The Vault Unlocked - How to Build a Personal Brand Without Ads, PR, or a Big Following

Episode Date: September 2, 2025

In this episode of The Vault Unlocked, Kayvon Kay is joined by Jill Lublin, internationally known publicity strategist and bestselling author of Guerrilla Publicity. Together they explore how entrepreneurs can build credibility, attract clients, and get seen, without spending massive budgets on ads or pay-to-play media. Jill draws from decades of PR experience to explain why perception is everything and how business owners can use authentic stories to connect with audiences. From leveraging national awareness days to mastering local media, she shows how simple, strategic publicity creates trust and consistent visibility. You'll learn: - Why publicity builds more long-term trust than marketing alone - How to repurpose your story to fit different audiences and opportunities - The truth about free vs. paid publicity (and how to land real earned media) - Why local press often leads to national coverage - How a strong message attracts prospects, clients, and speaking invitations For founders who feel stuck chasing social media algorithms or struggling to stand out, this episode breaks down a practical roadmap to get noticed. Jill reveals her system for creating a message that resonates, turning publicity into a lead-generating tool, and opening doors to opportunities most entrepreneurs think are out of reach.

You're listening to The Vault Unlocked, where the real secrets of success are revealed. Every episode, one founder, one confession, one strategy that created income, scale, and unstoppable growth. The code is cracked. The vault is open. Today we have Mrs. Publicity herself. Jill Lublin, how are we doing today?

I'm doing great, Kavon. Great to be here with you. Yeah, I'm really excited to have you here. I love all things publicity. I think we're living in a world where everything is about your. brand and getting attention and publicity is all about that. So please tell us a little bit about, you know, a little bit of who Jill is. How did Jill get to the spot?

You know, what do we need to know about publicity? Why is it important? All of it. Well, thank you. So I got to this point. I actually wrote a wonderful book, Gorilla Publicity. And that kind of really catapulted everything. I used to own a PR agency.

So I'm really big on how to get things done. And I took all that PR agency experience where people paid me a lot more than what I charge now. Why? Because my heart's with the entrepreneur. And I wanted to create ways to get publicity done without spending a fortune. I do that now in what I call my media mastery intensives and my small group programs, just really letting people get publicity done, like no kidding, no nonsense. So that's been a lot of fun. I actually started my career in the music business. And if you want to talk, yeah, how to get out there. Wow.

The music business is all about perception. So that's really where I learned my chops, so to speak, in the music business. And now I use this with, you know, entrepreneurs and small business owners to really get your word out there and do it in smart, simple ways. Well, you just said something to me, which I love that. you said is perception. That's a big word. And I know what that means, but I want to dig deep.

I want to go in that a little bit. But before we do, Jen, I want to make sure people understand the difference because there's a massive difference between publicity and marketing and or sales and whatever there else might be. I want them to really understand,

like when we say publicity, what is publicity to you? What does that mean to you? Yeah. First of all, publicity happens from the minute you walk out your door. What am I saying? I mean, in the Zoom room, I mean for a cup of coffee, I mean at the airport, you're always doing publicity. You are representing yourself, your business, all that, you know, is important to you in making a living.

So let's do it right. Let's do it smart. That's really what I want you to do with your publicity and get it done well. So, you know, is publicity going to get you sales? Yes, it will. Will it get you prospects and clients? Yes, it will. Will it grow trust in the marketplace so that people say, I've heard of you somewhere?

Oh, yes, it does. You know, so it's really about getting known, being seen, being heard, and getting paid, and using publicity as a strategy to do that, which is free in like really earned media. So that trust factor is really huge, meaning people see an interview. of you like we're doing here today, we're laying down foundation, giving people value and benefit. That goes a long way to creating trust in the marketplace. So let's give some benefit for someone. If someone who's sitting there and they don't even, they're going, what?

Like what? Publicity. I've always wanted publicity. But how do I get on to the Forbes? How do I get on to the stages? How do I, you know, get seen? How do I get on the top 10 lists and et cetera, et cetera, et cetera, et cetera, all that stuff? I don't have a budget.

What can someone do when it comes to publicity, specifically? publicity for their brand that gets them seen, like you said, that gets them known, that gets them to build the trust. What are some of things that you teach people doing in that regard? So one of the things I'm big on is getting, creating a message, a strong message that people care about that's consistent and persistent in the marketplace. Like, who are you? And what problem do you solve in the marketplace? That's a biggie. So I love helping people with that. It's actually a talent of mine to find the right message that matters because the truth is it's not always just about your business. It could be a story. It could be something you've been through. It could be

something that's part of your life. Like, for instance, I have a business communication coach and we're doing great stories about how to communicate more effectively in business. Yes, Ann, she's a black woman. When Black History Month happens, we completely switch her story. to how to be a powerful black woman in today's times and communicate well. That's the story that got her into Essence magazine, into Black Enterprise. I call this, use everything you've got. This is where you use your ethnicity, your religion, your story. Like my business consultant, she's a, she is a business consultant.

She has a son who's autistic. We utilize National Autism Month. to talk about being a mom, raising an autistic son. How do you do that? That's another conversation, but here's what's interesting. It always drives people to your website, to what you want them to do, and make such a big difference. So I heard something in there that I was wondering, because you said the message is all about consistency and persistency, okay, which I love that. But then in there, you're saying that you change up the narrative and or the story.

depending on, you know, the opportunities you have, which I love, utilize all. Take what is your fortress and turn it in your fuel. I love it, okay? But in this case, changing, you know, from business coach to business coach, specifically for, I'm just, you know, for the black community, let's say. Isn't that changing up the consistency part of your messaging? What it is is, it's widening your net.

So you can actually catch more people in it, prospects, people who relate. to you people who think, well, you're interesting. I want to know more. That's really what we want to get to. The I want to know more part, the trust factor, the, oh, yeah, you're somebody interesting. Yes, I want to do business with you because that's going to lead to conversations, connections, and frankly, clients. And that's what publicity does. It gets your clients. It gets your prospects. And in today's marketplace, it gets you trust. And that's important. Well, this goes to the perception. So I believe that perceptions, you know, perception is everything.

And what you can perceive yourself to be is completely different than who you might be, who you might be and who you really are. Now, do you find that you have better success with, let's say, business owners, whoever might be people who are looking to be, looking to build their brands, their businesses that are in more in congruency with who they are, versus in kind of disalignment with the perception they're perceiving. Ask me that question a slightly different way. So I'm just wondering because we know perception is everything, right?

And how many people do we know? I'm just thinking about all the fake influencers out there that are making themselves look like they're like their king, you know, king tut have all this money, have all this freedom, but they have nothing. It's all fake. Like, I mean, there's, I know that there's people that are renting now. buying like storage units turning them into making them look like they're in a what do you call private jet charging business owners 10 grand a session to come in and get videos to make them look

like they're on a private jet they you can get like a la card you want the girls with you okay we'll get the girls you want like you can fill out the menu of what you want to buy so you can give the perception that you're someone you're not which i i'm where i'm going to my life and the things that I kind of value is like I don't see how that works long time. Like I don't know. That's not authentic and that's not resonant. The things I'm always teaching and absolutely my clients and I insist on is be authentic to your message who you are, what you, you know, who you are. You know, that's, that's scamming and my clients don't scam, you know, but I think it's important to think about who you are.

who are you and what do you offer and stay aligned with that. Listen, I have introverts who are a little afraid, you know, oh my gosh, I don't know what to say. And you know what? I give them a script. And now they're prepared because the truth is your message needs to be prepared. I think it is important that you have a message that's powerful, connected, that it's who you are really in your soul spirit. And, you know, be that. be that and give

as well I was getting to alluding to is that so it's interesting because as you're talking and you're saying I help people with their messaging let's just say that and helping them find maybe that message the one liner what is it you do X right

I look at that and I want to hear your thoughts because I would love to learn more I look at that more as branding like that's your like there's like branding there's your marketing there's your sales is your publicity, it seems like you help people a lot with their brand as well, as well as their publicity. Because when we think publications, I think Forbes, I think a book, I think getting on radio shows

and podcasts and, you know, et cetera, et cetera, et cetera. Yeah, and that is publicity, getting in Forbes, being on podcasts, exactly what we're doing now, giving good information to people. That's publicity. Knowing what to say is publicity. It's a message. It's not exactly a brand, but let me just say there's a big tree called marketing. And in the tree called marketing, there's a branch, a very important branch called publicity,

which is free, which generates and excites people, which connects people. And by the way, this whole wild thing with AI, guess how AI is finding people through their publicity? I'm reading article after article about this. It's fascinating to me. Tell me a little bit more about this because I want to understand that. AI is finding people through their publicity, meaning they're through their show? Through getting name recognition. So like if you're featured in Forbes, guess who's going to pick you up?

Yeah. AI. Guess who's going to pick you up? Your clients. Guess where you're going to walk into a client meeting, whether it's again on Zoom or live, saying, hey, I was featured in Forbes. Let me just tell you, you're going to the front of the. the line. You just are because people trust publicity because you're not paying for publicity.

You earn it. That makes a big difference. Okay. So here's a okay, because there is pay. This is why I'm interested in here because there is paid and then there's earn publicity. And I'm convinced that most of this publicity that we're seeing from people is all paid. It isn't actually. When you're watching, you know, TV, radio, listening on what's called Terrestrial Radio, and most podcasts, most people are not paying to be on. I'm not paying to be on today, right? You're not free to be on today, but some of the top podcasts, they charge their guests to get on those shows. Well, unfortunately, that's true. Now they are. And there's still a lot of free stuff. So I focus on the free stuff. Listen, my book, Gorilla Publicity, we're all about get on the free

Let's give the audience a little bit, if it's okay, a little bit more knowledge on like, what are, what are, so let me ask this. What are free modalities for publicity that people can use? I would say obviously less outside of your typical, your social media platform. So if we're not talking about my own social media platform, what are some free publicity modalities? A business owner can start utilizing right now to create that perception. Yeah, let me just say social media is not publicity. Please, you are not doing your publicity if you think you're doing social media. You just aren't. So let's just cancel that. And let's start. I love that. I love it. Let's go. Here we are. We're getting to the good stuff now. Yeah. And let's start with the fact that your publicity, like, I want you to look at national day calendar.com. Great resource free. And take a look at what holidays would be perfect for who you are. and what you got going on, right? And how can you fit in? Like, here's a great example. I've got to book the profit of kindness. Well, World Kindness Day is November 13th. Excellent. We can focus efforts on

that. But I'm going to tell you, I also go out for random acts of kindness month, it turns out. Well, it's actually weak. Random Acts of Kindness Week in February. And you know what I say? I get contrary. I say, to heck with random acts of kindness, let's practice a conscious act of kindness. every single day. That's a contrary message. It fits in both places, by the way. And so that's a little bit of use everything I've got. That's a demonstration of that. And that all came from nationalday calendar.com. So I definitely want you all to start there. It is a great opportunity to connect quickly to a wonderful place that fits. Okay. So just saying, that's a great thing.

So again, I want, if I don't understand it, I always say if I don't understand it, other people can't understand it because I was always the one that was in the bottom half of class and made the top half perfect. So I get, I get what I'm hearing, what I'm hearing is go to the, go to the website and then you can see all the days, all the national days, all the type of, whatever you want to call them. Holidays. Holidays. Thank you. That are in the calendar year. And then you find the ones that are in alignment. We're talking about being in alignment, right? We're finding the ones that are in alignment with you.

So now, for me, ADD, Mr. ADHD, right? I find the ADD, ADHD day, right? And I'm going to attach myself to that day. How, what am I doing now or what am I using or how am I taking that day and being able to promote myself and use publicity without? So one of the things I want you do is do it in advance and don't wait to the day to get started place. Like very much in advance.

So make sure we know that. I'm talking probably six to eight months in advance, but yes. Yeah. Yeah. Honestly. And sometimes less, by the way, because sometimes people just need somebody right on the spot.

So, but please don't wait to, you know, I had one client. She goes, oh, tomorrow's whatever, whatever day.

And I'm like, no, no, no. Let's go for next year. Yeah. Occasionally you might get very lucky, but hardly. Yeah.

So, yeah, you want to plan in advance. And I say three, six, nine months. It tends to be, the time frame to look at.

Typically, you can put together a press release or like what I call an easy pitch. Could just be an easy pitch. Like, hey, I'm the ADHD guy. And on May 1st, it's that celebration. I'd love to come on and share not only my journey, but three great things that people with ADHD couldn't do to feel better and to, you know, not feel as scared of it. You know, here's the thing you can do.

I totally get what you're saying. Yeah. So then you would, okay, so then the step is you find the day, you find the organization, and you reach out to the organization to see how you can actually be part of that day in that community. Right. That's what that's definitely one way. I also, I'm a big believer in local, you know, so wherever you are in the world, go

local. Go local. Go local. I got a woman in the UK. got into London, you know, BBC, which of course is huge, by going local. So I'm really big on go local. That means your local newspapers, your local business journals, your local ABC, NBC, CBS, CBS, and so on and so forth. Affiliates.

Why? Because funny enough, when you're in local, you get picked up national and international. Yeah. Because they're looking. They got producers scanning all kinds of resources, and they are looking for. you experts who are featured in different places. I could tell the, like, the wealth of knowledge, obviously from your experience. I love it. So how do you work with your clients today? Like if someone is like, man, I got, I want some publicity. I got a messaging problem. How do they work with

Jill? Well, they definitely can come in. What I love to tell you about, I have a great way that you can get connected really quick. And that is my free gift to you, which is an actually. And, Action Guide. I've got more great tips. You like these. You're going to love them even more. And then that also includes a wonderful, interactive, no kidding, class with me, live with me, where you get to ask great questions, and we're going to go deep on actually some of these other topics. So check that out. It's jill lublin.com slash guide, G-U-I-D, and that's an opportunity to come in and really get to the next step. I love that. I love that. So we're at that point. in the show where my favorite part is the pitch me. This is where you got to pitch me in my audience, the elevator pitch of what you do and seeing how we can make it better perfected and make it something that's powerful.

So Jill, in the context of our show, of podcasts, of our listeners, I know they love this part. It is your chance to pitch me. Wonderful. Well, I'd love to tell you about the opportunity for you to get more visibility quickly. I actually have a media panel.

Imagine this, you in front of a media panel, just like we're doing right now. Oh, my gosh. Telling the media who you are, what you're up to, and why they should care. And they're going to be there right there at the Media Master Intensive to listen to your pitch, to also tell you what works in the media, what's hot, what's not, and support you with getting better and, frankly, giving a better pitch in a very safe environment where you can be seen and heard and corrected. as need be, right?

And I think that makes such a big difference. And so that's all done in the medium mastery intensive. It's simple. It's fast. It's effective. And it's interactive and live with me the whole time. So lots of breakouts and lots of chance to actually practice. So what do you think?

Well, I think it was a lot. And I think we could definitely shorten it for the elevator pitch. Because again, for me, an elevator pitch isn't trying to sell the product is just trying, in publicity, trying to get their attention, the quickest way of attention. So what I heard in that, because I've done this enough, is one of the most, one of the greatest gifts you actually have in your product is this media panel, aka I'm assuming they're, I'm not going to call them producers, but they're people who can get you onto media. Yeah.

Is that correct? Right. Yes, it is. Well, people with actual shows. Yes. So, like, you come here and if you're good, like, you, have an opportunity to actually get on shows. And when you get on one, you get on 10. It's about getting on the right one. So you get access to that. That's massive. Do you understand?

Yes. That is what I call is access. And you don't get access to these people unless you know these people. And you know these people because you have 20, 30, 40 years in this space. These are your personal contacts. These are the people that you pick up on the phone. So if you're getting into your environment, that means you believe in that person, and that means that person has a chance to actually change their perception and their actual business and their life, because one yes,

from one of these media panelists, this could change everything for that. But that's not what, but here's the thing. That's not what we're saying. Do you know how four to five businesses are struggle to get on major public platforms such as NBC, Fox News, blah, blah, blah, blah.

Well, what I do is I actually curated a panel that allows people like you to pitch to them and get you in quicker, faster, more effective. Done. Because what happens now? What's my next question? How? That's all you're looking for.

So I would work on, that was quick off me, but I would work on getting couple, what I call these wow statements. These are wow statements. You, in publicity, I'm sure you know wow statement, right? Like four and five try and they can't cut through. I don't want to be that four or five. Now, you know what I mean? or did you, or it's either, it's like, did you know or as a result of, right?

So did you know four out of five people, four or five business professionals who try to cut through the media fail? And it all comes down to one thing, comes down to access. They don't have access to the people. They don't have access to the resources. And they don't even have access to the knowledge of how to get to the people. Well, what I do is I give them access. Done.

Done. How do I sign up? Bing, Ming, Ming. I love it. Okay, well, Jill, that was fun. I almost feel like we can go on forever here, but I love it. I think we live, I said in the beginning, I think we live in a world today where your brand, your publicity is everything.

It's going to be more important than ever. And if you're struggling with it or if you're having a hard times with it, it seems like there is access right here, right in front of you, someone who's willing to open their doors, give you free materials. We'll have that in the show notes for you. and we'll go from there. So Jill, again, to the world of publicity, to the world of getting seen,

to getting heard, and building trust. I just want to say thank you so much for being on the show. And that was another episode of the Vault Unlocked, where Proven Builders, real strategies, and unstoppable growth happens. Subscribe now. The next Unlock could be your success. The code is cracked.

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