TIPS FOR INVENTORS FROM RACHEL MCCALLISTER

1. Develop three messages about you and your company that clearly and quickly communicate what product or service you are providing, what makes you and your product special, and how you differ from the competition. Use these messages for everything from your press and marketing materials to your face-to-face explanations of your business.

2. Identify the audience that you want to reach on behalf of your company, product, or service. In addition to your customer, you may also want to target potential partners, advertisers, or financiers.

3. Inform yourself about the competition and your market by reading the trade and business press that cover your industry.

4. Get to know the trade reporters who cover your industry. In addition to possibly doing a story about you, your company, or your product, they might also provide you with information on your industry or competitors.

5. Take advantage of the Internet to establish direct communication with your target audience. Web sites, podcasts, email, and blogs are all ways to deliver your messages.