Give samples to opinion-makers

A good way to get free publicity is to offer a free sample of your product or service to someone in a position to publicize it. If you've written a book, send copies to columnists or editors at publications that serve the book's market, for example. Find online newsletters or 'zines that serve your market and get a sample to the editor; a few positive remarks in a widely-read publication will give you visibility and credibility you just can't get in other ways.