8 Methods to Leverage Small Business Self-Promotion

girls taking selfie

Small business self-promotion—it’s a little complicated. In the world of digital marketing, the idea of “tooting your own horn” makes many entrepreneurs queasy.

On one hand, self-promotion for small businesses equates to necessity. How do you get the word out if you don’t self-promote?

On the other hand, the idea of a shameless plug seems desperate (and maybe even a tiny bit shady). Under this self-promotion classification, you receive either criticism or shrugged shoulders.

Not to worry, because our professional copywriting team has outlined the delicate balance between self-promotion that leverages your achievements and shameless plugs that make your audience turn up their noses.

To avoid that second scenario, check out these 8 small business self-promotion strategies.

1. Give value alongside self-promotion.

The difference between successful and shameful self-promotion hinges on the value you offer the audience. No matter how you deliver the information—via email marketing, a sales page story, or a webinar—make it a point to interweave your accomplishments with some sort of educational content.

You could inform the audience of something to avoid, or you could outline specific tools and resources you used to get results. The audience will be A-OK with listening to your self-promotion, as long as they get something valuable out of it. 

2. Use your story to highlight the audience’s circumstances.

Our team will never write copy with a client as the focus—we shine the spotlight on the audience no matter what. This cardinal rule applies to self-promotion as well.

If you deliver a speech where a little “achievement storytelling” is applicable, then make it a point to keep the emphasis on the audience.

Concentrate on where your audience stands in their lives, and how their situation applies to your accomplishments. 

3. Explain the benefits of your achievements (and not the benefits you received). 

To piggyback on the audience’s circumstance rule, it’s paramount to outline the benefits you created. But even then, the spotlight needs to shine on your prospects, fans, and existing customers.

How did the benefits you create impact your customers? Dive into that, and you don’t have to worry about a shameless plug gone awry. 

4. Keep in line with your real expertise. 

hands playing piano

Do you play piano, direct feature films, paint church ceilings, write poetry, develop technology, clean your house in 10 seconds, rescue every homeless animal you see, and build intelligent robots?

Even if this describes a typical Tuesday for you, it’s best to concentrate on one particular talent. (That’s the key link to successful niche marketing.)

5. Notice when people ask for a success story.

Let’s say you’re a sponsor at #ICON15, and you have entrepreneurs lined up to hear what you’ve got to offer.

Hint: these prospects want to know about your results, and these situations give occasion to self-promotion that leverages your expertise.

6. Use case studies.

Marketing content is the picture-perfect occasion for self-promotion, especially when it comes to case studies. Use these valuable pieces of content to outline how you struggled, solved a problem, and achieved results. 

7. If there’s a speaking gig coming up, then seize the opportunity.


The stage serves as an open invitation for storytelling. Enough said. 

8. Don’t focus on success. Highlight the obstacles.

No good story functions without some form of conflict—and that rule definitely applies to self-promotion.

You wouldn’t watch a movie that featured a perfect family, a beautiful romance, and a world with only puppies and sunshine, so…

Show your audience the dirt!

Highlight the nitty-gritty details of how you overcame to get where you are. That’s how you earn respect and prove you’re the expert.

We Have Nothing against Self-Promotion!

In Fact, Here’s Our Happy Clients Page.

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