Jill Lublin, an international speaker and author with expertise in publicity, networking, kindness, and referrals. Jill, a best-selling author of four books, including "Profit of Kindness," shares her passion for real-world publicity, emphasizing the importance of visibility and credibility for businesses. Learn about Jill’s latest book Guerrilla Publicity and the misconception that publicity is only for celebrities. What an amazing conversation with Jill!
HR professionals, business owners and operations at all levels are struggling to figure out what needs to change. Our system has been shocked practices have been questioned, and conversations are finally happening. We all know there has been a huge shift in what people want. inclusion and diversity are common phrases. But often misunderstood generations are coming together more than ever on what's important. Mental health has been brought to the forefront of everyone's mind. Let's humanize these conversations. Let's talk about what's important for employees to be successful in life and at their job and how companies can create an environment to allow them to do both because successful people will make up a successful workforce. I'm Leighann lovely. Let's get this conversation started.
I have an amazing guest today. Jill Lublin is an international speaker on the topics of publicity, networking, kindness and referrals. She is the author of four best-selling books including get noticed get referrals and co-author of guerrilla publicity and networking magic. Her latest book profit of kindness went number one 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 strategic consulting firm, and it has 25 years of experience working with over 1000 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 the link below in the show notes to get your free gift. Or you can go to Jill lubalin.com. Jill, I am so excited for you to join me today.
Jill Lublin 02:25
I'm thrilled to be here, Leighann and thank you so much for having me. Why don't you start out by telling me and the audience a little bit about yourself? Well, I know you did this great intro for me. And I would tell you, you know, my some of my proudest accomplishments are my books for them. In certainly helping so many literally 1000s of small business owners get more publicity. And I look at it as spreading your light to the world, your gift to the world. And so that's exciting. And I run a conscious kindness community. And those are the things I'm I'm happy about and proud of. And, you know, like everyone, I've had many steps along the way, some switchbacks, some fall downs, you know, and most importantly, doing what I love and loving what I do now. And that's awesome. I love that phrase, loving what he or say that again, loving what I do, and doing what I love, that's, I absolutely love that. Because what if you love what you do, you'll never work a day in your life. And that, you know, I recently went to an event and the speaker spoke about finding your true purpose and being able to match that purpose. You know, align that with your life. And if you can truly identify what your purpose is, then, you know, you everything else kind of falls into place. And it's, it's completely true. So, absolutely love that. So you are a best-selling off author for books for books. You're a speaker, you're a teacher, let's talk about it.
Jill Lublin 04:02
So, you know, the thing that I'm big on has is helping people get real world publicity because listen, a big PR agency is going to cost you four to 5000 a month and more a month and more. And you know, I know how to get this stuff done in looking like the big guys as I like to say but without spending a fortune. So that's that's really always been my jam and I stayed in my lane I you know, I believe and liked for me stay in my lane. That doesn't mean I mean, I'm multiple interests and but I've just I've just found a groove, you know, and I think sometimes when you find a groove, it's a good thing to keep that groove going.
Leighann Lovely 04:46
Absolutely. So your most recent book. That's the publicity, the Gorilla. Yes. Yeah. So tell me a little bit about that without giving away any trade secrets. Oh, you know, I
Jill Lublin 05:03
Love gorilla publicity. That's this one here. Yeah, it's actually my third book to be exact. But the truth is, it just came out as a third edition again. So every time a new book comes out in a new edition, I consider it new. Right? Right. And it's filled with great, easy things to do to get your publicity done using time and imagination. And to do things the right way, how the media appreciates it that gets you seen, heard and paid, using publicity as a primary strategy. So great fun to write. And it's part of the Jay Conrad Levinson, guerrilla series. For those of you familiar with guerrilla marketing, this one's called guerrilla publicity. And it's really the focus of get it done publicity. I'm, I'm a practical kind of woman, I want people to get things done, to have ease with it to be consistent and persistent in the marketplace with publicity. So gorilla publicity is oriented toward those actions.
Leighann Lovely 06:07
So let me ask you a question. When I hear of publicity, I think, well, you know, publicity is for the, the rich and the famous for the stars for the public speakers for so let's let's talk about publicity at its at its core, you know, who are your target audience? Who are the people who need publicity?
Jill Lublin 06:29
How about listening right now all of you need publicity. If you're a business person, if you're in business, whether you're a solopreneur, or have one or two people working with you, which by the way, is most of who I work for. The reality is, people need to hear of you. Because you can be doing great work what, you know, whatever area you're in. And if no one knows about you, then what good is it you know, so, to me, that's fine, if you want just be heads down all the time. But if you want an easy way to attract, and that is it's an attraction, strategy, and monetize as you publicity monetizes you multiplies you and magnifies you. So that's why I love it. Because it's really about, you know, kind of a gift that keeps on giving. And what's beautiful is that the reality is, when you stand out in the marketplace, because you got an article, it could be in your small town newspaper, in your chamber commerce newsletter, it could be radio, TV, in blogs, and podcasts, all of that matters, and everything counts. And so really, what I encourage everyone to do is create what I refer to as visibility building activities and put them into your calendar 30 minutes a week, if you do that, consistently 30 minutes a week, I promise you great results in your publicity.
Leighann Lovely 07:57
So that you intrigued me. I don't know if you saw my MeeGo okay, what is that? So what was the phrase that you just used? 30 minutes a week, you put? What How did you say
Jill Lublin 08:08
that? Visibility, building activities,
Leighann Lovely 08:11
visibility building activities. And so what is all entailed in that?
Jill Lublin 08:18
So one thing would be, go to Google Alerts, okay, Google Alerts and put your name in there. So that way, when you're spoken up in the press, you will know it, because sometimes, you know, something will get picked up, and you want to know it necessarily. So Google Alerts really helps handle that. And even more exciting in Google Alerts. For instance, when the Prophet of kindness came out, I put in the word kindness. Now I know when any of the media is talking about kindness and being a kindness expert, because I wrote the book on it. You know, I can comment. And the other piece of that is, by putting the word kindness in, do you know, I found out that world Kindness Day is November 13, I didn't know that before I wrote a book. So um, kindness. And what I would recommend to all of you is, put that phrase put that what you help others with, and that way, you know, when the media is talking about that, which is very helpful for creating more visibility, that's a great place to start with a very specific PR strategy.
Leighann Lovely 09:27
Very interesting. So, you know, I regularly google myself because I want to see like, where am I at in my, in my visible am I? And because of you know, because of the podcast because of you know, I'm everywhere you can you which is wildly weird, you know, as it's built up over time, but actuation it's really cool right where you can but to in order to drive it properly. What you just said was putting the phrase or alerts towards when people are talking about, for instance, you know, my business, fractional sales or that kind of thing. That is, is an idea that I never thought about so that I can understand what's happening in my industry and then shift or cater, you know, my marketing strategy, Marvin, Mike my publicity strategy to what is really becoming visible to the general public, right?
Jill Lublin 10:30
That's exactly it, you got it perfect. And, you know, to just broaden that, and like, in your case, you could use do sales you could do, you know, it doesn't have to be the word fractional sales, although that's very specific. So I always encourage people to think broadly, and then sometimes go very narrow, and that that's powerful. But no, there's multiple ways to, to wonderful to different aspects and showing up in publicity. And so I like to think I'd like you to think of yourselves like an octopus, you know, with beautiful tentacles, and that's you're reaching your tentacles into multiple places to be seen and heard. And, frankly, publicity builds that trust, and that like no factor that people think they know you, which is great. And they want to do business with you, and they see who you are. And they make good decisions on that.
Leighann Lovely 11:24
Right. And it's kind of creepy when people you know, think they know you. And I'm having a podcast you there's a lot of people who know a lot of facts about me, and I'm like, Wait, how do you know that? And I'm like, oh, yeah, right. Right. Right. And you listen to my podcast. Great. But that is totally true. And you do want people to feel like they know you. Because yeah, the know, like and trust factor. No. Hopefully they like me from listening to me, and maybe they hate me. I don't know, probably not gonna get business from that right.
Jill Lublin 11:56
Now, but you will, you know, frankly, engage people and that that's really what's most important here is engaging people to be engaged with you. It's really about oh, I call it the I've heard of her somewhere syndrome. Yeah. Oh, yeah. Yeah. Luckily, yeah, I've heard of her somewhere. And that's what we want for each one of you. And the truth is, sometimes they won't remember where they've heard of you. Let's see. What's it at a local meeting? Was it at in a national article? Was you on TV or radio where you heard from on a podcast? The reality is, it doesn't really matter. What matters is they've heard of you somewhere. And when you get publicity, it will create that ongoing, powerful I've heard of you somewhere syndrome. You know, it's interesting Lambie, it teach a publicity breakthrough boot camp, and we do you know, every person is in there. We want to know, where did you come from? Did you hear me on lands podcast? Did you? You know, did you see something or saw me speak somewhere? And we do really ask and you know, what's fascinating to me, about 20% really that high? Up people cannot remember where they've heard of me. But they can view and that's all part of me somewhere. Right? And you know, sometimes it's a referral. Sometimes it's it's they did see me speak, just don't remember. But does it really matter? They saw an article they heard a podcast, right? And can you know, it's also good to know where people are coming from listener? I had a woman who sold 42 books and a 15 minute podcast, so wonderful. Is that right? So? Also want to know what what's working? Well,
Leighann Lovely 13:32
and has you ever? Our first meeting, we talked? And I think one of the first questions I was was Joe, hey, it's great to meet you. Weird. How did we connect? And both of us went? Um,
Jill Lublin 13:46
we don't know. Don't know.
Leighann Lovely 13:48
But we heard of each other somewhere. Exactly. It was probably through a, you know, a referral of somebody saying, Hey, you should check this person out. You guys should talk. But you're, you're so unbelievably Correct. There's so many times where names are thrown out there and you, you LeighAnn lovely, or Jill want your name to be the name that somebody heard of somewhere. Exactly. You know, I'm to the point where I'm like, Hey, if you write my name on a bathroom wall, that's okay. No, just gets a little weird, doesn't it? Okay. So I want to talk about you know, because we have a finite amount of time, I want to talk about the the kindness What did you call it? I was going to call it
Jill Lublin 14:37
called a kindness circle or kindness circle, kindness community,
Leighann Lovely 14:42
The kindness community. Let's I want to talk about this and and let me preface this by saying that the world needs that the world needs it ever more with so much negativity on so many different social platforms? Because people feel like they can Just be negative and harassing and, and having more people come together and say, Hey, let's, let's try to be kind, let's create kindness in our group I just commend you for, you know, talking about that and creating, you know, even just using that word reminds people that they need to be kinder to each other. So, now, let's talk about your kindness community.
Jill Lublin 15:33
So first of all, you know, when I wrote the prophet of kindness, I felt that whisper in my ear, I want you to do kindness circles, like that was a an instruction for me. And I was busy promoting my book. I mean, I'm an expert in publicity. And, frankly, I was getting on Fox News Network talking about kindness. I got on seven of them in the first 30 days of the book coming out. In Las Vegas, in Los Angeles, in San Francisco at CBS Morning News in Virginia, I mean, great stuff was happening. So I was busy promoting and frankly, spreading the message about kindness is what we were really doing. I've been in Ink Magazine and Forbes magazine twice talking about kindness in business, and what sort of what is its effect. But here's so here's the cool thing. Through all this, I thought I gotta get those kinds of circles going right. And then COVID happened, I thought, one now's a good moment, and, and actually started putting out the call, you know, come on, in, let's spend an hour with conscious kindness and help each other. And by golly, the first one 660 people showed up. And now we've got over 1000 people in the community, and we meet at the third Wednesday of every month, and we spend an hour, we have two networking circles, and everything's on Zoom. And 110 minute speaker, amazing people, I've had Marcy Shaima, who wrote Happy for No Reason and Chicken Soup for the mother's soul. And I have the gentleman who did the kindness diaries on Netflix, I've had amazing people who are in multiple environments of kindness. And we're going to celebrate what Kindness Day, November 13. We do that every year. And we celebrate kindness every day, through what I call conscious acts of kindness. And I always ask people just do one a day one conscious act of kindness a day, imagine the difference it would make in our world, like, Wow, and so again, third Wednesday of every month, please, I'm going to post for you and please put it in the shownotes. We invite your listeners to come it's completely free. And
Leighann Lovely 17:42
That's amazing. Because I've I you know, a past actually, I don't know if it was past guests or not, but I've had, I have somebody else who has actually created the kindness bucket, where it's a community that that intentionally goes out and, and makes comments on Facebook, it's a community, because they're trying to combat such negativity, you know, and that's it. Here's the funny thing about kindness, and about just creating doing one a day. You do that one consciously, once a day, within 30 days, maybe 40 days, you will start unconsciously doing that on a regular basis. And I will tell you that when even something as simple as somebody opening the door and holding the door open for me, it gives me that Oh, thanks. Like it puts a little smile on my face. Because it's somebody's thinking of somebody other than just themselves and in our society. As busy as we are as much as we're hustling. People get so absorbed and so and I'm not saying that people are mean oh, how dare you not open a door for somebody else. It's the world is busy. But for somebody to stop for a moment and be outside of their own head and recognize people around them and do those little things. It spreads so fast.
Jill Lublin 19:15
Yes, and you know, such simple acts like you suddenly it's opening the door for someone, it is smiling, having a smile down the street, sometimes I'm trying to smile at someone and they're I don't even know where they are. It's like, just smile back. It's really a simple thing. But even if they don't I know that I've done that. And perhaps that changed something. And of course we are kind just because right there's a reason it's just an act that comes from your heart and that is authentic and sometimes yes, it's gonna require something of you. Listen, my neighbor who I hardly knew and this is one of my things is get to know your neighbors. That's a common thing, right? It's such a simple thing, but so many of us actually don't even know our neighbors anymore and cluding me He who lived next door to this wonderful woman, and frankly, I found out her husband went into dementia, health dementia care. You know, and, and I just remember I found out she fell in her driveway. Okay, so I brought over food. We've been friends ever since we go out to dinner every week, we she makes me meal, she's a really good cook. We, you know, go out to lunch together. We just, we, we just help each other, you know. And it's really sweet. And it's amazing to me how many years I didn't know her and took something. But that something was me also practicing an act of kindness and reaching out, you know, I do think the busyness factor is such a big thing. So, you know, honestly, if I'm so busy, by the end of the day, I'll just look to see who can I send a nice text to, right? You know, who can I write a handwritten letter I actually have on my calendar, it's on my calendar. Every Monday, it says right to handwritten notes. Okay, now I have to do it on Monday. But by the end of the week, I will have written two handwritten notes to somebody. So that's something I don't know about you. But I love getting handwritten notes. Now,
Leighann Lovely 21:18
I yeah, I do I enjoy opening them. And I'm like, Oh, my god, somebody was actually thinking about me enough to sit down and actually hand write it versus just sending an email or a text or whatever that might be. And, you know, bringing up the neighbor thing,
Jill Lublin 21:32
I think, I think what we're talking about this, so I get this these cute, little I'm a cute, the happy face stickers, the happy face stickers. In my kind of circle, she sent this to me, just you know, a role of kindness of happy stickers, right? So when people ask me to do book endorsements and testimonials, which I get that requests a lot, I'll do it. And I'll put a little happy sticker on their envelope. So somebody who's in a mastermind, and he comes up to me goes, I can't believe you put that happy sticker on it, I really needed to see a happy face the day I opened your envelope, you know, and so it keeps going, right? It's just simple, fun, and not fun, or whatever things including a smile, including just make a difference. But go ahead. I'm sorry,
Leighann Lovely 22:18
No, and I was gonna say I think, you know, during COVID, I think that, especially for me and my community, I live with a lot of first generation homeowners. So they're, you know, in their 70s, some of them are even older than that. And, you know, I was going out to the grocery store, you know, when I needed to, but I would call my neighbors and say, Hey, I'm making a trip to the grocery store, do you need anything, and, you know, and they would email me back, they gave me a little list, and I would pick up what they needed. And I would deliver it, because they were trying to stay, you know, in their homes as much as possible, because they were up, you know, the higher risk. And that has just, I mean, they are so good to me, they are so good to my husband, my daughter, my daughter is five and I mean they every single holiday on her birthday, they come over and give her a hand delivered gift. I'm like, Wow, you guys are way over the top. But I mean, it we had moved in, right, right before COVID Hit like literally a couple of months before COVID head and it was like, wow. And we've just become so close. Because of that those small little acts of kindness. Like goes so far?
Jill Lublin 23:33
Oh, that's so beautiful. You know, the COVID did a very interesting thing for us that, you know, sort of a good news of it. And that was to, in my opinion, make us more conscious of those around us. And how could we reach out? How could we be more kind? How can we be more flexible? You know, I think it taught us that if you paid attention, and one of the things I talked about an in the profit of kindness is what I call the return on kindness principles, rocks, right? And one of those rocks is is compassion, like what you did right? And asking how can I help you?
Leighann Lovely 24:08
Yeah, absolutely. And that's that that is one of the rules of I think in business networking. It should always ask first, but if we then lay in the principle of kindness in into that, look at how powerful we could be as humans. Well,
Jill Lublin 24:27
that is the point it's like, imagine this, you're great already in business. Wonderful. Now add on that because guess what kind companies get more publicity. In everybody. I interviewed kind companies or the CEO or the main person. If they were kind guess what else? Everybody who worked for them was happier. The people, their clients and customers happier they were more profitable. Right and across the board. Everything was elevated in terms of measurement. It was due to kindness. Right? And
Leighann Lovely 25:04
I've talked with I've talked to people on previous episodes about, you know, having actually having an entire sales force at your fingertips as a business if you only treated your people extremely well paid them. Right you would and you know, treated them. With kindness, you have an entire, you have the ability to have your entire workforce, literally acting as little mini marketing people out there talking about oh, I love the company I work at Oh, really? What company do you work at? Oh, I work at XYZ company. Oh, should I come in work there? Oh, my God. Yeah, we're hiring. I mean, right there. That's simple sales pitch if, again, you know, and it goes on all different types of levels. Anyways, I digress. I'm not gonna get into that. But what I do want to know, a little bit more about your publicity bootcamp? How often? Do you do that? And how does that work? How long is
Jill Lublin 26:03
it? Oh, I my policy breakthrough boot camp is a get er done. Short days, I'm in to short, I think people are busy. And I want to honor that. So I don't go these long days, that just short focus, we have a media panel, like real people in the media, who actually tell our participants what works and what's hot and what's not. So that's really good. They actually get to pitch them. And everything is live and interactive. There's constant breakout sessions, I give people real things to do that are important for publicity messages. And, and we're, we're really focused on using publicity, to drive sales and to get leads and to create visibility, credibility, and trust in the marketplace. So it's all oriented toward that. It's all on Zoom. And it's very affordable. And I'm spilling all my secrets, and really empowering people to get their publicy done. And they're held like once a quarter usually.
Leighann Lovely 27:03
Oh, that's awesome. That's awesome. Because I think that any any business or any, any brand new business owner could use a better understanding of how to really hit the market hard, especially when they're on a budget, and to use that budget properly the first time versus having to reinvent the wheel multiple times to try to get it right the first time. Right.
Jill Lublin 27:31
Leighann Lovely 27:35
Awesome. Well, awesome. So I have a question of the season that I would love to ask you, before we wrap up. What do you think will go down in the history books from what the world has experienced over the last three years?
Jill Lublin 27:52
Hmm, well, certainly a time of I'll call it, hibernation, you know, I, I actually saw it as that. And I think those of us who were able to adjust and recreate, like, I put all my programs on Zoom. And I think what will go down in history books, of course, is the sadness of it. And, and yet the also the ability to see a new way. And I think that has happened in major companies now that they've got workforces that go, I like working from home, and I can be very productive. And I don't need to do things the old way. So to me, it's about turning the tables into new ways of doing things. And we have been now trained on Zoom, we, you know, are comfortable people are training, all kinds of things on Zoom yoga, and classes and healing and, and doing things business that we never did before. And I think we're far more efficient in certain ways. If you know, if you're able to use it, do it and recreate. So I think to me, that's been a big lesson, a big learning that we can do things differently. And that it's all possible.
Leighann Lovely 29:06
Yeah, that's absolutely I completely agree. You know, the world was sent into shock, but I think that we've proven that we are able to prevail, regardless of the circumstances. So it's awesome. So if somebody was interested in reaching out to you, how would they go about doing that?
Jill Lublin 29:29
Well, I would love for you to go not only to the kindness circles and come and join us, but also go to my free gift, which will be also posted in the show notes. It's my publicity Crash Course action guy and it's really fun more tips to get things done and also in it is an invitation to attend a live free masterclass with me where you get to ask questions and be present and get things handled for yourself so that that's what I'd love to give you And of course, Jilllublin.com You can find me too and just reach out. It would be great.
Leighann Lovely 30:07
Wonderful. Jill, thank you so much for having this amazing conversation. I really appreciate your time today and yeah, definitely check out I will put those those links in the show notes so you can go and check out you know, all of the things that that Jill just listed and get your claim your free gift. Thank you again for listening to Let's Talk HR. I appreciate your time and support. Without you the audience this would not be possible. So don't forget that if you enjoyed this episode, to follow us, like us or share us. Have a wonderful day.