Publicity or Perish: Podcasts, Print, TV and More w Jill Lublin

𝐏𝐮𝐛𝐥𝐢𝐜𝐢𝐭𝐲 𝐨𝐫 𝐏𝐞𝐫𝐢𝐬𝐡 !
 "𝟰 𝗼𝘂𝘁 𝗼𝗳 𝟱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀 𝘄𝗶𝗹𝗹 𝗴𝗼 𝗢𝗨𝗧 𝗼𝗳 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻'𝘁 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗣𝘂𝗯𝗹𝗶𝗰𝗶𝘁𝘆." 

✅ 𝐉𝐢𝐥𝐥 𝐋𝐮𝐛𝐥𝐢𝐧 is a master publicity strategist with over 25 years experience on how to position your business for more profitability and more visibility in the marketplace. 
 She is CEO of Promising Promotion - a strategic consulting firm 
She is an international speaker on the topics of: 
- Radical Influence, 
- Publicity, 
- Networking, and
- Referrals.
𝐉𝐢𝐥𝐥 is the author of 4 Best Selling books including Get Noticed...Get Referrals (McGraw Hill) and co-author of Guerrilla Publicity and Networking Magic.  Her latest book, Profit of Kindness went #1 in four categories.

💥 Find Jill at:
Website: http://JillLublin.com
Website:  http://PublicityCrashCourse.com
Visit publicitycrashcourse.com/freegift
💥Connect at: 
LinkedIn:  http://linkedin.com/in/jilllublin
Twitter:http://twitter.com/JillLublin
Instagram:http://instagram.com/jilllublin
Facebook: http://facebook.com/jilllublin

👉Learn more about becoming a podcast guest for PR, Profit, and Social Proof:
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Transcript

0:00

[She's All That!] Welcome to the She's All That video podcast. I'm your host September Smith, and my guest today is an expert in something that is so important in this increasingly competitive business world. But something that is too often overlooked. Jill Lubin is a master publicity strategist with over 25 years experience on how to position your business for more profitability, and more visibility in the marketplace. She's an international speaker on the topics of radical influence, publicity, networking, and referrals. And she's the author of four best selling books that focus on all of these things. Truly, a master publicity strategist. Jill, welcome. I'm so happy to have you here to talk with me about this important subject today. Thank you, September, I'm delighted to be here. Do you know what i want to jump right in just in case anybody's thinking, Oh, publicity? Why is that important? You've got a quote that I saw, and it was truly a heartstopping quote, that I really need to have you unpack for me, you said that four out of five businesses will go out of business, because they don't know the power of publicity. Yeah, the problem is that every small business owner needs it. And you know, you need to start doing it immediately. So that's a big piece of it. This is not a wait conversation, oh, we'll make time for it. Take a look at how much major corporations actually do spend on publicity, literally millions of dollars. I'm not asking entrepreneurs, small business owners to do that. What I am asking, though, is to pay attention and to actually do it and get it done simply. And I think it'll make a huge difference for getting your business out there. Now for somebody was in excess of 25 years, a quarter century of working in publicity, you eat, breathe and sleep this stuff for somebody who is business owner who doesn't focus on this and far too many don't. What actually are we talking about when we talk about publicity for our businesses? So first of all, I think publicity happens from the minute you walk into a Zoom Room or out your door, you're always doing publicity, my friends. So let's just get with the program, right? And if you figure you're always doing publicity, I want you to do it the right way. keep it really simple. And know what your messages right know what to do and what to say. Yes. And so I think that's such a key that the truth is you're doing it anyway. Do it consciously. Do it correctly. Get it done the right way. Yes, yes. Yes. It in, in your stuff. You say you you help with working with your clients, you help them define their message. And that immediately for me, it was like Ding, ding, ding, yes. You need to have that nailed down. And you help them plan their publicity strategies, a strategy, we need a strategy. It would be helpful to have a strategy Yes. What does that mean? You know, I don't want you to go, shall we say, dark into the night, I want you to know what you're doing and have planned activities. And by the way, the people I work with, listen, I wrote the book, gorilla publicity. It's not about spending a ton of time and a ton of money. It's about doing things strategically. So that's about creating visibility building activities, it's about following reporters. It's it's about staying upright with what's happening in the media right now and paying attention to that. So that's strategic right? And then I'd so I do have people doing consistent persistent activities, so that you stay consistent and persistent in the marketplace. What is a consistent persistent activity? Oh, well, one of them is paying attention to the media in terms of what's going on. So as an example, Simone Biles, when she said no to the Olympics, that was a major world news, right? Anybody I had, who was in the world of mindset, who is in the world of mental health or or anything around reaching your goals, business coaches, guess what? That was a story to hop on to? Okay, okay, I got Where are you going with that one? So it's obvious that a lot of us, just me, it's obvious that a lot of us are not, you know, it's not necessarily Top of Mind the whole thing of publicity? What are some of the common mistakes or missed opportunities that you see a lot of businesses making today? Well, first of all, the fact that it's not top of mind because listen, the truth is you've got to have about 10% to at least have your budget oriented toward publicy. And that's no matter how big your business is, whether you're a solopreneur or have multi, a couple employees even. So this is about making an impact and most of the people I work with want to have influence and impact, right and the way to do that is publicity. So if you're not doing it, this is what happens. It's called nothing. In fact, my friend PT Barnum said it best. And that is a terrible thing happens without publicity. Nothing. Me, you know, you can't go around bragging about the fact that you're a best kept secret. And that's a mistake. I hear people brag about that, like I say them don't don't say that to me, you know, because that's not something to brag about. You want people to know who you are. And to me it's painful to be in business, and not have people buy your product or service maybe because just because they don't know about you. Now, a lot of people, I think have in the last decade, half decade to a decade really hopped on the whole social media train as far as getting their message out, can we consider that publicity? Social media is part of your publicity. In other words, the way that a way that I'm working with people, your message will actually multiply and be useful for social media that works. But here's the truth, you cannot rely on social media much to people's disbelief at times, because somehow we live in a time where people think, Oh, I'm on social media, people know about me, I hate to tell you, they ain't reading your stuff sometimes. This is not a personal thing. But the reality is that when the media like major TV or radio, or you're featured on podcasts, and blogs, you know, you're seen and heard in different kinds of environments, which I believe in a mix of environments, including your social media, then that's something to talk about. So to me going on a Facebook Live doing an Instagram Live at LinkedIn live, all of those are good, right? That's still media, but that's where you're controlling it. So imagine the familiarity factor that happens when you're actually being interviewed when you're being brought on to a major show such a world of difference about how people perceive you. That's what I'm talking about. So yeah, I mean, that's one of my biggest talking points right now is the fact that social media is a two way conversation. It's not just you being having your message broadcast out there. It's you trying to do that, but then everybody else piling in, they're not there to consume, they're there to create and their messages, you're drowning in this sea of noise. Whereas if you said the broadcast media, it somebody has chosen you. So you're not a self appointed expert. It third party endorsement. And you are given the stage to just be there in your, in your expertise. So timed. And I think the trust factor is huge. I mean, you know, when you're seeing on a on a, even ABC, NBC, CBS affiliate, right, or depending on what country you're in what whatever, when you are seeing the To me, that's an acceleration of that familiarity, and the credibility and the visibility. And the reason I love publicy so much, is it magnetize magnetizes you monetizes you and multiplies you. I mean, how good is that? Right. I love that. Yeah. So magnetizes monetizes and multiplies. Yeah. Does it multiply us? Because you can reach one you can as one, you can reach many. Okay? Gotcha. So, going through all your material and sleuthing you out as I did, one of another yet another one of the things you said that kind of made me go up was some that you need to be planning your publicity for now. As well as for three, six and nine months ahead. Help what Tell me more about that. That's, that's, that's daunting. So what we are, I like to think of us as publicity gardens, right? You've got to plant seeds. And the truth is, your message grows as a business. What's your launching might shift and change. I have four books. So every time Guess what, it's a new message. So I do believe that you have to carefully look at what fits in right now. And then look three, six, and nine months ahead. You can look at editorial calendars, for instance, in magazines, and it may show that for instance, in nine months, they're doing a certain topic that's relevant for you. And I remember talking to an Entrepreneur Magazine when I wrote Guerilla Publicity. And she as the editor said to me, Listen, we're planning ahead nine months that to me was tick, tick tock, right. We got to be absolutely connecting to our present and planting your seeds right now. And then look ahead to see what's coming up. It may be a special month. anyone I know who's working with veterans. Of course, we want to do November. Write for, for Veterans Day. So there are particular holidays that are oriented perhaps, to what your topic is about. And so I always like to say, How can we fit in to other times of the year when things are happening that are relevant for you being the expert that you are? Hmm, huh? Yes, I mean, just so as you're saying that it's like, yeah, strategy, that we'll start journey. Yeah, you have to have this the game plan in place. So in case anybody's thinking, as it might be just like the self protective reactions, like, Yeah, no, I don't have time for that. No, you better pay attention. Because I would like to ask you, you talk about the ROI of publicity. What is that? So first of all, the way I'm just going to tell you, I'm going to address the time thing because listen, if you're in business, you better have time to market yourself. Just figure an hour a week. That's it. That's all I that's all I say to most people to do. And if you do that, you're going to have ROI. What do I mean by that? Listen, I've worked with people who are just starting their business. In fact, one gentleman Ryan, was starting his consulting business. And you know, what's interesting is he didn't have any clients. He didn't know what to do next. He just knew he had a great skill and talent. Does this sound familiar to anybody? That may be you have a great skill and talent? But how will the world know unless publicity gets out in front of you and directs them to you? So, you know, frankly, he jumped in on faith, and started working with me. And you know, what was interesting is we took his story, and recreated a right message that worked, because he did kind of a, well, you know, what it is instructional design, he did something that was difficult to translate. So what I did, how did you take him from having worked as an instructional designer, it's really hard to tell people what you do, how do you take it from a semi opaque semi obscure messaging blurb to something that got him publicity? How did you do that? And what was the outcome? Because, well, the truth is, that was not an interesting enough story to get him the kind of publicity he wanted. So what I did was I recreated a story that was interesting using I like to call it everything you've got, we can talk about that in a moment. But here's the thing, you got to get that all the power of his published, he talked about ROI, managed his business in a way that he let's just put it this way, he now has over 10 people working for him all virtually. He. Here's a great example. He got in one publication, and one article got him $7,000. In consulting clients, I'd call that good ROI, right? Yeah. He's been an entrepreneur, magazine, Mac home journal, he's been in Home Office Computing, and all kinds of places and spaces that have multiplied his impact and enabled him to create called consulting clients that are off the charts. That business went literally from zero to 45%, in terms of look, see at his website, as an example, right? He had his revenues increased by, let's see, I think it was about 52%. Literally, in the next 90 days of us working together, that's ROI. And we did measure it. It is measurable, especially from your web visits, and your increase in revenues. I'm actually amazed that somebody from a field that is that like, like instructional design, had the smart to think I need publicity. Because Because this is not obvious. So Nick, maybe not the obvious starting point, but it was brilliant for him. Absolutely. And that's the point is smart business. People will use publicity to grow your business, no matter where you're at. It's going to grow your business. And it's going to grow your reputation and your name recognition, your credibility, and your trust factor. all important things that will put you in the front of the line before anyone considers your competition. Hmm. Yeah. So important. Yeah, especially now things are so heating up post pandemic. You had mentioned everything you've got. And again, maybe with respect to Ryan, he was an instructional designer. What was this everything that you pulled into the story to create this media script that was so compelling? So part of it for him was that he had been downsized from a corporate job. Right? So he was fired, people could relate to that. He started his own consulting business people could relate to that right and in this time, you know, in these days, too, right, starting your own business, starting your own entrepreneurial journey, it's an exciting moment. And for him to also using everything he's got, he's Asian American. So one of the strategies we did was to have a translate an article and put it into the Chinese times. That's the one article. That's the one article that got him $7,000 with a business. And by the way, that was more. But one of the things I want to say is use everything you've got. And so that might look like your religion, your ethnicity, it for my women clients, I say, hey, it's International Women's Day, March 8, let's put you up for that. Use everything you've got. Let me just share with you another fun story that this wonderful Pakistani man was in my virtual publicity course. And I you know, it's live and it's interactive with me, and I look around at the zoom and I see him punching his head, you know, doing one of those V-8 moves, when we were going deep on using everything you've got, which we actually do. And he said, Jill, I never thought about this before. He said, you know what I just did. I just googled Pakistani newsletters LA, Los Angeles is where he lives. And he says, I found five newsletters, and using this particular strategy, you know what he got? He got into three of them. And that, do you know that that added to his email list? 20,000 new people. Now is that called prospects? Yes. To all of them turned into clients won't know. But if you just took a tiny small percentage of that, imagine the bottom line, the ROI, adding 20,000 people to your list, who never heard of you will now know who you are, who then become interested in you read up on you become clients, and referrals. That's the kind of network that will increase your net worth. Yeah, that's kind of network that will increase your net worth. That's it. I like that. Yeah. Now, when you're talking about everything you've got, and as you said, all the different aspects of you, your life, your story, your personality, who you are. That is something that that is a process that I have to do with my clients. And I've heard the phrase, it's really hard to see what's on the label. When you're inside the jar, it's so hard to self describe it so hard to self identify. This is an important aspect that should be part of my story. How do you is that to do that? Is that what you refer to as creating the media script with your clients? And how do you do that? What is your secret sauce formula here? You have a secret sauce share? To a couple things. One is, you're absolutely right. It's you know, I listen. We're all in our own box. It's important that you have people from outside who say, Well, what about that? Tell me deeper about that. That thing that I just told you about the story about Ryan, he never would have seen that story about himself. That was the interesting story. That actually was the very thing that got him tremendous amounts of publicity for actually 15 months of solid, solid publicity. Because you know why we push the right button, we found the right angle, the write interest, the excitement that we wrote a wave, we did all of those things. So what I'm always listening for is the what's underneath the story. What's interesting, that perhaps other people need to know, what's your contribution that's important for these times, or important for the 369 months ahead, right? And as we're looking people often say to me, I didn't even think of that, of course, you didn't think of it because you're in the middle of it. And they are what you refer to in some cases as the factor. Right? Right. Like, here's another one. I have a neuroscience nurse. She's actually she has a nonprofit, she's raising money and she goes on medical missions for children in Uganda. Actually, not just children, adults, too. And she does she you know, one time she treated 5000 people in three days with a team of volunteers and, and all her skills. So Meanwhile, she's starting this wonderful nonprofit, and she's out there talking about raising money. And she forgot to tell people that she was a neuro science nurse. I thought, Well, hello. So I taught her to speak this right at the beginning to establish that as her credibility, and you know what, she's never forgotten that anytime, any, anytime more. And that's the very thing that completely established her has raised hundreds of 1000s of dollars. And, you know, I just think it's that part about using all aspects and seeing where your story fits in. Yeah, yeah. I like what you were saying about, you know, it's not necessarily just like what it is you offer. I mean, obviously that's key to it. But those other peripheral, who all factors in your story that, as you say, people need to hear that to really kind of clutch in on your story on you start listening. And that's the start of the client journey. Absolutely. If you if someone was to ask you just really quickly, right off the top of your head, what's one impactful thing that we could do an actionable takeaway that we could be doing? Like, right away? What is one thing you would tell people to do? Well, I'd love you to go to National Day calendar com, and look up a holiday that you can fit into. t could be using parts of what you do. But then emember the part about us everything you've got. o one of my clients, here's a great example. He's speaker, he's a trainer. He said, Jill, you aught me well. And I looked up National Day alendar calm. And you know what i found national ot dog pay. And I thought I got two kids under ive. I know how to make a good mean hot dog. So uess who got in for national Hot Dog Day. And you now what happened? Everything led to his website, verything led to opportunities to connect to him ow see what? Now you might go What? Yes, because it takes that I though it takes somebody with your dream die, who just like that's how your mind works. It's all about publicity opportunities for somebody to see it. That's right, and to see you and to keep going, oh, I've heard of her somewhere. That's what I love to call it. I've heard of him somewhere syndrome, because they seen you in multiple places, maybe about multiple things, or one person here and 12 a year. I mean, I'm just, you know, it's it's actually big, much bigger numbers than that. Because what happens is it's it's an accumulative effect. And what and that kind of I keep hearing it her name, I keep seeing her. And they won't necessarily remember where the point is that they got to hear you, they got to see you, they got to connect to you, no matter which way and I'm going to tell you, this is strategy, get in whatever door, you can side door, front door, out underneath the door, it's all good, my friends, because once you're in the publicity door, and have an interview, you can manage that interview, you control the interview, and you certainly drive them to your website and where you want them to be. Now that the comment you made about control the interview, that's something that I have to teach my clients how to do and I, one of my colleagues, who is also going to be in my program, as a guest expert helps people get TV appearances. And again, it's how to control that conversation. That's part of what you do with your clients is teaching them here's your media script. Here's your story. But also, here's how you control the narrative. Yes, my answer is yes. And you know, no matter what you're talking about, I mean, here's a great example when Aunt Jemima and Uncle Ben change their branding, right? Yeah. Oh, yeah. big story big story. Next thing you know, I get a call fro a major ABC TV show in Dallas, Texas, saying t me, Jill, we want you on because we wondering ho we're wondering, how is this? And is this goo publicity for them? And what do you think? And you know, listen, here's, here's what I want t tell all of you. You're smart people. Most medi interviews are five minutes long on major show like ABC, TV, NBC, whatever. They're about fiv minutes. Most of you can sound smart for fiv minutes, you know, I mean, I read the links, I sa the articles, I have my opinion, just like all o you have. Media is all about opinion, except fo the hard news stories. And I do mean hard news The truth is mostly it's a it's mostly opinion, i you really watch and listen Right? So just have your opinion know how to articulate it well. Now, does that come down to just being fast on your feet? Or is that something you can train people to? I train people to do that a lot. And also to be facile with that, you know, yes, you have to shift you have to be willing to, to not get too boxed into this is what I do. And when you're able to do that, you're going to get a lot more publicity, it's gonna be a lot more fun, because you're gonna have a lot more prospects, a lot more money and a lot more impact and influence and that's the power of publicity. And so you said 10% of our budget, at least an hour a week. Yeah, yeah, no. I think most people nowadays with online businesses in particular, it's been well in excess of that timewise just on social media itself, and that stuff disappears in like in some cases. His minutes and hours, so well with your investment. So speaking of investment, how do you work with your clients? Like is it a one on one thing? Is it a group thing and what good programs, I do probably the easiest, best program for people to start with is my publicity Crash Course it's virtual, it's live, it's interactive with me if you think this is fun way to spend the day with me and, and it is a really wonderful program that that delivers high content to all the ways and I spill the secrets that most people will never tell you about how to get publicity without spending a fortune. And that's my, that's my bailiwick. And I'd love to do it. And so that's what most people have been really getting a lot of value in. And that's fun. I do it every month, every month. Wow, let's just choose the date. Wow. So in that, I guess if somebody wanted to have more one on one time with you to have you do with, like, for example, what you did with your client Ryan to go in and really delve and find that factor? That was absolutely one on one. Absolutely. And I have those I call them magical obsessions. And we can do that too. Absolutely. And how much time does that take? What does that look like for a client? Well, the way I do, I'm very laser. If you may have been picking up on this, I do. It's really one of my gifts from God, I like to call it. And that's the opportunity to hear a message and go deep. I mean, listen, I do have my three month consulting clients and people I work with on an ongoing basis. So what I'm listening for is what you know, what do you really need. And in terms of some people need a little more, shall we say, hand holding, and the opportunity to really get trained their staff to get trained, and to frankly, do what needs to be done to pitch the media, I give them the script the pitch, as well, let's find the right message that works. And those are usually my three month programs. Okay, so if somebody wants to go deep and make sure that they're kitted out for this, it's a three month program for them. Absolutely. I think if anybody started listening to this interview, thinking publicity, I'm not sure I think now at this point in the conversation, it's pretty clear. If we, as business owners don't want to what was the wait and wait a minute, I got to go back to this scary quote of yours, which is, four out of five businesses will go out of business, because they don't know the power of publicity. I think you've just made it quite clear to us if anybody was paying attention. So we're gonna drop the links to your program down below and that tell me again, what's the name of the program? publicity Crash Course calm, okay. And if they want to do work with you, one on one, just book a call and go? Absolutely, absolutely. We should have the schedule link there. Please. Book a call with me. Let's see what's going on for you. Okay. Well, you get my wheels turning. I love what your you've been saying about this. If there were any last words that you would want to leave people with anybody who's on the fence or to whom this is pertinent? What would those last words be? Well, first of all, I want to thank you for having me. And then let me just say, I think a couple things. One is that your message matters. Your message matters. So without publicity, how are you going to magnetize it, monetize it, and multiply it? So that's what I want for all of you the power of having publicity, which gives you influence and impact. She's out there. That is fabulous. I'm stopping there. Jail. Thank you so much for being with me today. It's been fabulous. Just wonderful. Thank you. Appreciate it. Okay, talk to you soon. Bye. She's out there. Did you know that podcast guesting, being the featured guest interviewed on podcasts is one of the hottest 2021 ways to build brand audience and your business to get your unique message and personality out there to those who need to hear it. As a podcaster. Myself and a business consultant. I help turn entrepreneurs into business people who can efficiently and profitably use podcasting as a powerful part of their marketing plan. I want to know more. You can download the five step guide below in the notes or if you really want to get moving on it, book a call. And let's map out how we could make it part of your marketing plan. She's out there