FYB 023 | Author Platform

To promote and sell your book, you need to have clear messages that work to make people interested and answer the question: why they should invest their time and money? Creating content with global digital impact and appeal is a good way to get a solid author platform. Bestselling author of The Profit of Kindness, Jill Lublin believes that making space for a way to give back is a more powerful and profitable strategy. Whether a podcaster or book writer, getting yourself out there means knowing where to focus your values to make your ideas and messages to resonate.

We’ve got another great person to share with you that we think is very relevant to just about everyone who is going to be listening to this podcast. We’ve been getting a lot of questions about publicity and promotion. There is no better person than Jill Lublin, who we absolutely adore. We’ve been on a lot of the same stages. We cross at a lot of events. She has personally referred me to tons of amazing guests for my Inc. column and interviews there. She’s just so free with her referrals because it’s part of her process and I love that. She is an international speaker on radical influence, publicity, networking, kindness and of course, referrals.

She has four best-selling books. Get Noticed… Get Referrals was one of her early ones, it’s a fabulous book. While it may be one of her older ones, every single word in there is still relevant to the way things work today. She’s the co-author of Guerrilla Publicity. If you know the Guerrilla Marketing Group and all of that, it’s like trying to do that with as little money as possible, trying to do it yourself, trying to do it locally. That’s a fabulous book as well. Networking Magic is another one. Her latest book is called The Profit of Kindness. It went number one in four different categories. I think Jill is one of the best strategists also on how to position your book and your message. She crafts clear messages with her clients. I think that really makes a huge difference. What she also does is she has a Publicity Crash Course, she has all sorts of ways to train you to do your own publicity, also to help you get the right type of publicity because that matters as well. She also helps authors get foreign rights sold to their books, which is such a cool thing. I didn’t even know there was a thing on the scene until she told us. She has so much experience with this, it’s invaluable.

She’s an absolute powerhouse with how she does it too. She has a Rolodex, a contact list on steroids. I really just met her and I had just started my Inc. column, I needed people. I needed a whole bunch of really as high profile as possible great guests. She went through and sent me twelve text message introductions to amazing people just like that. Talk about kindness and giving, that was just huge. It got me an interview with John Assaraf who was one of my best articles, at least in my first year. It was one of my best articles, the most circulated and the most interesting to me personally. That’s why we want to bring someone like this. This is the caliber of people we want. People who we know can get it done for you. People who we know can give you the right advice. That’s why we’ve invited Jill Lublin on our show. Let’s go to the interview and then we’ll talk some more after. 

Listen to the podcast here:

Promoting A Book? Jill Lublin Advises: Get a Clear Message and Digital Author Platform

Jill, I’m so glad to talk to you.

I’m always delighted to talk to you. Thank you.

You are amazingly prolific with both of your books and helping other people get their books out at the market. A lot of our podcasters and the people who we talk to everyday, the bloggers, they want to have book deals too. I thought there was no better person to have on the show to talk about what you really need to have in terms of platform power. Isn’t that what a book publisher says? “What’s your platform?”

FYB 023 | Author Platform

The Profit of Kindness: How to Influence Others, Establish Trust, and Build Lasting Business Relationships

I’ve been pitching book ideas, not even a word is written that people have in their heart and/or concepts that are bigger than that to publishers and agents for years. One of their first questions is, “What’s your platform like?” They will ask that question. What a platform means is what’s your publicity like? What’s happening? Who are you? As I like to say, why should people care? 

It’s evolved over time. Your platform used to be something very different than it is today in a digital world. What do book publishers usually look for in terms of today’s world?

They want, obviously, a great content is key, an important idea, an idea whose time has come, sometimes is what I like to call it. They really also want to know that you can promote and sell a book. I have four books out and there’s a reason for that. That’s because I can promote and sell books. That’s important. Are you speaking anywhere? What publicity will you be doing? They will ask you very specifically. It’s important to have that and some name recognition. That can all be developed. I have over the years gotten contracts for people you’ve never heard of. That’s okay because they’ve got a book and that’s what’s key. They have a great idea whose time has come. I think that’s really first what they want, is make sure the idea works. They will ask, “How will you promote and sell it?” That’s an important question to have an answer to. 

That’s really interesting, the idea that works. It’s important for our listeners to understand, there’s a distinction between a podcaster who may want to publish a book on their subjects or about themselves and a podcaster who wants to be able to attract a publisher to really do it in the traditional sense. There’s so much self-publishing going on. That’s a very different thing. You’re saying, Jill, a publisher wants to know how you’re going to be able to help promote the book to make it worth their time.

The other piece of what I do is I get people foreign rights deals. I think it’s important that people think in terms of global. I think in these days, it’s important that you have global impact, that your words have global impact and appeal. They’re still looking at, even if you’re a self-published author, you’ve still got to be thinking, “How am I going to reach people who’s going to buy this book?” Otherwise, it’s just like a nice exercise. Realistically, you want people to hopefully digest your material, take it in, and actually have something as a gift from you based on your great knowledge. I think that’s really important. I’m always big on leave-behinds. There’s nothing better than a book as a leave-behind.

FYB 023 | Author Platform

Author Platform: You want people to hopefully digest your material, take it in and actually have something as a gift from you based on your great knowledge.

I always love how you demonstrate it. I’ve seen you speak quite a few times. I always love watching you do it, how you hold your book up right by your face. You actually demo that to people. I watch so many people on stage do it wrong every time. They just hold out their book like it’s this casual thing, almost sideways that you can’t even read the title. I’m thinking, “They need Jill’s help.” 

It doesn’t seem like they’re excited about it, does it?

No. That’s the worst part. It’s hard enough to get people to read your book. If you’re not passionate about it, how are you going to pitch that?

It’s really important that you demonstrate that sense of enthusiasm and excitement, holding it close and being loud and proud, that you care about your book so others will too, Whatever you’re demonstrating. This could be a program that you’re talking to your customers about. It could be a prospect that you need to communicate something to. All of it is important. 

The international aspect is really intriguing because podcasters naturally have an international audience, sometimes a bigger international audience in the beginning than they do a domestic audience. They don’t even try. It just happens naturally because podcasting is global. 

It’s always wonderful about podcasting. I’m terribly excited about podcasting because what’s happened is it enables so many more people to get on the air, to get interviewed. As podcasters, you always need good folks you can count on to be interviewed. I love that. I’ve just been very excited about that. Isn’t that great?

It’s great. You have a podcast, right?

Yes, I did. It’s called Small Business Owners Publicity Podcast. Now, I’m turning more into The Profit of Kindness, which is my newest book and focusing on that.

I love that subject matter. Let’s talk a little bit about that because that’s how we see podcasting. That’s actually how we recommend it to all of our clients and what we do. Podcasting, in the beginning, especially is service. In serving, it’s being kind. It’s serving and you’re referring and you’re doing wonderful things like that. It does come back to you. 

It’s so interesting in The Profit of Kindness because I interviewed a lot of great people, smaller businesses, and then the case studies on bigger businesses, and consistently we found kind businesses, had happier customers. They tend to have more prospects. They did better generally in the world. They had happier personal lives, more fulfilled. All of that is just so powerful and incredible with what’s possible in the world. I think that’s really a key, connecting your values to your work. That’s important. What are your values? Make sure they’re in your work. I teach Publicity Course live. Every time I have one, I make sure there is a non-profit in the course that’s gifted a seat. That is a policy. In fact, we were on a staff meeting and my course in LA, the non-profit, just fell out because they got sick or couldn’t do it, whatever it was. I’m like, “Who are we going to get? What are we going to do?” We’re actually spending time, money and energy seeking a non-profit for the course because I so believe in this and it’s an important part of my foundations and values. 

We actually really encourage that as well because there is an ad-mixing component to our RSS servers. The way that all of our episodes are recorded, you can have an ad placed on their. We recommend people don’t place the ads in the early stages of their podcasts when they’re starting up. It’s not very kind or mindful to their new audience to start selling to them immediately. We say, “If you want to get them used to the places in which you might put your advertisement, you can always do a throw to a wonderful charitable organization or some non-profit that you want to raise awareness for. You can do that.” People don’t mind at all. In fact, they’re excited about it because it shows that you’re caring or sharing. 

I think that’s really the key. It’s interesting because we all know it’s important to promote and sell your services. I think it’s also important to know where your focus is with your values, what you believe in. Make sure you’re promoting that too. Have it be an essential part of your business. That’s a key. Making those decisions, what are they from a marketing standpoint and also from a heart standpoint? What do you believe in? What’s important?

That’s the essence of who you are, the essence of that brand that you want to come across. Brand is an over-used term nowadays. It’s who you are and how people perceive you. That is so critically important in how you come across, whether it’s in a book or as a speaker or on a podcast. 

I think there are people who just naturally are like this. Then there are people who need to grow into it, learn on it. If you do it purposely for a while, I’m all for it. Do whatever it takes. Certainly, look to see where you can serve more. 

For those that are new at promoting themselves, they want to do a self-published book but they need to promote, what are you seeing today, in the end of 2017, is the most effective form of promotion? Has it changed over the last year or two?

FYB 023 | Author Platform

Author Platform: In today’s world we have actually far more access to be seen, heard, and visible more than ever.

I think good news is that social media has increased our visibility, podcasting has increased our visibility, blogging. We have much more opportunity now to be seen in different places, different mediums. One of my clients was recently on CNN and also got on CNN.com. To me, that’s double the exposure, double the fun. I love the fact that in today’s world, good news is that we have actually far more access to be seen, heard and visible more than ever. That’s really important. I’d say what hasn’t changed is that your message needs to be clear and consistent. That I don’t think actually should change a lot. You have different memes perhaps, fun things you post that you’re having a cappuccino or whatever. We want real content and good brand building and interesting and good relationship-building, all of that is a key. What’s different is that, if anything, you just got to keep up with the places that you can post. 

I have a wonderful announcement strategy that is one of my systems I teach. What I notice in my own announcements and my clients is that now I’m including all the Facebook Live groups I’m part of, all of where am I, in chats, in LinkedIn or different places. I include that, that when I do have an announcement that needs to go out, saying something wonderful or something that’s happening, coming up, those are part of the list now. That didn’t use to be the case. That’s what I’m seeing, a lot of expanded opportunities. That’s good news.

It makes it far more likely you can be heard. You mentioned message clear and consistent. I don’t think there is anyone better who teaches this than you. Would you mind just a short recap of how you talk, what is a clear and consistent message? 

One of my soap boxes I’ll get on is the opportunity to create a message. I like a message that matters, a message that resonates for you. You’ve got to be consistent and authentic with your message, which is thank you, you see that in me. You notice I am consistent with my message. I think that’s a key. The truth is you’ll probably get bored with your message before other people will. This is for everybody. Really take a look at what’s the problem in the marketplace, not what do you do. Get off that one and get into what’s the problem out there in the marketplace. Talk about that. That’s a better key. That’s a more powerful way to put ourselves out that frankly makes much more of a difference and that people really love and enjoy. 

That’s exactly how we help our podcasters structure their shows better. We like to structure and say no one’s typing in your name to find you unless they happen to have heard of you somewhere else. When they’re Googling or they’re typing into iTunes at 2 in the morning, it’s the problem they’re looking for an answer to, and we want you to show up. When you can show up on that, then you’re there to serve. All of your great content, all of the messages, and all of the other things that you have to give are going to be seen. If you go in there and just, “It’s all about me,” you won’t get seen. 

Which means good content, important information, focus on your audience, solve their problem and give real solutions. This is something I’m also a big proponent of, give people real solutions. I like three. Give them three things to do that are simple and easy, that you don’t need an engineering degree for, that you know how to do but that you’re giving away as one of your golden nuggets of great information that people can actually do. I think that makes a really good, value-laden proposition. The truth is most people can’t do what you know how to do. You want to give them tools to do it anyway. I think that’s really a key.

I would love to know from you, Jill, speaking of three things that you might be able to give advice on it. You had your podcast and you’re not doing it anymore. What were some of the three things that really made it not worthwhile to keep going?

I didn’t work with you. That probably would have been better. I think it’s important, work with professionals. I did actually have some professional help in the beginning. You need to work with professionals who know how to market and put it out there and promote it and have it done well. I think that’ important. I did love doing mine. I was a big believer in short. Mine was fifteen minutes. I’m a big believer these days to keep things short, focused and simple. People are busy. That’s a good thing. You want busy people listening. I had to measure time and effort versus what revenue was it creating and what was it doing in terms of building business exposure. Those are things that I measure. I don’t just measure revenues, by the way. What I love about podcast is it absolutely is a major fabulous strategy for building your exposure. I think that’s really good. 

This is my favorite part right now. What we’re doing, Jill, is I get to talk to people who are in my network who I absolutely adore. I want to expose to my listeners because I know they’re going to get value from, and I get a chance to have a little catch-up phone call with you, which is especially because we were just talking about that we’re not making it to the same event this time. We haven’t seen each other recently and so this gives us a chance to. That is one value add that I look for in a podcast, for me as a host. 

The truth is, when I was in podcast, I would typically interview people that I love, enjoyed and of course when you have great content. Otherwise, forget about it. We can all do something different. I do think it’s important to have and give good value all the time. 

Is there anything else you’d like to leave our audience with? Remember that our audience is a lot of aspiring podcasters, aspiring book authors and/or already existing both book authors and the podcasters. 

You’ve got to start with your message. That’s really key. I want you also to know that you need to be doing your PR generally before you need it. I think some people wait too long. 

That is so important. We hear that, we’re like, “Please do it before you launch.” 

Before you launch your book, your podcast. Put your message together and let’s get it out there. Remember that you don’t even have to have any of that to even get started in PR and messaging and taking good first steps locally. That’s really good also to start locally. Most importantly, take the baby steps and get yourselves out there; it’s really a key. Your message matters, that’s what you’ve got to remember.

Thanks so much, Jill. We really appreciate your time. 

Thank you.

Promoting A Book? Jill Lublin Advises: Get a Clear Message and Digital Author Platform – Final Thoughts

I love that she started the whole thing with that a platform starts with great content. It’s an idea whose time has come or an idea that works. That fits right into what all of you are doing as podcasters. If you can’t make it to 100 episodes with your great content, then it may be an idea that’s not working. It may not live, seriously.

We had thought originally about writing a book about 3D printing when we first started. It was one of those ideas we had. I had talked to a bunch of different people who said, “That’s way too niched to be a book. No one would ever read it. You would never get a publisher for it. If you want, you should just self-publish it. You have to spend a lot of time and energy promoting it and everything.” I think 500 episodes later, they were wrong. There are tons of content, there are tons of interests. I think most subjects are that way. I think it depends on the person delivering the message. How passionate are they? How motivated are they? There are always important subjects to break them down and talk about in the podcast. 

I also really liked where Jill talked about that you’ve got to start early. It’s never too early to start promoting and talking about your show. It’s never too early to start pushing it out to local media. I would call it trade media. It might also be another way to look at it because your local media may not be your local region. You may not have that kind of subject matter. Thinking about that, whatever is within your category. It’s never too early to start talking about that because you are an expert in it. It’s what you do. It’s how you’re going to attract people to your show. If you can talk on their show or in their articles or on their podcasts, then you can certainly command and get your own podcast going as well. 

FYB 023 | Author Platform

Author Platform: It’s never too early to start promoting and talking about your show. It’s never too early to start pushing it out to local media.

I often get asked, “When is the right time to start? I don’t know if I’m ready yet. I needed to do this or that first.” We talked recently about now or later. I’m always in the opinion it’s now. There is no time too soon to start. It’s never too soon to start. Speaking of not being too soon to start, we wanted to make sure that you have access to Jill and to her Publicity Crash Course program. She gave you a special code that’s going to give you a discount. She teaches this both on Live Zooms so you can be anywhere in the world. She does it on varies regions: Los Angeles and Tampa, in the Bay Area because that’s where she’s from and all over. I’m sure there’s on coming up pretty much every month the way that Jill is talking about it. There’s going to be plenty in those areas. Also, if you are seriously considering foreign rights to a book that you’ve self-published already, she’s definitely a person to get in touch with.

I would say, more importantly, if you hadn’t considered foreign rights, you didn’t even have that probably on your radar thinking about your book. There apparently, as Jill told us, is an increasing market for foreign rights for books. We have heard this from many of our podcasters that they’re always surprised that some of their early audience is foreign. We found that as well, we had a tremendous amount of audience in Brazil and Nigeria. We were really surprised at the amount of downloads and the percentage of traffic that we had in the early days. In the early days of the podcast when you have less episodes downloading, it looks like a much more percentage of it. We heard from the people because we ended up getting in contact with some people that were actually there, some of our listeners. What we found out from them was that there was just a gap of information, that they had no other place to go to get it from. They didn’t have any localized information. They didn’t have it anywhere else. Podcasts were a whole lot easier for them than reading it in their particular case because they can listen in English but maybe they don’t read it as well. That was the case in Brazil specifically.

I found it exciting to learn that there is a bigger market in the book market internationally as well. We have some people we know who have books and they’re definitely promoting them. We’re going to connect them with Jill because they need to be looking at the international market. If you are service-oriented and socially conscious or a conscious leader, I highly recommend you pick up the book, The Profit of Kindness. I loved it when I read it. It just resonated with how I like to operate my business and how I hope that we’re coming across here on our podcast. We are giving you all of our information because if you’re successful then you will make us successful. It always has a give-back. In that service and in that kindness and in that sharing and in that collaboration, we all get better. I love that movement. That’s really what the heart of The Profit of Kindness is about. 

I was at an event recently in Los Angeles. Somebody who was a podcaster there was picking my brain about what are all the best practices, “What should I be doing that I’m not doing?” type of thing. I thought he was a real do-it-yourselfer. I was like, ” I’m just going to tell you. I’m going to share with you everything that we do and what you need to do to be successful.” I told him. The next day, he came to me and said, “Can you show me some of your other clients and their websites and the content you’re creating from this?” I showed him and he’s like, “That’s a lot of work.” I was like, “It is a lot of work.” I was happy to share with him everything. I do that with anybody because most people aren’t really going to go do it on their own. If they want to do it right and if they can afford it, and I think we’re pretty reasonable honestly, then they’re going to come back and just have us do it. That’s actually what happened with this guy.

Even the ones that we have had that have come when we used to offer DIY program, and we don’t really anymore, but when we did do it, the ones we share that information of and when they listen and they follow through, they are our biggest cheerleaders. They are the ones who refer the most people to us. They are the ones who just freely thank us for what we do for them. That to me is powerful. I’m proud of those podcasts. It’s very exciting to see them growing. We’re not holding anything back. We’re sharing everything with you. Those of you that are a good fit to come and have us do it professionally for you, great. That’s going to work out. Those of you that want to take that knowledge and do it on your own, by all means, have at it. Go do it on your own. We’re happy with that too.

As Jill pointed out that in her book that businesses who operate like us, who believe in us, who give like that, they end up happier business, happy customers, happier themselves. I love that. I want Brandcasters to be a happy place. I want everyone to benefit from all these strategies, from the reality of what we do or what you can do for yourself. It is legitimately valuable stuff and it works. That’s why I’m so excited about it. 

Don’t miss out on Jill Lublin’s generous offer to take her Publicity Crash Course and/or attend any one of her events. Go to BrandcastingYou.com and you can also go on social media, @FeedYourBrand. Thanks so much for listening. This has been Tom and Tracy. We’ll talk to you next time on Feed Your Brand.

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About Jill Lublin

FYB 023 | Author PlatformJill Lublin is an international speaker on the topics of Radical Influence, Publicity, Networking, Kindness and Referrals. She is the author of 4 Best Selling books including Get Noticed…Get Referrals (McGraw Hill) and co-author of Guerrilla Publicity and Networking Magic. Her latest book, Profit of Kindness went #1 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 a strategic consulting firm and has over 20 years experience working with over 100,000 people plus national and international media. Jill teaches Publicity Crash Courses as both live events and live webinars and consults and speaks all over the world.

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