The "Petittion Crown" has three faces
The obverse, the reverse and the edge

Simon, audacious and a genius, used the coin and two of the faces to advertise
himself. On the obverse under the King's head he wrote Simon.

He used the new third side of the coin, the edge, to write his Petition to the King,
200 letters  in two  lines in an areas only 3.5mm thickness. Thomas Simon’s use
 of the edge to petition to  the King was a brilliant move. He was marketing his
product,  the first time an engraver  openly promoted his work in this way