by Tom and Roger Ballavance 1990, 273 pages, $24.95 (paperback, 8-1/2 x 11), ISBN 0-9665069-7-9. Published by Quiet Comer Press (800-917-6689).

This book has been written by two experienced inventor-entrepreneurs who share the knowledge they have gained in the school of hard knocks. While the title is a great eye-catcher for book store displays, they quickly point out that inventing may be easy -- but successful inventing is not.

The book is written plain and simple for the first-time inventor, while still offering much advice that can benefit the experienced inventor or entrepreneur. It covers the field from the first glimmer of an idea to the merchandising of a market-ready product.

Typical of their insights is that "Many experienced inventors feel, for the most part, design patents are a waste of time and money unless the design is incredibly distinctive". Many novice inventors have been scammed by outfits that do not explain the difference between design and utility patents.

On the subject of patent searches, they give the addresses of locations where you can do your own preliminary search. They, however, recommend a professional search and note "if your patent search is not comprehensive, it is next to worthless". They also note several ways to protect yourself during the patent search stage.

One of the valuable suggestions given in the book is to use news releases to promote your invention. The authors note that something on the order of 75 percent of the stories in our newspapers are based on news releases and that they are almost free! Some twenty tips are given on how to write a news release. A sample release is included.

Ever notice that some products are only marked patented while others also have the patent number? The writers discuss the pros and cons of which way to mark your product.

If you attempt to submit an idea to a corporation, many will ask you to sign a "waiver". They comment "These infamous agreements are toxic to inventors". They advise you to see your patent attorney before signing anything.

While there are some respectable invention brokers, the vast majority of those that advertise on radio or television can only be described as sharks. The authors list eight questions that must be asked if you even think of dealing with an invention promotion group.

On the subject of raising money by seeking out venture capitalists, they cite the very poor odds. In one four year period only 4,000 awards went to 275,000. They note networking is the key to locating "angels" (informal investors such as accountants, doctors, etc.). If you decide to set up your own business, there are five basic routes you can go: sole proprietorship, partnership, corporation, S corporation, and LLC (limited liability corporation). They give the advantages and disadvantages of each of these routes.

If your product becomes a success in the marketplace, patent piracy may make its appearance in the form of lower-priced imported imitations. The legal cost of fighting a patent infringement case is, for the small business operator, prohibitively costly. Here the authors give an interesting option, treat the infringement as a "golden marketing opportunity". Take you case to the public. America loves the underdog and by creating publicity by the means they suggest the infringer may have second thoughts.

The book is up-to-date and gives guidelines for setting up a Web site on the Internet. Radio and TV advertising are discussed. This includes QVC and the Home Shopping Network. Mention is made of how large firms hog shelves at retail outlets by buying shelf space. (Currently the U.S. Senate is holding hearings regarding this "slotting fee" practice.) Cautions are given for dealing with packaging companies and warehousing firms. They advocate JIT (just-in-time) inventory management and share a hard earned lesson whereby one of the authors wound up with 65,000 Emergency Call Police banners in storage!

Chapter 7, "Patents: the Joke Is On Us" is a must-read. It takes the position that for the small entity "your patent is next to worthless" in that you have to sue to protect it and it creates a "false sense of security". Blame falls on "the Patent and Trademark Office, big industry, the judicial system, and lawyers". Also discussed are the PTO scandals and the "maintenance fee trap". Suggestions for curing the evils of the U.S. patent system are given.

An eight section appendix gives the addresses of helpful inventor associations across the nation, addresses of Patent and Trademark Depository Libraries, patent office fees, Better Business Bureaus, and more.

Some may be taken aback by the authors' frank opinions and realistic views, but if you are putting blood, sweat, and tears into an idea, isn't that better than the over optimistic mind-candy some books offer?