A number of stand-out qualities will significantly enhance the salability of a product and it is often these same qualities that drive an inventor to design the item in the first place.
However, design and salability are only any good if a company has a platform from which to sell - if the customers can't be reached, then revenues will falter.
CNN Money recently documented this very problem by analyzing firms which had hugely saleable products, but little understanding of the marketing world and how best to generate consumer intrigue.
The article, entitled 'Pitching the unsellable' takes a look at ClearLite, a company that produces energy-efficient compact fluorescent light (CFL) bulbs with a difference.
The predominant problem with CFLs is that they contain mercury. Most homeowners do not like the idea of having poisonous gases drifting about the house if a light bulb is broken.
However, thanks to ClearLite's silicon skin wrapped around each bulb, this eventuality is not a likely outcome. Smashing a ClearLite light bulb is no more dangerous than breaking a regular bulb - there's less mess too.
The problem that ClearLite is having is relaying this advantage to the consumer and passing the 'mercury' issue.
Bulb inventor Tom Irvine admits he is baffled about how to inform the consumer of the benefits of the bulb before they have made up their mind.
He said to the news provider: "How do you explain that to a buyer or consumer, before you're physically in front of them? Especially when there's nothing else like this on the market?"
The answer is through marketing and publicity. ClearLite has, as a result of the CNN Money article, already benefitted from a significant amount of free online PR – and been given a platform from which to explain the merits of its product.
Branding expert Liz Goodgold of The Nuancing Group believes that the firm must focus on driving home the safety aspect of the product while playing on people's fear.
Speaking to CNN Money she said: "People do understand the fear factor of mercury, and a good selling point, unfortunately, is fear. Fear has always been historically motivating in sales."
Provided the online PR and advice are utilized, ClearLite could yet see the sales green light; the product is certainly good enough.
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