Not everyone has the same advertising budget as big companies like Budweiser and Apple, so what can your smaller company do to garner a similar amount of attention? More likely than not, you don’t have the funds available to plaster billboards across the country and fill the television ariwaves with a never-ending supply of expensive commercials. As it turns out, some of the best marketing that you can do won’t cost you a penny, at least directly.

One of the better examples of this is when you have a book that is ready to be published or has recently hit the shelves. Your publisher will likely send you out on a some sort of tour so that you can engage readers directly about the material in your book, sign a few copies, and take a few pictures. This may prove to be costly, depending on how it is done, so how can you get the same kind of presence and publicity?

A controversial author that I respect is Marty Beckerman. He has always been incredibly approachable and is quick to respond to requests for interviews and review copies. In fact, he takes a very proactive and personal approach in this respect. After I was given his previous book to review a few years ago, Beckerman added my contact information to his list and he was quick to send out a message when his new book was ready to hit bookstores. He openly offered free copies to anyone who wanted them with absolutely no obligation to give him any media coverage. He said that he’d greatly appreciate any reviews and he’d be available for interviews, but never did he place any sort of obligation.

Shortly afterward, Marty followed up to make sure that everyone who requested a copy of his new book, Dumbocracy, actually received one. This personal touch is very important if you’re looking for free publicity. I’ve started reading the book and will be contacting Marty soon for an interview. I’m sure he’ll be open to it and he’ll show his appreciation too.

Free publicity isn’t hard to get. Just be honest, open, and available.