חדר בקרה - פרק 10 | לפצח את השיווק מבפנים - כשהשיווק לא עובד כי הבעיה היא בשורש

Hello and welcome to the tenth episode of the Control Room podcast, Cracking the Business from the Inside. I'm Aron Zilber, and I always present some interesting and important idea here that will help people manage their business much better, promote it, develop it, and crack it. And before we dive into this episode, I want to remind you that you can also subscribe to all episodes of the podcast by calling 02376166. It's also available on all platforms and on my website, and I would be very, very happy if you enjoyed it and would spread this podcast further. All advertising for this podcast is organic. He makes people just enjoy passing it on. So this time we will talk about the world of marketing, the world of branding, the world of strategy. If the professional, I don't know yet how to define you, a Yankee Shobaks or Yaakov, how are you Yankee Shobaks Shobaks? That's fine. Okay, so Yankee, goodbye. Hello Rabbi Aaron. So we [brothers] have known each other for many years. How many years do you have any idea? For me, all the years of my career, if you call it that . I started with you 15 years ago, something like that, 15 years ago, wow. I remember you as my secretary. In the whole thing, you were in the civil service. I entered on the last day that it was possible to register for the civil service. A minute before the good Yair Lapid, oh no, let's not talk about him here. Let's talk about him. He decided that the Haredi public needed to go to work. Then they canceled all the civil service and all these things. And then I continued to work as a volunteer until I started receiving the money that you were supposed to receive as a civil service. So you could say that I did civil service for the state. Yes, without the state paying for it. Oh, like that. So I remember that you entered. You sat in Bnei Brak in the offices of House Hasht and you locked things up. Later, we had a few more stations. You were my first salesman, right? But before that. Before I started the business. Because in the previous chapter, oh, I said he was my first employee. But the truth is, now I remember that you worked a year before that in some kind of part-time job. He couldn't. So I moved to work at the Bnei Brak Sukkot, where we were born together. So you ran for community relations and I ran for a. I was just a clerk in the Sukkah in Nibrak, and then you didn't win the tender, but you started giving workshops there, and then you got an appetite, what's called, and you started doing a course on leaving the Sukkah, and then you got very hungry, and you started doing training and employment. It was in 2016, 2015, and then I'm very weak in years. I remember like a little over 10 years ago. It was in 2015. Yes, 2015. I do n't remember if it was. I've been a little bit wrong about the time. Okay, and then you really started the first course, and I was a student, but you were also in sales. I was in sales. And actually, we set off together. I remember that day when you didn't go to sales for us and you said, well, you need to give energy to a salesperson. So what energy did you bring to me? We went to some restaurant without names. We sat and ate. You were stingy, but you served very generously. We ate some fish. You started with me today. And then after we ate fish and fat, we got out in the car to do sales. [Laughter] And then you realized that the only place That you can't make sales is not in a car and not after you've eaten well. Rather, I made a lot of calls in a car. No, not after you've eaten at a restaurant. Or it could be. So, oh, we learned something else. So I can tell you that it's not accurate because [as a brother] A. I know today that I do sales almost exclusively in cars. Not only me, my salesman also does a lot of car sales today. Yes, but this pose for a moment and also my sales quotes, when I already had a business with sales promises, sometimes the nom is found in a hotel like this, for which they eat well and close lots and lots of deals afterwards. yes. What did they eat? A meat meal. yes. It's dairy, a dairy restaurant, but also with heavy food with fish and that. yes. It would work. We would say, "Well, we don't leave the factory until we close 100,000 sales bags and go home after 100,000 sales bags. It was a routine, one day at a time, we would like to give a bang like that. So I wouldn't say that I don't remember this story either, but you, then with you, it was Ron, very strong. Yes, you, you, with you, it was me, I have many things that I remember, many things that I am. Let's be honest, we wo n't talk about everything that I remember. Yes, but in the end, this course was created and it was true. And it was the first time that a Hasidic Jew came out with a course like this. If you remember, it was during the time of Bennett and Lapid. It was during a time when the whole issue of training and the sukkah was kind of like today, the draft decree. And then there were all kinds of developer courses, like John Israel, who came to educate the Haredi public and you were the first Hasid with Herkel and all that, and you taught this course, and it was really something that broke new ground, and yes, I'll tell you that I really only taught part of it. From the course because I didn't know I knew how to teach courses I taught a third of the course there was another one and then there were two more there were two more lecturers one secular and one a from Mekh Tzoika Schreiber and then people said to me wait a minute but you really know how to speak well why don't you teach the whole course and then I said okay then I'll go I taught courses alone yes Deba has memories so come let's continue and then and then where did you go after you were there I remember someone came and pulled you away from there from the position you were in the center of Hebron told you come work for me that was it a let's skip it skip it but no but I'll just talk about this point not what did you do there but the fact that you did such a good job and someone came to you let's put it like this it was that one of the people who were employing people who came to work there called me one day he was looking for a good office manager I'm going through it it's a very exciting story there's a lot there I do n't have the strength to talk about this move forward I understand so wait a minute so let's go back a little bit contact we'll go back a little bit so then I moved to work from there after the orientation ah I moved to Lod in a real estate company. Yes, I was a manager in a very, very, massive and demanding company, but it was very, very hard for me there. But I ended up in the office and I was there for five years with a big salary, but I felt very, very bad inside. I felt like I wasn't doing my job. I was constantly lecturing and lecturing. It was very hard for me. And then there was a kind of crisis like that. So I remember the corona before the corona. I left completely. That year of the corona in 2020. At the beginning of the year, I completely quit my job. I went to kollel. I sat in the Breslov kollel. For those who know Bnei Brak, one of the best there is. I sat there and studied. People thought something had happened to them. And I told them that it was a kind of identity crisis. I'm looking for myself. I'm really looking for myself. I'm looking to make my ability more difficult. There's a very moving email that I wrote after this period. If you remember, with a story about a lonely man you met who used to hang out at our synagogue. I pray in Balts Five. It's a place where there are a lot of all kinds of interesting characters like that. There was a character there who really couldn't be defined as a person. He only eats something from the garbage and I was sure he was hungry so a few times I went to buy him some food you know and he just didn't want to look at it he just ate junk and that's it and then one day I saw on Friday that he was going and hiding the giant in some room on the side and I really took a risk what's in the giant of this man who walks around here like a real homeless man real hooligan but he really doesn't consider himself a person and then I opened it and I was in the market there was a package of cash there like 10,000 shekels and another bank check for more than a million shekels and that's how I started thinking wait a minute this guy is not that poor on that Saturday night I saw him and said come on I'll bring him closer giving him some kind of costi like come on it's worth flattering him maybe he'll leave you his inheritance there's a chance and then suddenly the mark fell on me that night that I just remember it to this day I understood that money has no value if you don't know how to live with it you can decide to live with what you have and you can decide to be homeless with a lot of money in the giant so I prefer to take what I have and use it and then you This is the first time in a year that I wrote marketing writing [as a script] and I hired it out to the world and then Corona came. I had already been out of work for six months and the money was already gone. I had already eaten the reinforcements. I remember the email the email you wrote to me? Yes. Right, remember during the time of the You, you said what do I actually do in life? Like you studied coaching at some coaching school? I studied coaching and knew sales and knew so many things and you were very hardworking. I remember the sickle because Corona arrived and I arrived at Corona already dried up and then Corona started and I have nothing to do I sit at home and then I will never forget it when they announced in the palm of probably in the palm of Icha they announced that there was going to be a Bibi data grant I heard the It can't be her in the palm of Schlichek because I heard his narok and someone is passing it on He talked about it to the citizens of the country that the state is going to give everyone 4,000 shekels I left the room I screamed to my wife there is 4,000 shekels Bibi is sending We had 4,000 bags. It was Passover Eve. I won't forget it. I was completely exhausted. Then I got Corona. I went into isolation. I was very careful about it. We won't get into it. Why was I alone in the room for two weeks and what did I do with my tablet? Then you opened the strategy group. And I was in this group during Corona. I opened a WhatsApp group that has been active for six years now. Business owners. Oh, there's a name for it. 400 business owners. A very active group, very influential. Yes. A group that I'm very connected to. Okay. And then you started giving it a name. No. So come on. So I saw people's correspondence there about sales, about things. And I said, "Wow, I have so much to tell them. And I was bored in the room." I wrote in the group. "I'm going to go out in isolation right now. It has a lot of unnecessary time." Anyone who wants help with anything they can call me. And my day was over. This first person who had the phone meeting left another group. "Wow, there's gold here. You have to start taking advantage of it." And then more and more and more people started coming in. And I came out of isolation. With five closed clients already, you remember the first thing I did when I came out of isolation, I already went out for a meeting outside. I still had a car, so I drove out of the car, went out for a meeting, and that's how I started my work. Then Zilbert contacted me one day. I remember I was Ann because I need to write content. Wow, what a compliment that was for me. Zilber believes in me and wants to take me on as a content writer. How long have you been writing for me? [Sighs] About a year and a half, I think. Um, maybe even more. No, not more. I've been writing for three years now. It's been about five years. Two years, about two years. Yes, it was a little more. Two years. [Sighs] Yes, it was really fun. But let's move on. What am I doing today? So exactly? No. I think history is important because in the end, okay. Inspiration. It can inspire. This is a way that I won't tell you what I see. I, as someone who started out in the world of employment, and that's where I moved to work. And still today, many people reach employment. I think that employment is not a straight line. You go through stations. I go through stations. Every person sitting here. You go through stages and every person goes through stages and I think that stages ultimately build you into who you are. You can't take those years that you went through even as a secretary and say, oh, that was just unnecessary. There's no, there's nothing, everything teaches a lot. Everything is a stage and every stage and you have to connect with these stages and love them. So then I wouldn't run like that, it's because I think that the path you took is really very, very interesting and I'll tell you what I learned from the path you took at that time because I followed you. You were simply in full giving. You didn't know where you wanted to go. You didn't know where you wanted to take it. You did know that you wanted to work with people because you connected to coaching because you worked with people and you were busy giving and giving and I saw then that everyone who gave in the group at that time, everyone stopped giving one day as if they were giving for free because they had already become full. You weren't the only one. There's a whole group of people there who simply gave of themselves. I can also tell you that the corona came to me after a period that was literally right after the crisis that I went through in the business, when I fired the people six months after I I fired all my employees, Corona came, and then [as a kid] I opened that group and other groups and just gave to people and it gave me back to me with double the fun. I think that's the first thing before we dive into all this stuff that when you're in a difficult situation, don't look for where I can make money, look for where I can get out. I think that's always true, but certainly for people who are at some crossroads, they do n't know. Start giving. I'll take another dose from that. It's more accurate because I experience it. You experience it from the outside. I experience it from the inside. And that's very important because in the end, people experience it not how it looks on the outside, but how they feel. I was a sailor. I couldn't stand being a sailor. Yes, you know that. I can't be subordinate to anyone. But I've gained a lot of knowledge in all the stations I've been in. But when you're an employee, you have to give the knowledge that your boss needs right now. And when I was then, I wrote in a group and it's the first time that I'm not obligated to anyone, I also have no way of bringing money . There's certainly nothing I can do about Corona. Not when I'm in isolation in isolation and there's 4,000 Bibi's bag and there's you and one was another 2,000 and that's it and you suddenly realize how much knowledge and value you can give to the world since you were an employee for years and they didn't ask you for this knowledge and vice versa. Many times when you came to consult, they told you you need to focus on your work, don't consult. Now I see it a lot, and that's why I talk about it. There are friends who were employees in professions that really seemed like professions where they acquired a lot of knowledge there, but they were male. Suddenly they go out into the world. They get rid of it. They go from business to business. And they realize that they have a sea of ​​content to sell. And if you know how to turn the knowledge you've gained and the information you've gained from the course of life as an employee and turn it into knowledge that you can sell to people. It's crazy. You don't need any training. There are two ways, let's put it this way. There's one way. You're going to learn a lot of theory, which is one way. There's another way. You're going to shave other people, people like a shikik. You're smart and you understand and you also make an impression. Good and nice and you learn a lot along the way. So I worked with you, I worked with so many people and I learned from everyone. That's why you leave, you have done an exam course, so to speak, I left with a lot of knowledge about the world of advertising, about the world of marketing, but no one, to this day, no one has asked me, mainly, you were busy arguing with the advertising agencies that I worked for because they were wrong, but no one asked you, you will focus on sales, you are constantly busy with marketing, you don't want to work in sales, you don't want to bring results, you talk about us, you understand as if you were six, you came to the advertising agencies that were supposed to bring the leads and you commented to them about the quality of the leads, about what they do, about who they bring to the business. So they told you, you have exactly the same excuses. By the way, now you remember that one of the first times I understood this was that one day I wrote you an email, I think you were looking for something then. I don't even remember what you missed. It works in your business back in the period of inflation and I came to your office and as a recruiter I hope that my former colleague didn't hear this and I came to your office and suddenly I started to absorb how much knowledge there is To give to the great Arzilber and I remember how excited you were about it you didn't know it I now remember something else second I don't remember yes you you you forgot everything even even you spoiled me with a nice coffee I'll tell you more who I met there there was really an active office and something tickles me at the edge of my memory okay wow just every time I went out and talked to people just like even hallway conversations street conversations and I saw how much knowledge there is to give them all the time it strengthened and inside my heart it really gave me a kind of training in myself that I have something to sell to the world I have something to give and from there I set off very nicely. So what are you doing today? Come tell me what Hinky Shoebucks is doing today. Okay, so I then for me you would write content, but I understand that's not what you do today. I hate writing content. Today there is also the understanding. He writes content. What's the problem? Okay. So he writes a lot for me um let's put it this way, I wasn't focused, I would do a lot of things and it was very, very important to me to be someone very successful. And in my industry then it becomes To be a great strategist, to do big campaigns. And I did I started doing it and every campaign like that what are campaigns campaigns why campaigns talking to you about organizations and things like that for example some matching or such things matching bigger things I did you defend with them in Ashdod which was like my flag face there I brought all my creativity what was what was what in two words for those who don't know was a this it was not only the campaign but a special concept where people manage to get caught up in why it is Avrech including a spoon all day on the finish I can say I was there a this is to enter the complex that they built called Gan Eden experiences Gan Eden we don't know what is Gan Eden but it was supposed to be this the best hand of imagination on us yes and with a room agree with all of this and you put us into the atmosphere I signed a permanent order later I doubt everyone who was there said that he was simply someone who changed his perception in relation to what he thought until today about Avrech Kahl and it was something that I really loved to do I really love to get to the root. I'll talk about it soon anyway. a so You started doing campaigns. In short, what happened was that after every campaign you were in a down period, because I wasn't doing what I liked and I was worn out by it and went into a process of what? What didn't you like about it? I did n't like the huge responsibility. I didn't like it because actually being the person who is responsible for not creating, he has to create a certain result. It was very, very difficult. Now I'll say something else. Business owners, in particular, independents and consultants, whose whole business is actually their personality and their soul and what they can bring to the business. They are people who, when they are in their element, bring themselves 100%. But if he does things that he doesn't like to do and it drains him of energy, then if he is in a good mood, he is in a stable emotional period, let's call it that, and he is counting the bills. Not only that, but on an internal emotional level, he is doing well now, so he also has the strength to deal with the less pleasant parts of his job, okay even if he is independent, but what happened to me is that I reached a period in life and not to get into it because it is not dead. Content of the podcast I was in a period emotionally, let's say on a 30% battery, okay, when you come to your business on a 30% battery, and you have to do a lot of things there that even drain the 30% you have, so I just went into a slump instead of letting it drain you, it drains you, it drains me, but at 100%, so I reached a period where I just couldn't function, and I think I even turned to you, so I said, what am I doing? I went to financial advisors, and they didn't know, they didn't know how to help me at all, they could help me broadcast. I said, my excels are in order, I can sell my excels, I don't have anything, I have nothing to do with you. And then I went to some coach, a very good business coach, who is also a client of mine, and I want to say, listen to Pro, yes, his name is Yohanan, the legendary rascal, he was here, episode three, I think he was here, episode three, yes, really, a very interesting episode, you should watch it, and we did a process, and okay, and okay, and okay, at the end, Yohanan tells me, Yankee, you need an approach with Yankee Shorx, I told him, Yohanan, that's why I came to you, because after Five meetings tell it what Yankee I come I can't work on you this is the event you need to meet Yankee Shobaks no one can help you what does that mean in the end you need to refine your strategy you really are not willing to do things you don't like and you shouldn't do things you don't like certainly at a time when you are 30 now where did Yohanan learn this because I taught Yohanan the same thing but I knew how to do it on someone else but not on me and it really, really hurt me now you are the scoop okay closing the circle for today I can't meet you when you asked for a meeting GPT maybe you can help me he knows me well because I did a lot of research on the forces he didn't succeed and then one day I'm walking down the street I remember where it was and I imagine myself that Aaron Zilber invited me to a podcast so it suddenly happened and Ar Zilber comes to me and says Yankee what do you want to do what do you want to take a business and make a strategy for it let's take an example of a business I told Aaron I want my business and I want you I want to tell you the story Yankee Shocks, you ask me questions and I want to answer them now, thank God, I have a very developed imagination. It wasn't hard for me to do this simulation in my mind, and I just imagined myself, Aaron Zilba, asking me questions, and I came up with it. I was like this on my way to my office after the morning meeting. I get to my office after five minutes of an idea with you on the imaginary control room podcast, and I just sit and summarize, and I write to Yohanan, he came. I have a clear strategy for what I do in my business. Walla, so you have a scoop. So why was it interesting and exciting for me to come here? Wow, wow, wow. It's really a scoop. And then I understood [as if], and then what did you understand? So first of all, let's talk. I realized that what I really, really like to do, what I want to give my clients is to understand the root of things. People usually come to talk about the symptoms, because they don't understand that everything is inside, and I like to dig. What are the symptoms they come with? What do they say when they come? LG'PBT always calls me an archaeologist, that's how he defines me. They Did you ask? I ask what they come up with, what symptoms they tell. So one comes to say that I need more customers, I'm just not doing well in sales, I'm posting statuses and it's not bringing me customers. In the previous episode we talked about this issue, so we were going to listen. Yes, I listened to it and I have a lot of interest. Let's open it up here. Or they said that Aaron Zilber told her that they need to do 18 marketing channels, and he came to ask me what marketing channels he needs to do in addition to the existing marketing channel, and so on and so forth. I'm not one to tell me that he doesn't have the strength to work. I'll give you another example, which could very well be more in the field of artists. Maybe we'll talk about it, we'll dedicate another topic to it, but in the end, a person is dealing with the symptom that he knows. Now what I actually do in the process is get to the root of his business. When a person has a problem and marketing, a lot of times it's really a marketing problem. So cracking a problem is okay, that's the easiest thing. You hear, you hear from the side, someone comes from a story I invested 10,000 sek in an advertising campaign, okay? And it didn't work. Okay? So obviously I'm sitting analyzing it The biggest fun and fake it was the advertising bug Turn to A I don't want to give examples but because it's ultimately customers But advertising is intended to make it easier for a certain audience to make a decision Or you know what Let's give this example the easiest Advertising talks about people You're a decision In the end it limits a man So what did you do You have a sea of ​​30,000 leads But you didn't make any move to make the wave I saw it with me I just talked about it recently In a business course Going out art course I sold to women In fact The one who decides At least in Hasidic men In Hasidic families It's the husband Decides right You also need in marketing to touch on the pain of the husband in general And not at all the pain of the woman But the one who talks to you on the phone is the woman You need to make another move So for example here So the person says to me Okay So the whole campaign I did All these 30,000 leads in the trash You said really no Let's find a way How is that person you sold to you just making him carry the other shadow into the event we'll understand what he'll do soon but but to put him out again I'm talking about an example without giving the example itself because there aren't many products like that in the market and I don't want to just cut [gasps][snorts of contempt] but it's a so you understand that you like to get to the root that's not what people say because people tell one story exactly it gets to the symptom and I'm now where I actually discovered it and then what you do with it actually I'm from my point of view exhausting page by page part I want to start from the beginning now because because I want whoever hears or watches us now to just be able to do it even if they do n't get to you exactly at the end we'll give your phone number and whoever wants that's not the goal here right the goal that really whoever keeps us wants to understand what it's called getting to the root okay so let's say like this there are two types of roots um there is the root at the practice level. What he did needs to be analyzed. If something didn't work before you go to another marketing person and pour more money the media says it Not good. You make all kinds of decisions that are decisions that are terribly, terribly talking about the how from above [as a boss] to the how. So check what the move was. You tried to give you that. I'll give you a tip here. Okay, a business owner always only looks from the perspective of a business owner. What happens when he comes to consulting? I was thinking today, I'm not a strategy consultant, I make people think at a strategic level. What does that mean? Think, you constantly see the picture from your angle. There are now three angles for every event. Let's generally have your angle that is critical to the customer. Okay? What do you want to sell? Who do you want to sell to? You have your basket of values ​​and what you think at the level of the customer, what interests you and what is important to you and what you know how to do. Exactly. Now there is the angle of the world. Okay? When you sit on the sidelines, analyzing, there is a person here, a story, an idea, a venture, you can analyze it as a rational person from the sidelines, see if it has the programming, is it the programming, okay? Is there a good business model, is it Exactly, is the model correct, is it early, accurate, etc.? There is another angle, which is the other side, which is your customer. Now, to make this connection between three of the three layers, you have to think from above, and as a business owner, you always think from your place, and today there are a lot of tools. First of all, even sit down with yourself. Okay, try to use your imagination. You as a customer, does this value speak to you? In what state as a customer do you need to be in for this product to speak to you? And even more so, where do you want to meet him? You talked earlier about the status. You have to understand in what distress, in what stage is the customer currently in that he needs this specific value that you want to give him, where he is, at what stage, what is currently hurting him, where he hangs out, who he consults with, which places he goes to look for information, that's where you need to come. And before advertising, I'm talking even at the level of your product. Your product is cool. It's totally cool, but in your eyes, okay, and in the eyes of the world, but now who is your customer? Who needs this cool thing? What does he want to see there? What other improvements does he need? There, you're making an example. Okay, so wait a second, look at the example that you come and sit down. With a business owner, you represent the client. I represent three hats. The first hat is the business owner. Okay, I want to connect with his motives, his how, his why, his why, his how, his why, what's behind it, what he really wants to bring into the world. Okay, that's before being self-employed. Being self-employed is another issue. But in business, what does he really want to do? And after it suits me well, I really see a person who is connected to himself. By the way, I'll put parentheses here. Sometimes I'll meet with people who are not connected to themselves, and we had an argument about it once . I can't help people like that just on a practical level. I can't really establish their business properly because if their motive is money or honor, power, gratification, and power, and all these things, all kinds of fantasies. I'm one of the things that happens to me. And it's even a bit of a problem, but I have nothing to do. Many times, people from my process go to emotional therapy because I put the whole picture on the table. You understand what the connection is now. Emotional therapy. I didn't understand. I understood the order of power, but I want people to understand. Okay . Um, I have to open everything. okay? In the end I have to hide on his engine. Now let's put it this way, a lot of people are connected to the engine, they're not aware of it. okay? They are also connected to good engines but are not aware of it. And then you need all kinds of techniques to achieve that. But in the end, the engine can be identified. I think I'll tell you the same thing as they say, like the advertising agency told her, oh you don't have any creativity to help me, so you say treatment, like what are you running away from? I say I'm coming to you as a marketing person, what are you talking about with me about treatment? Okay, I have something very, very honest and true that is for better or worse. I can't make someone a marketing move that I know will ultimately, like a year later, they'll go back to the same place. When I identify a business that doesn't really have a problem with people, doesn't have a problem with customers, there's a problem either with the product or with the core of the business, with the business owner, okay? So if it's in the product, then I touch the products and my customers know about it, and there are customers who don't want to come to me because of it because they know I'm opening their product. Okay, I'm reviewing the product, I'm not saying why to sell. I put the bugs in their eyes . Do you want to sell it? Sell. There are plenty of advertising ministers who sold everything they could. okay? But I sell a product that is a product. Not in my basket of values. In the world's basket of values. Okay? He really needs to give some kind of answer. If there is no line in this product, sometimes I will be righteous and tell a person before he invests hundreds of thousands of shekels, don't do it. And sometimes I have the opposite cases. People come to a new product because the previous product didn't work and I'll ask them. Can we talk for a second about the previous product? What didn't work with it? So it came for that. In the end, it came back to life. The previous product could work. There were a few mistakes. You understand. But sometimes the problem is at the core of the business and it won't work. I'll tell you where you can identify it. There are businesses where the advertising budget is supposed to be very weak. They need to be all in the business. Let's say they need a podcast. I don't have a cuter one. But in general, in this industry, it's a customer who brings in a customer. You see a person who has been in business for 10, 15 years, invests in campaigns. He really learned from Tova, the experts, how to run campaigns in digital and in all media. And he's still in the same place. First of all, you want to know what's going on here. Why does he have to shrink so much? And why isn't it working? So I can be a nice person. And I'll tell you everything's fine in your business. Give me 100,000. I'll continue to advertise you, but I can't because you're another stop in all the rounds he does every time he goes. Now I can't be there, so I changed the name of my business to Ko Uhmok and those who are not willing to enter the Ko Uhmok, yes, how did you get to this name, wow, Uhmok, because that's me, because before that, before that, it was Yankee Shobaks, Yankee Shobaks, and you became Ko Uhmok, and I had to say goodbye to Ko Uhmok, even though it's a name, I didn't understand why, why, because Yankee Shobaks was a person who did something different in the same field every other day, but you know, because I'm the definition guy, so my definition has to be perfect, and a person turns to me for that and tells me, "I'm building, you can write the content for me, even though it's slowly getting old, but I wanted to say goodbye to this thing, like in the Who app, you can see how people define you. There's a place like this: a rainbow of definitions, a rainbow of definitions, like for example, a Haredi content writer, a real estate agent, a sales coach, an advertising strategist, whatever you want. So, so, what will help? Ko Uhmok, Ko Uhmok, basically means two things. A. For me, it's depth. If you're a person who's not willing to get down to the root, then I don't have the ability to help you. I'm here. To delve deeper and understand and get to the root. okay? I build things from the inside. I am in the inner green. Every gate has a lot of competitors, most of them are available. And this line was because there is some kind of movement here, and there is some kind of movement here, and there is some kind of line here. This is not a bang and we're done. It's that in the end you reach some kind of a scumbag of conduct where you conduct yourself in a certain way and you continue with it and I continue to accompany clients. I don't just come once and make them laugh and then leave them. I teach them to think in a much more strategic, much deeper way. And those who stick to this line, so let's try for a moment to understand if I'm a business owner or in a little while we'll talk about self-employed people. You say that you treat self-employed people differently than business owners. How do you define the difference between a self-employed person and a business owner? Oh, as far as I'm concerned, a self-employed person is someone who is the man in charge of the business. And if he's not in charge, then the business doesn't exist. There's a person who has a store. He has something that works. He needs his initiative. He needs his supervision. He needs his management. He's not. It's not that the day he stood up on the left side. So today there's no business. Okay, so it's more service providers. Let's call it more service providers. Okay, because service providers also have a team of employees and so on. Okay, so that's fine. Okay, so let me be a business owner. If I realize I have a problem, I don't have enough customers, but I want more customers. And right now I haven't come to you, but I'm coming to you here on the podcast, I'm asking you, so what do I need to check with myself? What should I ask myself? If I wanted to do a podcast with Yankee Shoebacks now, what would Yankee Shoebacks ask me? What is your business? Not me. We're talking now about the business that he sees us from home and he wants to do a podcast with you now maybe one day you'll also start a podcast right I really believe in that um what what what would you ask him let's say like this let's do [as if] the other way around set a challenge and we'll analyze it let's take a business owner who is a carpenter okay and the carpenters' friends don't have time to breathe from so much work and there's a lot of need our public is constantly, thank God, growing and needs are growing and people are renovating people are building and saying why don't I have customers what can you do I probably need some good marketing some good advertising some good campaign what what do you tell him what is it called he doesn't have enough customers he has a customer here and there he has a job here and there there is work and there is not enough he sits at home for days okay so first of all I'll start with him why did he even get to work in the field of immigration yes and what does he have there and what connects him there okay and if you find out for example that he came to his place by chance because someone was cold to work and he was desperate and he was there remember to close the business if there isn't some spark there if there is some A very strong motive, oh if there is no very strong motive, livelihood, you have to continue. Another example. No, no, this is the example you are dealing with now. Wow, you are not. This is not really a human challenge. Explain to me. A human being comes with a story. He has a long story. It does not really reflect a story. I opened a carpentry shop. He comes with a story. Okay. You know what you are bringing up? A story of a client in their field of immigration. Yes, okay. Come on. Maybe I will get another analysis here. He worked at it as a carpenter. He connected to something very, very specific within this work. From there, he decided to start a business as an independent. He opened a carpentry shop. So first of all, it is to really understand what his uniqueness is and how he is different from everyone else. He had a very, very big difference in his level of view on every concept of carpentry, etc. And also in the business model that he built, he also built a different business model. He did not open a carpentry shop. He was a kind of intermediary, so that is a very big plus. why? Because first of all, it has no load. Because without a mountain in between, you can work properly. A B When I reach out to a customer, why did they actually come? Second, when I come to a customer as a carpenter and he has something crazy on his mind, okay? He wants to do something that is very complex in terms of execution. So I'll start telling him, "Look, this is a myth, it doesn't work that way," and I'll tell him all sorts of stories, and then I'll tell him, "Dreichlit, get her out of this." I don't pay you a percentage with this, it seems like his madness, but when I come as a broker, then I have an advantage, why because I, that he will work, that he will call himself, I will make the money, I will stand up for him, he doesn't know the client, he can't motivate the client, I'm here in the middle, I'm your guide, and I know that it can be done, and I will insist on it nicely, so now if I can't reach it, if that carpenter can't reach this specific target audience, then he really has no value, the opposite, maybe even a disadvantage, really, the carpenter, and he lacks the understanding, even though he comes from the field of carpentry, but he still doesn't work in the field, he doesn't know this, he doesn't know the upgrades, maybe, but if I can reach those specific people, and again, we have to build the way to get there, yes, but if I can reach those specific people, those annoying rickshaws, those who have things, sorry about all the rickshaws who have all kinds of very, very crazy things, and that's it, then he starts to build himself a very specific audience, now if that carpenter wouldn't make this move and would advertise himself, why am I a carpenter, right? There's Zermanovich Grandonovich also has me advertising himself and the customers come and from their perspective they feel that he is on stage, on stage, you are different as if he has nothing special to sell. Not only does he have nothing special, he even has a minus, minus, you don't have a carpentry shop, where is your carpentry shop, how do you do training here? And I don't know from which carpentry shop I'm from, I'm a carpenter, so the issue of training is very, very strong. So I don't know that this carpentry shop is known. Let's take it now. You come. I know. You'll be busy. Go to which Arab. Go to that. I don't know who you are. I actually have to trust you and now I do n't know you yet. And then because I was precise that there is a very specific hand here, that the hand audience is actually architecture that produces very, very different ideas and they need this person who manages to bring them exactly the same ideas as the owner of the apartment or the carpenter, no matter what. And then I know how to look for only those people and build the trust and suddenly I have a business. right? Now, another thing that I will definitely check is that there is a business model here, but before we got to the business model, there was a certain personality here. I mean, if in his style, in his appearance, in the blabbering and chatter that he uses to talk about customers, he doesn't broadcast this event, then it's a waste of time. He comes to meetings. He doesn't seem like a person who likes to go crazy over nonsense. okay? [Sighs][Pants] Again, in the end there has to be something very perfect. I call it in professional language, it's called an ecosystem. In Israeli high-tech, there is something called an ecosystem. What is an ecosystem? It's like a complete package. Right, and I'm a perfectionist, so I pay attention to it, like if he's supposed to be a carpenter, then he should look in some way like a carpenter should look. A carpenter like the one we talked about, how he should look. It's hard for me to imagine it for you, but I promise you that when you have this image in your head and you see the person, you can tell whether it's related or not. It's also in his behavior, in his speech. Does he have to talk like an architect more than a carpenter should talk, right? And he also has to broadcast a lot, a lot, a lot of muffled noise. You need to show that he is confident in what he says. When he says I will know how to do it, he means I will know how to do it. why? Whoever wants to tell people to be as virtuous as possible, I'm with you. And if he broadcasts the news both in sales meetings and, uh, when you ask the questions, I'm not sure, I don't know, so what did you do? I need you exactly. So you've basically created an advantage for him in the business model, but on a personality level it's missing. And if he's listening to us now, then it's an insight that came to him during a meeting. And if your marketing still is n't going well, then take that and try to improve your behavior with customers to match this language. And if you don't know how to do it, you need to build a different business model. So come on, come on, let's give you a moment here, some kind of summary. I'll just take a moment to reflect on what you're saying. You come and say when a business owner comes in and he needs branding, he needs marketing writing, he needs a campaign, he needs advertising, he needs this. So what would you do in the past? What do you need? I would never have done it if Zilba had told me to write me an email if you remember I would have told you I need to talk to you I need to understand and then Herzilber once made me a strategy and told her you create from understanding unlike all your colleagues you you remember that you create from understanding but what I didn't value this understanding I valued writing so some people are ready there call it a 800 sack excuse the expression because understood what what I will do with it hours I dedicate 18 shower to each sometimes two and I price it as writing now if today AI then writing is really worth nothing but the thinking behind it now you touched on it so then this is another example a person is coming I have an expa I need a booth there what to write in this booth someone also told me you have ideas bring me a gimmick now I don't have a bank of gimmicks I assure you this by the way thanks to you I understood it I need to understand after I understood we will create a gimmick so when a business owner comes he tells me I need the example consultant Mortgages are fine and I have a stand at Expo and I need to present something there okay so I need to understand what you do I need to understand what makes you unique when I understand what makes you unique then we will know what kind of gimmick to do for you heard Bar Shedem was really very messy and really didn't know what he was best at and what he liked to do the most because that's the first thing I do I do a complete occupational diagnosis but I think you can't be a business consultant without being an occupational consultant I came from the world of occupational burnout and from that I moved to being a business [sighs] I think it's critical [sighs] completely completely completely because if you don't understand how to identify what a person likes what he's good at what he's talented at you will get exhausted in business maybe this is the most amazing business but he's not good at it right you also need to understand a lot about social psychology and that's what I was in a market I'm right I bought a course I even wrote it in strategy and started studying and paid money I started studying and I say it has nothing new to me and I was in a market what I used to study psychology and then I realized that because I needed to understand so much so I did what the person who invented it was just because I have to come up with a solution for every problem. This is my survival spirit. Every problem needs a solution. So when there is a psychological problem, I need to understand what it is. I need to solve it. I don't have it. And that's also something that's very important for people who want to understand the psychology of people, both in the business world and in marketing. Both the business owner and his buyer. You know how to put it all together? It's a whole other story. But let's go back to this mortgage advisor. So I'm hurting. So this person asked for a gimmick for this Expo. And I had the brains to sell him before a meeting for 500 shekels. Wow. And then I was right. You made customers. And this person writes about me that I'm a psychologist. Where is a marketing consultant? Where is a psychologist? One person who comes up with ideas for the Expo is a psychologist. And I meet him one day on the street. Oh, what's up? He tells me, "Yankee, it's good that I'm meeting you first. Why don't you write because he's not a woman. But okay. I met him on the street. He tells me, listen. I've already hired three employees from the meeting. From the meeting with you, maybe I'm not accurate. Maybe two employees and two thousand shekels outside waiting for my treatment. Because after being with you, I understood what I'm best at. And from today, I'll focus on that. That's the only way I developed this part of the business in a crazy way. Wow, now I didn't analyze what he's a professional at at all because he's really a professional at everything. I went into what he wants to work on, what he wants to do. Then there was an expo event. I have no idea. They made leads there. It does n't interest me at all, but then it didn't interest me either. What's interesting is that he's made of wood. It made him stop and ask the questions that people would ask him. exactly . That was the goal. So you remember I was a very big fan of the Expo. Because it brought in a lot of business, and I said the entire expo was a trigger. People and such have done research on their business because this is the first time in their life that they have to stand up and say what I do. A person can be in business for 15 years, earning millions of shekels, and when you meet him on the street, what do you do? I don't have an answer. By the way, I do n't have an answer. not. Yes he does yes he does answer general answer I am an accountant I am but but that he needs to start answering the question about what are you different from someone else that is where the real discussion begins I mean why are you but there are also businesses that didn't know what they do what does it mean a person doesn't know what he does so I'll tell you give me an example give you an example like the truth the questioner Atenki Shobaks three months ago yes he told you he is marketing I would argue and tell you that is the worst question you can ask me and people say sorry you deal with that the truth is that it is also going to be a joke and it is not the truth is someone met me two years ago in the United States [sighs] one he he can say listen his name is Rabbi Lizer Grossman he is the spiritual director of Tony's fight in the United States and he wanted to call me that he asks me tell me so so what are you doing Arziva what are you doing and I tell him I do a lot of things about which one of them he tells me think you need now your son is going to get married in the sand and you are now at the airport with him you are sending him to live in the sand you have fifteen minutes to give him your life lesson you Can you give me your life lesson in fifteen minutes? He asked you. He tells me, you know who they are. Okay, you're standing with your son. You're breaking up with him now. And now you want to give him your beautiful life lesson in fifteen minutes. What would you say? I didn't have an answer to give him. But this question has tempted me a lot. And say that you're the one who would do people's workshops. We've got an elevator. And say what you do and what your value is. Understand. It really brings. Oh, it's embarrassing. I remember that one of the most difficult things that the person who told me now is a chapter on the Path in the Sea podcast. Episode 88 or 89. 88. I think so. When we record, the gaps don't always come out the same. But he tells me, I listened to 88 episodes. And only now did I understand what Aron Zilber is doing. Wow, episode 88. But what's most important is that you bring what you do. It's a very big challenge. And that's what the ex here did to all kinds of people. So I want to give you an example. A person has a business. Okay. He has a business that travels. He also has employees. But in the end, he brings value there. And the value that he brings at all. It's not related to the title of his business and you can see it in professional companies and suddenly the guy comes to the expo and looks good to him telling what he does what his office name is and what his business does and he won't have to define it he sat for hours with the GPT to help him it doesn't help the GPT is a good digger and he also knows how to analyze things but if you don't know how to help him reach the exact analysis this year that's a different issue I don't want to open that because a whole chapter can only talk about why you can use it and why you can't use it I don't want to get into that it's not okay so I developed my own methods I will use it for things again. Okay, so let's just summarize this topic because lots and lots of business owners revolve around this point. What am I really doing? And this is a question that you know that almost most business owners who ask you what you really do have no answer to. What are you doing? He knows what's really hard for him. So, so, what do you recommend that someone who is a watchman do? Let's return to him because we ran away from him. Okay . So the first thing is to connect with yourself and understand. Take religion. Okay, I'm adding here [as a joke] my professional meals, but yes, yes, this is us here relying on a square of I say the first thing is what your customers need from you. Okay, a person writes. What else? What else? What else? Write it down for you now. Put another column next to it. What do you want to give them? Nice, right? What do you want to give them after? Why do you want to give it to them? And then slowly you start to see why you are really connected to the whole problem in business too. Now, many, many people, probably like you, have learned that the way to reach their strategy is to do customer research. Now I oppose this and I will also tell you specifically who? Is it opposed mainly by service providers? Surely sensitive people because they lecture their customers a lot and not only lecture them, but in the end it also appears in customer complaints and not only does it appear in customer complaints? So you come to the conclusion that this is his strategy. His strategy is to please people. Now why does it bother me? Because by the way, let's give an example of myself. As a lecturer, you would be on time. I am the biggest healer in the world in my treatment. Okay, Kenio, man. You need the inspiration, you need to understand. But at the beginning of my career, there was a lot of talk about what I would change with my people. And then I had some kind of collegiate thing where I was on time. I will make you part of my strategy. The thing I hate doing the most. And then you get into some kind of loop that you have to learn from. You don't have a strategy, so what's your differentiation? You really don't have a differentiation, you're weaker than him. Your colleagues are the more experienced ones than you. You meet deadlines. And if I don't feel like meeting deadlines, remember your business. I even remember one time you told me, listen, if you can't meet deadlines, then what do you need? I think I'll tell you. I'll just close this. Okay, let's close this for a second and then we'll discuss it because it's an interesting topic. I wanted to move on to the topic of the artists you talked about earlier because we didn't have much time left. I do. But it's a topic that's probably related to that. I. It's related to what you read. The therapeutic part. Okay. And I'll tell you today. But at the same time, if you hadn't moved on at this stage, you would probably have moved out. I mean, after you had the number of clients because you said on time because that's what you had to give then. So it's a penetration strategy. That's what your strategy was then. One day, you. I don't think that strategy is something you do once or forever. I think it's something you do all the time. Once in a while, you check and you're accurate. And I think that what you've come up with now is also cool. Wait, then we'll get to other places. So first of all, I'll tell you how I think the topic called customer acquisition should be done. The first customer is you. You research yourself properly. You understand what you want to give your customers. Then you go out to evaluate customers. And you're always the most eloquent person in the world. And you give everything you hate to do what you really want. You'll see in your research. You'll recognize it and it's you. Okay, it's you and that's what you're supposed to do in business. Now we have to look at it with different glasses. Is this product worth anything and in what constellation? So no problem. Let's build the right constellation. What is a constellation? In the right context. And let's build the model correctly. So if you're a digger who likes to dig, then if you do it on the street and if you're in a grocery store, you won't have customers. But if you're in some kind of chaos when bored people pass by then you'll be a waste of time. People will love it. You'll also get training processes there on the way. Okay, I want the few minutes we have left to use for the artists you said are a separate issue. A separate issue. So everything that's talked about, first of all, what is called an artist in your opinion? Who is called a Haman? For me, a Haman is a person who provides service at a level where his whole soul and all his passion are part of the business. The business is like it's not some technical thing, but he writes content for the sake of it. When he sings, because there's also someone who sings and he's not an artist. He just has a talent for singing. But he does n't bring himself in. Let's talk about graphic designers and content creators and people who are really in a terrible mood on a day when they're in a terrible mood, so their business doesn't exist now. And they have a lot of hosting situations like that. Yes, and it's also very difficult for them to break in. I wrote this in a status when I missed my sweetheart. How hard it was for me to come out with it. Come on, the part of this I'm a Hebrew about it for months. I wo n't tell you how long it's been stuck with me and I haven't been able to release it. And then One day I said, "Come on, I don't care. I was on the busiest day. I said, "No, I don't have time to deal with it anyway. Let's get this out of the way. Let's get it behind us." The internal engine is critical, and when they don't have an internal engine connected properly, they're not connected to the outlet, and they can't drive. They succeed, as you say, perhaps to penetrate because they are sorry and they lecture, but in the end they wear out. As I was struggling with depression at work, I did n't have the strength to work. All the power was the most metric thing in the world. Sorry to my customers. So I am one of them. yes. Well, you anyway. Oh, so that's how they're getting away with it now. So what, so what do you have to say to them now that they're listening to us? I want to tell them one thing. You will suffer. No, I want to tell them that I don't mind suffering. And I'll tell them something else. If you saw that within your explanation you managed to survive for a long time, it won't continue to be effective immediately. As I mentioned before, there are many times in life when your battery is at 30 or 25 or 15 and it won't work for you. So then suddenly you say, "Wow, I have nothing to do." You do have something to do. Connect to the place where you are most, most, most connected. That's where you bring your most value. There you don't have to please anyone. After all, what's happening is a kind of wheel. You start doing things to your customers that you do n't like doing and you do it because they have to. So every time this customer calls you, it's once again this person who takes advantage of me and doesn't know what he's doing to me that I'll work and he's already used to it . But that means you made a commitment. One of the things you would tell people, never say never, I would warn them really nervously, never commit to anything in life that you are not willing to do, the client tells you and you do it too, no, you don't do it, but he won't close with me, he won't close with you, that's how you would stand by it, but then his bank manager called, or now this is the scoop that you operate 100% from a real place, there is no manager at the point, whatever you call, artists also know not to answer, those who do n't know, so you start doing, so you started a business, up until now you were a poor service worker, people who can really be exploited, as soon as you connected to the place of your work, you stop wanting, suddenly stop wanting, and then suddenly you had fun. I'll tell you, the worst thing for me was a day when I received a lot of new inquiries. I'm not kidding. Every phone call from a person who calls as if your dream is to have customers, and then they come and the most different thing is them, and you're going to ask me questions, and you're going to get away from me, stop bothering me all day. Do you know this language? Why are they bullying? Because you're doing something you don't want to give them. Now you are setting an example. A person sits and has a dream, he has a dream, he is an artist, he has some kind of dream, he has a desire to bring some kind of ol, okay? Even if he's an employee, he has something burning inside him, and that's his true self, and that's the mission he's going to bring into the world. Now he's going to look for people to push him forward. He calls this coach, this mentor, he signs up for this course and does all sorts of things and I tell him, well, you're looking for someone to start your engine. This is the worst thing for you. You are not willing to act on his engine. You need to act according to your engine. So what do you offer me? I suggest you hide behind your engine. Just a coach. In short. But I don't have the strength to do marketing. You will have the power to do marketing. right. I'm Coach Aaron. I coach because I am always yours and I am a coach and I am a marketing specialist. And how did someone tell me today that your difference from coaches is that you also understand marketing, so you know how to bring the two angles together? You know how to execute today, and I also knew how to execute, even though I hate it, but I execute too, thank God, there is GPT [sighs][gasps] Wow, that was a really impressive episode. So before we finish, give me your phone number. How do I contact you? Wow, first of all, I really like clients who come from deep down. 419 378. Again, 05 419 378. And who do you want as a client? Because it seems like you're being threatened here. So I'm not. So I said that I really like clients who come from deep down. I reach people who are interested in the hundreds, not just the practice and tactics. People who have patience and are ready to get going and those who care that the business is drawing them in, people who really want their business to give them life, to revive them, to give them strength, to get the most out of them. These are the people I love the most. By the way, it's not just businesses, it's also organizations and it's also people who have all kinds of ventures and they want to get started and they have a feeling that it's something crazy, but it lacks focus and it lacks clarity and it lacks the real connection. These are things that I really, really like. And people also really like this service. So thank you very much for coming here and thank you very much for being with us for another episode of Control Room. So you know, A., that there are more chapters, and if you only missed this chapter, then you know that this is already the tenth chapter and there are more chapters before it, and with God's help there will be more chapters after it. You can hear us on the phone line 023 on all podcast platforms, and there is also a podcast called Path in the Sea, which has already had many episodes, and there are also courses, and we are already starting registration for the second semester of the Business Leaders Training Course [Gasp], so you can find all the details on the Zilbert website. Thank you very much for being with us. Thank you very much, Aaron. It was amazing. thanks.