Get Noticed

More Inventive Products To Come

Albert's new products just keep on coming. In November 1999, he introduced his Brainwash Shampoo, which contains ginkgo biloba, a herb believed to trigger quicker thinking. Albert got the idea when reading about vaccines being administered through the scalp. According to his research, the vaccines use the hair follicles as a conduit into the blood stream.

Albert's new shampoo was almost immediately stocked by both Mays Drug and Warehouse Drug Store. Needless to say, consumers look twice when they see the name Brainwash. And, once again, Albert had found just the sort of unusual angle the media drool over. Other products Albert plans to introduce this year are Gardener's Secret hand lotion and a line of olive-oil-based cosmetics.

Many first-time inventors think minor changes are all they need to catch the public eye. That's rarely the case. You have to find the unique features of a product and mold them into an interesting story. To be distinctive, you have to be bold and daring and get people to do a double take.

Most important, you should know when to do a double take yourself. Albert saw the marketing possibilities in hearsay that a few people used a horse shampoo on their own hair. Whereas most people would have brushed that incident off as just a funny story to share with friends, Albert envisioned a great marketing program, an eye-catching product and a huge sales success.

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This article was originally published in the August 2000 print edition of Entrepreneur with the headline: Get Noticed.

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