Israel's #1 Business and Marketing Consultant

[Music] we're here at the event in bin man and we're here with Rabbi isamar itamar isamar we're in Israel we say itamar I know but there's a million itamar I'm is I'm the only one isar Ginsburg impact marketing like you've never seen before and it's obvious that we're first of all curious who you are what are you doing impact marketing tell us about what you do okay every person has a filing cabinet in their brain and as soon as you ask him what do you do he says I'm a real estate agent or I'm an insurance agent or I'm a whatever he does you automatically file that person in that cabinet unfortunately for most people fortunately for myself I don't actually fit into one of those files that's good what I do is I don't not just a business consultant what I do is I give businesses strategy for how to build themselves um using psychology if I had to make two circles one would say business one would say psychology the place where the two circles meet that little thing you call them in that's where I live and you're not talking all about the target audience which obviously you're coming from specifically no I actually spoken for public companies I've spoken to Google has spoken for the Jewish National Fund to a crowd of people from about 50 countries with simultaneous translation into five or six languages I am not at all I mean I do have some clients but that is not my target market that is not where I spend my uh brain but but I would like to ask you do you feel that uh what you're coming from you know uh the what you studied the the world you come from the world of values does that help you does give you much more value I haven't Wasted Years of my life watching television I haven't Wasted Years of my life listening to the radio I haven't Wasted Years my life listening to sports some would say that you need to watch television to understand the marketing to understand the I've never been to college either so I don't have any years of listening to a FY Dutty Professor don't list kids college is is good it's important I don't want to ruin the education but um I do not um no not at all I find that what my background actually gives me a tremendous amount of insight which hasn't been deadened by a lot of what you know it's like people see advertisements which they're already they're already deadened to because they've seen so much of it and I can I find it lets me think of a different approach because I'm coming from a different world than most people really what we're seeing in the world of advertisements sometimes in commercials is that they go to the lower part of the human being would it be Temptations and things that are very materialistic so there maso's pyramid which is different levels of what you can reach a person and the more levels of the pyramid you hit when you're speaking to somebody um the better off you are meaning to say if I'm selling a drill I'm selling shelter I'm selling the fact you can build a roof of your house if I'm selling a pink drill then I'm already going to be selling it to a specific audience who not only wants housing but they also want a good feeling about the fact that they like to have everything pink so they're going to have a pink drill as well so the more you can sell what you're selling hitting more levels of the pyramid you can Google the words maso's pyramid this this is not the time to explain what it is exactly but the more levels you can hit in your advertising and in your deliverance of your product the better Ro you'll be now uh as an observant Jew do you find yourself sometimes saying guys this is not really Kosher for me as a Jew as a from Jew religious Jew do you find that happening sometimes I have turned down many business opportunities and many consultations including with with other from Jews who were doing something that I didn't feel was something I want to be involved in okay so you're hear me not not that it's necessarily not Kosher I mean just for example certain kind of uh let's call it herbal supplements I wouldn't be involved in there's many different areas that they may be you know a rabbi may say it's okay whatever but it's nothing I would want to be involved in anyway now you're here meeting the uh new immigrants you participated in one of the panels what what what is your message uh to to these people here who are starting a new page in their life in Israel and you know I was on the main panel in which there was a different person to discuss each segment of making alah so one person discussed Insurance one person discussed the head of I think K makab I believe spoke about spoke I spoke about business in this country and the mayor of uh was supposed to you know was was Ed basically going to interrupt the panel at some point so we had to make it as fast as possible I had about 6 minutes and 6 minutes I tried to cover s you're going to have to take your six minutes and make them into you know uh one minute there we go so number one I said don't hide the fact that you made Aliyah meaning to say if you have a background use it be proud of it because there are many people who made Aliyah from South Africa from America from Zimbabwe I don't know how many there are from Zimbabwe but anyway that when they come they're very happy to deal with someone who has a similar background to theirs and use it as a selling point instead of hiding it because in in any case hiding it doesn't really work the second thing I spoke about was that when you're trying to look for new clients you should create an avatar you should create a well my ideal client is an American living in Israel who has a business and has some money and has is usually about 40 years old and you know the more and lives in bees let's say the more you can build about what your client is like your target client the better your advertising can mirror that fact and the more business you'll be able to do with hm's help um the next thing I spoke about was the two most important words to know when you come to Israel as a business person not to mess up plus Mom Mom okay cuz people don't you make a whole deal in English which means plus tax plus tax 18% difference and it's a sort of an alligator when somebody makes a big deal without realizing that that um has to come in there then I said a story about the M I'll say it in 10 seconds or less which is when you go to m and you have all your documents to get your student interior Ministry to get your documents or whatever leave one piece of paper in your pocket because ultimately this is Israel and the way bureaucracy Works they look at all your paper oh you're missing this or your letterhead doesn't have a stamp of the that's sort of Tactical you keep something in your pocket so that when they say you have everything besides the letter from your Rabbi saying that you're Jewish here you go take it out of my pocket it's true in business as well which is you always have to leave your clients something to ask they have to feel intelligent they have to feel you know I like this soup there's a crease over here no problem we'll press it even if there's no crease let them feel that they're intelligent enough to have some opinion of their own and the last thing I spoke about is that you need to have of everything you do need help from above an interesting and important message especially the last one thank you thank you very much for joining us for having me amen