The Power of Publicity with Jill Lublin E42

Publicity is different than marketing. If you’re anything like me, I focus on marketing to grow my business however often I overlook publicity.  PR expert Jill Lublin shares her thoughts on how to grow your presence with visibility building activities. In just 1 hour a week you can vastly increase the ability for your prospects to find you.  And better yet, publicity is free!!

 I hope you enjoy our chat. 

Are you an expert in your field? Do people know about you? Whether you’re an entrepreneur, small business owner, health professional, even a direct sales professional, writing a book, positions you as the authority you are and gets you the visibility you need people buy from experts. Text me your email address (310) 640-8885 that’s 310-640-8885 and I’ll send you my 10 tips for publishing your best-selling book. My name is Suzy Prudden. My company is Itty Bitty Publishing. We publish small books that make a big impact. With your Itty Bitty book, you can 10x your business. itty bitty publishing is the fastest and easiest way to get to the top. www.IttyBittyPublishing.com or 310-640-8885.

Jill Lublin is an international speaker on the topics of Radical Influence, Publicity, Networking, Kindness and Referrals. She 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. Jill is a master strategist on how to position your business for more profitability and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years experience working with over 100,000 people plus national and international media. Jill teaches a virtual Publicity Crash Course, and consults and speaks all over the world. She also helps authors to create book deals with major publishers and agents, as well as obtain foreign rights deals. 
Visit http://PublicityCrashCourse.com/freegift

http://JillLublin.com

Hear Jill Live! ( on Zoom)

http://jilllublin.com/publicity

In this episode we explore…..

Timestamps

1:50 – About Jill

3:03 – What is PR?

3:55 – How to create your message

5:40 – Talk less

6:50 – Be an expert

7:50 – Marketing vs publicity

9:45 – Visibility building activities

12:25 – Leverage your media

16:25 – Best practices in social media posting

18:40 – Branding on social media

20:50 – Publicity masterclass – its free!

If you have questions for the podcast, please Contact Us

            coach@breakawaybusinesscoaching.com

            I’ll answer your questions in an upcoming podcast.

 

Jill Lublin
Public Relations Expert

Or listen on your favorite player:

Watch the video on YouTube! Here

In this episode we explore…..

Timestamps:

1:50 – About Jill

3:03 – What is PR?

3:55 – How to create your message

5:40 – Talk less

6:50 – Be an expert

7:50 – Marketing vs publicity

9:45 – Visibility building activities

12:25 – Leverage your media

16:25 – Best practices in social media posting

18:40 – Branding on social media

20:50 – Publicity masterclass – its free!

Transcript

Ben 0:01
Welcome to the breakaway entrepreneur podcast where master business coach Janet Fish and her special guests explore the characteristics and traits that lead entrepreneurs to success. Get ready for real conversations of what it takes to overcome real challenges and break away from your competition. here’s your host, Janet Fish.

Janet Fish 0:24
Thanks, Ben. publicity is different than marketing. If you’re anything like me, I focus on marketing to grow my business however, I often overlook publicity. Pr expert Jill lubalin shares her thoughts on how to grow your presence with visibility building activities. In just one hour a week you can vastly increase the ability for your prospects to find you. And better yet, publicity is free. I hope you enjoy our chat.

Suzy Prudden 0:50
Are you an expert in your field? Do people know about you? Whether you’re an entrepreneur, small business owner, health professional, even a direct sales professional, writing a book positions you as the authority you are and gets you the visibility you need? People buy from experts, text me your email address 23106408885 that’s 310-640-8885 and I’ll send you my 10 tips for publishing your best selling book. My name is Susie pruden. My company is itty bitty publishing. We publish small books that make a big impact. With your itty bitty book. You can tenex your business. Anybody publishing is the fastest and easiest way to get to the top. Anybody publishing com I TTY, bi TTY publishing.com or 310640885.

Janet Fish 1:54
All right, breakaway entrepreneurs. Good afternoon. I’m super excited. Today I am going to be we’re gonna be chatting with Joe Lubin. So I’m going to tell you a little bit about Jill. Jill is an international speaker on the topics of radical influence, publicity, networking, kindness, and referrals. She is the author of four best selling books including get noticed get referrals from McGraw Hill, and co author of guerrilla publicity and networking magic. Her latest book prophet of kindness went number one in four categories. Jill is a master strategist on how to position your business for more profitability, and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years experience working with over 100,000 people plus national and international media. gl teaches a virtual publicity Crash Course and consults and speaks all over the world. She also helps authors to create book deals and mate with major publishers and agents, as well as obtain foreign rights deals. All right, welcome, Jill.

Jill Lublin 3:00
Thank you so much good to be here.

Janet Fish 3:03
It’s so good to see you. So 25 years veteran, a PR, tell us a little bit about what public relations is or are is.

Jill Lublin 3:15
So you know, here’s the deal. Public Relations starts from the minute you walk into a Zoom Room, a networking room, wherever you are, the reality is you’re doing PR. So what I think is really important is to be really ready with your message ready and knowing that it’s all PR my friends, I mean, really life is your message, how you show up, how you how you give how you receive, how you’re clear about your business, it’s all PR. So if you go out there stumbling and falling, well guess what happens? You know, right? Not much, not much happens. So the more tight you are with your message and connected to who and what you’re saying out there, it makes a huge difference.

Janet Fish 4:01
So talk a little bit more about how people find their Miss Miss message, create their message and deliver their message because I know it’s all about the message. How do you do that?

Unknown Speaker 4:15
So one of the things you know, I’m going to make it sound really easy because this is what happens when you’ve been in a business for a long time is and this is something really that all you need to listen to is don’t make things complicated keep things really easy and five year old language I like to call it really simple right? And so for instance, it with the message I like to do it and break it down this way. So fill in this blank Okay, the problem today is and then name it, name it not your problem, but the problem out there for the people you serve. Take away your AI language and turn it into you language and then give people three real solutions like real things. They can do simple things. Keep But in the present and give them real things to do. And that makes a big difference. And one of them cannot be just call me right? It has to be value in benefit, it has to give real information. You know, guerrilla publicity. Janet mentioned, the This is my third book, we’re actually in our third edition. So excited. You know, one of the things I did was I had the privilege of talking to media across the country and asking them, what do they love and hate. And I remember the editor at Fast Company, she said to me, you know, what this is all about is giving others value and benefit. And so just keep that in mind as you’re out there. That’s a real key. Yeah. So

Janet Fish 5:46
what I’m hearing you say, and what I see a lot in my world of entrepreneurs, and marketing, it’s really all about them. It’s all about the problem that you solve. So I have this goofy little thing that I use. And I know not it’s not statistically correct. But I like to say that let’s say you and I are having a conversation, I want to sell you this pen. Right? So I’m going to ask you some questions about do you write what kind of pens you like. And my goofy little thing is, the percentage of time that you’re talking, as the client, versus a percentage of time on talking, is my chance of making the sale. So if I’m asking you all these great questions about pens, or whatever it is, and you’re talking 90% of the time, I like to say you have a 90% chance of getting the sale. And I know that’s not statistically correct, but it’s just an easy way to keep it about the other person not about you, because we have a tendency to do that. So talk a little bit about how people become an expert, or what is an expert.

Unknown Speaker 6:52
So by the way, Jim, and I love I love the formula, I think that’s really spot on, and who cares? statistically correct. It’s x. If it works, and it’s a way you can keep track, you know, then it’s perfect. And so being an expert, you know, in my opinion, all of you listening here are right, you’re smart enough to tune into this podcast, you’re already an expert, you’re an entrepreneur, you’re a person with knowledge in a certain area, you’re an expert. And when you forget, point yourself at your heart and say, I am an expert, because if you have to repeat that multiple times a day, it’s beautiful. Go ahead and do it. Because experts need experts are needed. And the media needs experts. And that’s what I want you to remember who is being interviewed on podcasts like this on blogs, in traditional media, it’s experts, Facebook Lives, Instagram, all of it. It’s experts, experts like you, so let’s get you out there marketed and, and happening out in the world.

Janet Fish 7:56
Okay, so I love that. So you are all about publicity. And so I want you to go a little bit deeper into, like, what is publicity? Why do I need it? I think about marketing, right? We as entrepreneurs usually think about marketing, but I want you to peel away that onion and talk about publicity, and what that means and why I need it.

Unknown Speaker 8:23
So marketing, I think of it like this marketing is the tree. Right? It’s important, it’s the foundation on in marketing are multiple branches. One of them is publicity. What I love about publicity is that it’s free. And the power of what it does, is generates that name recognition. So when an entrepreneur says Do I need it? Absolutely. I mean, I can tell you story after story of entrepreneurs in the practice of publicity, who by getting in a podcast, drove their website, visits up by 30 to 50%. By getting listed in a in a newspaper article recently, one of my clients as a consultant, right, so she’s got something she doesn’t have a product to sell, except her service, which most entrepreneurs have. She got an engagement because the guy googled her and said, Hey, I saw your show up in the Minneapolis Star Tribune. So what I what I’m looking at is the power of media. Right? And by getting into and having it being one of your marketing activities, needs to be publicity, this could be one hour a week this is not have to, you know, be every day even. But you know, think about one hour a week and say to yourself this question, what am I going to do today in this hour to create a visibility building activity, and that might be following a reporter who’s in your area. For instance, maybe if you’re a financial person, you’re going to follow financial reporters on social media, by the way, I think is a super cool strategy to follow reporters in areas of which you are, which you are in business with, right? So that’s really good. I want you on Google Alerts and putting in your name and your one key word of exactly what you’re most focused on. And get that happening so that you see when there are articles in your area of expertise, right. And so I’ll just tell you that this was really fun. I was teaching my virtual publicity course I got a text from a colleague in Texas. He said, hey, guess what the largest ad agency marketing, right? The largest ad agency just got fired from motel six Cracker Barrel, Dr. Pepper, all kinds of amazingly big accounts, because the CEO made a racist remark. Now, he says, I want you to comment, here’s the contact, right. And next thing I know, I’m on Dallas TV that night from zoom, talking about this thing that happened, I made like three comments, I got integrated into like a four minute segment. And then I was looking for it. I’m like, oh, where’d that go? Right. Then next day, I get a Google Alerts under Gil lubalin. And it’s wF a TV in Dallas, Texas, with my comments integrated in now that I can use that on my website. On my social media, I can send it out, I can create and leverage more press because of it. See, that’s the power of media. If you get one podcast interview like this, what’s wonderful is then you leverage that to other clients prospects. You say, hey, look, it I’m so excited. I just got featured on, you know, Janet Fisher’s podcast, right, and you spread the word, not only for her, but also of course, for you. So that’s the power of media, which this is media, my friends, Facebook Lives, our media, Instagram lives, LinkedIn, it’s all media. So I want you to broaden your perception of what media is, and know that all of it serves you to get yourself out there.

Janet Fish 12:21
And what did you said visibility, something something?

Unknown Speaker 12:24
Oh, visibility building activities? Yes. Oh, I should make that an acronym. VBA is

Janet Fish 12:32
VBA. You I know you love acronyms. So it so I want to I want to broaden because even for me, I want to broaden people’s perspective. And you’ve just scraped at the surface of it. Because I think a lot of us are out there doing things we might go do a podcast, and be interviewed, we might go do some Facebook Lives and, and whatnot. So you get it because you do it every single day. But I want to go a little deeper and like so I’ve done that. What do I do with it? Like, how do I get my visit bit? What a visibility building activities for Facebook Lives or places where if I’ve been on a podcast, what do I do? Like, what do I do with it? I mean, I think I just put it up on my social media page. And then I’m done. Like, give us some hints of some of the things that you talk about in the virtual Crash Course. And then I want to talk about that as well.

Unknown Speaker 13:29
Oh, thank you. So a couple things. One is everything you do think leverage, where can I leverage this? So yes, on your social media, absolutely. on your website, maybe you do a blog about it. It’s called like repurposing. So I want you to think about what multi uses for one thing you do, then transcribe it and make an article out of it. Have a 500 word article out of a podcast you just did, that makes it easy, right? Send it to a reporter who specializes in that area and say, Hey, I just want to, you know, share with you. And if you ever need a resource, I would love to be one, like in your case, you’d send it to a business editor, right? So if you’re a business entrepreneur, you know, you want to keep in touch with business editors typically. So that’s a couple different things. And then the other piece I would say to do is so every social media, every website every blog transcribed, and then the the nature of this is to stack things. What do I mean by that? I mean, you want impact of media. You want somebody to open up your website, follow your blog, look at your look at whatever your LinkedIn profile go, wow. Because what they’re going to see is stacked up, right? And so there’s something just about sheer volume that actually really helps. So you don’t have to tend to be concerned about oh my god, everything I do I have to leverage although I want you thinking from that mindset, how can I leverage everything I do. So that means also all your prospects need to get those interviews, your clients need to get those interviews to be reminded about how fabulous you are, and why they hired you in the first place. Right. And so I think, honestly, if you do those, I probably named five or six things. That’s plenty. It’s a huge start. And it will usually generate even more, even more, because somebody will see you. Maybe they have a podcast and look at Oh, man, I have you on my podcast, or somebody will pick it up in. And sometimes, by the way, the oddest things, I was in a podcast with a colleague and friend of mine, you know, I mean, somehow people have kept seeing this on YouTube. That’s what they’re talking about. Great. You know, I sometimes never know how people find the things they find. But you know, here’s my truth. Whatever way you find it. I’m a happy camper. And for all of you, you know, you just need to know sometimes it’s really about volume. That’s why I’m saying this, because through the volume, other people’s networks, other people’s social media status, other people’s YouTube channels, like Janet, you know, I know this is going to end up on YouTube, who knows who will have seen this one first, before the other things I have up there. So one thing I know is you never quite know what’s going to pop and hit. So I like to pop a lot of popcorn. And as much as possible. That’s why I talk about visibility building activities that will make a difference.

Janet Fish 16:39
So is there such thing as too much activity? This is one of the things I get concerned about I so I obviously I do a podcast right? That’s that’s the short answer. And then I leverage it during the week and I have little sound bites and and I leverage it on all my different social medias. But I think and during that week that the episode is published, I talk four or five, four or five ways I’m out there talking about the same episode. Like Is that the right thing to do? Like talk to me about best practices? And in Can you really over saturate your market with stuff.

Unknown Speaker 17:17
So it is absolutely the right thing to do. I think that’s a great way to to approach it. I love what you’re doing. And here’s because here’s the truth. Listen, people will tune in at different times to your social media, different hours, different days. You never know who’s watching when so I’m not concerned maybe this is the moment they have a moment like oh, yeah, this is the third time she sent that to me, maybe I should look at this right? Meaning they see a different aspect. So what I’ve noticed it’s like reporters and the media funny enough. In girl publicity, we talked about seven times for follow up seven times for follow up. Now think about that, when you’re talking to prospects, similar, right seven to nine times, when you’re talking to media seven times is one of the magical numbers. So if you’re doing four times a week, I think that’s right on track. I know that that people will tune in, like I say differently at different time. So be ready to serve people for whenever they’re ready to pick you up. And the other truth you got to know is they’re not always reading your stuff. So when they’re on there in that moment, is is the moment we got to grab. And and I’m all for grabbing the right moment when it seems to be that right moment, right? Oh, it’s all good. You know, that’s my point. Just do what you can do at all times. And to be this is the words consistent and persistent in the marketplace.

Janet Fish 18:46
Got it. Got it. So I’ve heard and I don’t know if this is true or not. So you’re the expert. I haven’t I’ve Facebook presence. Actually a couple of Facebook, I got the Facebook page, I got the group I got me, I got LinkedIn, I got Instagram, I’ve got any my email list, but just from a social media perspective, is it true that the presence should be uniform? Like, you know, so this is my my, my stuff. That’s my logo is stuff, right? And I try to make it look the same on each of my platforms. Is that an important thing to do? I mean, that’s kind of a branding question. But how important is it that you’re, you’re different? The way the way you look on different places is uniform and looks the same?

Unknown Speaker 19:30
Well, I believe in it totally. I mean, when we got on this podcast, she said Joe, you got all your books? Yes, I do. I have all my books behind me and if you see man, any podcast, any TV show, guess where I’m sitting right here with I know the lighting works most the time. And you know I got all my books right and everything’s set. I think it’s really good. I love the fact that your logo is right behind you. I always say to people, put anything you have. You don’t have to have books, put a logo behind you put a banner up If you’re a speaker with you speaking, you know, right next to be dynamic in your presentation, put up a great virtual background, although they have certain issues, you know, which I don’t love. I know, I know, you kind of get lost in them occasionally. But so I prefer, you know, real backgrounds. But listen, you can make a banner and a hot second. And let’s get at least a banner up showing your name of your business. And I and I, that’s great.

Janet Fish 20:28
This is a poster that I had this guy’s does, you know, he’s the print guy pote $20 poster in a $30 frame, $20 frame. And I’ll move it around, like, you know, so people can see it better, because I just put it up yesterday. But I think that’s really important. So I think it’s really important. So I know you’ve got to go, you don’t have a whole lot of time. But I absolutely want to talk about because I know you’re going to give us something free today. So I always love that we need to make sure we cover that talk about your free crash course in publicity or, or the piece that you’re giving us for free.

Unknown Speaker 21:05
Sure, I have a masterclass. It’s a simple interactive publicity tips live with me and you go to Jill lubin.com, slash publicity. And we’ll give you lots of great free tips to help you on your publicity success. And that’ll be fun and live with me.

Janet Fish 21:26
Awesome. So there is a link to that below. So I’ll make sure that gets into the shownotes. Any last couple of things you want to share with us, Jill just about people. So most people that I encountered and I coach, quite frankly, aren’t even thinking about they’re thinking about marketing, not publicity. So I want to give you just one more chance to kind of sink into our little, my little thick brain. Like what is that? What’s the need for publicity? Why do people absolutely need to do it, because it’s, it’s just another way people find you. But I want you to read reiterate that message, because it’s just such an important one.

Unknown Speaker 22:04
It is such an important one. And it is absolutely a way that people can find you and my friend PT Barnum said it best. And that’s a terrible thing happens without publicity, nothing. So I want to share with you that publicity is part of your marketing strategy, it needs to be in there think about 10% of your investment financially needs to be put into publicity, meaning visibility, building activities, meaning getting on podcasts, blogs, newspaper, radio, you know, everything you can so that your name keeps getting mentioned. Because when people keep seeing you, I call it the I’ve heard of you somewhere syndrome, right? When people keep seeing you, what happens is it generates trust, it generates exposure, it generates referrals, it generates prospects, it generates, really clients, and every one of you needs that. And that credibility and visibility that gets developed from that publicity, which is free, which puts you out there as an entrepreneur, let me just share with you. Because I see it daily, I work with entrepreneurs all the time, right? One person businesses, these are not necessarily big business. And what I’ve seen is that as soon as something actually hits, right, the the power of what happens next is a few things I’ve seen website visit increase significantly. whatever they’re selling gets actually bought significantly. I’m talking from 15 to 40% increases. I’m talking about recognition factors, and then getting booked on more and more media so that your reputation keeps growing. speaking engagements happen very quickly, usually because somebody sees your name and that reputation increases. So the power of using publicity. And you know, start with the baby step one hour week, you can all afford to do that. I promise you and if you can’t, you’re probably not using your time wisely. But I will tell you that I know that each of you has that do it in to 30 minute increments just head down. What can I do to increase my visibility today, that’s publicity, my friends and that will take you far more I promise. Then go and sit in the coffee shop and having a latte. Go go do that publicity building and watch exponentially your visibility growing and I’ll just share with you one of my visibility building activities is increasing my networking, especially in these COVID times I’ve been able to network effectively across the world has been so exciting. And so I spend my time in networking events as a visibility building activity and that’s publicity which has led to do lots of great things clients, more speaking engagements. And did I mention clients? Right? That’s all really good. Awesome.

Janet Fish 25:10
So I’m definitely gonna go check out your publicity, the free the free course just because as you were talking, it just made me think I’m doing so many of these things anyway, but I’m not really doing as much as I can with them. So I know you have to run and I could talk to you for another half an hour, so I’m gonna let you go. But I just really, really, really appreciate your time today. All right, breakaway entrepreneurs. While it’s true that success starts with your mindset, it’s massive action that gets you there. So special heartfelt thanks once again, Joe Lubin. Thanks for coming on the show today. Be sure to check out her publicity Crash Course. There’ll be a link to it below. I really appreciate your time. And I wish we could spend more time just catching up but we’ll have to do that at another time.

Unknown Speaker 26:01
I look forward to it. Thank

Janet Fish 26:02
you so much. All right. Thanks, Jill. Okay, Ben is going to take us out. Thanks for your time.

Ben 26:11
Thank you for listening to the breakaway entrepreneur podcast. If you like the show, please rate recommend and review us on Apple podcasts, Google podcasts, or wherever you get your podcasts so we can share more actionable insights with the entrepreneur community. Until next time, challenge your mindset. Be bold, take action, and financial freedom will follow. You can get helpful resources and templates to guide and inspire you from Janet’s free breakaway entrepreneur toolkit. Get it now by going to www dot breakaway business coaching comm forward slash toolkit

Transcribed by https://otter.ai

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