One of the busiest guys around and an expert at self-promotion is Phil Town. Phil is a motivational speaker and has a new book coming out on investing for the small investor.
Getting a book published is expensive and takes a good bit of time to get up and running. A blog, on the other hand, can be up and running in a day. Then it is just a matter of having something to say.
Phil apparently never has that problem. He is motivated. If you take a look at his site, http://www.philtown.typepad.com, you will notice a few things. First, he has a catchy tag-line that lets you know right away what the site is about: "I teach people how to get rich no matter what happens in the market. Rule #1 is: Don't lose money!"
Phil decided to use TypePad as his blog platform. Take a look at his blog and analyze his layout and how he presents information. Use your browser's ability (View, then Source in IE) to drill down to his source code to see how he has headings set up for the search spiders. Phrase-rich statements surrounded by "h2" get more attention from Google and the other engines than just plain text. One of his phrases is "I teach people how to get rich no matter what happens in the market." I have no doubt that within a short time his site will be on the first page of any search for combinations of that phrase.
Take a look at the site. It is rich source for learning how to set up a blog to promote yourself or your business.