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BizBooks: We will begin taking questions in less than hour.

Jill Lublin: Looking forward to answering all of your questions. See ya soon!

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BizBooks: Welcome to the 6th segment in the BizBooks Ask the Expert Series.

Today we have with us Jill Lublin.

As CEO of the strategic consulting firm, Promising Promotion, Jill Lublin has trained companies in innovative techniques to improve bottom line results.

Today we will be discussing her latest book and how you can leverage the power of the media to gain exposure for you and your business, establish yourself as an expert, and stay top of mind with clients and prospects.

Welcome Jill, let's get started!!

Jill Lublin: I'm so excited to be here. After 22 years of helping people get there word out, teaching crash courses in publicity and supporting people in all levels of business, I am thrilled to be supporting people in publicity. I love to help people translate their messages, and am committed to helping people Get Noticed and Get Referrals.

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Washington D.C.: Is your book targeted to small business owners?

Jill Lublin: Absolutely, if you're in business and you want to Get Noticed... this book is for you to help build profitability and a referral network without you having to work so hard!

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Boston, MA: Do you have any networking tips for people who are naturally shy?

Jill Lublin: For naturally shy people, go around the food table, ask when you walk into an event for a greeter to help you meet more people, and rememberthat everyone is probably as timid and shy as you are. they are probably better at hiding it. people are natural connectors-so just be yourself and i think you'll find people are more open than you think and hello is a great place to start. start by then commenting on their clothing or something you like about that person.

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Northport, NY: I am starting my own solo law practice. What is the best way for me to get clients?

Jill Lublin: For law practice-Remember you're building a business. In Get Noticed...Get Referrals I talk alot about building a power network. Also, use your established circle of influence. Go to the people you know, let them know you are starting your practice and then start asking for referrals. use my practical sheets in the book to identify your networks. ALso, write articles in your local bar journal about client practices and ethics and then in your daily paper-right interesting 500 word pieces about how to find a great attorney and the things to watch out for!

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Houston, Tex.: I have been hearing about Twitter a lot lately - is this something I should be utilizing for my PR efforts?

Jill Lublin: I think it's really key to use Social networking tools-linked in, facebook, twitter, my space and youtube are the top ones in my opinion. but, look at waht age rangeyou want to reach and see who's appropriate for you. twitter is a little more youthful .

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Bowie, MD: Can you describe the difference between networking 10 years ago and networking in today's new media environment?

Jill Lublin: Networking 10 years ago was about meeting at networking meetings and more about passing out cards. Now, it's about being of service and value to people. Give out a card with a lead on it which gives it value. In Get Noticed...Get Referrals we define specific strategies for how to deal w/business cards now and great sound bites that work. People have alot less attention span. You have to quickly get to the point. Now, it's about social networking and blogging and needs to be integrated. However, when i wrote networking magic, we found out that belly to belly marketing is still key!

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Toronto, Canada: Hi Jill - I just started my own business and money is tight - what form of advertising/promotion will give me the most bang for my very small buck?

Jill Lublin: So sorry you missed me in Toronto in May. I did a crash course in publicity there. Tight budgets are what I always teach. Do publicity. start w/an announcement into your local paper and busienss paper. Make articles 500 words that you submit into local papers. see if you can write an ongoing column for a more local paper. network effectively throught your geographic region 1-2x/month. make flyers and distribute them at local cafes. Read my book Guerrilla Publicity for alot more and in Get Noticed...Get Referrals we talk alot about using media too. Also, i encourage you to come to my crash course in publicity (am doing one in Calgary in October!) go to promisingpromotion.com/special.html to learn more

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New York, NY: Any tips for keep your networking "game" fresh?

Jill Lublin: Most important, keep you fresh! Ask for new things at didfferent events. have different sound bites that you say so you aren't always repeating the same thing. be there always in service to others and when you walk into a room-think how can i help? write valuable things on the back of people's cards. Also, in Get Noticed...Get Referrals, look for our part about building team-will give you another thing to get noticed about

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New Paltz, NY: Are networking conferences really worth it? What about networking websites?

Jill Lublin: Alot of my business and registrations into my crash course in publicity come from networking conferences. I budget tradeshows for 4x/year-1 per quarter. just don't get to much into your own field. go to conferences that can help you cross promote. for instance, i love going to ewomen network in dallas. I think networking websites are great-see as stated earlier to previous question about social networking

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Sandusky, OH: Jill, How do you handle personal networking at a professional networking event? Is there a protocol or etiquette to follow?

Jill Lublin: First, check Get Noticed...Get Referrals. We talk about that alot. First, read the person's badge and try to address their name. find out what you have in common. the etiquestte is to ask how you can help them. if you help other people get their agenda met-they will help you. see who else you know that you can introduce that person to so they can benefit. get their cards and write things on them that will help you remember their name. don't hog people's time.

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Virginia Beach, Va.: What are the five easiest ways to get noticed in the business world?

Jill Lublin: From Get Noticed...Get Referrals, we identify the following:

have A great team
Do Publicity
Network effectively (at least 1-2x/month)
see where you can get other people business
Give great referrals to other people

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Atlanta, GA : I always seem to forget people's names. Do you have any tips that can help me?

Jill Lublin: everyone forgets names. i say, please forgive me, it's hard to remember everybody's name-what is your again. most people have name tags-don't be afriad to stare at it.

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Northport, NY: I am by nature a listener more than a talker and I am not "pushy", any tips on how I can cultivate relationships in group settings?

Jill Lublin: listeners are wonderful. ease your way into a group by just standing there and listening. natural flow will open the conversation up. contribute where appropriate. people will remember you for your listening. that's a great thing!

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Aurora, Ill.: I am a female professional and find that being direct in business conversations can be seen negatively. What do you recommend to females when trying to forward business in co-ed settings?

Jill Lublin: If they see you negatively, you don't want to do business with them. You are a business personal first and a female as part of that. My guess is you're playing in the wrong networks. Be yourself-anyone who can't play at that level is not your associate

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Austin, Tex.: Do you have any ideas on how I can involve my community in my business? How do I give back without breaking the bank?

Jill Lublin: I always give in terms of time and money. when i don't have some extra of either of those i give where i can. so for instance, i always scholarship at least one seat in my crash course in publicity every time in every city. i also give 10% of my revenues to charitiy. I often help non-profits with their press releases and i always practice 1 acti of conscious kindness every single day. none of these things cost me extra money!

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Lewis, Del.: What is the one thing you can do to make sure that a colleague remembers you at a meeting or networking event?

Jill Lublin: Give back. Give them a referral or connection that they will remember. in Get Noticed...Get Referrals you'll see we talk alot about being in service and being remembered. that's the powerful way to connect and be reemmbered

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Arlington, Va.: What is the one piece of advice that you never leave home without?

Jill Lublin: To know that you are being noticed at all times no matter what you think and i have met more great contacts and connections on airplanes, standing in line at the local store, going to concerts, everywhere-so to get noticed...be joyful, a lovely person to connect with and come from a place called how can I help

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Norfolk, Va.: When does networking cross the line from proactive to annoying?

Jill Lublin: when the other person is annoyed. everyone has different tolerances-make specific requests and keep them tight-i'm sure people won't see that as annoying

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Lords Valley, Pa. : Do you think promotional events where you give away free merchandise are a good idea?

Jill Lublin: I think networking events are importnat. we define some great places in Get Noticed...Get Referrals to network. Yes, free merchangdise is great, but have it be something useful for others. not just another pen or mug. i'm really liking the compact mirrors and food i can eat or kleenex w/your name on the outside. things i carry around and actually use or consume

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Dallas, Tex.: Do you have any tips for business cards?

Jill Lublin: use both sides-on my front i have all that i do-international speaker, best selling author, master strategist and tv & radio host. on the other side are all of my books and thier pictures!

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Raleigh, N.C.: I have a small business and have been around the block a few times. How can I jumpstart my business?

Jill Lublin: Well, isn't the block wonderful? The thing with staying in front of people is persistency and consistency. start w/some article writing, use your circle of influence, network incircles that you feel energized with, and do publicity. Read Get Noticed...Get Referrals there are lots of great ideas you'll like from a new and energetic perspective

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Arlington, Va. : What is the best kind of Free promotion - and how do you get it?

Jill Lublin: Publicity is the best kind of promotion. Write articles, submit announcements regularly and write press releases that focus on the problem solution so that the media knows you are helping others. Read Guerrilla Publicity and Get Ntoiced...Get Referrals.

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Boston, Mass.: Any advice for how to keep your story / pitch fresh?

Jill Lublin: Look for new problems in the workplace. tie in your story to a news story that is current. right now the economy and politics is hot. see if you can tie in there

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Boston, Mass.: Have you always been a natural at networking? What led you down this path?

Jill Lublin: I was actually incredibly shy as a child and started going to a camp where we worked with puppets. somehow that drew me out more and more. my path was one of leadership, but truthfully, i wasn't a natural. I think what was easier for me is that i truly love being with people. that is a joy for me. i tap into that joy and then i love to connect and serve others. by connecting others, they are served and that is where my natural networing springs from. thank you for asking

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Atlanta, Ga.: Do you feel that PR is better than paid advertising?

Jill Lublin: Absolutely, pr is free! advertising costs you big bucks. people pay attention to publicity much more than advertising so your level of credibility is very high

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Chicago, Ill.: Any advice for a small business owner who feels inundated and does not have time to handle PR?

Jill Lublin: With my consulting clients, typically i train someone they pay $12-15/hour to and script them with what they should do and say with the media. this is so great, cuz then you have an inhouse pr firm and it is done! love that! it's a great way to handle it. do not do this yourself. none of my ceo's who are in my crash course in publicity or my consulting clients do their own. you handle strategy, others handle implementation.

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Seattle, Wash: I'm self-publishing a short book I've written partly to serve as a 'calling card' for my specialized expertise. What's the best way to promote a self-published book?

Jill Lublin: the same way you promote any book. write a press release that focuses onteh problelm/solution. do not focus on your book. When we are promoting Get Noticed...Get Referrals, I've been on a ton of press becuase of talking about the political candidates wives-that is so great! it's not at all about my book-but of course-they are alwyas promoting the book. Come to my course if you can-you'll love it! i go through very specific strategies and i've been working with authors for years

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Atlanta, Ga.: When did it all click for you that this was what you were destined to do?

Jill Lublin: I think God puts us on our path in different ways. I went to a 1 year of law school and hated it. it didn't fit my very creative mind and ways. I started working in the music business and next thing you know, i was director of promotion and publicity at independent record labels. that gave me my real start at Guerrrilla Publicity. I think it started then-the rest was refinement. i discovered what my true talent, calling and passion was

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Washington, D.C.: Are you going to be in DC any time? I would love to hear you speak.

Jill Lublin: Thank you for asking. Not immediately. I'll be in ny and philadlephia though this week. Check jilllublin.com for my schedule. come to my crash course in publicity-it will be worth it for you. they're held all over the country. go to promisingpromotion.com/special.html for a terrific special cuz you were on bizbox. i look forward to meeting you in person

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New York, NY: Would you recommend larger but more casual referral groups, or smaller but more intense ones?

Jill Lublin: I think you have to mix your networking up. do both-maybe a leads group if they are smaller where referrals do matter or bni and then larger mixers and groups that you can cross promote in

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Tampa, Fla.: I am looking to start a business - however I am starting small - out of my home, how do I get my product out in the market?

Jill Lublin: check out ceospace.net. excellent resource for that. Small is great. start using publicity and read both my books Guerrilla Publicity and Get Noticed...Get Referrals to support you with absolutely steps you need to do!

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Chicago, Ill.: What are your top five tips for networking?

Jill Lublin: Be In Service
Write things on the back of your business card that are helpful
Go to the right groups with good energy
meet at least 3 new people every time
look to see who you can connect at the event

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Boston, Mass.: What has been your biggest challenge?

Jill Lublin: funding my own business!

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Arlington, Va.: Have you ever had a networking encounter go horribly wrong? What did you do to resurrect it?

Jill Lublin: Not really. I've occasionally had people who don't respond well to me. I'm very direct with my question: how can i help. sometimes they don't now what to ask and feel uncomfortable. If i ever offend anyone, i do my best to quickly apologize and ask them what type of support they need

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Arlington, Va.: Is there a company right now that you think really needs your help? If so, who and why?

Jill Lublin: I think the candidates can use some help. They seem to be alittle stagnant in their pr. for publicity for Get Noticed...Get Referrals i've been talking about their wifes. That is something i find so interesting and tells me that they need more help

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Boulder, Colo.: Where is the oddest place you have "networked"?

Jill Lublin: I was at a national conference and networked in the bathroom. I ended up speaking at the national conference the next year w/the woman i met there in the bathroom! It's all good!

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Austin, Tex.: Any advice on how to deflect a real aggressive networker?

Jill Lublin: I just say that I need to get a drink refreshment or that i'm hungry and excuse myself.

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Atlanta, Ga.: How do you define networking?

Jill Lublin: Networking is really about connecting. It's about helping other people get what they want. If you do that-you will be networked really effectively. It's about creating relationships that take you to the next level and help others reach their goals

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Philadelphia, Pa.: Say, I have a limited ad budget... What media should I buy to get the most bang for my buck? Internet, TV, Print?

Jill Lublin: Hey i'll be in Philadelphia on August 6/7. For most bang-depends on what you are selling-but i tend to think start w/classified ads, also, local comcast/cox advertising tends to be pretty reasonable. and, of course, do publicity! it's free and very believable

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San Antonio, Tex.: Do you have the same opening pitch or speech for all networking events? Or do you change it each time?

Jill Lublin: I tend to have my general defining statement. I work with companies to help you gain more exposure and visibility inthe marketplace without spending a fortune. I teach crash courses in publicity and speak nationwide. i've written 3 best selling books-the latest Get Noticed..Get Referrals. that's basically what i say

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San Diego, Calif.: Where is the best place to meet people and network? Are there random places you recommend?

Jill Lublin: I like bni, ewomen netowrk and then an association that you're with. Also, i'm doing a crash course in publicity in San Diego on August 20. would be great to have you. check promisingpromotion.com/special.html or call the office 415/883-5455

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Macon, Ga.: Do you prefer handwritten notes to email?

Jill Lublin: yes, everytime i speak i send a handwritten note. i think it's memorable

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Arlington, Va.: Do you recommend social media tools like LinkedIn for getting noticed?

Jill Lublin: please see my reply to the others about social networking. yes! it's essential and needs to be part of your mix

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Washington, D.C.: How do you feel Web2.0 has changed the landscape of PR?

Jill Lublin: it's certainly changed it alot. my new book Get Noticed...Get Referrals, i've done social networking for and am on a blog tour-something i never did before

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BizBooks: Looks like that's all the time we have for today. Thank you Jill for taking the time to answer our questions. And thanks to everyone for joining us.

Don't forget to buy her book, Get Noticed...Get Referrals and check out jilllublin.com.

Plus Jill has been kind enough to offer the readers to BizBox a great special on her crash course in publicity. Please go to PromisingPromotion.com/special.html to check out the details.

Thanks so much Jill!!!

Jill Lublin: I appreciate all of the great questions and joining me today. So go out and get noticed! And buy the book too!!!

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