153: Be Persistent, Consistent, Relevant and Visible with Bestselling Author and Radical Influence Expert Jill Lublin
Jill Lublin from Publicity Crash Course (phone number: 415-883-5455) tells us how to use publicity to heighten our profile and increase our own visibility. It's done with press releases, local business journals, and fitting into the news.
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Download transcript (.txt)Robert plank Show episode 153 Be persistent, consistent, relevant and visible with Best Selling Author and radical influence expert Gil Lublin. Hey, everyone, and welcome back to the Robert plank show. This is where we talk about making money online getting yourself out there and more. Today's guest is Jill Lublin. She's an international speaker on the topics of radical influence, publicity, networking and referrals. She's the author of three best selling books, get noticed, get referrals, guerrilla publicity and networking magic. Her latest book prophet of kindness comes out soon as she's a master strategist on how to position your business for more profitability and visibility in the marketplace. Glad to have you here, Joe, how are things?
I am really doing great. Thank you, Robert. Glad to be here to
cool. So I understand. We're talking about publicity and PR, is that right?
Well, yeah, because you know, the truth is, everybody needs it no matter what business they're in,
right? I mean, I think that we all fall in the shop, anything I fall in this trap, except for the times I remember to get myself out of it is it's really tempting to kind of be the artist and I say, Okay, well, I have my skill. Maybe I'm good at making websites, making products making videos. And I think, oh, wouldn't it be just so great if I just made a website? And everyone just somehow family, everyone somehow noticed me? Everyone found me and bought for me. But unfortunately, it doesn't work that way, unless you have a secret unless there's some kind of secret way around that?
Well, as you say, wouldn't it be so great? If yes, it would be so great if that were the truth. But the truth is that every business owner, whatever phase you're in, in business, starting midway, halfway, 10 years, 20 years in business, you need publicity to get your word out there. That's it's really key. And that can be simple things like having, having ongoing visibility, building activities, where you're networking and have a great message. But it's really important that people know your name, and have familiarity and trust, with name recognition, whether it's of your product or your business, whether you're a brick and mortar consultant, or coach. Publicity applies to all.
So know, like and trust,
know, like and trust. That's really what it does, that you're building familiarity in the marketplace, you're building credibility, you're building visibility, you're building, that what I like to call the I've heard of him somewhere syndrome, and you know, that people know who you are is essential. Absolutely.
So when we're talking about publicity, just to make sure that everyone's on the same page, and even to make sure that I'm on the same page, like, what does publicity entail? Like? What are the subcategories or the actions with that? Well, a
couple things. So I have a very broad view of publicity. I wrote the book, Gorilla publicity. So my feeling is publicity happens. From the minute you walk out your door, you're doing publicity. So what it entails is having a great message that's consistent and persistent in the marketplace, that people understand and appreciate what you do. And if even if they don't appreciate it, they certainly at least understand it know it. So I'm really a big believer in what I like to call five year old language, that making sure that people are talking in five year language and putting your message in front of people, as if it's an ongoing theme so that you're consistent, because that that's really a key to success is consistency in the marketplace. Big key.
So what is this five year language? Does that mean that I'm using the same words I used five
years ago? No five year old language, okay, so
So exciting things that a five year old could understand
exactly being very simple, keeping things simple. That's that's a big, big clue that you're mastering your message. And that's really what I'm talking about here is mastering your message so that other people know who you are. And then they can repeat it and for you, and you can repeat it so that it doesn't matter. What's happening that day. What's going on good bad day, bad day that that really, you know, it's all about getting your message heard. That's really what we're after here.
So and what kind of ways can people get their message heard? I mean, I've heard of, you know, press releases and podcasts and blogging, and I guess I could do guest blogging or posts on Facebook or on LinkedIn. I mean, what's been working well, publicity wise lately.
Um, a couple of different things. So all that you mentioned is really good. Your social media needs to have a great message on it. And again, your message is consistent whether you're on social media, whether you're on Instagram, whether you're on LinkedIn, whether you're on Twitter, Facebook, I want you to Message to be consistent. I think that's really important. Number two, that pressure leases still work, you know, pressure, pressure leases are not dead, they are very much alive. Media is very much alive. You know, if you turn on the TV, you can see that if you listen to the radio, you hear that you're receiving magazines, which, you know, most of us are still. Yeah, is there cnn.com? Absolutely is their dot coms and every news outlet that you know of apps, and it's an and so the news is usually on that news outlet and the traditional, you know, turn on the TV set media outlet. So I just want to say, you know, and the truth is, whether you're viewing news through your computer, it's all the same, it's still news, it's still a segment, it's, it's still somebody is interviewing you for your business, getting your name out there. And what I love about publicity, is that it builds your credibility, so that you get more prospects and more clients. And this, my friends makes you more money. So simple, easy things to do, for instance, also include getting in your local Business Journal, there's a wonderful section in there called the People section. And in the People section, well guess what they need people, people. People just like you who are listening to this podcast, I want you in the news. On particularly on this people section, fabulous way to get your name out there to announce anything, a new coaching program, a new website, a new employee you hired, maybe you're sitting on a board of directors, you want to announce that these are great places to do that.
Awesome. And that makes a lot of sense. Because I mean, people were still doing things 20 years ago, and events still happened 20 years ago, and people still needed a way to get the news 20 years ago, and maybe what we have now is more efficient and crowded. But it sounds like they still need to get at that news.
Absolutely. I mean, the reality is, news is news. So one of the things I want you to do is look to see how you fit into the news. Like a an etiquette expert I work with she actually wrote a book about college students and how to have more etiquette. But she she teaches in corporations, she teaches managers how to have more better advocate, she speaks on the topic. So you know, when Donald Trump came on the scene, we did a whole story about his lack of etiquette, which of course is relevant for what's happening in the marketplace. And we skipped that story of what some of the other things she was doing and shifted it. So I want you to pay attention to what's relevant in the marketplace. How can you be seen and heard in a different way? And how do you fit into the news? If that's a possibility at all? Or how can you make a comment on something going on, you know, whatever you think it doesn't almost matter. Because what you want to do is get into the news, so that your voice is heard, so that people start knowing the name of your business, your service, and what you're up to.
I saw some YouTube clip from years and years ago of a famous marketer named Grant Cardone, and he was on talking about Sarah Palin's daughter years ago, or one of my, one of my coaching clients, he's a doctor. And then there's been some controversy about Hillary Clinton, fainting and stuff like that. And so he went in and, and made, you know, made some, some internet commentary about that. And whether that leads to being on the news, you know, is up to him depends, depending on how far he wants to push it. And so, you know, I've been seeing that I've been seeing how people kind of kind of, instead of trying to force their own message down the mass media's throat, they just find a newsworthy thing that's happened lately, like with, you know, politics, usually, or some kind of big, big item, and then try to ride the coattails of that, is that right?
That's exactly what I'm talking about.
Awesome. So, so get yourself listed on local business, figure out how you fit into the news. What else has been working well for you lately?
Um, those are the main things I mean, I teach a publicity Crash Course and one of the things I have my clients do in that course and we teach it live webinar live events, and people are writing these announcements that go into the People section for the small business your Small Business Journal, and boy that's been working really well because then people are knowing your name and that's a beautiful thing.
So what am I if I was going to look into being in a local Journal of my own what I just search what I google search like the name of my town, local journal people section or I'm What am i Exactly? Running a search for here?
You There's one related to the town where you live in. And this is really just for where you live not and for where you work. So if you if you live and work in two different counties, for instance, they will have it. So take a look, it's called the Business Journal, this is international. And what they are is a journal related for small business usually. And I just think it's a great resource. But there is a particular section called the People section or you know, something like going on or in Marin County, they call it movers and shakers, you know, it's a little bit different each, but mostly the people are people on the move. Okay. That section is always looking for great news from people like you who are listening. And just make any announcement of anything that's happened up through the from the past year that you haven't announced, maybe a big conference, you're going to, you know, make some news, my friends, because I'm sure something you've done, you've done recently is newsworthy.
Interesting. So so if you, Gil Lublin, we're going to attend an upcoming conference, that that's a newsworthy item that you could put in your local Business Journal.
Well, so for instance, I'm on faculty at something called CEO space, which is an international group, which you know, meets in Orlando five times a year. So after I teach or go, I would be announcing that but for instance, I've got a new book coming out called the prophet of kindness. And we just sent out an announcement that says Joe Lubin recently, analysis, her new book, Prophet of kindness coming out on career press, January 2017. Now you know, it's coming up. So in, I can announce, I've got a contract, I can announce the dates coming out in and then in January, we will be sending out a lovely another announcement that says, Joe Lubin recently released the profit of kindness, on career press, and then the rest of the announcement is your bios. So that's a great way to do it keeps it really simple and easy.
So you mentioned that the book is coming out, you mentioned when the book is out, do you? Is there any kind of follow up like you keep on posting in later months? Or do you need? Do you need to update the book in order to have an excuse, or even just that the book has been out is a is good enough reason?
To tell you that that's enough reason, but you know, perhaps for those who aren't authors, you have a new coaching program, a new consulting program, those are all great things to announce. Absolutely. It works.
So is there is there? Is it possible to post too much? Or is it possible to be spammy with this?
Well, with the announcement strategy I just gave you No, absolutely not. But as far as I'm concerned, the posting, I mean, listen, I'm fairly out there, and I post maybe two to three times a week, I send out my easing twice a month, I think it's enough, people got a lot to do. And I'm a little bit of more of an advocate of less is more these days. Because I don't want people to skip over my email. So if they only see it every other week, or once a month, or if they are, if I'm posting, you know, things that are valuable, like I did this cool. Montage publicity is like a gardening process, you plant your seeds in different times, which is something I really believe, well, guess what, you know, it's what's fabulous about this is, is people will respond in different ways. And I believe in giving value, here's how, and, and you know, like the 8020 rule 80% of time you're really giving value and content. And then maybe 20% of time, you can make an offer, I'll tell them about my publicity course or I'll invite them to an event you know, something like that. That's great.
Awesome, and, and I mean, I think that I like how in within that you mentioned how it's like you're planting all the seeds and you don't you don't necessarily see the result of something you do today, it might take you know, a few months to pay off or it might it might lead to one connection that leads to other things and so that's that's I guess kind of a breakthrough for me lately the last few months is that I used to you know back when like article marketing was a thing I used to put out articles and think okay, well great. I'm seeing all these clicks back to my site but but is that kind of a better mindset to have is that you're doing all these things and some might pay off and some might not but you're just counting on on those times it pays off but you don't quite know yet what will pay off.
You know you're doing things to create exposure in the marketplace. And the truth is not everything's gonna hit right away, or even grant you great results right away. But that consistent persistent marketing in the marketplace, is what's going to absolutely draw people back to you. And create that all important. I've heard of you somewhere syndrome, because they will keep seeing you on social media on your own easy means, in your article marketing, in a quote from the media, that's what we're after, to create that ongoing visibility building campaign that includes networking, I think at least twice a month, then people know you, and it makes a big difference.
So alright, so you say network twice a month, and there are all these other, you know, actions to take. So do you have any kind of a routine or a method to the madness? Do you have any Daikon on Monday? Do you say, I'm going to knock out these things on Tuesday knock out these things? Or do you say, every week, I need to do at least one of these? Do you have anything like that? Well, every
60 days, I send out an announcement, so it's six times a year. And then I create the local media list. That's important, I make sure that I'm speaking, four to six times a month. So if that's part of my system, I do have a social media team who blogs and and creates all of my social media accounts, which is driven by my books. And they're out posting at least three times a week. And that's what they've been instructed to do. Right. So I have team that just because I'm busy speaking and traveling and running my publicity courses and consulting, all of which I totally love. And then I have team who takes my content and puts it out there. And I think that's a beautiful thing. Awesome. So
you focus on the fun stuff that you like to you like the the writing and the speaking and making the courses and then your team deals with all the all the other traffic stuff.
Exactly. Awesome. So
when people are out there, and they're, you know, trying to, or they're doing their best to be visible and stay relevant and all that good stuff. Do you see a number one mistake happening with everyone trying to improve their publicity?
Number one mistake is they don't do anything. I mean, honestly, that'd be the number one mistake. So you must do something you must take baby steps skit out in your community. But that's really the number one mistake not to do anything other than that, you know, I'd rather you ready fire aim, instead of do nothing.
I mean, makes a lot of sense to me. And and that was one of those things that held me back to was for years and years. I thought, I don't know what what if I mess up? What if I have a typo? And so I like your, your answer and your attitude there to that, well, anything is better than nothing. If the average person isn't doing anything to get the name out there, then if I do something, then automatically I went against a lot of people who just aren't even aware.
Absolutely, we just we want your name to get out there. We want visibility ongoingly. And it is key to just keep putting yourself one foot in front of the other. It doesn't have to be huge stuff, not to go into any overwhelm. We just create ongoing, simple building campaigns. And what a difference that makes.
I mean, yeah, cuz I imagine that if someone just made took a couple of these steps, just once a day, even 10 minutes a day, imagine, after a year, how many 10 minute chunks times 365. That would add up to
exactly.
So so cool. So I mean, we we need to do publicity, we need to do a lot of little things, we can do a lot of things consistently every day. And I understand that along those lines, you have some kind of a freebie prepared for everyone today.
I do as my as my creation of a publicity, more tips for you. What I did was I created a free gift, which is an audio download of more simple tips that you can use for your publicity, ongoing visibility building, keeping it really simple but value pack. So definitely download that app publicity crash course.com/free gift. And if you'd like to talk to me about your own needs, and Robert, I think you can put that in the show notes too, right? Publicity, crash course.com/free gift. And if you'd like to talk to me about your own specific needs for publicity, or book publishing, I'm an expert in that too. Please, you know, feel free to give our office a call at 415-883-5455 and we can support you with consulting my publicity course or anything else that would be relevant for you.
Awesome, so publishes the publicity crash course.com/free gift and can you repeat that phone number one more time to make sure everyone has it?
Absolutely. It's 415883 5455
Awesome, we're gonna we're gonna do it just like the, the infomercials, right? They keep repeating the numbers. So the numbers are on there twice on the show notes, all that good stuff.
Yeah, and there's a good reason for that you have to be ongoingly consistent.
Makes a lot of sense to me. And that's the message I've been hearing from you over and over. Today that consistency wins. So thanks for being on the show. Jill. Thanks for telling us about publicity from you know, getting in a local business journal fitting into the news, doing all these social media things a few times a week networking, and just all the things that are simple to do. We might have heard that that they're important but we need to be doing them because they work it's how the news media functions now. So thanks for being on the show Jill and sharing the things you have to share with us today.
You're welcome. Have a great day everyone to make sure
you never miss another episode of this podcast. Go right now to Robert plank.com/itunes. That's our OB er T PLA NDK slash it u n e s
Filed in: Archive 1: 2012-2016 • Interview • Podcast • Traffic
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