Patent It Yourself - PDF Archive

ChaPter 11 | How to MARKET YOUR INVENTION | 313
appropriate and attractive written materials and photos for
later study by the decision maker.
In your presentation and written material, it’s wise to
cover the “Three Fs”—Form, Fit, and Function.
Form is the appearance of your invention. Stress how it
has (or can have) an attractive, enticing appearance.
Demonstrate how your invention fits with other
products, or with the environment in which it is to be used.
If your invention is a highly functional device, such as a
saw fence, show and tell how it fits onto a table saw. If it’s a
clock, show (or present attractive pictures showing) how it
looks attractive on a desk or coffee table.
Function is what your invention does, how it works,
what results it attains. Demonstrate and discuss its function
and its advantage here. Mention all of the advantages from
your Positive and Negative Factors Evaluation (Form 4-1,
Appendix 7). In addition, be prepared to discuss such items
as cost of manufacture, profit, retail price, competition,
possible product liability, and product life. Review all of the
positive and negative factors from the list in Chapter 4 to be
sure you’ve covered all possible considerations.
During the verbal part of your presentation, it’s wise
to use diagrams and charts, but keep your model, written
materials, and photos hidden from view. Otherwise, the
people you’re trying to sell to will be looking at these
instead of listening to you. Then, at a dramatic moment,
bring out your model and demonstrate how it works.
Don’t apologize if your model is a crude or unattractive
prototype, but radiate enough confidence in yourself
and your invention that they will overlook any lack of
“cosmetics.” If you can’t bring or show them your model
for any reason, a videotape, filmstrip, drawing, diagram, or
slide presentation that shows the three F’s will be a viable,
though less desirable way, to show the invention.
If possible, make them think that the invention is
basically their idea. You can do this by praising their related
product line and then showing how your idea compliments
theirs, or by enthusiastically endorsing any reasonable
suggestion they make for your idea.
At the end of your verbal presentation, produce your
written materials and pictures for study (either then
and there or at a later time). If they’re interested in the
invention, be prepared to state your terms and conditions.
(See Chapter 16, Section G.) If they’re really serious and ask
for it, you can show them your patent application without
your claims, but only with the understanding that it won’t
be copied and will be returned to you. You shouldn’t offer
the claims, prior art from your search, serial number,
or filing date, unless you’re asked. If you’re relying on a
Provisional Patent Application for your patent pending
status, then you won’t have drafted your claims yet, and you
also may not have conducted a patentability search.
If you’ve done your best and still get a rejection, don’t
accept it blindly and walk away with your tail between
your legs, but turn it into an asset for next time. Talk to
the executives about it and learn exactly why they decided
not to accept your idea so that in the future you’ll be better
prepared to answer and overcome the disadvantage that
blocked your initial acceptance.
Assuming the company is interested, you shouldn’t
blindly or automatically accept it as your patron. Rather,
you should evaluate the company to which you’re demonstrating
your invention just as they’re evaluating you and
your invention. For example, if the company seems to lack
energy or vision, don’t go with them. Also, you should
check out the company with their local Better Business
Bureau to see if they have a clean record. After all, you’re
risking a lot, too, when you sign up with a company. If the
company doesn’t promote your invention enthusiastically
and correctly, it can fail in the market, even if it’s the greatest
thing to come down the pike in 20 years.
Tip
Don’t Be Afraid of Simultaneous Submissions. If
you’re aware of several prospective companies that you feel
might be interested, I recommend that you approach all of
the companies simultaneously; otherwise, you’ll waste too
much time. If several companies “bite” concurrently, you’ll be
in the enviable position of being able to choose your licensee.
(Some companies do ask that you not submit your invention
to anyone else while they’re looking at it; you should honor this
request.)
H. Presenting Your Invention
by Correspondence
Another way to present your invention is by
correspondence. Because letters are easy to file and
forget, and because any salesman will tell you a personal
presentation is a thousand times more likely to make a
sale, I strongly advise against submitting an invention to
a manufacturer by correspondence if you can avoid it. Try
your utmost to arrange a personal demonstration with
a working model as described in the previous section.
Nevertheless, if you do have to resort to correspondence,
don’t let your efforts slacken.
Your letter should always be addressed to a specific
individual. Find the president’s name from the directories
mentioned in Section D above. If you receive an expression