Publicity brings so much value to the success of your business. And for that publicity to grow more, you should water it with kindness. To help you master the art of building a long-lasting relationship, Jill Lublin, the author of Profit of Kindness, shares her insights on how to grow your public relations garden and make a profit from kindness. She also dives into the ROI of publicity and shares some examples of how powerful publicity is for your business. Jill also touches on her book, the Profit of Kindness. So, grab your gardening tools with Jill Lublin, and let’s start growing our public relations garden today!
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How To Grow Your Public Relations Garden With Jill Lublin
It’s my pleasure to introduce Jill Lublin to everybody. Jill, how are you?
I’m doing phenomenal. Thank you. How about you?
Terrific. Let me tell everybody a little bit about you because this is a topic for my audience who are generally in network marketing, part-time and full-time. Some of them own other businesses and real estate insurance. They do network marketing on the side. Everything to do with publicity is relevant to our audience, Jill. I appreciate you being with us.
Let me tell everybody a little bit about Jill. She’s an international speaker on the topics of publicity, networking, kindness, and referrals. She’s the author of four bestselling books, including Get Noticed. Get Referrals and co-author Guerrilla Publicity, as well as Networking Magic. Her latest book, The Profit of Kindness, went number one in four categories.
Jill is a master strategist on how to position your business for more profitability and visibility in the marketplace. She’s the CEO of a strategic consulting firm and has over 25 years of experience working with over 100,000 people, plus national and international media. Jill teaches a virtual publicity bootcamp and consults and speaks all over the world. She has spoken on stage with many luminaries, including the great Tony Robbins.
She also leads a conscious kindness community, which I love, especially with everything going on in the world right now, Jill. You can visit PublicityCrashCourse.com/FreeGift and JillLublin.com. She has some free materials for you that you can certainly benefit from, as well as her great books. Jill, welcome to the show.
Thank you. I’m delighted to be here.
Let’s start at the top. What is public relations?
It’s all you’re doing, whether you know it or not. Let’s get focused on it and singular about it. The truth is public relations happens from the minute you walk out your door, into the Zoom room, Starbucks, and on the plane. Public relations is always happening. Meaning you’re being seen, heard, and thought about. It’s all public relations.
I know you feel strongly about the message. What is it and how do we create it?
I love the message. If you think about it when somebody says, “What do you do?” The question is, “Do you have an answer? Do you know what you do? Is this something that you can relate quickly, concisely, and precisely?” That’s the message. Not only is this great for networking, client acquisition, and prospecting but it’s also important for media.
Tell me what an expert is.
An expert is everyone tuning in right now. You’re an expert. If you’re here tuning in to this show, I can guarantee you’re an expert. The question is, “In what? What do you know a lot about? What are you resourced in?” Think about who the media interviews. They interview experts. I want all of you to start claiming, “I’m one.” You can start right there. That would be a step up for many people.
I couldn’t agree more because people follow people who are not only confident but confident. I’d love to hear your thoughts on that.
Confidence attracts people to you. What I’ve noticed working with 100,000 people is when you’re confident, you know what your message is and it’s authentic to you. I want it to be authentic and resonant for who you are, your personality, and your style. Some people are introverts and some people are comfortable going out and being extroverts.
I train people how to convey your message. We write it out in the Publicity Breakthrough Bootcamp. Guess what I’ve noticed? As soon as people start feeling more comfortable and confident, which happens pretty quickly when you’ve got somewhat of a script, you put it on a yellow post-it right in front of you, I can see it. I don’t have to look at a phone or something else on a computer. I want you to be clear about your message. What I’ve noticed is if you follow a certain formula, the confidence level goes way up. That’s a great thing.
Here’s a game-changing question. What’s the secret sauce for creating a great media script?
Here’s the secret sauce patented but available to you right now because you’re tuning in. That is to follow this formula and then fill in that blank. Don’t say, “I’m having problems with my wife or kids.” This is a business-related question. What’s the problem out there? Remember, this is for media. Media cares about their readers, viewers, and listeners. With that, you have to be thinking about the morning news on TV.
What I love about media now is everything is duplicated because it’s not only the morning news but it’s also online. I’m looking at my phone for news, but I go deeper into the story on ABC TV. What we have accessible is much more availability to news, which means you have much more opportunity to be in the news.
That’s a bit of a sidebar, but let me go back to the formula, which is the problem today is, boom. I want you to give three solutions. Tell people what to do, my friends. Be clear. Give a five-year-old language and make it simple. Make whatever you know simple. Let’s say you’re selling a specific product in network marketing and it’s for weight loss.
I’ve worked with people who sell network-marketing weight loss supplements. The problem today is that 67% of Americans are obese. You can also say overweight. You can say different things. There are three things you can do. Give them two specific things that are good for weight loss. The third thing would be to get on a product that makes weight loss easier. You don’t say, “Buy my product.” If you do that, you know how that is. People are going to tune out. We always have to give people value and benefit.
What’s the ooh-ah factor?
Ooh-ah is a soundbite. I want you to think about, “Do you have soundbites?” One of my messages is to create the Ooh-ah factor. It’s something fun. It’s something that people can glob onto. They can remember. You want to make things easy. What’s an ooh-ah factor? It’s using what I like to call everything you’ve got.
In some people’s cases, it will be using their personal stories. It will be using your ethnicity, religion, what makes you different, and what makes you unique. I have a firefighter who is the first woman firefighter in a rural North Carolina town where she is. Now, she’s helping people put fires out in their business. As a business consultant, how can she do that? She’s a former firefighter. That’s her Ooh-ah factor. You use all parts of who you are. This has been so powerful.
I had a woman. She was in my boot camp. I looked across the screen on Zoom and said, “May I ask you what ethnicity you are?” She said, “I’m Filipino.” We’ve been having this problem called #StopAsianHate. She was in the program to uplevel her clients to promote and publicize her digital marketing agency, which is what she does. I said to her, “Think about #StopAsianHate. Let’s go out and talk about that.” That’s using everything she’s got or her ooh-ah factor.
By doing that and following my systems and advice, do you know what happened? She ended up in the Top 30 Under 30 Filipino Business Journal. She was 28 at the time. Can I share with you how powerful that was for building her business, reputation, and credibility to attract clients? She got major speaking engagements with Les Brown. All kinds of dreams came true. Her digital marketing agency took off because of publicity. It wasn’t necessarily always related to here’s how you do digital marketing. One of my main messages to people is to keep looking at other parts of who you are and how you can expand your story.
I could think of many examples and we don’t have time to get into. I’m a big fan of Rip Esselstyn. I use some of his food products. He’s a former firefighter and triathlete. He called his company Engine 2. When you think of engine two, what do you think of? I think of a fire truck. Let’s put out your health problems. Some of you may even be a person training him because he used some of that in his business. I can think of many examples. Let’s keep going because I know you’re a little pressed for time. Let’s talk about the ROI on publicity and maybe the lack of ROI on people who don’t believe in publicity or don’t use publicity properly.
If you use publicity, you go to the front of the line. Why? People know your name. The trust factor is built because you’ve been interviewed. I’m here talking to you. You have a name recognition for Jill Lublin. Maybe I wasn’t in your sphere before. It’s the same thing for all of you. You’ll get in people’s sphere. You’ll be in front of people that perhaps you never knew before because they’ll start seeing you and hearing you. What publicity does is get you seen, heard, and paid. That is a good thing.
Let me share with you that when you’re looking at ROI, you get one line, whether it’s a magazine, a newspaper, a blog, or a podcast. How we in the publicity world measure ROI is if you are paying for that time in advertising, I would tell you most of you couldn’t afford it because you measure how much that translates to if you had to buy it in advertising.
One time, I got featured in a local daily paper for a TV show I work on called Messages of Hope. I got a one-and-a-half-page article. They looked at my books and talked about my career. It was quite beautiful. The focus was hope. Interestingly enough, it wasn’t publicity. What you have to understand is when you’re interviewed, they will go into multiple different parts of who you are and your message. That one article would’ve cost me to get this, and this was five years ago. I’ve had more since then.
As an example, that one article would’ve cost $50,000 if I’d bought it in advertising. Do you know that one article made me $10,000 in one day? People signed up for my program. My website stats went up by 43%. My book sales increased dramatically. I don’t have the number right in my head right now. That’s what I’m talking about. I can point this to almost every industry. When publicity happens, like a woman who wrote a self-published book, she sold 42 books in a fifteen-minute podcast.
Where else can you do that? That’s what I’m talking about. It creates sales, interest, and something that’s not quite as measurable but important. That is the trust, credibility, and visibility factor. That’s what I like to call the “I’ve heard of you somewhere” syndrome. The measurable part is how much would this have cost had you paid for it, and you want the time? That’s a big question.
I’d love your thoughts on this. Is there any such thing as bad publicity?
For most of you, you’re not going to get bad publicity. It’s not a concern of mine. For big companies who have very big PR budgets, why do they have big PR budgets? It’s because they know how important it is. The typical marketing and publicity budget is 10% of gross revenues at a minimum. I haven’t seen it for most of the entrepreneurs and people like your audience that we would work together to create a message that is powerful.
If there’s one thing that goes a little negative, awry, you get lost in an interview, or something happens that doesn’t make you look as good, here’s the good news. Most people will never remember it. For the big celebrities and sometimes the publicity, there might be a moment. For most entrepreneurs and small business owners, it’s nothing I’m ever concerned about.
What would be a way to get free publicity?
One thing I’d suggest to all of you is to go to Google Alerts and put in your name because when you’re being interviewed, I want you to show up. I want people to know that you’ve been interviewed, seen and heard. That is free. Here’s the second thing you do, which most people miss. You put in one word. For instance, when The Profit of Kindness came out, I put in the word kindness. Do you know that I found out, John? It’s that World Kindness Day is November 13th? We do a conscious Kindness Circle. I’m happy to provide the link to people, but I didn’t know that before I wrote a book on kindness and how it influences business.
I have the word publicity in Google Alerts. I have some different words. The cool thing about that is you will start to see when people are talking about what you are an expert in and influential in. You’ll also see when other people are talking about you when you get picked up. Here’s a great example of how important this is in your neck of the world. ABC TV Dallas reached out to me since I wrote Guerrilla Publicity. The CEO of a major ad agency in Dallas made a racist remark. They said, “Jill, we want you to comment on this. What do you think?”
At that point, Home Depot, Diet Dr. Pepper, Motel 6, and all their clients fired them. It went down. I had 4 or 5 minutes because what most people don’t realize is major media gives you 4 to 5 minutes at the max for an interview. You gotta come in with that strong message, which is what we talked about. You want to be concise and precise, which is important.
The point is, it was ABC TV Dallas. I didn’t live there, and Google is a beautiful thing. I’m looking up what people are saying. What are the opinions? I came out with my opinion because here’s the good news, my friends. The media have a lot of opinions. You’re going to have some good solid information, and you’re going to have opinions. They asked me my opinion, and it was a great interview. The truth is since I don’t live in Dallas, I never saw it. The next day, I got a Google Alert, “Jill Lublin featured on ABC Dallas TV News.” It was the whole segment put together and nicely edited. Now, it’s on my website. You use your publicity. I don’t care if it is small or large, you publicize your publicity. That’s important. Most people forget that.
When you’re on podcasts, you publicize and promote it. You let people know, “Here’s the great thing.” It starts adding up, and it’s influential. Even 1, 3, or 5, it’s all good. You start everywhere you can start. The point is you start planting your publicity garden. It blooms and grows. You continue to evolve your message and garden and keep growing it ongoingly.Start planting your publicity garden now so that it blooms, grows, and continues to evolve your message and your garden. Click To Tweet
Jill, I have a couple of more quick questions. I love The Profit of Kindness. What a great title. That word kind, especially so much going on in the world as we’re talking, and not necessarily good. There are a lot of bad things going on in the world, like wars and all kinds of stuff that is not good for humanity. I travel a lot by car. I go to Houston a lot. It used to be by airplane. Now, it’s by car. I go to Houston every other week for something.
You’re almost stopping at a gas station, and you get something to eat. I like bars when I’m in the car. They’re easy to eat. I always buy the KIND bar because of the name. Kindness is good. The guy who started that company. I know his stories. He’s been on Shark Tank a lot. Talk about for one minute why kindness is important in this crazy world we’re living in.
The book came out, and we got so much publicity. Do you know why? It’s because I pushed the right button and found a message called the Divided States of America, which is still a big problem. What I found out in writing The Profit of Kindness is that kind companies make more money. They are more profitable. This was across the board. The people who worked with the CEOs were happier. The clients were happier. The truth is it’s an edge on the competition.
Look what’s happening in the world. It’s interesting, even in the midst of all this craziness. Honda Car Company was doing kind car commercials. The KIND bar gentleman wrote a beautiful book about kindness in business. One of the biggest healthcare companies in the Bay Area, where I’m based, started a bus campaign called the Human Kindness Campaign.
This should tell you something. Not only is kindness important and a distinction that puts you ahead of people because you’re kind. You’re nice to deal with. Let’s be good human beings and be in business. The two work together. I also discovered, being a publicity expert, that kind companies get more publicity consistently. I’ve had reporters pick up the phone for me. They say, “You’re a nice person. I like talking to you.” It could be that simple. I make things easy for them, I’m fast, and I’m respectful. All of that is kind also. The reality is it’s that extra edge that puts you, like publicity does, at the front of the line.
I know you have a great offer. We mentioned it earlier, but I want you to go through it again so that you can share it with our audience.
I have a free gift for you all. Check out PublicityCrashCourse.com/FreeGift. I’m sure it’ll be in the show notes. What’s wonderful about that is it’s an action guide. I do a wonderful free and live with me publicity masterclass that you can come into and learn more about and get more questions answered. That’s super great content and live with me. We’ll put the link for the Kindness Circle. Come on in and let’s be kind together. We do them every month. It’s completely free. These are both free. That’s JillLublin.com/KindnessCircles.
Jill, are there two last resources perhaps that people can use for PR?
HelperReporter.com is fabulous. It gives you real queries from reporters right now that they want to know, “Who can talk about X?” Fill in the blank, and then you answer them. I’ve had financial planners, business consultants, direct marketing people, network marketing people, and all kinds of people from all kinds of industries. They’re always looking for resources, and you’re it. I mentioned Google Alerts. These are free and easy.Your message matters. Publicity is a great vehicle to get out there, and it's free. Click To Tweet
A simple thing would be to go to iTunes and put in that one word that you put into Google Alerts. In my case, it might be kindness, business, or publicity. Let’s see who’s doing podcasts about that. Podcasts are great to get on. It’s simpler than some of your local TV. I’ll end with this if I may. Use your local media, TV, radio, newspaper, business journals, and business editors. Why? It’s because they need resources. They want you. You live in that community. Your first up is to be interviewed in your local area, and people often forget about that. I want to remind you. Go local and be a star in your own backyard.
Jill, I want to thank you so much. This has been great. Jill gave a lot of different reference points here in a quick period of time. You’re going to want to refer not only to her sites but some of the sites that she suggests. Jill, I’ll give you the last word. Anything else you want to share?
The last word is your message matters. Let’s get it out there. Publicity is a great vehicle to do that, and it’s free. We love that. Remember that your message matters.
Thank you again, Jill.
- Jill Lublin
- Get Noticed. Get Referrals
- Guerrilla Publicity
- Networking Magic
- The Profit of Kindness
- Kindness Circle
About Jill Lublin
Jill Lublin is an international speaker on the topics of 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 Bootcamp, and consults and speaks all over the world. She has spoken on many stages with luminaries such as Tony Robbins. Jill also leads a conscious kindness community. Visit publicitycrashcourse.com/freegift and jilllublin.com