Category Archives: Marketing

Redefining Marketing: A Process

The truth is, many business owners hate marketing. They despise it, yet they know it is necessary in order for them to capture more clients. They associate marketing with having to push clients into buying their product, with cleverness, trickery, sleaziness. They hate marketing, simply because it feels unpleasant.

Another reason that small business owners resist marketing is because there are just too many different options to choose from, or because it is too time consuming or too expensive. All of these reasons are legitimate, but you have to spend the effort, time and money in order to see real results. I wish I could tell you that your marketing plan will work overnight, but that isn’t the case. What I can say is that with time, your clients will start coming to you.

The final marketing complaint I hear from business owners is that marketing does not always work the way they want it to. Sometimes you can put all the right pieces together, and still nothing comes of it.

Listening to all of those reasons is enough to turn any business off marketing. This is no way to think, because you can bring in clients with the power of marketing without any unpleasantness.

So let’s redefine what you know about marketing, from the very beginning.

What is marketing? How do we define it?

If you ask around, you are bound to come up with hundreds of different definitions. This is the one that I think describes it the best: Marketing is the process of creating, communicating, and delivering products or services to people that find value in them. 

So what’s the point?

Marketing is a process not an event. By concentrating on taking clients through a process, you can create a constant flow of clients.  Some business owners wake up in the morning thinking about where they will find their next client. We are not interested in that! We want to create a process through which your clients will be brought to you. You create a system that brings them right to you. This way you set up a system once and then you only need to maintain it. This is a time, energy, and cost effective way to market.

Most businesses try to sell to the people that walk in the door and ask for a quote. And if that quote is turned down, the business owner gets discouraged.

This is where the value of marketing comes into place. What goes on in the heads of your clients? The overwhelming majority of people need time to commit themselves to buying something. Even if they need it immediately, they need to be convinced that you are the right person to solve their problem, that you have their best interests in mind, and that they cannot find the same thing elsewhere cheaper, faster, or more conveniently. And soon enough after figuring all of this out, you will have a steady stream of clients, who not only want and need what you have to offer, but are actually excited to work with you.

Getting Your Words Perfect – BizChizuk Song

For business owners these days marketing = content. Words are a big thing for you. Copy-writing for your website, talk for your workshops,  ideas for your blog, small talk at networking, convincing arguments for your clients, negotiating. That’s a lot of talking! And sometime we feel intimidated. We don’t know the right words to say or are afraid ofContinue Reading

Developing a New Product: Jump in or Perfect Some More?

Today I met a young developer, who is developing a new online product. He told me he’ll skip the trial version  and will offer the perfect program from the start. Sigh! Many small business owners waste a lot of time obsessing about developing their new products  to “perfection” before actually selling them when they could be already making money.  In thisContinue Reading

Event planning business in Israel with Adena Mark – Spotlight on Biz

Event planning business in Israel with Adena Mark – Spotlight on Biz

Today’s interview is all about the event planning business in Israel, with Adena Mark from A to Z Events. Hi Adena, Please tell us a bit about yourself Adena Mark, from Long Island, NY, moved to Israel 10 years ago with 5 children and a husband. Today I have 6 children, and we divorced 4Continue Reading

Spotlight on Biz – Rebecca Sigala

Spotlight on Biz – Rebecca Sigala

Have you ever considered what it’s like to be in business with your spouse? Well, here’s how one couple does it. Photographer Rebecca Sigala shares her perspective on business, art, and some stuff in between. As always, if you know of a great biz to be featured? Drop me a line. Hi Rebecca. Pleasure to have youContinue Reading

How to Keep Bad Customers from Pushing Your Buttons (Part 1)

Let’s face it. We love our customers, except when we don’t. Along with great customers, sometimes we get one or two of those bad customers that take all the fun out of running a small business. Then again, even if the customer is OK, you may still have some bad customer interactions. Small business owners spend so much time complaining  about bad customers, you’d think that this isContinue Reading

Spotlight on Biz – Hilary Faverman

A couple of weeks ago, I strolled down Ben Yehuda pedestrian mall in search of something to eat that’s not a sandwich or pizza and came across a new Anglo-owned muffin place (more on that another time). That’s when an idea hit me – why not feature stories of other Anglo small businesses in IsraelContinue Reading

3 Critical Steps for Getting More Clients with Blogging

We have all heard that blogging is a great way to build your business. That “content is king!” That writing good content will turn you into an expert. Many business owners set up a blog in the hopes of becoming a popular writer. They have dreams of thousands of readers visiting their site daily andContinue Reading

Will Shlissel Challah Get You More Parnassa?

Will Shlissel Challah Get You More Parnassa?

The origins of shlissel challah are a hot topic come the week after Passover. Hailed as a segula for parnassa by some and dismissed as a leftover from a Christian custom by others, the discussions get as heated as the oven-fresh bread itself. So let’s get it straight. Shlissel challah is a loaf of bread bakedContinue Reading

5 Ways to Get More Clients in a Way that’s Right for YOU

Do you know a small business owner who dreams of getting more clients, but is earning peanuts? More often than not, instead of educating herself about marketing and business development, the owner is copying what others are doing. And you know who gets paid peanuts… “Everyone has a blog – I must get one too.”Continue Reading

Marketing is a lot like Yoga

This week I realized that building a business is a lot like yoga. Funny, right? A couple of months ago, against all odds, I joined a yoga class. If you are thinking of someone standing on one foot, eyes closed, and arms held high over the head in a tree position, yes that’s me. BalancingContinue Reading

8 Ways to Get More Clients to Your Business

Have you ever thought who your favorite clients are? What would you do to get more clients like that to your business? Because as you are looking to grow your business and go on to the next level, you are probably tempted to rethink everything your marketing until now. Don’t. In her 15 years ofContinue Reading

How to Raise Prices AND Get More Clients

Last week a potential client told me that raising prices has been the one sure way to get new clients.  I bet you know some people who manage to charge 10 times the market price for their service and the clients just line up at their door. How do they do it, when everyone elseContinue Reading

6 Steps to Selling Without a Sales Pitch

On a scale of 1 to 10, how much do you enjoy giving a sales pitch? Many small business owners I speak with would prefer getting a root canal done rather than sell. The word I hear most often when it comes to giving a sales pitch is “convince.” How do I convince the clientContinue Reading

How to protect your business from Google’s changes

Lately, Google has been shutting down the Analytics keyword feature,  a popular small business marketing tool, used to figure out which keywords drive traffic to a website. And this is not the first time such a thing happens. In 2012, Google’s Penguin algorithm massacred many a business by kicking them off of the first pageContinue Reading

Fixing a Mistake in Business and in Life

You know those times when everything goes wrong? A while ago, I planned a webinar and lots of people signed up to be with me on the call. Although I had accessed my chosen platform as a student via Skype for over a year, in honor of my webinar Skype decided to charge for calls,Continue Reading

Marketing Lessons in a Grocery Bag

How often do you get marketing insights while shopping for groceries? We spent this summer visiting family in the US. Our kids love staying with the grandparents, but there is one thing they absolutely hate about these visit – the food. Anyone who has ever been to Israel can vouch for the unbeatable taste andContinue Reading

5 ways to raise prices AND increase business

If you want to earn more from your business a simple way to do that is to just… raise prices. Now, I know what you are saying. “That’s impossible to raise prices. My clients already argue that they can’t pay what I charge.”  Believe it or not, it is possible to charge more AND increaseContinue Reading

How to Promote a Blog with Technorati

  You have probably heard that blogging is a terrific way to get more clients to your business site. Technorati is one of the tools you need to promote your blog. First of all, Technorati is an excellent source of information about everything that goes into creating a successful blog. Search the site to learnContinue Reading

Why You Won’t Get Clients With Facebook

  And neither will you get clients with your website. LinkedIn? No way. And forget about Twitter. Before I am stoned for marketing heresy, here is why. Have you ever observed a child building a Lego house with one piece of Lego? Two pieces? Five pieces? Of course not! To build a strong Lego house,Continue Reading

Where Do You Find Clients?

Where Do You Find Clients?

Business owners’ attempts to find clients often remind me of one my kids’ favorite books Where’s Waldo? You know, those busy pictures where you have to find the guy in a red-and-white striped shirt? We try to put ourselves “out there” in the hopes that some elusive client somewhere will notice us and bite. The biggestContinue Reading

5 Tips for Talking About Money and Charging Your Clients

“Talking about money with clients is so hard. It doesn’t feel right to charge clients in order to help them.” “Making money from other people’s misfortune makes me sick.” “My clients expect me to help them for free.” Sounds familiar? If I got a dollar for every time I hear one of these from clientsContinue Reading

Why Marketing Doesn’t Have to be Scary

Why Marketing Doesn’t Have to be Scary

Today, my daughter lost her precious ring. At the park. In a sandbox. It’s a ring that costs 10 cents, but is priceless to a 4-year-old. We spent a while sifting through the sand. We found 10 cents, some glass shards, and a toothpick. The ring of course was nowhere to be seen. For manyContinue Reading

On Getting Customers and Shlissel Challah – BizTorah

We all know that we have only seconds to get customer’s attention. We don’t always know how to do it. Think back to your childhood. How many of your parents’ talks do you remember? What about hands-on projects, outings, trips? Were those more memorable? Human beings (kids and clients included) are wired to seek novelty.Continue Reading

BizTorah Video: This Passover Declutter Your Business

BizTorah Video: This Passover Declutter Your Business

With Passover just around the corner, we are busy decluttering our houses. But when was the last time you decluttered your business?

Limiting Beliefs: Find and Overcome – BizTorah

Every struggling business owner isn’t stopped by lack of knowledge. She is kept in place by limiting beliefs. “My family knows nothing about business and marketing. We aren’t business people,” a client told me recently. A talented graphic artist, she craved financial freedom. She also realized that working a 9-to-5 job would never get herContinue Reading

Niche Marketing: 5 Questions for Differentiating Your Business

Focus“All of my colleagues are doing this. Shouldn’t I be doing it too?” Most business owners have heard of niche marketing. Yet they are afraid that by concentrating on a niche, on just one section of the market, they’ll have to forego all the other clients. Differentiating yourself seems like the right thing to do,Continue ReadingContinue Reading

Should You Pitch Your Business?

If you are a business owner, you have to pitch your services to sell. Right?  Check out this unsent letter I wrote today and tell me what you think. Dear “Business Consultant,” Yesterday, you responded to my LinkedIn message, suggesting that we discuss possible cooperation options over the phone and asking me to call.  SoContinue Reading

Marketing Is Not a Foul Word

“I don’t market,” a colleague shared this morning. She then proceeded to tell me how she wrote “memoranda,” sent it to relevant business owners, and spent half an hour talking to each client before getting the deals.  I asked her what she called all of this activity. “Client relations,” was the answer. For many, ifContinue ReadingContinue Reading


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