Transcription of Episode

Intro/Outro 0:04
Welcome to Investing Across Borders with Lauren Cohen. Every week she will share valuable information that you need to know in order to successfully invest in real estate and other business endeavors in North America. We believe in helping clients invest, live, work, and play across borders. And now, your host, Lauren Cohen.

Lauren Cohen 0:27
Hello, everybody. Good afternoon. I’m Lauren Cohen, reporting to you from Investing Across Borders, where we teach you how to invest live, work and play across borders. I’m an international legal and real estate investing expert, and I am here today with a really special guest, my very good friend and mentor on many levels. Jill Lublin, I have known Jill now about three years. And we met in December of 2018, when I first joined CEO space, and Jill was the very first person that I heard speaking at a CEO space breakout session. I showed up in Tampa, with like, you know, crazy wondering, What am I getting myself into here back in the day when we had live events. And I went in and Jill was talking about imagine this publicity. And I was like, wow, and I was mesmerised. Jill and her friend Randy Pizer, who was also a dear friend of mine. And I was like, this lady knows her stuff. She is like a publicity gorilla. As she has gorilla publicity in her background. She really is she can make something like a public message. That doesn’t even seem like a public message to start. She has that gift like selling ice to Eskimos. So Jill, now that I’ve given you that little intro, why don’t you say hi, and introduce yourself for a second.

Jill Lublin 1:52
Hi, everyone. It’s great to be here with you, Lauren, and all of your listeners, and viewers. You know, I do also remember that day, it was so powerful and so special. And yes, we’ve been friends and colleagues ever since. I’m the author of four books, including Guerrilla Publicity and the Prophet of kindness. And to that end, I run interactive, live, virtual publicity courses and an intentional kindness community. So those are the two main things that I do.

Lauren Cohen 2:21
And Jill has always been so giving and generous with her time, with her thoughts, with her input about how to navigate the CEO space forum. I was completely clueless. And I was like a little puppet following her around like, oh, my gosh, what do I do? It’s a little overwhelming at first when you first get there. And Jill honestly gave me amazing pointers and helped me to feel comfortable and safe and included, because it’s definitely a network of people. But you know, they keep bringing in new people. And Jill was really instrumental in making me feel super comfortable. And she also is a great refer of clients and has international and international presence that is just unbelievable. And we also spent a week together last year, or a year and a half ago now on the marketers cruise, which is happening right now. But neither of us, as you can see is on it. But next year, but we had a blast on the hair. And Jill taught me something on there too about getting this spa spa pass and I just booked a cruise this morning, Jill, you’ll be proud of me. And I said, Does this cruise ship have a spa pass? So they’re like, Yes, I’m like, Sign me up. What is the cost? So Jill knows how to take care of herself and her and her clients. And she just incredible. Jill, why don’t you just give us a little piece of what all of the amazing things you do like when you spoke at CEOs base. Honestly, I learned so much about different tips and different just share a little bit with my listeners, please.

Jill Lublin 3:56
Sure you want me to share some some of the tips? I would love to. So you know, the thing I talk most about is how to get publicity for your business, how to get your message out. Because here’s what I know. We all have a message inside of us. You do your business, because it’s something that propels you. There’s something that drives you to help others. So what I want to support you, with all of you, is think about what is your message really? Let’s start there. So when you’re putting yourself out there, it’s not just like, Oh, here’s what I do. Here’s what I do. Here’s what I do, because people won’t relate to that as much as like Lauren saying, Yeah, I helped her out. I helped her navigate. I answered her questions like, What are you offering in your message that gives value and benefit to others? And so one of the things I always recommend is be a solution to a problem. And I would ask you, what’s the problem out there, right? Not like, ooh, here’s what I do. But what’s the problem out there? You know, like Lauren’s talking about navigating international waters, so to speak, how do you take your business global impact? Honestly, if you’re not global in today’s world, you’re probably missing out, you’re realistically you should be able to go all over the world. Yeah, yeah, assume via everything you do, right. And so that’s a real piece of finding the right message is always like, if I had to wave a magic wand, here’s my star, they’ll pretend it’s a magic wand, because you are a star, all of you listening, and we have to find the star that’s within your message, that star part. And that’s key.

Lauren Cohen 5:41
Yeah, 100% agreed with that. You know, it’s interesting, because when you’re finding your star and your solution, it’s not always what you think at the beginning, things change as you move through the process. Like for me, my message didn’t come clear to me until actually, believe it or not till the marketers cruise. And we, you know, we were just brainstorming about different things. And one of our mutual colleagues helped me come up with this tagline. And from there, then COVID, hit write very soon after the cruise. And I was like, Oh, my gosh, I’m teaching people how to go global and nobody’s doing anything at the beginning of COVID. They were scared, they were like, I don’t know what to do. They not only were they not going across borders, they weren’t doing anything in their own backyard. So it was a very scary time for me with my business. But I help. As you may recall, I was helping people get money from the SBA. That’s what was needed, right? That was the problem. And they provided a solution. And it helped me to build a little bit of a tribe. And that’s really what it’s all about building your message. And through all of that the real estate kept playing a role and playing a role. And now it’s all interconnected. But certainly, it takes a village, it’s not something that you do on your own, which is where CEO space is so powerful, because it’s all about collaboration and sharing and bringing value, you’re not there to sell. As matter of fact, those of us on faculty, we can’t sell, we have to be able to give and provide value. And Jill does that every single day.

Jill Lublin 7:16
Lauren, can I interrupt there. Because there’s something I want to point out, that you actually pivoted, so to speak in what you were offering, right? You said when people needed loans there, you were telling them how to get SBA loans, etc. That was really powerful. You were solving problems. This is exactly what I’m talking about. And now you’re pivoting to what you normally do. But really, here’s the key, because you were a solution to people’s problems, right in the beginning, like you said, you built your tribe, and the power of what publicity does putting your name out there, being a solution, a provider. I call it the three M’s. Magnetize. Multiply, and Monetize.

Lauren Cohen 7:55
Monetize, always, not to be the first one. It’s always got to be the last one. And Jill, I think that one of the things that you’re so great at doing is finding, as you call it, the “ooh-ahh” factor. What is the Ooh-ahh factor? It’s like fireworks. What is that?

Jill Lublin 8:12
I love the Ooh Ahh factor! First of all, saying it’s a lot of fun. So that always helps. See, because that’s the point. It’s a sound bite. And my question to all of you is, where’s your sound bites? Do you have them? What are those things that make people go? Ooh, aah, and pay attention. So the Ooh, Aah factor is about using everything you’ve got. What do I mean? I mean, all parts of you, all precious elements. Who you are, your ethnicity, your religion. I mean, everything you can use, use it all. My Hispanic clients go to Hispanic media, my African American clients go to Black Media, and so on and so forth. What can you be using? And I find a lot of people don’t use that, like, listen, when my books came out. I go back to Detroit, Michigan, where I’m from originally and I’d say I do a story like Detroit girl makes good, right. That’s the story that actually got me into the Detroit Free Press major paper, you know, super great. Use everything. You’ve got all aspects, it’s really important.

Lauren Cohen 9:26
Let’s talk a little bit about books, because you not only help people get publicity, but you also help people get published. And you and Randy partner on that and just create amazing best selling opportunities and the opportunity to sell your book before it’s even written. Give me just a little brief synopsis of how that looks because so many entrepreneurs have a book in their head and they need help getting it to publishers or on paper or whatever that might be.

Jill Lublin 9:56
Yeah, so a couple things. One is if you have a great book idea. Good, because what we want to start with is the idea. And by the way that includes publicity, which I think most people wait way too long to do when everything’s perfect for whatever reason you have. Because here’s the thing, your promotion, your publicity begins when it’s a twinkle in your eye, the book idea, even starting writing articles, because publishers want influence. And the reason that I’ve been able to get six figure book deals for some of my clients, and actually book deals period, is because they have influence and impact. Now guess what publicity does, it gives you influence and impact. That’s why it ties so well together. But I will tell you getting a book published is a process. I mean, even mine, and I’ve got four of them. Guerrilla Publicity, this is the third edition. Most of my books, this one with McGraw Hill, Get Noticed Get Referrals took 18 months. And that was after the contract was signed. Now, the book was pitched. So I always tell people, you got to figure let’s say 24 months to three years in the book process. And that’s when people lose their patience. Because you know, whatever, something’s not right, things happen in the book process. And in fact, with the Prophet of Kindness, I actually wanted them to call it the currency of kindness, which I thought was a super great title, my publisher changed it. So I always say to people, never get too attached to anything you think that you want to write, because what the publishers need is what they need. In fact, funny enough inside story, the prop, get noticed, get referrals was actually called connecting from the heart. But McGraw Hill needed a referrals book. And, you know, here’s the thing, what I’ve learned with publishers, you just say yes, yes, we get going. You get a book out there, because see the profit of kindness. Now check this out. That book is now in India, because I hope people get foreign rights to it’s now in India with the biggest publisher that publishers, Brian Tracy, and Deepak Chopra. And now Jill lupulin, super excited. And I just got this check. Oh, wow, I just got this. This is the Russian cows gonna say that looks like questions me. Yes, it is. It is the Russian copy of the Prophet of kindness. And, you know, I love to say we are sending and creating kindness all around the world.

Lauren Cohen 12:27
And that’s what this is all about. Because, you know, we are spreading your love and your kindness and your knowledge across borders. And Jill has been doing that for a long time. And she continues to do it and have this global impact. As a matter of fact, she just referred a client to me in Australia, that it’s just a norm. It’s not even an exception. It’s the norm. And another thing I remember is when she and Randy, were talking about this book deal before you write the book. I was like, why I wrote a book and I didn’t make any money. What did I do wrong? And literally, I did everything wrong that you could do in terms of marketing the book, though, I have a book. So I have a book. That’s it. And Jill always also taught something. If you have a book, you should show it beside your when you’re speaking like kind of Hank, right. Like she just did with the Russian version right? Now, I could do that with my book. It’s over here somewhere. And I forget all the time, but I could do it. And you know, it’s still people buy it. But it’s not a fun, sexy book. Okay. The only fun sexy thing in that book is the story about my ex has been being deported, which is fun and sexy now, but wasn’t that fun and sexy when it happened. And Jill knows that story because she’s heard it from me a few times. But the truth is, that it’s it’s often that like Jill has the story about the Detroit the Detroit girl turn great or what or you know, the success story. These are the stories that people want to know. You were a struggling little girl, you were shy, right? And there was something with your brother right?

Jill Lublin 14:04
Right, my brother is actually mentally ill, he has never held a job. He lives in a group home. It’s pretty intense. It’s actually gotten worse his mental illness.

Lauren Cohen 14:16
I’m getting goosebumps, but I remembered that story. And you know, we all have a story and sometimes including me, were a little apprehensive about telling that story. Look, when my son was born, okay, he turned 11 last Thursday, it’s amazing. I never thought I’d make it to this point where I can leave him for five minutes on his own and take the dog for a walk. When my son was born. I was on food stamps. It was bad. I mean, my dad all the Sholom was sick with ALS. My parents didn’t have and I didn’t I cut to do what I had to do. I mean, I’m a single mom, and that’s it. And you know, he should never know from this but at the same time, it taught me that I I can get through it, and there will be that silver lining. And that’s really my story. And you know, at the time, it’s maybe embarrassing or humbling, or whatever the case is. But these are the stories that make us what we are. It’s through that situation with Joe sibling, that she probably became that much kinder and more tolerant, because she lived with it all of her life, right. And are you the younger sibling or older?

Jill Lublin 15:24
I’m actually his older sister, who he would follow around the house and call honey. And I’m also the one who would take him into the basement and teach him this teaching thing started early for me, he would remember, I was like, eight, and he was five, he was starting to show signs, you know, right around, then my mother also was very mentally ill. So I was really the mom in the family, that responsible one, as you can tell, it’s kind of continued the responsibilities. And, you know, I think that I was actually very embarrassed to talk about my mental illness in my family, which, by the way, is quite prevalent with my mom with my younger brother, and some other things in my family that are a problem, including my other siblings, right. And a sister has MS on top of everything. So, um, and it’s just an interesting thing that I just will tell you, I didn’t want to talk about it, right. And then here’s what’s interesting. As I began to talk about it to like the sound to show people will come up to me, they’re like, you know, I have mental illness in my family, too. Because what happens is people relate to you. Now, I think it’s important that you learn how to tell stories as part of your story, right? And to incorporate it so that it’s powerful and emotional. And that you are using the vulnerable parts in good ways in positive ways. And there are some times where you don’t use those where you stand on, you know, your business story, because that’s what’s appropriate. So I think it’s a little bit kind of different audiences. And what I know is that like, particularly when I was speaking, which I do a lot of, for women’s audiences, they can appreciate more. So, and this is a sweeping generalization. But yeah, a little bit more so around the heartfelt parts of the stories and, and they want to hear your story. So I just will tell you these that like everything in life, I’m always looking for what what’s the part of the story that’s interesting, that’s powerful. People forget, like the most obvious things about their story sometimes, and you know, that needs fixing. So that’s a real piece of it. But I again, use every thing you’ve got, I’ll tell you what, there’s a coach I work with, she’s a confidence coach. And when Black Lives Matter hit, I said to her, forget every story we’ve been doing about how to be more confident, because of course, we’re teaching people how to do that. I want you to go out and talk about how to be a strong black woman and speak confidently in today’s times she’s, she’s African American. That’s the story that actually got her in all kinds of media, not the other business story. So sometimes you’ll be using everything you’ve got in response to what’s going on. Like when Simone Biles quit the Olympics. Everybody who was a mental health expert, that I know, I sent them out like this is your moment, right?

Lauren Cohen 18:22
Yeah, absolutely. And I don’t think we’re also good at that. I mean, I’m certainly not using everything I’ve got, which is why I need to work with you more often. So you know, it’s really true. And it’s like anything, we all think that we can get where we need to go doing whatever it is that we need to do, but without experts like Jill in our corner helping us guiding us mentoring us. We’re never going to get over that threshold, because we can’t see that story that Jill can see. That’s Jill’s superpower, and Jill has finessed that superpower over time. The other thing about Jill is she’s truly like a den mom, she’s been saying that. I mean, really, that’s how she came to me at the beginning. It’s kind of like, I’ll help you, I’ll hold your hand like a big sister. And I remember talking about the way we were dressed at some point and kind of giving tips to each other to remember that joke. So there’s a few other stories we won’t share. But we’ve had some good laughs together a few good cries together in this very short time, half of which has been through COVID. So we haven’t seen each other physically, although once we do, we will definitely be giving each other a big hug. But she you know, Jill is just that real cheerleader for you. And I can’t over I can’t recommend her enough or the opportunity to speak with her. Now. On that note, how do people speak with you?

Jill Lublin 19:53
Absolutely. So first thing is I have a gift for your peeps. I love giving gifts. And so I created an action guide, and it’s a publicity action guide filled with great tips on how to get your name out there. And when you click on that, also sign up for my free publicity masterclass. This is live and interactive with me. So super fun. It’s an opportunity to get your PR questions answered live with me. And to get both of those. It’s all-in-one you go to gift. That’s a great way to connect with me.

Lauren Cohen 20:29
Well, that will all be in the show notes. And thank you for sharing that. And definitely take advantage of it. Take advantage of any opportunity to work with this wonderful woman,, publicitycrash You can find Jill anywhere because guess what? She’s a publicist, so she gets herself noticed, she’s very good at that. And she has just an amazing wealth of information to share with you, Jill, thank you for taking the time to be with us today. Thank you for sharing some insights with my audience. I’m Lauren Cohen. And I wanted to mention as I forgot at the beginning that this podcast is sponsored by lendai, an artificial intelligence lending facility that lends money to foreign investors from Canada, the US the UK and Israel. Imagine that, because it’s an Israeli based company, investing into US real estate, non-owner occupied up to four units at the moment. And I absolutely adore them. It takes two minutes to process your application. And it’s a great thing. Actually, they may need some published publicity, Jill so maybe there’s a referral there you never know. Anyway, thank you Jill Lublin. I’m Lauren Cohen, international legal and real estate investment expert signing off for today from investing across borders, the podcast where we teach you how to invest live, work and play across borders and please do subscribe. We are on all of the major podcast channels. Thank you for joining us today. And thank you again Jill. Ciao for now.

Intro/Outro 22:02
Thanks for listening to Investing Across Borders with Lauren Cohen. Make sure to check the show notes for any links and for guests contact information. If you have questions for Lauren, please reach out to her at If you enjoyed today’s episode, please subscribe, rate, review, and share the podcast with a friend.