Writing as a Promotional Tool

One of the best ways to promote your business, your website, or even yourself (and sometimes an overlooked promotional tool) is writing. There are several types of promotional writing that can help you to build publicity. Here are a few examples:

Press Releases 

Press releases are probably the most obvious type of writing that you can use to gain publicity. You basically use a press release to alert the media to news, such as a new business opening, an award you’ve received, charity contributions you’ve made, or a new product or service you’re offering. The hope is that members of the media (or now even bloggers) will pick up on your news story if you’ve distributed it well.

Letters to the Editor 

Most people looking to gain publicity for something don’t think to use letters to the editor, but they can be extremely effective. You should write to your local newspaper’s editor to express your opinions or support for things happening in your community. Just remember to sign everything with your full name, the name of your business, and your title (owner, etc.).


Creating a free e-book can be an excellent form of promotion. People always love getting something for free, and since e-books can be distributed at essentially no cost, they can be worthwhile promotional tools. For example, you can give away a free e-book through e-book distribution sites, making sure your company name and url are enclosed and obvious, or you could give away an e-book as a gift to individuals who sign up for your company’s e-mail newsletter, which might help you to grow your email marketing list.


You can increase visits to your company website by offering regular free tips to visitors. Again, people love getting something for free, and if they like your tips, it helps to cement you in their mind when they’re looking for a trusted expert in your area of expertise.


You can write paid, or even free, articles related to the subject matter of whatever you’re trying to promote. Providing free quality and unique articles on your own website will help you build your reputation and repeat site visitors, or publish work as a guest author on reputable sites or newsletters in your niche to gain a wider audience.


Newsletters can either be in print or via email. You can use them to provide free information, tips, and articles, or you can simply use them to update interested parties on your email marketing list to news about you, your business, or your products and services.


Books are obviously the most time-consuming method of using writing as a promotional tool, but they can also be the most effective. Becoming a published author in your field absolutely enhances your credibility, and you can usually include a pretty thorough bio with each book.

Jenn Mattern is a professional blogger, freelance business writer, consultant, and indie author. An active digital publisher, she runs numerous websites and blogs including All Freelance Writing, Freelance Writing Pros, and Kiss My Biz.

Jenn has over 20 years' experience working as a solopreneur running a 3-prong business of offering freelance writing and consulting services, running digital publications, and operating as an indie publisher of predominantly e-books.

This experience includes over 20 years working as a professional writer and editor, more than 20 years' experience in marketing and PR (specializing in areas like digital PR, online marketing, social media, and SEO), 19 years' experience as a professional blogger / online publisher (including web development), and around 17 years of experience as an indie author / publisher.

At Kiss My Biz, Jenn shares stories, tips, and tools from her own adventures in solopreneurship, while aiming to help fellow solopreneurs and creative professionals succeed even where it feels against the odds.

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