How to Get Free Publicity for Your Business - BusinessTown

Learn how to start a business today...

With our best-selling course Start-a-Business 101.

How to Get Free Publicity for Your Business

“I made a big mistake by not seeking publicity for every single business I ran, including my early, tiny businesses.”

There’s Always a Publicity Angle

When I went into the book business, it was a no-brainer to spend a lot of effort getting publicity—every other publisher was doing it. But I made a big mistake by not seeking publicity for all the other tiny businesses that I had previously operated.

No matter what business you are in, there is a publicity angle that you can capitalize on! For example, let’s say that you sell life insurance in a small town—how can you possibly get publicity? Well, you could offer to write an article for the local paper or a local website helping people determine what level of insurance coverage is appropriate for their situation.

One of the great values of publicity, especially an article on a website or in print, is that you can save a copy of the article and show it again and again to current and prospective customers.

Publicity Can Be an Effective Sales Tool

Publicity is often overlooked as a primary marketing tool to gain attention and interest in a product, service, or company. Using publicity as a sales tool can be a more cost-effective method for generating sales than buying advertising.

To some degree, social media has a lot in common with traditional publicity. You have to directly pay for it, although like traditional publicity it can take a lot of time and effort. And social media, like traditional publicity, may be especially good at generating word-of-mouth publicity. However, social media is primarily directed at existing customers or at least people who have an interest in your product, service, or company. Hence, social media may not be great at generating new customers. Traditional outreach publicity efforts are directed beyond people your company has some kind of relationship with, and hence may be more likely to bring you new customers and immediate sales.

No matter what business you are in, you can be your own publicist! If you want to act as your own PR firm, you can produce a simple press kit. This kit should include a “pitch” letter and a press release regarding your company, new product, or unique service. Once you have targeted and established appointments with print and broadcast media contacts, you can act as your own spokesperson to pitch your own image, product, or service. You will become the focus, the center of attention, as you create an awareness of your business that will turn into sales leads.

Publicity can take a variety of formats. You or someone connected with your business could appear on a local radio or TV talk show, with your business the topic of a particular segment. Your product or service could be the subject of an article in a local, industry, or special interest website. Or you could be featured in a local or national newspaper or magazine.

You might become part of a broadcast panel discussing issues that are pertinent to your product or service, or speak at trade association meetings, trade show seminars, or chamber of commerce gatherings. The creative publicist can find thousands of publicity opportunities that allow for increasing image or product awareness.

The best thing about publicity is that, for the most part, it is free! This is especially true if you manage your own publicity campaigns. However, if you do choose to hire an outside PR firm, the costs can still be a lot less than building the same amount of awareness via paid advertising.

Target Your Publicity

How can you get publicity? Look for the media that your customers use and that might be interested in your story. For example, for a local service business it’ll be easier to get publicity in your local newspaper than in the major metro paper—and you’ll reach the same people you want to, anyway.

Develop a story angle that might appeal to each media outlet. For example, if you are pitching your restaurant to a TV station, offer to demonstrate your cooking.

Get a list of contacts—the appropriate editor at websites, newspapers, and magazines or the specific show producer at radio and TV shows. Send a one-page pitch letter explaining why your story will interest their audience, perhaps also including a press release, photos, or a video. Follow up with a phone call, and then get ready to meet the press! Even if you can’t get the media person on the phone, you should still make your follow-up pitch right into their voicemail.

The Big Media Aren’t Always the Best

Develop a strategy for getting publicity. Even if you do your own publicity, it does cost time and energy. Target the media that is most likely to benefit your business, not necessarily the most prestigious media.

Years ago, I first published a job hunting book called The New York JobBank. The New York Times ran a wonderful feature story, and I even appeared on NBC’s Today Show and was featured in People magazine. But the publicity that sold the most books by far was a very short article that appeared in the relatively downscale New York Post. A lot of people would disregard the New York Post, saying that isn’t my audience or newspapers are dead! But in New York people spend a lot of time commuting on public transit—a great time to read newspapers, and plenty of the professionals who read the Wall Street Journal or the New York Times in the morning may turn to the New York Post in the afternoon.

For many product firms, the best place to get publicity is going to be in a trade publication; for many local service firms, the best place to get publicity is going to be the local newspaper. Find out where your audience is. Don’t go for just the best and most obvious places, but all the places you possibly can.

How Publicity Helped Build IBM

Always be ready to talk to the media. Forgive me for mentioning a really, really old story. But I want to go way, way back to make a point about the power of publicity.

In 1955 Time magazine assigned a staff writer, Virginia Bennett, to write an article about office automation in America. She first visited Remington Rand, famous at the time for its UNIVAC computer. But its executives weren’t available for interviews.

On the way back to her office, she passed a window display of computers at another firm and tried to get an interview there. At this company, the founder was an absolute stickler on how the public—and especially the media—should be treated at the door. Within minutes, Bennett was interviewing a very forthcoming Tom Watson Jr., CEO of IBM. A major cover story followed, equating IBM’s products with the advance of civilization. In his autobiography, Watson portrays this publicity coup as a major turning point in his battle to overtake Remington Rand and to clinch the lead in the race to computerize corporate America.

“No Comment” Is No Good

Beyond trying to get publicity to directly promote your business, your chance for publicity fame may come about another way . . . during a crisis. How do you respond to the media during a crisis?

It’s really tempting to say, “Call me back later.” Or simply not return calls. But this is the worst approach. When the media reports that you did not return phone calls, it appears to many people—rightly or wrongly—that everything the media says is true and that there are no good explanations.

Another approach is to downplay the actual seriousness of a problem—also a big mistake. Intel tried to downplay what truly was an obscure error on one of its microprocessor chips. Nonetheless, the media had a field day.

On the other hand, the classic success story in handling a media crisis occurred during the Tylenol scare. The executives in this situation were very up-front and highly accessible, and they quickly developed and unveiled a massive corrective action plan.

The bottom line is that there is a publicity story, a lucrative one, in every business . . . including your own!

Takeaways You Can Use

  • Every business can generate free publicity.
  • Don’t go for prestige; target the media that will most benefit your business.
  • If one article could propel IBM into the leader of the computer industry, imagine what the right publicity can do for your business.

Bob Adams

Bob Adams is the founder of BusinessTown the go-to learning platform for people starting and running their own businesses. Bob has started dozens of successful businesses, including one he launched with $1500 and sold for $40 million. He also has an MBA from Harvard Business School.


Start-a-Business 101

Learn how to start your own business.

Start-a-Business 101 is a complete program for starting your own business.

  Find a great business idea. You’ll get my 6-step method for finding a great business idea. Plus you’ll get my insight on hundreds of proven, money-making businesses that you can start.

 Turn your idea into a profitable business. I’ll take you through every step of starting a business from finding your idea, to turning it into a solid business model, to making your first sales.

 Attract customers without spending a lot of money. You’ll get a ton of my free and low cost ways to land customers. From simple “guerilla” marketing tactics to the latest in digital marketing, I will show you every way imaginable to pull in customers on a shoestring budget. 

 Start small and grow as fast as you want. I’ll show you how you can start small, even part-time if you prefer, and build a highly successful business. You don’t need a lot of time or resources – but you do need to make the right decisions on key issues – and I’ll show you how to do it.

 Get proven strategies and insider advice. You’ll get the exact same methods I used to build one business after the next. I’ll tell you how to avoid problems. And I’ll show what to do at each step of the way, to start your business right.

 Try it risk-free for 60 days. You can try the whole course and then decide if it’s right for you. If you don’t love it, I’ll give you a 100% refund.

 You so inspired me that I started a business and have started receiving orders. Your videos about how to pick a business to start really got me going after I followed your steps to a tee. Thanks so much!

Bill Bennett – Business Owner

Start a business you love, earn more money and live the life you want. With Start-a-Business 101 you can…

Be your own boss. Enjoy true independence and be the star of your own show. Work when and where you want.

Start a business you love. You’ve got one life to live – so why not start the business of your dreams? I’ll show you exactly how to do it.

Make more money. Use my proven strategies to earn the highest profits possible and make a lot more money than you could at a 9-to-5 job.

Start-a-Business 101 is perfect for you…

If you don’t have an idea yet.

Start-a-Business 101 includes the proven 6-step method for finding a great idea. Plus you’ll get hundreds of proven, money-making ideas.

If you have an idea but are not sure where to start or what to do.

In Start-a-Business 101, you will learn exactly how to start your own business from start to finish. You will have access to dozens of videos, worksheets and templates that will walk you along the way.

If you want to make sure that you are doing things right.

Start-a-business 101 covers all the common mistakes that entrepreneurs make when getting started. No room for errors, you will learn how to start your business right.

If you want to get guidance and know exactly what to do at any given time.

Follow my step-by-step process that will get you on your way to business success. It will be like having a business coach by your side at all times.

If you want to start any size business or any type of business.

Start-a-Business 101 will help you start any size of business from a one person home-based business to a larger business. And it will work for any type of business including all service businesses, product businesses and Internet businesses.

If you want to become a knowledgeable entrepreneur.

By watching just one video lesson a day, you will quickly become a knowledgeable entrepreneur. You will be ready to start your own business now or at any time in the future.

Hi there, I’m Bob Adams.

I’m a serial entrepreneur and self-made multimillionaire.

I’ve started dozens of successful businesses of all types and sizes including … bike rentals, house painting, employment service, retail business, multimedia company, book publishing, tourist maps, job fairs, Internet businesses, software business, employment advertiser, and used boat sales. 

Most of these businesses I started in my home on a very small budget. 

My biggest success is my book publishing company that I started in my basement apartment with just $1500 and later sold for $40 million. 

I’ve learned what really matters in business. I’ve discovered the concepts that make or break businesses. And I’ve used them to build one successful company after the next. 

Now, my mission is to share what I learned with you – so that you can succeed in your own business. 

That’s why I created Start-a-Business 101.

Success = recipe + ingredients

In Start-a-Business 101, you will get my exact recipe and ingredients for success. I will show you what to do at every step in starting a business. 

You’re not going to go through years of trial and error. 

You won’t have to make mistakes or learn anything the hard way. 

Because the recipe for business success is waiting for you in my course, Start-a-Business 101

In this course you will get the same proven strategies and tactics that I used to create my successful businesses.

My books and courses have been featured in…

Start-a-Business 101 will show you exactly what to do at each step of starting your business.

You will get proven strategies, real-life examples, ready-to-go templates, checklists and worksheets to help guide you along and save you time. 

You won’t have to guess what you should do next or if you are doing things right.

 You will be following the best advice available today. 

You will be getting the same techniques and strategies that I used to build one successful business after the next including the one I started with $1,500 and sold for $40 million. 

You will put your startup on the fastest and most proven path to success.

Here’s the course for your new business journey. Beginning entrepreneurs will hugely benefit from Start-a-Business 101. The videos clearly explain each element of building a new business. The advice is savvy and on point throughout. I highly recommend it for anyone involved in any kind of startup.

Rick Williams – Managing Director, Williams Advisory Partners LLC

Learn at your own pace and on any device

All devices

You can access Start-a-Business 101 on all your devices, including your computer, your tablet and your smartphone.

Instant access

Get instant access to the entire course, including all the video lessons, all the tools and the discussion board.

Learn at your own pace

Watch just one video lesson per day and you will complete the whole program in about 10 weeks. Or you could even binge watch the entire course in one weekend. It’s up to you!

Full lifetime access

You can access the entire course as long as you want and as many times as you want. For example, you could go through the entire course to quickly build your entrepreneurial knowledge. Then you could go back to specific lessons as you are working on various aspects of your business.

Watch the overview video

 I found great value in the BusinessTown courses. The program is comprehensive, covering everything…It’s like having a team of experienced advisors available 24 x 7.

Dan Sterling –  Founder, Water Hero

Start-a-Business 101 gives you everything you need to start your business.

Rock-solid advice

You will learn my proven strategies and tactics for starting your own successful business.

Easy to follow videos

You will be guided step by step through the whole process by 76 short and easy to follow videos. 

 Business tools

You’ll also get 46 downloadable templates, worksheets and samples to guide you along.

  Start-a-Business 101 Course Content

1.  How to get started with your business

2.  Discover hundreds of great business ideas

3.  How to choose the best business idea for you

4.  How to validate your business idea

5.  Find the perfect name for your business

6.  How to choose the best legal entity for your business

7.  How to create a powerful competitive advantage

8.  How to create your business plan

9.  How to do your accounting and financial statements

10.  How to get the money you need to start your business

11.  How to create your marketing and attract customers

12.  How to build your online marketing presence

13.  How to make sales and land your first customers

14.  The Small Business Toolkit

15.  The Discussion Board

Every step of the course is filled with videos and companion tools to show you exactly how to start your business.

Start-a-Business 101 includes 46 templates, worksheets, checklists and samples

These tools will save you a lot of time, keep you organized and further guide you along the way to launching a successful business as soon as possible.

Fill-in the blank templates make it easy to plan your business.

Watch sample videos

Looking for a business idea? Discover the critical questions that you must ask to find the very best idea for you.

Learn how to create a one page business plan – the most important document for starting your business.

Learn how to find the best customers for your business.

Discover how to create a unique sales message for your business.

   Having run across your videos was a godsend to me. Your method provides me the structure I need to be successful. I am willing to put in the work to go through your complete course which so far has been incredibly helpful.

Phyllis Marks – Starting an Online Business

Will Start-a-Business 101 work for me?

This course is made for you:

  • If you want to generate a new income stream.
  • If you don’t have a business idea yet but want to be your own boss.
  • If you have an idea but are not sure how to get started or what to do first.
  • If you are ready to get started but want to make sure you are doing things right.
  • If you want guidance from someone who has done it before – multiple times.

Start-a-Business 101 will work for all types of businesses. And it will work for all sizes of businesses from one-person home-based businesses to larger enterprises.

Don’t have an idea yet? No problem. I will give you my 6-step process for quickly finding a great business idea. Plus I’ll show you hundreds of my best, money making business ideas, along with my insight on each one.

Wondering how to turn your idea into a profitable business? I will show you how to do it – every single step of the way.

You will learn how to plan your business, how to get the money to get started, how to do marketing, how to do accounting, how to make sales, how to set up your website and much more. You will have access to all my tools – including worksheets, case studies, checklists and templates – that will save you time and money.

I can promise you that you will get the very best strategies and ideas available today. You will get the exact techniques that I used to build my businesses, including the one I sold for $40 million.

Still skeptical? I get it. Sometimes you have to see it to believe it.

I got you covered. You can take this whole course completely risk-free.

You can test drive the entire course for 60 days.

That’s right. You can have full access to the whole course for 60 days. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No questions asked.

I can’t promise you that your business will absolutely succeed. No one can.

But I can promise you that I will give you the very best strategies and ideas for every step of starting your business.

And I stand behind that with my 60-day, 100% money-back guarantee.

I want you to start a business. And I want you to start it right.

 I have researched the marketplace for over a month to identify a viable and comprehensive ‘go-to’ guide on how to best launch a small business. This course offering from Bob Adams met more than what I was looking for.

Steve Cox – Experienced Businessman

Get Start-a-Business 101 and get $750 in bonuses – free

I am pleased to tell you that I am adding two limited time bonuses to Start-a-Business 101

These bonuses will make it even easier and quicker to get your own business up and running. 

The Ultimate Checklist to Starting Your Own Business 

This 18 page checklist will show you exactly what to do to start your business.

This extremely comprehensive 18 page document includes all the steps to start a business. Plus I give you my expert advice on every single step. 

This checklist will keep you totally organized and make sure that you are not missing anything important. 

This checklist is the ultimate shortcut in getting your business up and running. It will be your constant companion in starting your business. The checklist has a $500 value but I will give it to you as one of my welcome gifts for joining Start-a-Business 101.

How to Launch a Business Fast and on a Tight Budget Using MVP

Use this video to start your business fast and on a tiny budget.

The second bonus is a game-changing video/lesson. In this video/lesson I will teach you the concept of Minimum Viable Product, or MVP. 

You will learn how to start your business faster and for less money, than any other way possible. 

This important video/lesson has a $250 value but I will give it to you as one of my welcome gifts for joining Start-a-Business 101

So consider joining Start-a-Business 101 now if you want to get these limited-time free bonuses – a $750 value.

 Bob has been a close friend and trusted business adviser of mine for years… guiding me through the challenges we all face as entrepreneurs. Hands down Bob is one of the most talented, and successful entrepreneurs I know. Thanks Bob!

Matt Marshall – Founder, MGM Capital Investments

Frequently Asked Questions

When does the course start and finish?

This online course is completely self-paced – you decide when you start and when you finish.

How long do I have access to the course?

After enrolling, you have unlimited access to this course for as long as you like – across any and all devices you own.

What if I am unhappy with the course?

If you are unsatisfied with the course for any reason, please contact us within 60 days and we will give you a full refund, no questions asked.

What are the course requirements?

This course is for anyone thinking about starting a business. You don’t need to have any previous business experience whatsoever. Even if you have business experience, you will discover a vast amount of powerful new ideas that will help propel your business ahead.

Can I download any of the content?

Of course! All the worksheets, case studies, samples, and templates are downloadable.

Start a business you love, earn more money and live the life you want.

Start-a-Business 101 is the fastest and easiest way to learn how to start a business and become a knowledgeable and successful entrepreneur.

Start-a-Business 101 is a complete proven program that will take you step-by-step through your entire startup journey.

You will get…

  Easy-to-follow videos

  Ready-to-use tools

  Discussion board

  Inside advice

  Proven strategies

  Complete lifetime access

In just a few minutes a day, you will learn how to start your own business.

You can test drive the entire course for 60 days.

That’s right. You can try Start-a-Business 101 risk-free for 60 days. You will have full access to the entire course. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No hassles. No questions asked. I want to help you succeed in your own business.


Start-a-Business 101

Learn how to start your own business.

Full Lifetime Access 

60-Day 100% Money-Back Guarantee

Only $19.95

Start-a-Business 101 is only open for a limited time.

Get on board now if you want to make sure you don’t miss out.

Questions? Email

Copyright © 2019 BusinessTown LLC. All rights reserved. BusinessTown ® is a registered trademark of BusinessTown LLC.