It all comes down to the message. It doesn’t really matter whether you have a book, a product, or a service, it’s really all about your message. Jill Lublin, international speaker, three-time bestselling author, and radical influence expert, has been helping people get book deals and pitching to publishers for years now. She says what matters is that you leave a legacy, and that’s what books really do. They help you leave a legacy of your information or your dream. Jill talks about how you can go out and publicize your book and your message, and shares some invaluable wisdom on the general do’s and don’ts when doing publicity.
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Jill Lublin on Publicizing Your Book And Leaving A Legacy
I’m excited to have one of the premier publicists in the book world talking about how you can get out there and publicize your book and your message. Jill Lublin is an international speaker, a four-time bestselling author and a radical influence expert. She shares her secrets for leveraging circles of influence on a one-hour audio connecting and leveraging your connections for greater visibility and credibility in the marketplace. I have one of her books. I met her at an event, this is the Guerrilla Publicity, and I’m about halfway through it. I’ll probably be sharing a little bit of this as we move along too with tips and steps so you can remember where to find Jill and what to do. Welcome to the show.
Thank you so much. I’m just excited and I have to show them the fourth book, The Profit of Kindness. I help all kinds of people, products, services, real estate professionals and I have a specialty also in artists who create books. I’ve been working with all kinds of genres for many years. It all comes down to the message. It doesn’t matter whether you have a book, a product, a service, it’s all about your message.
Let’s jump into that message. I don’t think people really understand when they write a book, especially a nonfiction book, so many people write it because their other products and services aren’t selling. That is the result a lot of times because they’ve done it backward and the message wasn’t created before the products and services of books. Can you talk about that a little bit?
It’s interesting because it can go both ways. Sometimes you get that pop after you create a book, sometimes you create a book to get that pop. It can go both ways and have seen it work both ways, which I love but here’s what I love about having a book. I’ve been helping people get book deals for years now and pitching to publishers and agents when not a word is written and that might have inspired you to get your book go in a little bit. Here’s what I’ve noticed, what matters is that you leave a legacy. To me, that’s what books do, they help you leave a legacy of your information or your dream or create a dream come true with your fiction. It depends what your purpose is for the book.
Sometimes it feels important and it’s okay if just your mom reads it. Sometimes it’s about building your business and creating prospects and in that case, how you do a book is important. I’m always a big believer in getting clear on what the purpose is. Most of the people I work with haven’t written a word why I’m pitching their books so that allows some flexibility for what the publishers need because that’s important too. I love people self-publishing and getting their book out quickly, that’s all good. I’m a fan of any way you can get it out, it’s a beautiful thing. Most importantly, I want people’s wisdom out and I want their message out. That’s what I’m a big believer in and that’s what my life’s work has been dedicated to is helping people get their message out.
Tell us a little bit about the process. What do you look for when you’re bringing on a book to pitch whether it’s without it being written or being written, both ways?
I’m pitching to major publishers and agents and all of my books are on major houses, meaning they’re published by major publishing houses. What I love about that is I’m not in the book business. I’m a great publicity specialist and I understand how to make all of that work. Being in the book business is another deal and I would prefer that. Somebody called me and he said, “I found your book at Barnes & Noble in Fort Lauderdale.” That’s a beautiful thing and I love that. I’m big on distribution that a publisher has and some of their publicity engines although I’m always telling people, you still got to create your own publicity engine and make sure that you do on your side whatever needs to be done.Whatever gets you out there is good. Click To Tweet
That’s a big thing for me. I’m also big on telling many of my clients, “Let’s just get your book self-published and get it out there fast and connected so that it’s quick,” and so that’s a great thing. Do whatever it takes to get yourself out there. What I love about a book is that it’s one of the vehicles and tools to put yourself out there, but we’ve done PR campaigns for people just on ideas and other possibilities. Whatever gets you out there is good. What I love about a book, whether it’s self-published or in major houses, is you have the opportunity to get more publicity and that’s a good thing.
I want to tell you something I’ve run into and maybe you can give some insight to our readers about it. I end up with a lot of people who want to be the invisible author. They live under the impression that, “If I just put it out there, I’m talented and it will sell.” What would you tell them to turn that around with?
I wish it were like that, but I’m sure you and I both know it isn’t. I know some people go, “I wrote the book. I’m done.” That’s when the work begins. Writing the book and getting the book out is usually and hopefully the fun part and the easier part of the journey. It’s important to have great people around you and an excellent team who knows what to do and how to do it. Most importantly, let’s underline this point is to start your publicity now. Right this minute, before you need it, before you write the book before you get to even the next step. Publicity is an evolutionary process and you plant seeds from places and you watch them grow. We plant seeds in different places. Know that that’s part of getting your message out there and that’s a key.
You can always see when people are on social media and they haven’t gotten their word out and they haven’t been talking about it because it almost looks like spam, “Buy my book, buy my book.” If you do it the way you mentioned, getting out there and connecting, it’s a much different appearance when the book comes out.
It’s a gardening process. You plant seeds publicity-wise so that they grow at different times. That isn’t just the moment your book is out or you’re launching a product or whatever it is you’re doing, it’s that you’re planting seeds all the time. Growing your publicity garden so that the seeds can bloom in different times and that’s not a panic that is needed just at that exact moment.
You are going to a big book show in Frankfurt. Tell us a little bit about that because you and I had a discussion about the difference between foreign rights that people think they have on Amazon and foreign rights like you go out and get purchase.
When you have a self-published book, you own the rights to your book and that is a beautiful thing. What I do is go to foreign rights fairs and help my self-published authors get international rights deals because the reality is most of you don’t have that. Maybe you think you do or maybe your book can sell in different parts of the world, but that doesn’t mean that they’re reading it in their own language. I help people get foreign rights deals that are in the language of that country. Then what’s cool is they change your book cover so that it also reflects the language. They translate all of your books and they pay you in advance. They pay you money and take care of all the distribution, the direction of the cover as well as the translation of all the words and then distribute it to their country.Publicity is an evolutionary process. You plant seeds from places and watch them grow. Click To Tweet
That allows you to have a global impact, which is very important in today’s market as well as to speak and train in multiple countries, which is incredible even if you do it via webinars and different ways. The cache and the importance of the leverage ability to have your book in multiple languages and available is very strong and makes you very credible. You just can’t buy that kind of credibility except to hold up a book in other languages and start showing people that. I’m negotiating right now for my own book, Profit of Kindness. We have some interest from Kuwait and then I find out not only will it be in Arabic and throughout Kuwait, but it will also be in the airports. That’s a lot of international travelers going through there. In today’s world, it’s important that you have that kind of international reach and global impact. It makes such a big difference that people can have their work in all kinds of languages and in all kinds of places.
Talk a little bit about your book because you told me a little bit about it when we were in Tampa and tell us about it. Why did you write it?
Profit of Kindness got written because not only is there a real need in the marketplace now as we see for kindness and doing something different, meaning doing business with kindness and seeing how you can help others and that’s a key. Interestingly enough with everyone we interviewed with Profit of Kindness, what we found is companies that were more kind that did business that way had happier employees, bigger revenues, happier customers. All important things and had more satisfied employees generally because they had a kindness culture. That’s important that we see that the product of happiness and kindness is increased employee retention and increased revenues, which everybody wants.
Give me some little bit of wisdom on publicity, do’s and don’ts in general.
One is a message. We talk about planning that publicity garden, keep that in mind. One of the things, this is with my authors, is that you start creating your publicity three, six and nine months ahead so the book you showed, Guerrilla Publicity, got featured in Costco Magazine, Costco the store. That’s because we started on publicity nine months ahead. It also got featured in Inc. Magazine and Entrepreneur Magazine because it was nine months ahead. The Profit of Kindness, I was on seven Fox TV news segments. The first week it was out because we started the same thing, six and nine months ahead. That first week of books out in particular is an important time. I’ve done 45 radio interviews, been on seven Fox News shows, the CBS TV show, Inc. Magazine twice, Forbes Magazine twice because I’ve been planting the seeds and I’m doing them ongoingly.
People go, “I’m done with that.” I got in the New York Times eighteen months after Guerrilla Publicity came out because somebody had seen all the constant publicity and wanted to do an article about how to look like the big boys, which in a way is what Guerilla Publicity is all about and then they interviewed me. That’s because your publicity stays consistent. I want you to keep your foot on the pedal. You don’t have to keep your foot totally on the gas all the time, but I want you to keep it on the publicity pedal. I want you to think about weekly, what can I do to promote myself, my business, my book, whatever it is you’re promoting? Take one action that you can do to promote yourself and that will make a big difference and be a huge blessing in your publicity life. That one thing could be going to a networking event and where you get known and seen. I went to a networking event and got asked to do a speaking engagement. One leads to another. I want you to think about how one thing can keep leading to another and that’s very powerful, very potent and will make a big difference for you.
A lot of times when you go to a speaking gig or you speak, somebody will come up and ask you to speak someplace else so make sure you’re out there a lot doing all those things. You have a special promotion for us.
I’d like to give your people a gift. I’m a publicity expert, I created seven key ways to get your publicity out with more great publicity tips. It’s simple and easy to use. I’m a practical kind of woman, so I always like people to have practical ways to get their publicity out. Go to PublicityCrashCourse.com/FreeGift and then I can tell people also how to get great publicity discount on my publicity course or whatever works for you. I do teach a publicity get-it-done, no kidding course where you leave with three documents done, four templates that you can use forever for your business. I do this on Zoom, so you can take it from wherever you are. I also do it in several cities throughout the United States, including coming up Los Angeles, the Bay Area, Texas and Florida and New York. There are multiple cities coming right up.
I’d love to offer anyone if you need the next step to get your publicity done. It doesn’t matter where you’re at in the process, you’ll find it very practical and very powerful and get your publicity done instead of wondering about it. The publicity course when you go to my website, PublicityCrashCourse.com, it’s $1,297. What I’d love to do is offer you the secret code of Publicity. If you use the word Publicity when you check out, I’ll give you $600 off. That’s almost half off and also give you the opportunity to attend both the live Zoom and the live course whenever you can. That’s my offer to you, my gift to you for those of you who can come with me live, terrific. At least we can get you started on Zoom right away and include the live course at no extra charge.The product of happiness and kindness is increased employee retention and increased revenue. Click To Tweet
I know a lot of my clients are going and a couple of your city live, but keep that in mind, Zoom means anytime. You don’t have to travel, you can do it right from your home. I appreciate all the tips you gave us.
Go pick up The Profit of Kindness and Guerrilla Publicity and let’s get your message out. Your message matters and it’s important. I want to give you great tools to get it out simply and easily.
Thank you so much.
Thank you, Juliet.
- www.PublicityCrashCourse.com/registration – Secret Code “Publicity”
- Jill Lublin
- Guerrilla Publicity
- The Profit of Kindness
About Jill Lublin
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, 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, 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.
Over the past 25 years, Jill has worked with ABC, NBC, CBS, and other national and international media as a highly regarded publicity expert. She has been featured in The New York Times, Women’s Day, Fortune Small Business, Entrepreneur, and Inc. magazines.
Jill is the author of four bestselling books, including: Get Noticed…Get Referrals (McGraw-Hill), Networking Magic (Morgan James), and Guerrilla Publicity (Adams Media), which is regarded as the “PR Bible”, and her latest book The Profit of Kindness (Career Press), which went #1 in four categories. With four international bestselling books, Jill is acknowledged as the go-to person for building success through influence marketing, networking, and publicity. She helps authors to create book deals with agents and publishers and well as obtain foreign rights deals.
In addition to her speaking engagements, Jill trains and consults with executives, sales teams and marketing departments in Fortune 500 companies, as well as in small-to-medium-sized companies. Her innovative influence marketing and publicity techniques consistently increase bottom line results for her clients.
Visit www.PublicityCrashCourse.com/freegift or call 415-883-5455 for more information.