Episode 97: Unlocking Publicity Secrets with Jill Lublin
In this episode of The Pursuit of Badasserie, we are joined by Jill Lublin, a world-renowned publicity expert with over 25 years of experience. Jill shares her journey from law school dropout to becoming a global media magnet. With thousands of appearances alongside celebrities like Tony Robbins and Jack Canfield, Jill has helped over 100,000 clients implement her signature formula for media success. Tune in to discover the secrets of crafting a magnetic message, leveraging personal stories for media attention, and practical steps to build visibility even without a PR budget.
In this episode, we discuss:
- Jill’s journey from law school to becoming a publicity expert.
- The importance of crafting a message that resonates and solves problems for your audience.
- Real-life examples of how personal stories can drive media success.
- Practical tips for small business owners to start building publicity, including utilizing NationalDayCalendar.com, Google Alerts, and Connectively.us.
Resources Mentioned:
Guest Info:
- Jill Lublin: Publicity expert, international speaker, and four-time best-selling author.
- https://JillLublin.com
- https://Linkedin.com/in/jilllublin
- http://twitter.com/JillLublin
- http://instagram.com/jilllublin
- http://facebook.com/publicitycrashcourse
Jill Lublin is a 25+ year Media Magnet. She is a world-renowned publicity expert, international speaker and 4x Best Selling author. Jill has made thousands of stage appearances alongside celebrities such as Tony Robbins, Barbara Corcoran and Jack Canfield, to name a few. She has worked with over 100,000 clients implementing her signature formula for getting media attention, creating next-level visibility in the marketplace that results in boosted sales. These lead and profit generating formulas are included in her signature program, the Media Mastery Intensive and her monthly Kindness Circles.
FREEBIE: Publicity Action Guide
https://PublicityCrashCourse.com/freegift
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Read the full transcript of this episode below:
Lynn Howard
Hey, I’m Lynn.
Amanda Furgiuele
And I’m Amanda. Welcome to the Pursuit of Badasserie, the podcast.
Lynn Howard
We are back with another incredible guest. Lynn tells us all about her. Yes, Jill Lublin is a 25 plus year media magnet.
She is a world-renowned publicity expert, international speaker, and four times four, one, two, four, times best-selling author. Yeah, yeah.
Jill has made thousands of stage appearance, appearances alongside celebrities such as Tony Robbins, Jack Canfield to name a few.
She has worked with over 100,000 clients, 100. I love numbers, 100,000 clients implementing her signature formula for getting media attention, creating next
next level visibility in the marketplace that results in boasted sales. We are super stoked to have Jill.
Jill C. Lublin
Thank you so much. I’m delighted to be here.
Amanda Furgiuele
We are so excited to have you. Tell a little bit about how you got started in publicity.
Jill C. Lublin
So, you know, like many accidents, it was a happy one in this case, but it was a bit of a fall into my career.
I actually started out in law school and I hated that. So, I had to find something good. I started working in the music business while I was in law school and ended up dropping out of law school and then being the, let’s see, what did they call me, the director of promotion of publicity at multiple independent record labels and had a great time doing that.
And that’s really where I learned publicity because it is all about image perception, getting your name up there.
Amanda Furgiuele
So, that made a big difference. That’s amazing. So, what do you consider to be like? The secret to getting great media, to getting that media script, like what do you consider like that secret sauce that you talk about in the media and publicity?
Jill C. Lublin
Secret sauce, you mean what I cook up?
Lynn Howard
Okay.
Jill C. Lublin
really about having a great message about finding a new way, well, perhaps a new media topic to really get excited about, but also to find your way into media in simpler ways, sometimes not just about like what you have to pitch, but really about fitting yourself in in unique and wonderful ways, and I think that’s something people often don’t do that actually gives you an edge.
Lynn Howard
Yeah, I know you speak a lot about the message and you help your clients and also the audiences, because not all the audience necessarily ends up being your client, but help find their message and that key aspect to it.
What can you share with us? audience about maybe some, we love practical points of like really hone in on what the message is for you in this reason, season, lifetime.
Jill C. Lublin
Yes, wonderful. Well, I have a bit of a secret sauce, this is my secret sauce, and that is having to define yourself in terms of what is the problem today, ask that question, write it down and fill it in and don’t say I do this, like talk and be other oriented.
What does the reader, the viewer, and the listener need? That’s what’s key and important. So that’s an important point.
And then give people real solutions. And you know, it’s not like hire me and call me, it’s do this.
Give them what I like to call your golden nuggets and drill them down and give people real things to do.
like we’re doing right here right now, you want to be doing that for your clients. I have to tell you when I wrote guerrilla publicity, I was privileged to
talk to Entrepreneur Magazine, right? And the editor there said to me, she said, tell people, I mean, which we all like to be an entrepreneur magazine, right?
Of course, that’s wonderful. And she said, tell people that we don’t care even how the press release looks, and we just, we want people to solve problems, to be of value to our readers.
And so fill that blank in, you know, whether you’re doing a blog, a podcast, TV show, it’s being of value to their readers, their viewers, their listeners.
Lynn Howard
100%. You know, I, we’ve heard a lot of people talking about this now, it seems to be more the trend of people are saying, you know, that problem, not just pitching of, I do this, but what is the problem in that solution?
And it seems like you’ve been doing it way before the trend happened, which I love, we are, we are those people as well, we’ve been doing things way before others have caught on.
When you first started, navigating the message from this point, what was some of the responses that you received in feedback or in like working with the clients or even speaking because you’ve done so many speaking events all over the world?
Jill C. Lublin
So people are getting it, in other words it’s clear and I think this is really important for all of you watching to be clear in your message because when you’re in size and precise what happens is people are naturally attracted to you because you’re clear, right?
If you kind of oom and ahh and ahh and maybe and figured out maybe I’m a deer and headlights which by the way here’s a great example an interior designer I worked with and I’m big on systems in PR, I have systems in PR and she said to me before she worked with me she was like a deer and I like some people would say what do you do?
Now she’s an interior designer that’s not difficult to understand what she does except she didn’t have confidence to say it in a way that
Well, other oriented. She close a $2,000 client at a networking event because of being clear on her message and then went on to score lots of great media in the real estate section about how to redo your house.
That was all because of looking deeper at her message, not just I’m an interior designer, right? And I think that’s what people tend to default to is I’m a go on the blank and stop doing that.
I want you to do more solution oriented problem solving and then people will be attracted to you.
Lynn Howard
Well, it’s painting the picture and it’s death where the I am is very superficial. And so just like going through the movement almost.
Amanda Furgiuele
And so yeah, I know, Mandy, I was just saying that a lot of times people didn’t even completely understand the problem that they have until you clarify around it because…
If think of an interior design perspective since you’re talking about that, I can see people not realizing that interior design covers more than just a color scheme.
It’s textures, it’s the placement of the furniture to make your house look more open. It’s creating a family environment that you can all be in.
So there’s a lot more that goes into interior design and decorating than just, I’m going to pick out a color swatch for you.
so really making a clear path for your potential customers to understand what it is you do and what problem is you solve for them because they may not even realize that that’s a problem you solve because they’re thinking, oh, I don’t need somebody to decorate my room.
Like I need somebody to help me create a more and buy a more comfortable living space for my kids.
I’m like, yeah, I do that too. And so creating that story and really creating the full picture of what the problem is you’re solving can help open up a potential client’s eyes to what it is you do because it’s not always black and white.
I do just this. It’s usually, I would say, in this day and age, it’s very open to a lot of interpretation and a lot of things like that even is
business consultants, Lynn and I don’t do just one thing as a business consultant, we don’t just help you make money or feel more confident in your business or whatever, it’s many things that we might end up doing over the course of each individual client.
So creating that clear picture is so important to really understand the message that you’re trying to convey.
Jill C. Lublin
Yeah, it’s, and I don’t think a lot of people have somewhat of those distinctions. So that is a piece of it to be clear and actually five-year-old language.
want to add that in because people talk too high and realistically it’s hard to understand. So I don’t want to be talking your language or you talk in your language like keep things really simple.
It makes a big difference.
Amanda Furgiuele
Yes, clear over clever any day.
Jill C. Lublin
Absolutely.
Lynn Howard
is fun but clear is better. Absolutely and I love that you added that we have these conversations all the time too and I think especially when we’ve been in the industry and at
you’ve been in the industry for so long as well. Actually, the same amount of time that we’ve been entrepreneurs because I’ve been an entrepreneur for 30 years consulting for about 15.
Amanda’s been an entrepreneur for 25 years but that also goes on the side of we can get comfortable in knowing what we know and forget that others don’t know this, right?
And I know that you do a lot of work around that too and the way that people create their message and be confident in that but also also without the arrogance, confidence versus arrogance.
Jill C. Lublin
Can you speak a little bit around that? Well, what I’ve discovered is when you know your message and it’s resonant to you and it is who you are, like you don’t have to fake a personality or be an extrovert if you’re an introvert or vice versa, right?
I think that it’s important to be authentic to who you are. Trust in the marketplace is very important these days, particularly even more so than ever.
So when you’re in alignment with your message, it’s a natural attractor and that is what publicity does. I like to say it’s the 3M’s which is to magnetize you, to monetize you and to multiply you and it’s a gift that keeps on giving which is wonderful because you’ve got bragability rights to the heavens and back and that’s worth a lot of money honey and that’s the point about publicity is that it’s an attractor or money leads profit you know and clients as well as of course referrals.
Amanda Furgiuele
So what advice would you have for somebody just starting out in publicity? Where should they be dipping their toes in first?
What should they be focusing on first in order to get their foot in the door?
Jill C. Lublin
Yeah and take baby steps. I love baby steps and one thing is that’s a simple thing is go to nationaldaycalendar.com look at the holidays that might be relevant for you and get creative like one of my clients she’s a love coach and
Okay. Of course there’s Valentine’s Day, but it turns out there’s romance day. There’s all kinds of other things that are appropriate for her.
So I want you to look and get creative about what holidays you can fit into. And then, like one of my clients, he’s a business consultant, and he’s got a four-year-old.
I go, did you try? I’m like hot dogs. Well, turns out, of course, she does. And there’s National Hot Dog Day, you know?
And he got in talking about his daughter, which then led people, guess what? Right to his website, because here’s the cool thing about media, no matter what you’re talking about, you control your message.
And that simply, usually, always, actually, the message gets driven back to where you want people to go. So that’s a wonderful thing.
That’s really what media is about. It’s about drawing people to where you want them to go. So to me, whatever way you get in, front doors.
By door, underneath the door, it’s all good.
Lynn Howard
And there’s an aspect of leveraging your own personal story, which I know has become more popularized in the past, we’ll say five, eight years, especially since Brene Brown came out with vulnerability and things of that, like there’s been this kind of opening up of leveraging your own personal story in an essence to get people to know, like trust you, to position yourself, but then also how that aligns with what you do or how you can feed that into the business.
it sounds like you do a lot of that with your clients for a while. And can you share maybe some more examples or a success story of where that’s really, really given the best thing for the buck, we’ll say.
Well, in terms of which, can we creating their story you mean, or utilizing their story in order for their business?
So you said, you know, his daughter loves hot dogs. And so she, leverage the hot dog theory into bringing it in, but how people are using their own personal stories to actually build their reputation or bring business in where it might seem a bit non-traditional, but also when we’re in alignment, like you said before, when we’re in alignment with who we are, what we do on a personal level, but it also aligns with our professional, it’s like the triple threat if you would.
And so I’m sure you have lots of stories, but is there one particular story where you saw complete transformation in somebody using and leveraging their personal story into really positioning themselves?
Jill C. Lublin
Yes, I got a good one. And that’s Ryan who came to me, he heard me speak, he goes, Jill, I really want to work with you.
And I’m like, right, Ryan, what do you do? He says, I’m an instructional designer. And I’m like, what’s that?
I had no idea. And he told me, and I said, no offense, that’s boring. We’re not going to get
publicity with it. And tell me your story. He told me that he’d been downsized from a corporate job. He just, well, just bought a big house.
He had a pregnant wife with their third, yes, count him, third, third kid on the way. I’m like, Oh, God, Ryan, you don’t have a job.
Like, what did you do? He said, Well, I started my own company and online. Within 24 hours, he had seven employees doing instructional design.
Now, this was even, you know, pre COVID, a little more people, not so, shall we say, trained in zoom and all kinds of stuff.
And, and that story, that story, I looked at him, I said, you know what, you took a bow, never to work in an office again.
Bow stood for virtual office warrior. Do you know that story got him into entrepreneur magazine? got him into home office computing because he’s in a home based office.
Got him into Mac home journal. He goes, Joe, I don’t even have a Mac. And then you think everything he’s got, and by the way, lot more front page of the San Francisco business times, mean, huge coverage.
And you know, doesn’t even have a Mac and Mac home journal, all kinds of places and spaces. And then on top of that, he is Asian American, got him into the Chinese times, translated an article, and that one article from the Chinese times got him $7,000 worth of consulting business.
And by the way, this is a guy who just starting his own business, know, rightly scared as we, as anybody who’s been in business, understands and knows to, you know, hang up here on Shingle and say, I’m in business, right?
he didn’t have a lot of that experience having been in this nice, cushy corporate world. So, you know, what was wonderful about that was all of the reframe up here.
this message and the recreation of this message, taking a vow, never to work in an office. Again, I mean, media picked that right up.
In fact, the front headline of the San Francisco Business Time says, I think it was exactly like Ryan took a vow never to work in an office.
Again, they actually took the exact headline and put it right up there, right? And how wonderful is that? That whole story created a brand new business for him.
Amanda Furgiuele
I love that. See the power of publicity folks. Yeah, publicity.
Lynn Howard
Well, what I love about that. I can’t even imagine this was pre-COVID. Like how I love to look at opportunities.
all of a sudden, if this is pre-COVID, all the opportunities of him being ahead of the ball that he can actually or he should have leveraged when COVID happened.
And even till this day, he’s one of the front runners if you would. That has all this publicity. He has a way, he has a lot more ahead of what others do.
Jill C. Lublin
Well, and what’s most important is his whole career in in this wonderful business took off because of publicity. And he wasn’t experiencing any and no idea how to do it.
We just, you know, found the right story and walked the journey together. And I think that’s really an important point is you, if you focus on what I might call visibility building activities every single week, 30 minutes, okay, you’re asking what to do 30 minutes of visibility building activities a week.
I promise you made your momentum in your public relations.
Lynn Howard
In the pursuit of that, Aspiri. Yeah. Absolutely. Can you give a couple of tangible things that somebody could be doing?
Maybe that doesn’t have the budget to hire somebody for PR that they could be doing on their own to utilize those 30 minutes.
Jill C. Lublin
week. Yeah, so we definitely just covered NationalDayCalendar.com. I also want you to go to Google Alerts and put in your name, as well as maybe one word, for instance, or a phrase about whatever you’re launching, you’re working on, and put it into Google Alerts.
So for instance, when the Prophet of Kindness came out, that’s my fourth book, I put in the word kindness.
Hence, I found out that November 13th is World Kindness Day. Now, did you know that? I didn’t until I wrote this book until I put it in Google Alerts, and now I can plan a whole PR campaign, which I do, by the way, for November 13th about kindness.
We actually do a World Kindness Summit. I now have kindness circles all in, I’ll just call it, celebration of kindness, and it can be one of the featured people.
I mean, I’ve been in ink magazine and Forbes magazine, and literally plays seven Fox News interviews in the first 30 days of the book coming out, all about kindness.
Now, you know, that’s a soft topic, so to speak, although catching much more momentum. And then I tie it to publicity, right?
And the truth is, kind companies do get more publicity. So I’m just demonstrating to you how this can work using me as a case study in this case, so that one keeps beating another.
And I think that’s a really great thing is get in Google alerts because what it’ll show you is and drive back to you is what’s going on now and in whatever you’re working on, right?
And who’s covering it? You do want to know that. And then go to connectively.us, which is formerly Hero, help a reporter out.com and sign up.
mean, it’s free. And that’ll get you wonderful leads of media people who are working on stories. right now, and you could be in it.
Lynn Howard
Love that. We’ll put all the links in our show notes.
Jill C. Lublin
So wonderful.
Amanda Furgiuele
Thank you. So is there anything last nugget you want to leave our audience with?
Jill C. Lublin
Well, I think it’s really important to understand that each of you has a message and the message of course gets molded, but you know, the truth is you’re doing what you do because there’s some passion there.
There’s some fire there. There’s some competence there, I hope, in all these cases. Right? That has you do what you do.
So the reality is that once you lead with publicity, driving back your leads and referrals to you, being the expert, having earned media, having a trust factor that’s elevated, what’s going to happen is it puts you at the front of the line.
And that’s a really powerful place to be. And I just want to remind all of you that your message matters.
Amanda Furgiuele
Bye. that love that. So how can people get in contact with you?
Jill C. Lublin
Where can they find you if they want to reach out? Well, thank you. Jill Lublin.com is terrific. Lots of else in there.
So check it out Jill Lublin.com. And I also prepared for you a wonderful action guide that’s full of even more publicity tips than we were able to cover today with you.
So check that out. And then it also is a free publicity masterclass with me. All in one gift, all for you, double the fun.
And it’s at publicitycrashcourse.com slash free gift.
Amanda Furgiuele
And all of that, of course, will be in the show notes. So down a little bit and grab those freebies from Jill.
You’re wanting, you definitely want to catch those while you can.
Lynn Howard
100%. Thank you, Jill.
Jill C. Lublin
much. When’s the next book coming out? Right now, I’m working on all the things, but thanks for asking.
Amanda Furgiuele
Excited to get. it out.
Lynn Howard
Yeah, absolutely. So thank you so much for jumping on. We appreciate you helping all of our listeners on the Pursuit of Bad Assery.
And we look forward to connecting again. Make sure that you are following Jill on all the social media platforms, take advantage of her giveaway and share this podcast with somebody who you feel could use this message today, because it’s clear that we get more concise, we get, and I love those three M’s that I already forgot, but I’m going pull them from the show notes.
And I’m going to quote you, but in order to be able to monetize, maximize, and make money, something along that lines, but definitely share this podcast with your other entrepreneurs and business owners to help them get their message out there with clarity and conciseness.
Until next time.
Amanda Furgiuele
Get after it.
