I’ve discussed the importance of an effective sales sheet at length because I honestly believe it is your most valuable tool. However, I feel that a lot of inventors underestimate the difficulty it takes to create a great one. Creating a sales sheet may not be easy, but it’s worth investing energy into.
Tackle the difficulty of creating a powerful sales sheet by examining the sales sheets we encounter everyday: advertisements. Begin combing through an array of magazines. Which ads grab your attention? Why? Which ads make you want to buy the product? How are they achieving this? Which ads do you believe in? Advertisements, like sales sheets, sell benefits. They are intended to convince the consumer that they need the product; much like you hope to convince a company they need to license your idea. Compile a notebook of ads that you like and that grab your attention. What do they have in common? Why are they successful? Compile a notebook of ads that are lousy, too. Knowing what doesn’t work can be equally enlightening.
You will quickly see a pattern develop: there are reasons why some ads are great and some fail. Apply these lessons to your sales sheet. Your ultimate goal is to cause the company you show the sales sheet to ask questions – to want to know more, to be intrigued. You don’t need to give the company everything they may need to know on one sheet. You’re trying to generate interest. If you begin thinking about your sales sheet in terms of an advertisement, you’re on the right track. Don’t guess about what works and what doesn’t. Use your own preferences and desires as a consumer for inspiration!
Stephen Key is a successful award-winning inventor who has licensed
over 20 products in the past 25 years. Along with business partner
Andrew Krauss, Stephen runs inventRight, a company dedicated to educating inventors about selling their ideas and the skills needed to succeed. You can ask questions and get advice on the inventRight forum, check out the resource center, and listen to the weekly radio show on inventing. Get In The News, list your invention to have media outlets find you for news stories.