Communication, Connection, Community: The Podcasters' Podcast

Navigating Publicity: Expert Advice for Entrepreneurs, with special guest Jill Lublin

• Carl Richards • Season 6 • Episode 147

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Join us as we chat with master publicity strategist Jill Lublin, who transitioned from the music business to becoming a PR expert. Jill reveals her passion for helping entrepreneurs craft focused and consistent messages that solve marketplace problems without draining their budgets. Learn how clarity, consistency, and persistence in communication can significantly boost your business growth and shape your public perception across all interactions—from online engagements to everyday encounters.

We'll also guide you through the rapidly changing world of publicity, emphasizing the importance of choosing the right platforms for your audience. Avoid the traps of chasing every trendy platform and stick to what truly works for you and your listeners. With practical advice on mastering one platform before moving on to the next, and tips on effectively connecting with your audience, this episode is packed with actionable insights. 

With 200+ speaking engagements each year, master publicity strategist and consultant, and bestselling author, Jill Lublin, consistently wows audiences worldwide with her entertaining and interactive keynotes, seminars, and training programs on publicity, networking, kindness and influence marketing.

Jill has shared her powerful networking and publicity strategies on the stages of Tony Robbins, T. Harv Eker, Jack Canfield, Mark Victor Hansen, Loral Langemeier, James Malinchak, Lisa Nichols, Richard Simmons, and many others. Additionally, thousands of people have attended her popular ‘Crash Course in Publicity’, which she teaches live several times a month at locations around the U.S. and Canada, as well as a live online class. Her popular home study system is used by clients worldwide who are ready to create greater success and revenues for themselves and their companies.

Jill's Free Gift:
Free Publicity Action Guide
http://publicitycrashcourse.com/freegift

Connect with Jill:
http://publicitycrashcourse.com

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Facebook:
https://www.facebook.com/publicitycrashcourse
LinkedIn
https://www.linkedin.com/in/jilllublin/
X (formerly Twitter)
https://twitter.com/JillLublin

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Carl Richards:

Welcome to Communication Connection Community, the podcaster's podcast. This podcast takes a deep dive into modern day communication strategies in the podcasting space. We chat with interesting people who make the podcasting and speaking spaces exciting and vibrant. We also dive into the podcasting community with news updates, latest trends and topics from this ever-evolving space. So strap in, it's going to be one amazing ride.

Carl Richards:

Let's dive into today's episode, but before we do that, I just want to give you a quick update on some of the things that we've been doing here at Podcast Solutions Made Simple. Number one is we've been meeting a lot of different people, not only virtually, but also in person. We had a chance to attend a BizCon Expo this past summer and are so thrilled for some of the things that are coming as a result of having been at that event. So thanks to John Reiser and all of his committee for putting on a fantastic business exposition in the summer. We've also had the opportunity to pivot and shift our business a little bit, so watch for some great information coming about that, because there's something that's I don't want to say it's new, but it's certainly unique, I think, in the world of podcasting, and that's the podcasting co-op that you'll be finding out more information about as we go. As a matter of fact, we're going to do a couple of episodes about it so you have a better understanding of what that is about. Any way that you can get the word out about what it is that you do that is going to reach your audience and allow you to elevate your brand, your business and your credibility is just a phenomenal experience, and we think the podcast co-op is going to be a great way to do that for real estate professionals, coaches, consultants and even speakers, so watch for more information about that.

Carl Richards:

Speaking of publicity, we're talking about publicity and marketing today and getting the word out there about what it is that you do with our special guest today, who is Jill Lublin. Jill has over 200 speaking engagements every year. That she does. A master publicity strategist is what she is, and a consultant and a best-selling author. She's consistently wowing audiences worldwide with her entertaining and interactive keynotes, seminars and training programs on publicity, networking, kindness and influence marketing. She has shared her powerful networking and publicity strategies on the stages of Tony Robbins, t Harv Eker, jack Canfield, mark Victor Hansen, lisa Nichols, richard Simmons and many, many others as well. Additionally, thousands of people have attended her popular Crash Course in Publicity, which she teaches live several times a month at locations around Canada and the US. She's also a sought-after podcast guest and a podcast host as well. We are so glad she is joining us today. Jill, welcome to the podcast.

Jill Lublin:

I'm delighted to be here, Carl. Thanks so much.

Carl Richards:

It's a pleasure having you here Speaking to another person who eats, sleeps, lives, breathes publicity Media has been part of my life pretty much since well, not since a young age but since, you know, in the college years and stuff.

Jill Lublin:

So give me a little bit of your backstory as we get into this. I got into media because, frankly, I was in the music business, which I love. It can be also a little burnout, but I did discover my true talent there, which is promotion and publicity, and loved it ever since and started my own PR agency for a while and now I'm serving entrepreneurs to get their own publicity without having to spend a fortune, look like the big guys and still get great publicity coming to you. Love it Super fun and love serving entrepreneurs to really get their publicity done.

Carl Richards:

And I think you hit the nail right on the head there by saying, without spending a lot of money, because I think that there's this belief that, well, if I really want to hit a sweet spot with my ideal client, I'm going to have to invest thousands or even hundreds of thousands of dollars. That's not to say you can't do that, but, as you have discovered, there are other ways that you can prime that promotional pump, so to speak, that allows you to connect with people a little bit more freely. So what are some of the things, then, that you tell people as they're embarking on this? Where's a good place for them to even start if they're not sure?

Jill Lublin:

I think the best place to start is with your message. You got to get your message focused, keep it simple, make it connected and congruent to who you are. That's a key. Most people forget about that or don't know how to do it. Certainly, the message piece is about solving a problem out in the marketplace today, and that's a biggie. What problem are you solving in the market today? And we want to focus on that and know about that and serve people with that. So that's something that should be addressed right away.

Carl Richards:

And that messaging needs to be consistent. So what you're putting on your website should be the same verbiage, or a variation of it, that you're saying when you're speaking in your networking groups or when you're doing a social media post. It should all be consistent, otherwise it's getting lost.

Jill Lublin:

Right, exactly. I mean that is the point, is the consistency, and I like to say be concise and precise, right, and be consistent and persistent, and those things to remember are really going to help you stand out and, frankly, use publicity to get paid and be seen and be heard.

Carl Richards:

And let's be clear, I guess at this point just to to explore what you mean by publicity, because I think there's some different variations of that. I might think of publicity as something different. I use the podcasting medium now as a lot of ways to get publicity forward, but there's other methodologies. But what do you mean by publicity? How would you define it?

Jill Lublin:

Well, I think the truth is publicity is happening, whether you like it or not, right From the minute you walk out your door into a Zoom room, into a coffee shop. Whatever you're doing, you're doing publicity. You're representing yourself, your business. People are creating and forming like oh, do I want to do business with this person, do I like this person? Right, guess what that's publicity. And then you can magnify and monetize and multiply it by being in media, which is podcasts, love podcasts. I know you help people to do that, love that, and I think that's the easiest way to step into media and be seen. And, of course, it includes your TV, your radio, blogs, as well as articles and magazines and newspapers, all the fun traditional media stuff, with everything else that's been happening in today's world.

Carl Richards:

And the good news is, I think, carl, our opportunities for media have multiplied and that's exciting to me, that's a fantastic place to be, with all of the opportunities for publicity and promoting ourselves. Do you think, though, that it's almost too much now? Like you know, as an entrepreneur, as a small business person, we, we, we clam up because we don't know where to start. It's like seeing the forest for the trees.

Jill Lublin:

No, I don't think there's too much. I think you start wherever you're comfortable, you know. Let's say, you like Facebook, do a Facebook live. Let's start with your local media in your local market, because here's the good news they need you, local market needs you. The experts that are listening and watching this You're the ones they care about and they want to know about. So I think it's a phenomenal opportunity in today's market to really get out there and have some fun and get some attention.

Carl Richards:

So let's just recap, then and by the way, I'm chatting with Jill Loveland. She is an expert when it comes to publicity, so we're glad that she's here today. So messaging needs to be clear, it needs to be consistent, needs to be concise. There are opportunities and options out there for publicity. We shouldn't be too scared or too shy to try it. What are some simple steps that we can take, though, to allow ourselves to wade through with a little bit more ease? I guess is maybe a way to put it.

Jill Lublin:

I would do a few things. One start on Google Alerts. You can see what the media is talking about. Put in your name and put in what's one thing. For instance, when I wrote the Prophet of Kindness, I put in the word kindness. Then I discovered November 13th is World Kindness Day. Google Alerts sends me alerts every time there's anything about kindness For guerrilla publicity. I put in the word publicity. So I'm going to, shall I say, recommend that you do one focused action to create that visibility factor that rolls people to your world. Google Alerts does that well. And then I'd look into nationaldaycalendarcom. Love that resource. Great way to put yourself out there and be simply a voice for whatever the holiday is that is focused on that. Does that make sense?

Carl Richards:

100%, and how much time should people be focusing on the publicity piece? Especially if they're a solopreneur, they might not have a ton of time. They might need to focus on client work or meeting face-to-face with individuals. So how much time should they be putting into their publicity?

Jill Lublin:

I'd like to recommend one 30-minute yes, one 30-minute segment every week, and if that's even too much, then do two 15-minute segments. Because here's the thing I want you to focus on visibility building activities. So you want to be consistent. Remember that. And then, when you're kind of, I'll call it heads down, but heads up on how can I increase my visibility? That's the question to ask yourself. What can I do to increase my visibility? That's the question to ask yourself what can I do to increase my visibility? So, am I networking every week? Am I doing one action that's going to increase visibility for me? Am I contacting media about a news story that might just affect what I talk about, what I give, what I offer to my clients?

Carl Richards:

That's what I'm suggesting so, at least 30 minutes, allowing yourself to be in the zone to do that. Is there anything that people shouldn't be doing, that they should be avoiding?

Jill Lublin:

Well, I would avoid being what I might call a self-aggrandizing, like it's all about me publicity person. So what do I mean by that? Let's just say you're a chiropractor. It's not like, oh, I've got a chiropractor practice. It's people are suffering from Zumba these days. Here's that Zumba, not Zumba. Here's some things that you can do while you're at your computer to increase your flexibility and feel better right now, while you're at your computer, to increase your flexibility and feel better right now. You see where I'm going with that. It's not just oh, I'm a chiropractor.

Carl Richards:

So I think that is a big switch for a lot of people is be solution-oriented, be the problem solver, be the expert that everybody must have and must interview. And if that does require Zumba, by the way, then do that. But if your Zumba is a little bit getting a little tired, then maybe it's time to get off it and do some publicity. I just want to shift gears a little bit here and just tackle a couple more things while I still have you, because you are the expert in this field.

Carl Richards:

There's always something new when it comes to publicity. Two years ago it was TikTok and now it's Twitch. Now, there's always something new when it comes to publicity. Two years ago it was TikTok and now it's Twitch. Now there's always something new and different coming at us as far as ways or tools that we can, or even ways to use tools that have been used for a while for using or going through publicity. What would you recommend or how would you suggest that people navigate that? And the reason why I'm asking this is because in the space I work in, in the podcasting space, there's been an emphasis of oh, now you have to do video, oh, it's got to be real, so it has to be this what's your recommendation for people who are again looking at this big picture of publicity? Should they be jumping on what's new and what's trendy, or should they be staying the course and what works for them?

Jill Lublin:

Option B. Please Stay the course and work what works for you right? Listen, some people love TikTok that's great. Some people are perfect for Instagrams. My audience lives on LinkedIn. I do LinkedIn lives, I do Facebook lives, and I think that each one of us has to have a way to create what works for us. And I'm going to tell you, if you're going to jump on the next hot thing, you're going to be like a squirrel, squirrel, squirrel and your head's going to bob. So One Direction, find it. Do what you love to do. That's interesting. Listen, I worked with a realtor. She wouldn't even do camera, so we had her writing articles and doing specific information until her confidence gained because, frankly, she worked with me so that I gave her a message that felt congruent and authentic and she was terrific. And until that point, her confidence grew. She did what worked for her, which was, in her case, write articles. So you can do it in multiple ways and I think good news is there's lots of opportunity for more publicity.

Carl Richards:

Because I think the challenge that we face Jill. We do come across these doing interesting things and a coach might tell us or a colleague might say for me. I'll give the example. Somebody said have you tried out Clubhouse? Oh, you have to be on Clubhouse, it's the place to be. You should do this Now. By the way, I don't hear anything about Clubhouse, but three years ago that was all you heard Clubhouse. You have to go club. Now it's what about this Twitch thing and what about? Oh, you got to do reels, and so I'm glad you chose option B. How do you know if it is the right thing for you?

Jill Lublin:

And the relaunch and, as they've relaunched, I haven't gotten back on it because you have to see what actually works for you and, by the way, yes, I still have a profile there, but I really think you've got to see what works for you. For me, I just will say and I can only speak for me or my client and advise them that do the piece that's congruent and works for you, and you don't have to what would I call it manage new technology all the time and figure out new things. It's hard enough, honestly, with the platforms like I'll be on podcasts with StreamYard, with Zoom, with different platforms at different times, and we have to manage that. But I just think you stay the course and you figure out what works.

Carl Richards:

And you know what?

Jill Lublin:

Pick one thing. Pick one thing to begin with, master that and then go to the next thing. I think managing one to two live platforms a week is plenty in my world.

Carl Richards:

You're sounding like my coach, who has said to me over and over and over again pick one. And I keep going just one. Can I have two? But there's something to be said about that, because it's also where your audience is right. That's part of the publicity. If your audience isn't on TikTok, then you don't have to worry about TikTok videos. If your audience isn't on Facebook, if they're only on LinkedIn, if that's where your ideal client, your avatar, if they're only on LinkedIn, if that's where your ideal client, your avatar, if that's where they are, you don't need to do. We might feel we need to, but you really need to go to where your client is, where they're living, where they're looking for you.

Jill Lublin:

You got it. Live where they live and be focused there. That's the best you can do.

Carl Richards:

So, as far as people who are maybe interested in learning more from you, how can they reach out to you, how can they connect to get some deeper advice and work with you?

Jill Lublin:

Yes, thank you. So I prepared a free gift for all of you and it is a very simple action guide with real world publicity tips you can use immediately. And it's a bonus fun double gift because you get a free live publicity masterclass with me on Zoom where you can ask questions and we go deeper on everything we talked about today. So for that, go to publicitycrashcoursecom slash free gift. It'd be great to see you on that and I look forward to supporting you with more Jill.

Carl Richards:

It's been great having you on the show. We'll make sure that that link and all your other relevant links are posted in the show notes so they can connect with you and follow you and learn through your own publicity methodologies as well, which is also a great way to learn too. But we'll certainly make sure that that's posted so people can take you up on your very generous offer. Before I turn you loose onto the world to help other people with their publicity, I'm going to give you the opportunity to leave us with a final thought.

Jill Lublin:

My final thought is to be really the star that you deserve to be, to elevate and escalate your wonderful reputation in the world and get the media attention you deserve. I want you to remember that your message matters.

Carl Richards:

That's what's important. We'll leave it there, Jill Lublin. Thank you so much for being my guest today and thank you for joining us today. Special thanks to our producer and production lead, Dom Carrillo, our music guru, Nathan Simon, and the person who works the arms all of our arms, actually my trusty assistant, Stephanie Gafoor. If you like what you heard today, leave us a comment and a review, and be sure to share it with your friends. If you don't like what you heard, please share it with your enemies. Oh, and if you have a suggestion of someone who you think would make an amazing guest on the show, let us know about it. Drop us an email. Askcarl at carlspeaksca. Don't forget to follow us on LinkedIn and Twitter as well. You'll find all those links in the show notes, and if you're ready to take the plunge and join the over 3 million people who have said yes to podcasting, let's have a conversation. We'll show you the simplest way to get into the podcasting space, because, after all, we're Podcast Solutions Made Simple. We'll catch you next time.