Guts, Grit & Great Business Podcast
October 6th, 2020
Publicity is Always Happening: Power Tips on Publicity Done Right
With Jill Lublin, international speaker and expert on publicity and networking. What is publicity? In this fabulous conversation, we tackle the topic of publicity and entrepreneurship. What is it, where does it happen, how does it happen and what matters most when it comes to our messaging as small businesses and entrepreneurs.
Jill illustrates why it is so important to be authentic, concise and precise in your messaging, and what it means to approach publicity and your messaging as a problem solver so that you don’t lose the publicity game. Join us for this fun and insightful conversation on publicity and messaging. You will walk away with some “to-do’s” that will serve your business today! (Get thousands of dollars of PR advice in short, consumable content!) And hear from Jill on sound bites that will sell.
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Biggest takeaways (or quotes) you don’t want to miss:
- You have to get your message out quickly, effectively, and fast while being authentic.
- “You must realize that you are always doing public relations.”
- “I think when people have to think too much about their message, that’s what trips them up.”
Check out these highlights:
5:35 What is publicity?
7:00 “Publicity is always happening.”
8:30 Things entrepreneurs should be aware of when it comes to publicity.
9:40 Why you should be a problem solver.
11:30 “The problem today is that 4 out of 5 businesses will go out of business because they have no clue at how to create publicity without spending a fortune.”
11:40 Three gorilla publicity tips to get your message in the media.
12:40 What are the ways that people try on their own and get it wrong?
14:30 “When your confidence goes up, your sales also go up.”
15:50 How publicity is like a gardening process.
19:30 What if you don’t have time to worry about perfection?
12:50 “Know what you are good at and please delegate the rest.”
23:00 The return on Kindness Principles.
27:00 What is the media script?
29:00 How to figure out the oh-ah factor.
34:00 Reframe your message so that it’s consistent and powerful.
34:50 What is the RIO of publicity?
36:00 Trust is important in the marketplace.
How to get in touch with Jill:
On social media:
FREE GIFTS FOR LISTENERS:
Grab Jill’s Virtual Publicity Crash Course here: http://PublicityCrashCourse.com/registration, enter the promo code stayvsiible (all lower case, all one word) for the pandemic pricing of only $197!
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.
Find more information about Jill here: https://jilllublin.com
Imperfect Show Notes
We are happy to offer these imperfect show notes to make this podcast more accessible to those who are hearing impaired or those who prefer reading over listening. While we would love to offer more polished show notes, we are currently offering an automated transcription (which likely includes errors, but hopefully will still deliver great value), below.
GGGB Intro 00:00
Here’s what you get on today’s episode of Guts, Grit and Great Business.
Jill Lublin 00:04
Typical media interview is four minutes and 20 seconds when I was on Fox News for profit of kindness, seven times in the first week. Let me tell you why the longest interview on TV was four minutes and 20 seconds. So what I know is how to get your message out quick, effectively and fast as well as be resonant with it, authentic with it and have it so that you can speak it anywhere, anytime, right? And you don’t have to think about it. And I think when people have to think too much about their message, that’s what trips people up. So I’m really big on being a problem solver. Not like here’s what I do, here’s what I do, here’s what I do. But what’s the problem in the marketplace? And how can you co create a solution so that you’re the solution to what the media needs, your prospect needs your client needs. And that’s what I like people to speak to.
GGGB Intro 01:05
The Adventure of entrepreneurship and building a life and business you love, preferably at the same time is not for the faint of heart. That’s why Heather Pearce Campbell is bringing you a dose of guts, grit and great business stories that will inspire and motivate you to create what you want in your business and life. Welcome to the Guts, Grit and Great Business podcast where endurance is required. Now, here’s your host, the Legal Website Warrior®, Heather Pearce Campbell.
Jill Lublin 01:37
All right, welcome. I am Heather Pearce Campbell, the Legal Website Warrior®. I’m an attorney and legal coach based here in Seattle, Washington. Welcome to another episode of guts, grit and great business. So I was so excited about our guest today, this is gonna be a topic that’s new for being and new for people that have been listening to the show. Welcome to Jill. Jill Lubalin 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 and the co author of guerrilla publicity and networking magic. Her latest book profit 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. Jill teaches a virtual publicity Crash Course and consultant speaks all over the world. She also helps authors to create book deals with major publishers and agents as well as obtained foreign rights deals. And we will include Jill’s contact information in her free gift in the show notes. So at the end of the conversation, be sure to visit us at legalwebsitewarrior.com/podcast and we will have all of the links there. So Jill, I can’t believe this about you. It says 200 and plus speaking engagements a year. And these are just additional notes that I you know, hunted and hunted down for you online. And that you have shared your powerful networking and publicity strategies on the stages of Tony Robbins T Harv Eker. Jack Canfield, Victor, Mark, Victor Hansen, Laurel Lang Meyer and many others. And are you based in San Francisco?
Jill Lublin 03:37
Yes, a little bit north. But yeah, lately and such a blessing to share the stage with with those luminaries and hang out and talk to them and talk with them. It’s been really wonderful.
Heather Pearce Campbell 03:49
Oh, that’s amazing. Well, I’m still stuck on the 200 Plus speaking engagements a year that just blows my mind. How do you do it? How did you get into this world?
Jill Lublin 03:58
Well, you know, a few ways. Number one, I was on planes a lot. Which, you know, of course, I’m not so much anymore and doing a lot more virtually. Yes. But I got into it because actually, I owned a PR agency. And got as I like to call it tapped on the shoulder by a literary agent to write my first book, guerrilla publicity. And in the writing of that book, there also comes speaking tours. And then I discovered wow, I really like this and ended up really switching my whole business model into teaching now virtual publicity courses. And then I do some private consulting, close down the agency and now I speak and, and deliver virtual publicity courses and having a blast. This is for me, just far more what I love doing and yet I have all the you know, knowledge of what it’s like, and what’s needed to run major publicity campaigns. So I combine them all Because the truth is my heart’s with the entrepreneur and small business owner. And they usually can’t afford major publicity agency kind of fees. So I switched everything in my programs and just started doing the way delivering differently. And that’s been wonderful.
Heather Pearce Campbell 05:17
Well, I love that. And I, you and I then have similar hearts for entrepreneurs, because that’s who I serve as well. And I think when it comes to business services, including legal services, which I provide, entrepreneurs can be left out of the marketplace in a lot of ways, right? So talk to us a bit, because you come from the big world of publicity. Talk to us about what publicity is for people that are just, you know, listening, they’ve never had a publicist or looked into publicity for themselves. Talk to us about what that world looks like.
Jill Lublin 05:52
So here’s my definition of publicity. You’re ready. It happens from the minute you walk out your door, or in your this case into a Zoom Room. Yeah, I’m doing publicity. Right? Yeah. And so what I’m always raising my white flag about, and standing on a soap platform about soap box, I don’t even know what a soap boxes. But if I had one. If I had one, this is what I would do, I would tell people that you must realize that you’re always doing public relations, whether you’re attending an event networking, now by zoom, so easy, we love it. And, by the way, a great way to keep spreading your name and creating more visibility, right? You are still always promoting and presenting yourself. So you’ll see behind me, yes, my four books. And when I work with anyone who has a book, or even thinking about a book, I’m like, Great, let’s laminate a book cover and put it up behind you. Number one, let’s say you’re a speaker, do a banner and put it next to you. Let’s say you have a product, make sure that it’s out on the table and people can see it. So you know, in zoom is wonderful ways to promote and present yourself. Regardless if you’re in a virtual room or real room, and publicity is always happening. So this is the thing, you know, you got to be clear and consistent with your message. We can talk more about that. But I just want people to know that you’re always doing publicity. It’s all publicity.
Heather Pearce Campbell 07:22
Right? I love that. Yes. Well, it’s, you know, in the same way that you’re always doing publicity, whether you want to or not, you’re always communicating right through. I mean, in in all of the ways that we communicate through your tone of voice through the words that you’re saying your appearance, everything is communication.
Jill Lublin 07:40
Absolutely. And it’s all public relations. So what I also know about the power of PR is that it drives consistent clients. It’s an attraction strategy. You know, it’s a powerful way to build trust and familiarity, recognition and credibility. And all of that matters for entrepreneurs, for small business owners, you got to be doing things. And by the way, this doesn’t mean you have to get the New York Times or on Good Morning America, or, you know, even podcasts, although I think podcasts are fantastic, just like you’re doing in a great way for people to get out there quickly, easily and efficiently, as well as effectively.
Heather Pearce Campbell 08:21
And I love that. So aside from having the awareness that everything we do is publicity. What else? Like what else should we be thinking about? For those of us that are entrepreneurs that are in charge of our own, you know, businesses, and they’re making all the decisions? What are some of the things you walk your clients through?
Jill Lublin 08:40
So messaging, messaging is first. So you know, because you can have a great product to sell, you can offer a great service, you know, you can coach, you can do all the things that people I know and work with do. And if you don’t know how to present it, speak to it be concise and precise. I’m really big on concise and precise other because the truth is, people are very impatient. And I’m so used to dealing with the media. You know, a typical media interview is four minutes and 20 seconds when I was on Fox News for profit of kindness, seven times in the first week, let me tell you, my longest interview on TV was four minutes and 20 seconds. So what I know is how to get your message out quick, effectively and fast as well as be resonant with it, authentic with it and have it so that you can speak it anywhere anytime, right and you don’t have to think about it. And I think when people have to think too much about their message, that’s what trips people up. So I’m really big on be a problem solver. Not like here’s what I do, here’s what I do, here’s what I do. But what’s the problem in the marketplace? And how can you co create a solution so that you’re the solution to what They, the media needs your prospect needs your client needs. And that’s what I like people to speak to.
Heather Pearce Campbell 10:07
Hmm. Well, and what I’m hearing from what you’re saying is that it’s challenging for people to be concise, right, if that’s one of the most important things that we have to do, and one of our biggest struggles may be that it’s also a challenge for people to whittle down their messaging to have the amount of clarity that it takes to deliver it and really short snippets.
Jill Lublin 10:26
Yes, very true. And sound bites, you gotta speak in sound bites, you can’t go on and on, people get bored. Oh, you know, I like to say when you see their eyes glaze, and you’ve gone on too long, and then already, then it’s too late, right? So sound bites, simple things to say, quick and easy. I mean, I can give you an example of mine would love that. Okay, good. And let me just tell you, not only have I in my message created sound bites, which you’ll hear. But I also have made it Oh, it’s about 12 to 15 seconds, right? Because again, then we have time to chat. I’m used to media where then we have time to engage in conversation, even with prospects and in social media, all of this works, okay, all of it works. And it’s highly effective. Plus, frankly, I’m giving you 1000s of dollars of PR advice in very simple short content. Okay. So that’s, that’s what I work with people to do. So I’ll give you an example. This is mine. So I would say the problem today is four out of five businesses will go out of business, because you have no clue how to create publicity without spending a fortune. I want to give you three guerrilla publicity tips today, to get your message in the media. The first way to get noticed is to create your ooh, ah factor. The second way is to create the I’ve heard of you somewhere syndrome. And the third way is focus on networking magic, and show up in your communities, at least twice a month, for name and face recognition. Heather, that’s it. So simple. You noticed as easy sound bites your UI factor. People love that when they remember it, right? I talk in you language, I want you to talk in your language, because when you’re being interviewed, you need to talk to your listeners, you need to talk to the viewers, you need to talk to the people who are listening. So lots of you language is really another key.
Heather Pearce Campbell 12:28
I love that well, and I love even just the example of how bite sized they really are. Right? You just get right to the point very actionable. So what are the ways that that people try on their own and get it wrong? Right? So somebody listens to you and goes, Oh, okay, I got this, I’m gonna go do it. Where do people get off the path?
Jill Lublin 12:52
A couple different ways. Number one, they get too concerned with, shall I say, using me, us or my language, I call it beat the chest publicity, right? In other words, you can be promoting Listen, I want everybody listening here to promote, promote, promote, and be proud of it, and be excited about it. Because that’s your gift you’re giving to others. By being who you are out in the world, you are giving your gift. That’s how I see it. And and so and I’ve worked a lot with people who are scared, who don’t know how, who are beginners in this arena, who think they’re quote, unquote, not ready, all of those things, by the way, can be easily overcome. And the point is to take the right steps. So I think a lot of it sometimes is mindset around whatever people are thinking. And what I’ve always been able to do is help people make publicity really easy and accessible, and able to take small steps that are comfortable for you and where you are right now. And let me just say I remember an interior designer that I worked with. And she always when people would say what do you do, she would stumble and fall. And in her words, feel like a deer in headlights because she never knew what to say. So I taught her what to say, based on this problem solution. She was actually in my publicity course. And she told me afterwards, she goes, Joe, I want you to know, I went to a networking event. In this case, it would be a zoom networking event. And she said, I closed the $2,000 client. She said I’ve never closed a $2,000 client before but I knew what to say. And so what I notice is that when your confidence goes up, your sales also go up and and because you’re able to communicate simply and effectively, and, and my two words concise and precise. And I think you know, I’m just so used to media. Listen, I was recently in this past week actually talking to major radio stations across the country. And you know, as I’m talking about Aunt Jemima and Uncle bands and why are they changing the branding, right? And the whole PR thing around all of this that’s going on. Now, Heather, you got to get something. I’m not necessarily a branding expert. But you know, when they introduced me, they say, Okay, now we’re introducing PR expert, Jill Lubalin. She’s gonna talk about blah, blah, blah, and then they direct them to the website afterwards. So they’re always redirecting back, which, you know, is the other thing I want to say to people, no matter what the media asks, you just say yes, just say yes. And then we’ll bridge them over to what you need to talk about. But you know, I think these are really wonderful time to be getting your name out there. And then if for whatever reason, you’re not ready, or it’s not just the moment, let me also say that with publicity, I want you to think of it like a gardening process, you got to plant seeds, and you plant seeds, three, six and nine months ahead, so that others are talking about you. Mm hmm.
Heather Pearce Campbell 16:01
I love that concept of planting seeds. It’s it’s truthfully how I have thought about my own business historically. Right. So I’ve practiced law for some time here in Washington, and I built that whole business face to face in conversations, like really getting to know people, right. And each conversation I just thought of, as you know, planting a seed like, the reality is even in down markets, like even in times right now, work comes from other people, full stop. That’s where work comes from. So your biggest I mean, I think one of the biggest strengths that and the biggest opportunities that people have, is when they can show up and communicate clearly with other people and be top of mind. Right. And it sounds like you’re messaging. I mean, right? Everything we do in our business is publicity. And it either is going to, you know, create a yes. In the mind of somebody we’re connecting with, whether it’s yes, for support. Yes, for referrals, or Yes, as a client, or a no. What are what are the biggest challenges you face working with your clients? What’s the hardest part about your work?
Jill Lublin 17:13
I think the hardest part is having people understand that no matter what you’re doing, you’re always doing publicity. So you might as well get it right from the beginning. Like when I hear someone say, a few things like Oh, I’m not quite ready. Like that, to me is a kiss of death for them more so than for me, right? Because they have this I’m not ready mindset, which is ridiculous. Because honestly, if you’re in business, you’re ready.
Heather Pearce Campbell 17:41
Kind of like really doing it. You’re already doing it like your work, right?
Jill Lublin 17:46
You’re, you’re yes, you’re out in the world, you’re legally you’re, you’re sending out contracts, no matter what. So you might as well do it the correct way. And so I think that’s the biggest challenge is having people understand how easy publicity is or at least the way I make it, it is. So I’ve been told many times, and and so I’ve always been dedicated to making this an easy replicatable process that people can actually systemize and do it and get it done without the whatever, you know, head head stuff goes on for people.
Heather Pearce Campbell 18:22
We all and I love that. I think that, you know, the even that conversation of you know, certain people thinking I’m not quite ready yet. Sounds to me like the perception is that a lot of people I’m sure fall into this category, that you know, people who are getting actively getting publicity or the way that they’re thinking about publicity means that like, oh, it’s for the top dogs in the industry or it’s for people that have already built a certain size of business. Is that correct? Is that one of the misconceptions and that people have?
Jill Lublin 18:53
That’s absolutely a misconception and I’m gonna tell you because I work with small business owners independent coaches, you know, solopreneurs and and they’re getting publicity and you know, what’s driving their business prospects and familiarity and trust because they’re already doing publicity, right and including word of mouth, including referrals, including media, including the way they saw that show up in social media, all that matters, and all that counts and all of its publicity. So this is the thing that most people don’t realize is hey, guess what? You’re doing publicity whether you know it or not, so let’s do it the right way.
Heather Pearce Campbell 19:31
That’s right. That’s right. What do you have to say for folks who are like you know what, that sounds great. Like I’d totally love to be pro. But you also hear and I experienced this myself in different areas of business progress over perfection, right just get out there just be doing it like make progress be less less concerned about perfection than you are about progress. And it’s funny because I was hosting a live I’ve been doing and asked me anything live every Monday and this week. my two year old, and my seven year old burst into the door at the same time, my two year old has one of those confetti pop guns. And she’s like, in the background, you know, and confetti is going everywhere. And I just had to laugh. And I was like, You know what, right now especially in the midst of COVID, my life is all like progress over perfection, there is very little perfection go. And I hear you on the free size and the concise What do you have to say to people who are like, You know what, like, I just need to be getting out, I just need to be doing it. And I don’t have time or the energy right now to be worrying about perfection.
Jill Lublin 20:38
So my thing is done is better than perfect. Listen, I don’t have four books, because I’m a perfectionist, I just get them done. And part of how I get them done is I get them out of my hands into the hands of professionals in certain arenas who can help me. So I’m really big on get people on your team who know what the heck they’re doing. In certain arenas, like I’m on people’s team, because I’m a, I’m a smart, I’m smart in the area of publicity and messaging. These are my gifts, right? I help people get booked deals, that’s a separate thing I do. That’s part of my gifts. So I think that you got to get with people who know what they’re doing. And that’s perfect. And that’s great. And perfection is not not the thing right now. And I love progress over perfection, I just call it, you know, just get the darn thing done. Right. And that it doesn’t matter about perfection because other people can help perfect it. So my people in my program who are getting their books done, I have editors on and stay on, you know, so that they help them edit the final perfection. And you know, I had editors for every one of my books, because I’m not the editor, you know, I get the ideas out, I interview the people great. Those are my skills, know what you’re good at. And, and please delegate the rest. And because we live in such a wonderful world, there are so many people you can work with that are highly affordable. Now. If it’s a matter of finance, you know, there’s just so many great ways we can get projects done without spending a fortune. And that’s important. I mean, getting the project done.
Heather Pearce Campbell 22:15
Right. Yeah. Well, and I love it done, you know Done is better than perfect. So I’m curious, I really want to hear about the the kindness theme. Right? So you’re an expert on cat, you’re an international speaker on kindness. You have a book on the prophet of kindness. Talk to us about what’s what’s happening inside that book.
Jill Lublin 22:34
Well, you know, what’s been wonderful about the book is it’s kind of taking a life of its own, which has been terrific. And I have this thing I call us everything you’ve got. That’s part of my publicity and what I teach. So I have to tell you, when the Prophet of kindness came out, as much as I’d like to jump up and down ago, Joe’s got a new book out. And yeah, that’s exciting, of course. And that’s not the story, right? And so I do what I do with all my clients, I sat back and I go, Okay, what’s the story? What’s the message and what I got was that, well, these are divided States of America. And that’s the story, the divided States of America that got me talking about kindness on seven Fox TV news stations. In the first eight days, there’s a release of that book that’s got me on a Iranian magazine cover and Australia and into Forbes magazine in Ink Magazine, because I I push the right button, which is kindness, how you use it in business. And I’ve got inside the book seven, what I call return on kindness principles. These are things that connect and create, you know, everybody’s concerned about ROI as you should be. And I got our Okay, rocks, and that’s return on kindness principles. So, you know, one of them, for example, is patience. And, and by the way, you know, I created these words, including up to the last day, a deadline where I crossed out one and put in another No, no, I went for this word. You know, that’s called the book writing process. Yes. But I remember on the chapter in patients, it was so fun, because, you know, of course, everything comes up to test my patience, including I was on the phone with my utility company. And you know, if you’ve ever been on the phone with any of these, you understand about patience. And probably an hour later, I love when they come on, they say Oh, thank you for your patience. And I’m thinking, Who said I was patient?
Heather Pearce Campbell 24:29
Choice in the matter?
Jill Lublin 24:30
Yeah, that’s right. I love when people thank me for my patience, because it’s like, wait a minute, I didn’t say I was patient. But you know, I find practicing patience is one of those wonderful things of kindness. And I also have a beautiful story about a man who, you know, because I have to say because I’m a publicity expert. I also look at how does kindness generate publicity and of course, kind companies get more publicity. That’s just what’s true. And if If you look at what’s happening right now, Honda was doing a big campaign on kindness. There in the San Francisco Bay area, there was a large bus campaign from a major health care provider called the human kindness campaign. I thought that was interesting. And that was Dignity Health.
Jill Lublin 25:19
So I’m like, Okay, this is good. It’s like on the side of buses right now. Yeah. So all good.
Heather Pearce Campbell 25:26
Yeah. Well, I love I mean, I love that message. I love your story about like, creating a whole book around it, and how it helps us in business. And I agree, I think kindness goes a long way. I was just part of a mastermind, where we actually were talking about how do you build generosity into your business systems and frameworks, you know, and it’s a similar thing, like, how do you just create a business that has this kind of stuff built in?
Jill Lublin 25:55
Ah, Heather, wait. I just have to say one thing. First of all, I’m so glad you’re asking that question. What a beautiful question to ask yourselves and your team. And generosity is actually one of the return on kindness principles, because the truth is, the more generous you are, let’s be honest, it comes back in spades. We do it because it’s the right thing to do and a good thing for business. But guess what? It increases everything that happens to you too.
Heather Pearce Campbell 26:21
Well, that’s right. And we have opportunities to be generous inside of our businesses and with ourselves and generous, externally right to everybody that we interact with outside of our businesses. And I just think there’s, you know, every opportunity we can to build that into just the, you know, the fabric of how we do our business is really an important conversation.
Jill Lublin 26:44
Yes, thank you. Thank you. And I love that you’re having it.
Heather Pearce Campbell 26:48
Thank you. Well, it’s been fun. It’s been really a fun thing to participate in. It’s been a mastermind that has run for six months. And it’s been really interesting. So for folks that are out there and are like, huh, media, you know, publicity. I haven’t thought much about this before. But, you know, I’d like to know more. And I know, we’re going to include ways to get in touch with you. But I’m still curious about, you know, the media script. What is it? How do people use it? What should people know about the importance of having one or how to create one?
Jill Lublin 27:19
Yeah, so it’s really important to have a media script, all my clients have a particular script that they go out with that’s obviously customized for who they are and what they’re promoting and approaching the media with. However, let me just say the thing I started out with a talking about the problem today is a great media script. So fill that one in the problem today is Yes, thank you, you statistics, because the media cares about what their readers or viewers or listeners care about. I remember when I was writing guerrilla publicity, I actually got the privilege of talking to the editor of Entrepreneur Magazine, the editor of Fast Company, and I asked them, What do you love about publicity, tell us more and, and they said, be concise and precise, which is why I always repeat that, and give value and benefit. So when you define the problem today, and then you give three solutions, and I like three, because people can think in threes, remember, in threes, and it’s fairly easy, you know, so I don’t want your five tips. I don’t want your seven ways. I just want three, right? And I always say to people could take all those and let’s do the top three, and, and give people real, real things to do if you notice in my publicity message, I gave you real things to think about, and actually do show up twice a month, right, which is in zoom, easy to do. Now, we love this. And you know, and create your Ooh factor, which is also a sound bite and brings people back to like, Oh, yes, I like that Ooh, factor. Right. So you’re thinking and speaking and sound bites, that’s really helpful.
Heather Pearce Campbell 29:09
No, I love that. And speaking of the UAH factor, how do people figure out what that is? Is it something that they already have going on? Is it something they need to create? What is that?
Jill Lublin 29:20
Well, it’s usually something you’ve got going on, right? It’s usually about your story that maybe haven’t even thought about like my client, Ryan, a. He’s an instructional designer. And Heather, I didn’t even know what that was. And then he told me because he he knew the power publicity to bring him clients. He had been downsized from his corporate job and, and next thing you know, he’s like, okay, you know, I’ve started my own business and with and being an instructional designer, I’m like, no offense. I don’t think that’s gonna get you the media you want. Tell me your story. And then he told me been downsized from a corporate job. He told me at a pregnant wife with her sister kid on the way. He told me it just bought a big house, right? I’m like, wait a minute, wait a minute, you got a big house and a big mortgage payment, and a wife who’s with a third child and you got no job? What’d you do? This is, you know, how he started his business. He said, What I started my own business. Online, within 24 hours, he literally had people engaged in virtual design, and he was running a business of virtual business. I thought, well, now that’s interesting. And I made him into what we called a virtual office warrior. And the acronym for that is bow. Ryan’s who cave vow never to work in an office again, do you know that story, that story got him into the front page of the San Francisco Business Times? Hello. Imagine what that would do for your business. Right? That story, got him into Entrepreneur Magazine. That story, got him into Mac Home Journal, and literally created story after story that raised his business revenues by 40%, using the power of publicity. And you know, that’s the power of using a story. That’s an oo factor, not the fact that he’s an instructional designer, it actually had nothing to do with that. But we drove people back. That’s what we got to find for each of your businesses. What’s your Ooh, factor? And, and I would ask you to look at how does it relate maybe to perhaps the times what’s going on? Like, I have a woman, she’s a black coach. And as much as we had a story about some of the other pieces of what she coached about, we shifted her story to talk about being a black woman in America. And she’s talking about that. And that’s what’s getting her into media, using everything she’s got and her Ooh, factor. So how can you be shifting your message to work? Not only in the times, maybe of right now and going forward, but also looking at your history? And what’s interesting, what’s dynamic? What’s a fact that maybe it just hadn’t told each other told others before? And if I may, just one more example of my wonderful nurse, she is a she helps people get to Uganda, for Uganda for non nonprofit missions, medical missions, right? But she kept forgetting to tell people she’s a neuroscience nurse. Unlike precious, you got to tell people this right?
Heather Pearce Campbell 32:27
I love Precious. She’s lovely.
Jill Lublin 32:30
Yes, she is. Well, I’ve had the blessing and privilege of working with her. She’s been in my publicity course, multiple times. And she’s just an amazing human being that she kept forgetting to tell people that so after you know, a little bit of this is for her that will factor in the fact that she treats 5000 Kids in three days. I mean, who can do this? Right? It’s, it’s like a miracle. Does that mean, you know what I’m talking about?
Heather Pearce Campbell 32:55
Well, those are great examples. I think it will and working with somebody like yourself, I think it helps to take the pressure off. Because like, I know, I probably speak for many when I say this, but we’re all too close to what we do. We’re all too close to our own stories to our work. Like, we don’t look at it from the lens of how other people see us. And so we’re not always aware of what would be interesting to somebody else, and especially what would be that key thing to be the hook to create that factor. So how do you help dig that out of people? You just have them tell you their stories?
Jill Lublin 33:32
I do. It’s honestly God’s gift to me is looking underneath the story and hearing what’s in it for the others? What are they haven’t they said, that’s underneath that? And so I’m I’m digging, I’m a bit of a digger and and then I’m listening for the things that people say that they don’t even hear how magnificent it is. Those sound bites that come dripping out of your mouth. I call it the gold that comes out of your mouth that, frankly, people don’t even hear themselves say me because they’ve said it a lot or haven’t said it enough, perhaps. But I’m listening for a new way to reframe their message so that it works and that it’s consistent and powerful.
Heather Pearce Campbell 34:17
Your love that will and I think you know, even in my experience on this podcast so far. Everybody has a story ever. I find every single guest fascinating and like, like just a treasure trove. Right? And so I know what you’re talking about, like you just want to dig in and scoop more out and just keep scooping. Well, that is so fun. So you mentioned something earlier that I want to go back to which is about the ROI of publicity. Yep. And then I know we then I know you’ve got to go. So there’s the last question and then we’ll talk about your free gift and where people can contact you. Talk to us just for one minute about ROI.
Jill Lublin 34:56
Thank you. Absolutely. So I always like to say publicity equals high return on investment. What do I mean by that? I mean that it brings you in crease prospects, I mean that it gives you more sales. I mean that it gives you more credibility and more visibility, and how about call her clients, we need more of those right? More money, it makes you more money, and it gives you more exposure in the marketplace. And as I like to say only the good time, right? So what I’ve seen is that Ryan, the gentleman I told you about, by using everything he’s got, he’s actually Asian American, we were able to translate an article into Chinese put it into the Chinese times, and that one article generated $7,000 of business consulting business for him one article, and that doesn’t even count all the other ones I told you about before, right? That’s higher ROI. And I want my clients to get it. And I also think that there’s a trust factor that you can measure in ways that are maybe not quite as you know, oh, one article generated $1,000. But trust is important in the marketplace now. Authenticity, trust honesty, people need to see you as all of that. And so it generates all of that for you in simple and easy ways.
Heather Pearce Campbell 36:18
Yes. Well, and I love that. And I what you’re saying about not every single thing being measurable, I think is really important. But being in different places be you know, showing up in the way that you want to can lead to that point that you made earlier about? Where have I seen you? How have I like how have I already heard about your work, even though we haven’t met? Right?
Jill Lublin 36:39
Well, if I must say, can I just tell you one thing? Because I call that the I’ve heard of you somewhere syndrome seriously. And and that’s my name for it, because that’s what happens and that trust factor. People get it, whether consciously or unconsciously, they’ve seen you somewhere.
Heather Pearce Campbell 36:55
Well, I love that. And for anybody who’s ever been on the receiving end of that comment, like how nice is it to go, oh, this person somehow came across my work or heard of me, you know, and we hadn’t even connected yet. So it’s really, really valuable thing. Well, Gil, you’ve got you’ve given us so much to think about, and I love just how easily you break it down, it feels like you make it a very straightforward process for people. So talk to us a little bit, I know you’ve got a free gift for the audience. So talk to us a little bit about your free gift.
Jill Lublin 37:27
Absolutely. So I invite you to actually a live interactive publicity webinar with me. I’m live, I’m helping you answering your questions. And I’d love to invite you to register you go to jilllubin.com/publicity. And that’ll bring you right in and it’ll be a wonderful to answer your questions direct. And that is my free gift to you with lots more content and great ways that you can get your name out there.
Heather Pearce Campbell 37:55
That’s amazing live exposure to Jill. That’s fabulous. Well, Jill, I so appreciate you taking time to come on today. For those listening, you can find a link to Jill’s free gift as well as, wherever she shows up online. We’ll put her various contact information up there at legalwebsitewarrior.com/podcast. Jill, what final thought would you like to leave with our audience?
Jill Lublin 38:20
My most important thought is that your message matters. Your message matters. Let’s get it out there.
Heather Pearce Campbell 38:28
I love it. Thank you so much, Jill. It’s been such a pleasure to connect.
Jill Lublin 38:33
GGGB Outro 38:38
Thank you for joining us today on the Guts, Grit and Great Business podcast. We hope that we’ve added a little fuel to your tank, some coffee to your cup and pep in your step to keep you moving forward in your own great adventures. For key takeaways links to any resources mentioned in today’s show and more. See the show notes which can be found at legalwebsitewarrior.com/podcast. Be sure to subscribe to the podcast and if you enjoyed today’s conversation. Please give us some stars and a review on Apple podcast, Spotify or wherever you get your podcast so others will find us to keep up the great work you are doing in the world and we’ll see you next week.