlight away." People want to hear how a product can benefit them directly. That’s why you should concentrate on wording everything in a ‘benefits context.’

The benefits rich context is a concept that not only goes into press releases, but is a general rule for all advertising and direct marketing. Start your article by mentioning the product, then follow it by listing the top benefits of your product. The points should be terse, and should sound like news, not a sales pitch.

Include another paragraph mentioning some more benefits. Build onto the benefits already mentioned in the first paragraph.
Show the product in use: "People with elbow pain now can hit the ball more comfortably, without pain." Show where: "in practice or competition." Your goal in the ‘use’ paragraph is to help the reader actually picture your product in use. You more clearly show the use by explaining what you have, how it’s used, and where. During this description, you intertwine product benefits. In example 1-1, "Locking the guard around the mail box before vacations or go-away weekends provides even more comfort and security during vulnerable times." Locking the guard shows how the owner would use the guard. ‘Before vacations’ and ‘getaway weekends’ tells the reader when. During vulnerable times is also a statement of when.

The body of the news release should be double-spaced so that the editor can make notes and comments. Leave the margins empty.

To increase your chances of getting published, as mentioned earlier, study the magazine’s articles and try to imitate their particular writing style. Try to sense the audience and focus on that when you are writing. Editors will be pleasantly flattered when they realize you understand their audience and can write to it. It will also mean less editing work for them in trying to make your release fit their columns.

At the end of the release the very last item of your body should be your company name, address, and phone number. After your street address, include the code "Dept. ___." The publication will insert its initials in this block when they release your release. Any orders or inquiries you'll get from that release you'll be able to track by the Dept. ____ after your address. Adding the Dept. ____ or even "Suite XXXX" (if you have a home) will not interrupt your normal mail delivery at all.
At the very bottom of the page, add the closure marks "###" in the center of the page. If your release is more than one page, put "MORE" at the bottom right corner of the page.

You should keep your release from 1-2 pages. Most news articles are short and to the point, except for feature stories. Anything longer than two pages will have to be very interesting and complicated subject matter that warrants such a verbose explanation.
Rose Adkins, past editor of Reader Digest says, "Releases should, like all writing, be accurate, consistent, clear, concise, persuasive, interesting, and above all, correct in spelling, punctuation, and grammar."

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Using Testimonials to Support Your Body Text

You can use testimonials to support the factual credibility of your article. Not only would you be following common newspaper practice, but you would also be convincing the editor of your own credibility. In example 1-1, it may be stronger to say something like: The LAPD (LA Police Department) have reported that 1 out of 3 mail boxes have been vandalized and Police Chief Mark Johnson says "the problem is becoming uncontrollable." Police Chief Johnson says something like the Mail Box Guard is "long overdue."

A testimony is a reinforcing quotation by either an authoritative expert or a satisfied customer of the product. You surround the testimonial in quotation marks to bring an actual voice to the article. Typically an authoritative testimonial holds more weight and is more appropriate for press releases than customer testimonials.

In a press release, be careful not to get into a sales pitch with testimonials. For instance, "... the greatest musical dictionary ever published." -- C. Lewis, San Francisco book Review. These kinds of testimonials belong in advertisements not newspaper columns. Use news release testimonials more to back up and support your facts and product benefits.

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Use Emotional Words to Keep Interest Up

Any experienced marketer that has gone through the ‘school of hard knocks’ knows what I mean when we say use emotional language. In order to keep the attention, and draw readers to buy your product, you need to select words which provoke emotion. These words tend to be less complicated, yet more dramatic. This simplicity can make all the difference in your article. Some examples: use speed up, not accelerate, applause not accolade, help not aid, joke not anecdote, expect not anticipate, beat up not assault, smart not astute, good looking not attractive, dare not challenge, fight not combat, worried not concerned, brave not courageous, hurt not damage, death not demise, hope not desire, tough not difficult, give not donate, explain not disclose, lucky not fortunate, idea not notion, leave out not omit, danger not peril, naked not nude, seen not observed, sick not ill, enjoyment not gratification, funny not humorous.

The Photo

With every press release include a small (5" by 7 " to 8 " by 10") black and white photo. Do not fold or write on it. Label your photo by putting a stick-em type label on the back. On the label, put the product name and your name or company information. Don't paper clip your photo to any paper when sending it or you may get stains and crease marks on the photo. On the back of the photo softly pencil in ‘Top’ on the top side of the photo. When mailing the photo, make sure it’s surrounded by stiff packaging so that it doesn't bend.

Use a reference such as a coin or person if it’s hard to discern the size of your product. The best photo is one which shows your product in use, an ‘action’ shot. You need to make up a photo to giveaway for every release. You are giving them away, so don't ask for them back.

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Include a Cover Letter in Your Press Release Kit

Now you've got the press release and a photo. What else do you need in your press release kit? A cover letter! See Sample 1-2. For a small company, although a standard press release sent alone is not uncommon is recognized by most editors, a cover letter is a must. For the most part, you want to show the editors your company has credibility. You'll be writing the letter on company letterhead and including any extra brochures or product data sheets to show that you are an established company. You want to mention that your products have been successful in the past (if you have had some) and mention any customer feedback that you've received. Send only information that looks highly professional. In essence, the cover letter will establish your credibility. Show the editor that you care about being published by taking the time to find out their correct name and the name of the column you would like to appear in. Personalization like this always draws a higher response in any kind of soliciting or advertising. Your grammar should be perfect and you shouldn't have any typos. Typos subliminally come across as if you don't really care much about their magazine. Worse yet, the editor may connect carelessness to your possible sloppiness in your product manufacturing.

An Example: Inside an Editor’s Head

Suppose you were the editor and you had two similar press releases on your desk. One was sent as a stand alone without a cover letter, and was obviously constructed by a very large PR firm. You’re thinking to yourself that this probably will show up in other competitive magazines about the same time you publish the first release.

Now you look at the other one, constructed by a much smaller firm with a cover letter included. Inside the cover letter, directly addressed to your correct full name, it kindly thanks you for taking the time to consider the news release. It mentions that it will follow up on inquiries, and that it can ship units the very next day the orders come. It mentions that you have lifetime guarantees on all your products and have a product return rate of less than 1/1000 of a percent. The writer then says he/she has been enjoying the column (mention the specific column) for years and you have done your utmost to construct the article in their editorial style.

Comparing these two, you obviously get a warm and fuzzy with the second. As the editor of the magazine, which would you want to publish?

An Example of an Effective Cover Letter Format for Your Press Release

Date

Dear Mr. Pubyou,

Thank you for taking the time to consider our news release about our environmentally safe toner formulas.

Phelps Marketing is a distributor of a new breed of environmentally safe toner for printers. Our manufacturers produce a fine product that is guaranteed for life. Customer satisfaction has been high and our sales increasing since our last season’s introduction of the new toner.

The Enviro-Safe toner is compatible with all HP and IBM printers and decreases the amount of toxic levels in toner by 95%. Toxic material, such as those found in many fine toners, have been linked to cancer. Our product makes it safer for employees and recharger shops who recharge anywhere from ten to thousands on a daily basis. In addition, we reduce the risk to unaware customers who on a daily basis breathe the fine particle toxic emissions from their industrial printers.

I've many times read your articles in your "What’s New?" column, and have done my best to write the release in your same editorial style. Thank you for considering our release.

Sincerely,

John Smith,
Owner of AME Marketing

P. S. - Please fill out the Acknowledgment Card. On it, check mark the ‘sample’ box if you’d like a product sample for your home or office printer. I'll rush one out to you right away!

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Sample 1-2: Last Element: Samples and Acknowledgment Cards

Another important part of a press release kit, in addition to the press release, photo, and cover letter, is to send a sample or at least an Acknowledgment Card with an option to get a sample.

If you can afford it, send a sample of your product with every kit. If that’s too expensive, send samples of your product only to the top publications and send the Acknowledgment Card to the others. See Sample 1-3.

Recipients should fill out the Acknowledgment Card for two purposes. First, it is their means of requesting additional samples. Second, it will let you know when they intend to publish a press release. Otherwise you will have no means of knowing when your article comes out, except a sudden flood of customer phone calls.

On the reverse side of the Acknowledgment Card, self-address it and include the appropriate postcard postage so that the editor can easily drop it into the mail.

If you actually get a request for a sample, you are in business! 90% of the time this sample request means they’re going to run your press release in their publication. Make sure the unit that you send is of the highest quality.

Free Sample Request -- Please Acknowledge

We have received your News Release about ______________________________________

We will take the following action: [ ] Your product will be featured on (date): __________ [ ]

Please send me a sample of the product.

Name: ______________________________________
Full Job Title: __________________________________
Department: ______________________________
Mailing Address: _______________________________
City:________________________ State: ___ Zip: ________
Comments: ______________________________________ _________________________________________________

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How Long it Takes to Get Published and Your chances of Being Published

After you send out your press release kits, It will take three to five months for your release to be published in a monthly magazine. Newsletters, because they are smaller, can have a quicker turn around time of 1-3 months. Newspapers only take about 2-4 weeks since they are circulated daily and only with the most current information.

If you want everything published at the same time, start with the magazines, then go to the newsletters. When your first article appears in a magazine, then send out to the newspapers.

Your chances of being published, assuming you've written a good release, depends on the industry. For smaller industries with few publications and a need for news, your chances of getting published may be good.

On the other hand, getting into a magazine such as Popular Mechanics with audiences of over a million can be quite frustrating. You have to think of how much that free space is actually worth to understand what’s involved. People and companies that get write-ups in such million plus circulation magazines get an enormous amount of exposure because their advertisement is sitting around millions of homes and offices for at least an entire month. It’s not uncommon for a company to get thousands of unit sales and inquiries just from one article. Thousands of sales to you could translate to tens and thousands of dollars. Because of this, the rules of getting into these publications change, and usually the larger corporations who are adept in the ways of ‘editorial bribery’ win such spaces. Large corporations ‘wine-and-dine’ editors of these large circulation magazines. They are offered just about everything from worldwide vacation packages to visit their companies and see their product (at least they write it off like that), to free dining at the finest restaurants in the city.

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Techniques to Getting Into the Big Publications

As mentioned in the last paragraph, it may take quite a bit to get your product news published in the more popular publications. Not only are these editors tactfully bribed, but they are use to receiving, on a daily basis, dozens of very decorative and gift inclusive press releases from PR agencies representing major corporations. There are some ways you can strike a chord to gain that extra attention of these busy editors.

Creative Release

The first way is ingenuity. Come up with a creative campaign to win their attention. I know one marketing firm that was marketing a new type of aluminum can that had fins on the sides to retain the liquid coolness. Within each package, the firm included large blow-up look-alikes of these fin encompassing cans. What the firm did was buy regular blow up Coca Cola cans and hand modify the blow-ups a little bit so that when it was full of air, it had the appropriate fins built in it. You can imagine editors having a 2 foot mock-up of this aluminum can sitting on their desk for weeks. Many employees walking by would comment on it and it could be the talk of the office. As a result this marketing firm ended up getting their release published in many very large consumer and beverage publications.

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How One Inventor Got His Tooling Built for Free

This same inventor of the new aluminum can did not have a production unit at the time because he didn't have the tooling. But after being published in some of the larger consumer publications, he found he had over $30,000 in sales from wholesalers and distributors. Most was on a net basis at first (which means you have to send product first and get paid later), but with a little salesmanship he was able to convince half of those customers to send in their money early. He managed to get about $14,000 up-front that he needed to build the stamping tooling to produce the cans. He then assembled the cans in a sweatshop. He was late on delivery and made a few customers upset, but man! What a truly ingenious action plan! He now had the tooling that he so direfully needed. All because of a little creative publicity marketing. Success stories such as this can be your own if you take similar risks in your creative marketing agenda.

You can be creative and use already made premium gifts which grab the attention of editors. For example, instead of the specially modified pre-made blow-up, you might include a nice pair of sunglasses to express the slogan, "Keep Cool With New Heat Resistant Cans." You can find whole catalogs of premium type giveaways at specialty merchandise shops.

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A Phone Call Can Increase Your Chances of Publication Ten-Fold

One phone call can sometimes make you a shoe-in for publication. This is because most releases to editors are nameless, paper boring tidbits that editors have to drudge through. If you take the time to call and build rapport with the editor of the publication, your chances of publication could go up to over 50%. This is because editors can now attach a face and a real person to the product. When he sees your release amongst the clutter of papers, it will stand out and he will take the extra time to consider publishing it since you took the extra time to make the phone call. In the cover letter of your release, your first sentence might say something like, "I enjoyed talking to you last week about... and I'm now sending you the information you were interested in."

Not only do you seed your news early into the mind of the editor, it is also a time to verify that you have the correct name, department, and address.

Many large publication editors are busy and may not take your phone call. But you will find that they will have administrative assistants that you can easily build rapport with instead. Whether it is the administrative assistant or editor you are speaking to, now is the time to give a quick spiel on your product and get the inside information on what they look for in press release submissions. Many times if you speak with an administrative assistant, you can get them to promise that if you send it to them, they will hand deliver it to the editor. This special attention makes sure that it won't get lost in the pile of other releases, when it is personally handed over.

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Target Your Message

Because various publications have different audience sizes, you want to concentrate your effort and send more ‘stuff’ to those with the higher circulation and importance. You probably want to limit your first tier efforts to less than 10 publications.
The top tier (the first tier) are your high circulation consumer publications. Because of their value to you, this is where to spend most of your creativity and effort. To maximize your chances, you should:

Tailor your releases to fit their editorial style
Phone the editor before you send the release to assure you have the correct mailing info and thank him for the discussion (in your cover letter)
Send the press release in the mail and mention you have also sent a sample separately which will arrive in a couple of days OR FEDERAL EXPRESS the whole package.

You should then follow up on the release with a phone call in a couple of weeks.

The second tier of your release should include solid trade magazines and high circulation newsletters. Those publications are important, but don't require as much special attention. In the second tier, we recommend a larger list of up to 50 possible target publications. In this level, you just send your press release kit directly to the editors you have researched from your Publication Research. In this tier level, you use the same release for all publications (no tailoring). Don't include a sample, instead include the Acknowledgment Card (1-3) so they can request one if they would like.

Lastly, you may have a remaining mass of what I call third tier publications which are typically newsletters or small circulation newspapers of less than 5,000 or so. Here you send the same information, as tier 2, except you may want to remove the request for a sample option on the Acknowledgment Card. This is your call. I've had varying success with small publications. The most success I've had here are the industry specific trade newsletters. It’s basically direct marketing for free! Unlike traditional direct marketing, you did not have to mail out a direct marketing ad to the customers the newsletter serves (which you could do if you bought the list of names from the newsletter company). All you do is send your news release, get it published for free, and have the newsletter company pay for the 32 cents stamp times 200 to mail out their newsletter (not to mention printing costs).

In cases such as the 200-person newsletter, it is definitely worth sending a sample directly to the editor if you know your audience is perfect for your product. This will essentially guarantee your publication and may build a certain loyalty between you and the editor. Usually, though, I've found that a photo of the product and a well-written press release is good enough for these news hungry small-timers.

Sending “Old news” as New

Typically you don't send the exact same release until a half a year after your first release was published. But there is one trick that works so that you can re-send the release at anytime and get more free publicity!

If you can cleverly rewrite your release taking a different angle to the story, they may never even notice you are selling the exact same product. Or even if they do, they may feel your new angle on the story is newsworthy. You can send a different action photo and structure your press kit differently to take on a fresh new impression.

As an example, see Sample 1-4:

Marketing Co.
Contact: John Jones
PO Box XXXX ,
City 1-800-11GUARD
No Kill Date. Today’s Date

NEWS RELEASE...for immediate release

LOW COST PROTECTIVE MAIL BOX GUARD SAVES BOXES FROM ANGRY MOTHER NATURE

The Mail Box Guard! The adaptable guards offer immediate protection from hail and high wind storms which can destroy mail boxes. Over 1 in 2 home based mail boxes in bad weather territories are eventually destroyed due to golf ball size hail or hurricane winds, but the new mail box guard protects these home based boxes from Mother Nature's rage. Mail box repair and replacement costs are avoided.

Easy to install, the Mail Box Guard provides instant protection from the dangers of nature. Home owners save money by buying these cheaper guards upfront rather than having to purchase their complete mail box housings (which can cost between $100 - $500) after they've been maimed or destroyed. The Mail Box Guard has an ergonomic and attractive cage which comes with adjustable length, width, and depth settings. Instructions are included so that any home owner can self install it.

The Mail Box Guard inhibits the mail lids from flying open and releasing your mail to thunderous winds. Locking the guard around your mail box before vacations or weekend trips provides even more comfort and security. Moreover, the cost of the mail box guards are usually up to ten times cheaper than most mail boxes.

Protect your mailbox before vandals get to it. Retail price is $29.95 postpaid. From Phelps Marketing , P.O. Box XXXX, Dept _____, Palo Alto, CA 94060. Phone (415) XXX-XXXX. Visa or MasterCard. ###

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Getting covered in a feature story

A feature story typically applies more to newspapers, and can be an excellent form of advertisement because they are typically much longer than product news releases. If you can create a very interesting twist on your product by combining it with other elements of news, it may be published as a feature story. Moreover, less emphasis will be put on your product, and more on an actual story or issue. This product ‘de-emphasis won't matter to you though because your product will have its limelight, and feature stories attract the most readers since they take up more space and appear closer to the front page of publications. It will be up to the editor of the publication to publish your article as a feature story or cut it up and simply publish it as a typical news release story.

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The Importance of Persistence and Reformulation

Of course, when it comes right down to it, remember to be persistent. If you aren't getting enough results with one release, rewrite it and formulate a new release and approach. If you need help, you can sometimes find part-time news journalists or college teachers who are excellent writers. If you have the money, you could go to a professional PR firm and have it done. Making phone calls to editors and personalizing cover letters to each publication can increase your publication chances.

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