Publicity is how you promote yourself and your company. So what if you can't afford to buy a display ad, or even a tiny classified ad? If you're clever, you can use letters to the editor to promote your product or service-for FREE.

1. Weave information about whatever you are selling into a letter that states a strong opinion on a related issue, or comments on an article that was recently printed, without making the letter sound like a blatant attempt at a free ad. Here are two examples:

Example #1: The November 1998 issue of Entrepreneur magazine included a letter from Eric Lofgren, CEO of Panzer Studios, commenting on an article on low-cost PCs.

Thanks to you and your delightfully unaware reporter, I now have a largely successful business. And what is it, you might ask? I make a living upgrading old computers.
Recently, thanks to articles like yours, I've been spending a great deal of time trying to help users who bought an inexpensive "power" PC. These computers were aimed at the consumer market and, unfortunately, are woefully unsuitable for any business...Before you print another article of this quality, could you please test these things for yourselves?

Example #2: The June 1999 issue of Inc. magazine included a letter by Kurt Huffman, president of Universal Premium cover story on "How to Finance Anything" which included 20 tips "for finding money now."

Your 20 tips did not include this convenient source of working capital for small businesses: financing annual insurance premiums. Rather than pay $2,500 to $100,000 up front for a commercial insurance policy, companies can ask their insurance agents to arrange financing that allows monthly installments. This easy-to-arrange source of funds can be part
of the financing mix for every business, from restaurants to contractors to high-tech companies."
To learn more on how to get free publicity by writing a letter to the editor in a way that gives you credibility, and is subtle enough to be published see Special Report #4 "How to Write Crisp, Compelling Letters to the Editor to Promote Your Product, Service or Favorite Issue"