How to Market Your Expertise in the Media

Jill Lublin is an international renounced speaker on the topics of publicity and networking and the master strategies on how to capture the attention of the media and increase your visibility in the marketplace. For over 20 years she served the business community professionals and celebrities to promote themselves and their work. A member of the national speakers association Jill Lublin is a popular speaker and host of the nationally syndicated radio show do the dream and now, here’s Jill Lublin.

Thank you for joining me today I'm so glad you’ve made this investment you know because in my business there is a saying that with advertising you pay for it and with publicity you pray for it. Today it’s my focus and intention to help you get the publicity you need. When I speak allover the country and lead workshops and trainings, I address thousands of people and help them get their word out and increase their visibility. Today it’s you and I helping you to get your message heard because the news is made up of you.

And I'm going to help you understand how to make it happen more for you. When you watch television, when you listen to radio, when you read the newspaper did you know it’s all about us? We are the news. So it’s important to understand how to create your news. One of the points is for instance when you read the people section of your local business journal of your daily newspaper there is a section in there called the people section. Guess what, we are the people, turn what you do into a resource. Learn how to speak your expertise out and part of that is about creating the ooh-ahh factor.

Let me tell you about the ooh-ahh factor. Technical term I know but it’s really about creating a story, a story that makes people go ooh and ahh, tell me more. It’s attractive. It’s immediate, it’s attention getting. It’s powerful and it’s convincing. For instance Ryan who was a client of mine in consulting came to me and said Jill I really want to work with you and I said, great Ryan, what do you do? He said well I'm an instructional designer and I thought about that and I have to tell it just wasn’t interesting to me.

So I said Ryan please tell me more about your story. He said well, you know i've been downsized from my corporate job I think they mean fired at that time he said I had a pregnant wife with my third child on the way. I just thought a big house in the bay area in California and on top of that I had no job. And I thought a minute and I said Ryan that is not a formula for success. I said what did you do? He said, well Jill basically what I did was I created seven employees in eight counties and I started my instructional design company online. I didn’t have any other choice.

I said Ryan I got it. What you are is a virtual office warrior. And he looks at me and said what do you mean by that? If you look at the words virtual office warrior they spell vow. Ryan took a vow, never to work in an office again. Now that story was powerful. That start for Ryan is absolutely the ooh-ahh factor that will create the immediate attention grabbing headlines and a sound bite that people can remember. A sound bite explains who you are, what you represent and why you make a difference so with Ryan he used everything he got to get publicity.

He’s actually Asian-American. He used his ethnicity because although he doesn’t speak a word of Chinese we translated his speech into Chinese and got it featured into the Chinese Times. Use your special interest, use religion. You know there's all kinds of special interest, religious newspapers like the catholic voice, the Jewish press. Use things that make you distinct and what makes you different. Everything works. Let me tell you my own story.

I had an electric car Ford made this electric car, we had leased it for three years from Ford and well Ford closes the factory, they decided they were finished with the electric car and that was it for us folks. Well I had to tell you I was mad. So I called up the media and I said you know I am mad as you know what and I got to tell you the story. Now let me share with you that this is a great little people story it’s us against Ford, the big guys. And so what happened was there were 300 cars that Ford was going to destroy even though there were 300 people in Norway waiting for these cars in order to use them.

Now, what I did because of the media and ABC affiliate came out and MBC affiliate came out and filmed the story. And when they put my picture on TV driving the electric car, under my name it said Jill Lublin electric car advocate. Now I have to tell you I don’t know much about electric cars, I'm a publicity expert. I'm an international speaker and a networking expert. But for that moment my friends, I was an electric car advocate. What story do you have that could be a part of who you are? What can you publicize that is part of who you are and what you do?