Episode 38: Create a Powerful Message with Jill Lublin – Transcript
Rennie Gabriel 00:09
Hi, folks. Welcome to the Wealth On Any Income Podcast. This is where we talk about money, tips, techniques, attitudes, information and provide inspiration. I'm your host, Rennie Gabriel. Today we've got a special guest I've known for probably over 30 years, Jill Lublin. If you want to know how to create visibility for yourself and/or your business, Jill is the master. She's the author of four best-selling books, including, 'Get noticed . . . Get referrals'. She's a co-author of 'Gorilla Publicity' and 'Networking Magic'. Her latest book, 'The Profit of Kindness', also became a number one. She's the CEO of a strategic consulting firm, and has over 25 years experience working with over 100,000 people, plus national and international media. She teaches a virtual Publicity Crash Course. She helps authors create book deals with major publishers and agents, as well as obtaining foreign rights deals. Welcome, Jill.
Jill Lublin 01:16
Thank you, Rennie. It's a delight to be here.
Rennie Gabriel 01:19
Well, let me ask you something, which sounds kind of silly. You've been in publicity for so long, but why do you do this?
Jill Lublin 01:28
Oh, why do I do this? First of all, I love helping people get their message out. Really, it's, it's in my heart, my spirit to really support somebody who's got a great message. And what I've seen is the power of the media to multiply your message, to operate as an attraction factor, has really been the way that people can get speed with their message and reach a lot of people quickly. That's why I do it. I love it. I'm passionate about it. And I've actually seen, you know, the media multiply. I know people go, "Oh, well, newspapers are disappearing." But guess what? Now we have got podcasts, people like you. It's fantastic.
Rennie Gabriel 02:09
Yeah, yeah. It's growing all over the place. Well, who, who would you say are your best clients or your target market?
Jill Lublin 02:15
Hmm . . . Mostly consultants, coaches, speakers, authors, and then small business people, right? That could be a chiropractor, a real estate agent. That could be a person who gives some kind of services. So, those are typically my - I'll call them top five - top five folks.
Rennie Gabriel 02:35
I can get that. Now, this is a little bit off-base, but because I donate 100% of the profits from the work that I do to charity. I love working with people who are also philanthropically minded. Is there a particular charity or a favorite charity you like to support?
Jill Lublin 02:54
Well, I'll tell you the thing that I do that I commit to . . . So my answer's yes, particularly around animals and women. So the ASPCA, I tend to do, and women's organizations that help women get on their feet to start businesses again. But here's my commitment, is that I teach a virtual publicity course. I teach it twice a month. And in every single course, guess what, there is a nonprofit who is granted a seat as my guest. And so they do not pay, and they get to go through and learn how to do publicity for their nonprofit. So that's been, that's been my give back. Actually, consistently over many years, and in fact - when we were in-person - so the course is virtual will continue virtually - but when we were in person, I would be in cities that I didn't know anybody. So I would call one of my clients and say, "Hey, listen, here's what I got. Please help me." And my clients were always gracious enough to help me find a nonprofit locally. So that was really wonderful.
Rennie Gabriel 03:57
Well, talking about that kind of giving back, and supporting nonprofits. Two things I want to say. One of them is too many people who have a nonprofit, or who are thinking of having one think that they should not be making profits. And all the tax law says is your profits are not taxed. But if you don't have profits, and I don't care what kind of business you have, you won't have a business. And it doesn't matter if it's a not-for-profit business, or a for profit business. You must have profits do stay in business and support the people that you want to support. But along the same lines, we're talking about what, you're having someone in who operates a nonprofit, they get a free seat. That sounds a little bit like something that might be in your book The Profit of Kindness.
Jill Lublin 04:50
Thank you.
Rennie Gabriel 04:50
Is there a connection to that?
Jill Lublin 04:52
Well, you know, my focus is always helping messengers get their message out. I like to say I'm a messenger of messengers, tied into your other question. And absolutely kindness is about distributing your talents and skills and giving to others. Right? So, to that end, I have a year of kindness now where we come together in community and with The Prophet of Kindness, it's tied into that. And one of the tenets . . . you know, everyone's always concerned about return on investment, Rennie. And you get that, I get that. It is important, yes, to be a profitable business and get return on investment. With The Profit of Kindness. I also recommend that we have RoKs R - O - K. Return on Kindness, principles. RoKs, also known as RoKs, and one of those tenets, or what I call the pathway to kindness, is generosity. And so giving away a course, is generous, you doing what you do is generous. Right? And that multiplies wealth. It multiplies beautiful things in the world. Right? And you do it because it's the right thing to do, the kind thing to do, or at least that's what I do - and I know that's how you think.
Rennie Gabriel 06:13
Yeah, so we are in alignment. And as a part of that, I had struggles to get to where I'm going, I'm going to guess most of the people who are listening, have struggles or blocks in one way or another. Is there a business failure that you could talk about?
Jill Lublin 06:34
Oh, yeah, well, I think . . . Listen, if you arrive anywhere on your journey, I mean, part of it is falling on your face occasionally. I've launched programs. I remember a Mastermind I attempted to launch. And it was a three-day and I was all excited, and you know, frankly, the book, 'Guerrilla Publicity' had come out, and I thought, 'Oh, this will be great.' Well, it was a failure. It just was. People would drop out quicker than they would stay, and they just didn't stay connected. And you know at that time, that was also on me learning how to manage one and make it excellent. And it just failed. Right? The other thing that happened for me is I actually fell and fractured both ankles and ended up in a wheelchair for five months. Well, hey, guess what? My business tanked during that time, because I tanked. Right? And this is the problem or wonderful blessing, depending on what's going on, of being an entrepreneur is that I'm the only one. Right? So here I was a speaker and author. And guess what? I couldn't travel and I couldn't fulfill certain responsibilities. And I felt like a failure. I mean, of course, I was just dealing with a life situation, which is called, 'hey, six months, I'm out'. I can't get on an airplane. And speaking was kind of out of the question. And my brain was foggy, because I was dealing with healing. Right? And in that time, I couldn't be the best of who I am. And so you know what I've learned from that, which was interesting is . . .
Rennie Gabriel 08:12
That was going to be my next question.
Jill Lublin 08:15
Well stop going it alone. This is to all of us. Right? I mean, who's the Lone Ranger, right. I can raise my hand, I was a lone ranger. And I didn't have the support I needed. And that was really an eye-opener for me. And I like to call it that God stopped me in my tracks, because that is what happened. I got stopped in my tracks. And I had to reassess and revise and reanalyze and all those things that are good for us, for a business owner to do anyway. It just got, shall we say, forced upon me. And for me, that was a failure. I felt like a failure. But actually, what came out of that was wonderful and great things and a continuous, ongoing journey.
Rennie Gabriel 08:58
I understand it completely because it was about seven years ago, I severed an Achilles tendon, couldn't do anything, and ended up just staying at home to make phone calls to get things taken care of, and going stir crazy. And that's when I started the online business because my kids knew I didn't have the emotional capacity to retire. And so yeah, it provides the evaluation of what you've been doing, and new directions. Well, let me ask you, in terms of the clients you've worked with, do you have like a case study or a story of how the work you do impacted a particular client, where they were, where they ended up based on what you supported them with?
Jill Lublin 09:47
Yeah, absolutely. Thank you. Well, there was Ryan, we'll take him and that is his real name because he loves me telling the story. Ryan came to me and frankly, he had been fired from a corporate job. He knew he had to make his business get ready and happen again. He had a pregnant wife with her third kid on the way. Right? And did I mention that he just bought a house? So now he's got a big mortgage. Yes, a pregnant wife, two children already, and it's like, oh, my God, what do I do? What he did was that he knew publicity would help drive his business, get that recognition. And in working with him, one of my skills is to take a look at the message and revise it, redo it, recreate it. And you know, as much as I loved what his business model was, it wasn't going to be the thing that drove his business. And so I made him into what I call the ‘virtual office warrior’. And the acronym for that is VOW. Ryan took a 'vow' never to work in an office again. And guess what, that got him on the front page of the San Francisco Business Times. That got him into Entrepreneur Magazine and Mac home journal, and all kinds of places and spaces, literally, that increases revenues by 40%. That got his business really shot like a rocket because he was able to create that business and get people connected to him. So it was an amazing opportunity. And then on top of that, Rennie, because we I like to call it push the right button, we were able to get that story literally duplicating for like seven months, it just kept going. And he kept being featured and featured and featured again, so that his business is now a thriving consulting business. In fact, I'll tell you that one article - one article - in the Chinese times, because he's Asian-American . . . Do you know that netted him $7,000 in consulting income? Super amazing results. So I'm very, very excited and proud and thrilled that I was able to help him contribute to his success.
Rennie Gabriel 12:02
Well, I'm going to guess there are other people. Well, I already know you've got a resource for my listeners that could support them to do very similar things. And would that be your action guide? Or would that be a free gift?
Jill Lublin 12:18
Well, it's actually both. I've created two things that all of your listeners can get great publicity tips from by either listening or actually an action guide to really go through some real-world ways to get your name out there. Because that's a real key in life, is to create that visibility and publicity to get your message heard. So you'll be finding that.
Rennie Gabriel 12:40
Great, I'll put both of them in the show notes for this call. And last thing, before we wrap up, is there a question I should have asked you that would give great value to the audience? And, obviously, if you tell me what the question is, I want you to answer it as well.
Jill Lublin 12:59
Oh, absolutely. So I think the big first question is, what do I do first, Jill? And I hope you're wondering that because one thing I'd like you to do first is create a powerful message and get that message in you - so that you can speak it, be it, create it and say it anywhere, anytime to anyone. That message will get you the media you deserve, and it will elevate your confidence so that you can quickly and easily connect to your audience and say the right things in the right order when you're being interviewed. Those are good things.
Rennie Gabriel 13:37
Well, I've got to add one more question. And how will someone know if they have a powerful message?
Jill Lublin 13:44
So, test it on a few people. I mean, test it now see if it falls flat. But remember that your audience is the media - that's the one I'm talking about - but your audience is, the message that, that I teach people in my virtual publicity courses and every time I work, guess what? This message will be good for prospects, will be good for clients, will be great for media and great for networking. So it has multiple uses. And that's a good thing.
Rennie Gabriel 14:14
Fabulous. Well, Jill, I want to thank you for being on the show. And for all of our listeners, you can listen to our podcast on any of your favorite platforms, whether it's Apple, Stitcher, you name it, and rate, review and subscribe. And thank you for being on the show, Jill. It's just so great to always stay connected to you.
Jill Lublin 14:39
Thank you, Rennie.
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