187: Jill Lublin on the Surprising ROI of Kindness Marketing

Talking with Jill Lublin reminded me why kindness is more than a personality trait; it’s a full-blown business strategy that too many solopreneurs overlook.

Originally aired: September 19, 2023
This post has been updated and republished as part of rebuilding the Gratitude Geek podcast archive.

Her examples and data-backed stories cracked open a deeper truth about visibility: the more humanity you put into your marketing, the more your reputation compounds.

Revisiting this episode stirred up a renewed commitment to lead with kindness because it’s not just good energy, it’s good business.

Meet Jill Lublin

Jill Lublin is an international speaker, publicity strategist, and the bestselling author of four books, including Guerrilla Publicity and The Profit of Kindness.

With more than 25 years of experience helping entrepreneurs boost their visibility, she’s trained over 100,000 people and appeared across national and international media.

For Gen X women solopreneurs who value authenticity, relationship building, and sustainable growth, Jill brings a grounded, practical approach to publicity that actually works.

What This Episode Is About

This episode explores the power of kindness marketing and why it’s one of the most overlooked tools for visibility and business growth.

Jill breaks down how simple acts of kindness—handwritten thank you cards, appreciation texts, genuine connection—create long-term trust and brand loyalty.

She also explains how positive publicity works, why earned media outperforms paid advertising, and how solopreneurs can use sound bites and simple storytelling to become magnetic to the media.

Listeners walk away with a fresh, actionable plan for using kindness as a profitability strategy.

Key Takeaways

• Kindness is a measurable business advantage that strengthens visibility and credibility.
• Handwritten thank you cards and appreciation messages create loyalty and referrals.
• Media interviews are more powerful when you speak in simple sound bites and actionable nuggets.
• Saying yes to more podcast opportunities builds your audience and opens unexpected doors.

Episode Breakdown

0:00 Introduction to Jill and her expertise in publicity and kindness
2:00 Jill’s journey from law school to PR to bestselling author
4:30 The Conscious Kindness Circles and why intentional kindness matters
8:00 The Profit of Kindness and how companies increase revenue through humanity
12:00 Why kindness creates a ripple effect in business and community
15:00 Publicity vs marketing vs advertising and why earned media lasts
19:00 Thank you cards, reciprocity, and why appreciation fuels visibility
26:00 A simple formula for strong media interviews and sound bites
29:30 Why saying yes to podcasts expands your reach
32:00 How to ask for testimonials that strengthen your brand
35:00 Jill’s favorite marketing tools including Google Alerts
40:00 Jill’s personal moment of gratitude

Connect with Jill Lublin

• Website https://jilllublin.com/
• Kindness Circles: https://jilllublin.com/kindnesscircles/
• Books: https://amzn.to/47oI1fS

Disclaimer: Some of the links on this page may be affiliate links, meaning I may earn a small commission if you make a purchase. This helps support the podcast at no extra cost to you.

Your Turn

What resonated most with you in this conversation? Share your biggest takeaway on Instagram or LinkedIn. Prefer to keep it on the blog? Drop a comment below.

Final Thoughts

Jill’s message lingers long after the conversation ends because it reinforces something Gen X women solopreneurs already know instinctively: relationships are the real engine of a sustainable business.

Kindness marketing isn’t soft or sentimental; it’s a strategic choice that shapes how people remember you, refer you, and talk about you when you’re not in the room.

If there’s one thing to carry forward, it’s this: small acts of kindness create momentum that no algorithm can touch.

This episode of Gratitude Geek is made possible by HoneyBook.

Stay Groovy!