Featuring Rabbi Issamar Ginzberg, Business Strategy and Marketing Consultant

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Episode Transcript

(00:00):
The following is a paid podcast.iHeartRadio's hosting of this podcast constitutes neither an
endorsement of the products offered or theideas expressed. It's time for Mind Your
Business on seven ten WAR and theiHeartRadio Network to present the weekly business radio
show produced by the award winning marketingfirm bottom Line Marketing Group ELMG, sharing

(00:23):
business and marketing strategies to make youand your business successful. Now here's your
host, the president and founder ofbottom Line Marketing Group, yetz Hok saph
Liss. Thank you for joining mehere in another edition of Mind Your Business
on sevent ten WR and the powerfuliHeartRadio Network. Tonight's guests rav Is summer

(00:46):
Ginsburg a deep dive into the entrepreneurialmindset. Before I get to my guests,
want to thank each and every oneof you the great listenership of this
show, which is why we wehave a coveted place in the world of
radio. And of course you featuredsuch great guests over the years. Joe
Hart. Not so long ago wehad Joe Hart, the president and CEO

(01:07):
of Dale Carnegie. You can accessall the past guests that we've had on
mybradio dot com and many are onour exclusive YouTube channel on YouTube. We're
at seven ten WR seven ten WRand we're on Nucky Radio. The Jewish
Home features a print summary of selectedshows. Who we're on the Business Class
Clips. By the way, youcould receive it for free The Business Class

(01:29):
Clips of micro Learning. People loveto get a great business tip in a
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sign up to seven one eight fivenine four six five one nine. Text
sign up to seven one eight fivenine four sixty five one nine. Also
special shout out to the great teamhere at bottom Line Marketing Group blmgo plays
an incredible support role for the showand also shout out thank you zeb Brenner

(01:53):
for the shout out before to everysingle week we'll get without further ado are
credible guests. Rob Is Summer Ginsburga trusted friend, guide and guide to
entrepreneurs and beyond the conventional title,a partner and a mentor. By the
way, I'm just going to readhere, Rabbie Summat Ginsburg was a Top

(02:15):
ten Entrepreneur of the Year. Hereceived that award in twenty twenty. Rabbi
Ginsburg, thank you so much forjoining me here on sevent ten wr mind
your business. Thank you very muchfor having me. You're very kind and
all your introductions. I would reallyprefer to return the favor. Okay,
but since I know I only havean hour before editing, if you do

(02:36):
any editing to this show, Theentrepreneur the year was a long time before
that. Oh you did a lotof research, but that article maybe from
twenty twenty with the actual award wasbefore that. Okay, os okay,
as before okay, okay. AndI've been a past guest here on your
show, yes back again. It'sbeen an amazing experience to me the last

(02:59):
time amazing, so much wonderful feedback, and I've heard about it the most,
not only from entrepreneurs and business owners. And you know you're in the
Brooklyn area, but I've been inthe most far flung places. I have
a lot of traveling, and I'vegotten regards from the show. So again,
it's a pleasure to be here again. And you do a wonderful job
presenting your guest. Thank you,and being the host and the interviewer.
I'm not sure how much your listenershipgets to hear in these interviews about the

(03:22):
amazing work you do and Botuto mymarketing group and the tremendous amount of we
have many clients in common. It'scorrect referrals going both ways hopefully, and
thank you for everything. Thank yougoing to introduction Araba Ginsburg. Thank you
very much for those very kind words. And tonight's show in terms of because
our mind is always about the listenerevery single I mean, it gets feedback

(03:44):
all the time, and it's becausewe feature great guests with a great story
to share, not just a storybut content. Tonight show is a deep
dive into the entrepreneurial mindset Ravia Ginsburg. Perhaps we could talk about the law,
loyalty loop, frequent flyer programs.How do we understand and how do
you explain the psychological elements in customerloyalty? And by the way, we've

(04:10):
had a guest over the years,Shep Hiken, very big name in NSA
Hall of Famer by the way,not the National Security Agency, that's the
National Speaker Association, a hall offamer, and he talked about loyalty programs.
It's a beest member of the NSAand I met him. Oh yeah,
very impressive individual. Perhaps you couldtalk about that as it relates to

(04:31):
loyalty and specifically someone who's a frequentflyer. Are they really loyal? Are
they really someone who you know theywill come back to that brand again and
again and again because they believe inthe brand, or is it you know,
they just they just want to rackup those miles, so to speak.
Okay, I think before I answerthe question, I want to take

(04:53):
just one little step back from thatquestion to say the following. The reason
why minding your business And I'm nota pilot, I work for an airline.
But the reason why this is sucha good example and something worth talking
about and diving into is because sincepretty much everyone who listens to this show
flaws right yea, And either theyfly a lot and they have status with

(05:15):
an airline or they don't fly alot and they watch the other people getting
all the perks and trying to understandhow this works, it works out as
a very good example to understand inyour own business how to take what they're
doing right and what they're doing wrongand try to put that same thing into
your business. Every business has orshould have what's called an ascension ladder.
Every business has or should have somekind of sales funnel. Now, these

(05:40):
terms get overused, but whatever youwant to call it, it's worth diving
into an understanding that what we're goingto talk about now in terms of airlines
and frequent flyer memberships has relevance toyou and your business. Either you can
figure out how on your own,or you can pay somebody like successful have

(06:00):
a here to help you do it. But this has value and reference to
every business. Using myself as aquick example, if somebody comes to me
for a consultation, then what happensis he may come once and I may
never see him again, or hemay come once and then decide this guy
has something to offer and I wantto work with him further. Therefore,

(06:20):
it turns out that when I meetsomebody once, either he's never going to
come back again, or I'll justuse easy numbers. Let's just say fifty
to fifty. Fifty to fifty,I have I seen him once, I
never see him again. Other fiftyhe says they want to work with you
further. That means that in myladder from when someone let's say, heard
about me last time I was onyour show, until they researched me,

(06:42):
reached out to me, decided wasthe right move for them, googled me,
whatever it was, till they gotto the point where they took a
step of reaching out to me saying, hello, I would like to set
up a time to talk to you. I don't do free first consultations.
That's ay. We could talk aboutthat and it's all for an hour.
But basically it's about qualifying the clientand making him pay up to show that
he's real. And by the way, sometimes I have a flight and I'll
meet somebody. I'll basically if Ihave a flight when I live in it's

(07:06):
Usalem. I live in Israel,so sometimes I have a flight, for
example, at one o'clock on aThursday, so I can get back in
time for shabuvest. Thisabs to backhome to Jerusalem. So I will pack
my car Thursday morning, give itto the airport, my hurt's rental car
again hurts the same example. Notalways using hurts, not looking at price,
just convenience. But I'll pack mycar in the morning. After I

(07:30):
do and after I pray in themorning, i will set up one more
appointment, even though I'm tight inschedule, and then literally leave together with
the clients. From the appointment andgo straight to the airport. I'm not
doing it because of the feet Iwould get for a one hour meeting.
For that one hour, I'm notI'm not being missiles. I'm not I'm
not making I'm notting and putting itdown like I'm not putting down money.

(07:54):
You know. But the reason thatI'm willing to take that extra step is
not because of the one time hour. It's because I know that every person
comes for an hour, it's possiblyhere good, very possibly, right,
don't compliance. So I look atit in the terms of as he's going
up the ladder, this one meetingcould be worth fifty thousand a lead generation
process, correct, So fifty thousanddollars. Yes, I'm willing to get

(08:16):
to the airport right and minick oftime instead of five hours flight. Now,
you know, just just just holdingon to that concept about the loyalty
loop, perhaps you could just reallysay, because so many businesses out there,
and I imagine this applies whether it'sB two C or B to B.
I mean, your example is youknow, really more business to business.

(08:37):
Ultimately the business that you consult areB two C many in many cases,
but it's it's it's when you gowhen a person goes to a any
bagel shop that says, why tenbagels and get one free? K They're
essentially building on that loyalty loop.They're saying, if we can get you
to come in for another bagel,another bagel, another bagel, on stamp
your car to punch your card,then we will build loyalty and as a

(09:00):
eyes for that, we will giveyou the eleventh bagel for free. When
you go to any of the majorsupermarkets and they give you one of these
loyalty thingies that go on your keychain, which prints, which prints coupons for
the competing brand of whatever brand you'reabout to buy, that's also a B
to C example of trying to usea loyalty card to build their their what
they you know, what they knowabout you, and what they can sell

(09:20):
you. I'll just add something veryinteresting. You sometimes go to airports and
you'll see that, let's say,as a Delta flight is boarding, you'll
see somebody from American Airlines are fromUnited coming with one of these little chichki's
in their hand that counts passengers,okay, and they're counting the passengers of
the competing airline because they're trying tocompare their flight load to their flight load
to see who's busier. Why arethey doing that, because that's competitive event.

(09:43):
They're trying to see what the otherperson has compared to what they have
and how it's working out. Now, when you fly a certain airline enough,
just as a simple example, allbeing the airline, the national airline
in the state of Israel. Oneof the benefits they offer. I used
to be a high level member thereand I have since s which to British
airways. I should maybe switch back, but that's a separate conversation. One

(10:03):
thing I realize interesting is that onceyou fly above a certain amount, they
allow you to use their lounge,even when you're flying a competing airline.
So it's obviously a great perk becausewhen you live in Israel and you're flying
through Bengalian Airport all the time,they have the best lounge with the most
super coach or Mahydrian culture food atthe same time, sometimes on a price

(10:26):
basis. The other one is muchmore competitive and much Rayther fly business class
different airline, and the economy andLLL, assuming the prices are the same,
are similar, but you can goto their lounge and go to right.
But then I realize, I don'teven know if they're doing this,
but I realize something very valuable here. Every time I go into the LLL
lounge with my boarding pass from acompeting airline, they know I flew,
they know I didn't fly them,and they only know that because I came

(10:48):
into the lounge and I presented myboarding pass. So they're not only keeping
track of how many times I'm flyingal all, they can also keep track
of how many times I've left Israelnot flying alone. And that is a
major piece of information that can helpgoing forward. So there's a lot of
reasons why loyalty programs exist. Someare obvious, some are not. Some
of them more shallow, someone moredeep. But there's a lot a lot
to say there. I'm just throwinga quick sure you know too Orthodox Jews

(11:11):
speaking, And even though this isa national you know radio show, this
week's total portion talks about Rifka backen her you mean, So I had
one of my grandparents who was theDego marm a grandson of the Bolshemto.
So he has a vart, hehas a Torah thought, a nugget on
this week's Parsha about that it wasn'tlike today when a when a when a

(11:33):
woman went for a sonogram and theysaid, oh, congratulations, you're having
twins. So she just just had, you know, a lot of kicking,
and she didn't know exactly what wasgoing on every time she passed a
make a long story short. Sosometimes people get kicks and this is what
the dean says, and they don'texactly understand. It's like a home mish

(11:56):
march. They don't understand, likewhat what reacts and they're getting to what
and then it turns out, oh, this twin's here, so this is
right. Whoever I thought was goingon, it's not that there's something very
different going on than what I originallyassumed. That's a very good it's a
great I mean, once the sonogramrevealed what it is, that now it
begins to make sense. Okay,So I think I mentioned this last time

(12:16):
I was here. I won't spenda lot of time on it. But
sometimes companies try to do promotions andthe promotions don't work, and it's because
they should be doing a promotion whichis very different. They should be doing
two different promotions of two different audiencesas if it's twins, two different people,
each one with their own needs anddesires, and just trying to lump
it all together doesn't work. Fascinating, by the way, before we go
to a commercial break, which iswhy, which is why people who just

(12:39):
do print advertising and don't consider radioadvertising as an example, you're very much
fixed in a box. You gottareally different people have different ways of consuming
media, and if you want toreach a wider audience, you gotta reach
them in different ways. Thank you. My question out to you is how
can people you are a consultant formany types of businesses B to B B
two C organizations, how could peopleget in touch with Europe against The best

(13:03):
that you're going in touch with meis by email. My email address,
simple, simple plane email address,nothing fancy is Rabbi SMR at gmail dot
com. Rabbi everyone who's had aspell asum Ribbi. My first name ismr
I S S A M A R. Rabbi SMR at gmail dot com.
Yes I have a website, YesI have other email addresses. That's the

(13:24):
most direct way to reach me.Amazing. We're going to take us your
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Visit bottom linebrew dot com. That'sbottom linebrew dot com. The future

(14:56):
that you envision for yourself and yourbusiness totally attainable. You need support along
the way, and as entrepreneurs,having a team around you that supports you
and achieving what that vision is isvital and that is something that the Covenant
Group is committed to delivery. Mostof the times that people come to the
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financial security. My name is KEITHA. Dumbing. I'm Norm Trainer. We
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(15:45):
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(16:11):
com. And we're back mind yourbusiness with you successless right here on seven
ten WR and the iHeart Radio Networkfor those tuning in around the world.
My guest is Rabbi Summer Ginsburg,a noted consultant for businesses of all sizes,

(16:33):
of all sizes and organizations of allsizes. We're not going to put
them on the spot to share becauseobviously it's confidential. Tonight's show is a
deep dive into the entrepreneurial mindset andit's a real honor to have Rebbie Ginsborg
here. By the way, Iknow one of the famous Okay, as
far as the award that you receiveas far as top ten Entrepreneur of the
year, it wasn't twenty twenty,But maybe you could talk about just before

(16:56):
I get back to my questions,you spoke get Google, and I'll just
talk about all of the exciting highlightsin your journey. So when I started
out, I know that I don'thave a my background. I'm born to
an Orthodox Ywish Farsidic family in Brooklyn, And when I started out of my
journey of being a consultant and aspeaker, I knew I had this feeling

(17:21):
like, Okay, I can showlike a doctor can show all this Latin
Yeah, awards and lambscag the diplomasbehind them. But I knew that having
there, in order to get thecredibility that I needed, the way I
would be getting it would be byspeaking, delivering value, meeting people,
and ultimately speaking for major corporations andorganizations. And I knew that once I

(17:45):
have that kind of background that I'vedone, that the rest of it would
fall into place much easier. Obviously, as an Orthodox Jew, everything a
person does is just to stybless.It's just a person trying to do theirs.
My uncle, the kala Vereva,the grand be Kal, who went
through the Holocaust, it was avery famous Qasiftic personality. It was my
great great uncle, and I wasvery close with him, and he used

(18:07):
to say that that sham God promisesI will I will bless you and everything
that you do. He used tosay people forget the key Wordtia'll bless you
you have to do, and I'llbless what you do. But some people,
if you just sit in your aurelsyou don't do, then there'sn't with
with the blessing should really take effectin the same way, So when I

(18:29):
spoke for the Jewish National Fund,or I spoke at Google, or I
spoke at or I did consulting forother major companies, I knew that it
wasn't about how much that company willI won't pay me. It's simply the
fact that I worked for them thatwould take me to the next step.
I'll even share one interesting thing,which is I was once over to speak
at Yahoo and well set up whenI'm gonna speak, make a long story

(18:52):
short. I didn't know. Iwas interviewed in the Christian science manner I
believe, and the report come toone of my lectures, make a long
story short even shorter. I happenedto have mentioned her, if if I
remember the story correctly, it waswith her. I happened to have mentioned
that I'm going to be speaking atYaho in a couple of weeks. And
in the article it said and hewill be speaking among the other things.

(19:15):
And when somebody at Yaho saw that, they said no, no, no,
canceled. But at the end ofthe day, the fact that the
value out there, the value isstill there, probably even more than right
from Yahoa. Check all right.But now I even have a story to
say here. That's great, that'sit was reprinted it and I've gone to
speak places said and he spoke atYahoo, And I'm like, you know,
like you said about the award.I don't want to correct them,

(19:37):
but I don't want people to sayhe spoke to when did he speak there?
He didn't. He didn't deny it, so it must be true against
me in sticky situations sometimes I wantto hold on to In fact, this
is one of the points that wewanted to get to it tonight show Mindful
Marketing, okay, ede utainment andconnection rings in the water, because this
really part of what he just broughtup. Establishing authority of front Perhaps you

(20:00):
could talk about that. Why isit so important, perhaps especially in B
to B you have an attorney,you have someone who leads a CPA firm
or a marketing firm, et cetera, that they should establish themselves as an
authority in terms of you know,it builds that that credibility, I guess
is the right word upfront. Okay, so let's just take an example.

(20:23):
Yeah, I call up, Itake the local phone book. Be it
the it depends on how marketing,psychographic, demographic, geographic. I open
the local phone book and I gothrough the names, and I go to
every go to the Yellow Pages becauseI'm looking for owners. And I call
up and say, hello, myname is rabasmr Ginsburg. You can google
me. Just google my first name. I'll come right up. I've spoken
here, I've done this. Thenthat at the end of the day,

(20:44):
I'm a cold call. Most peoplewill hang up on me if I try
to get If I get to thewho doesn't hang up on me, it's
still going to be a difficult slogand a hard cell because I am below
they are on the stage. Iam below them. When a person does
marketing and they use authority in theirmarketing and the market proper probaly an instant
psychology behind what they're trying to do, and they spend their time to build
up their authority. And I couldtalk about this in depth, but it

(21:10):
actually tastes all onto this a littlebit yeah, okay, okay, this
is very valuable. There's a famouspsychologist. Anyone who's listening to this show
long enough has been in the worldof market on enough probably has heard of
his book. But there's a veryfamous book called Influence by doctor Robert gi
Aldini c I, A, ldI and I, where he talks about
the psychology. Book. He's aprofessor, but very very very very valuable
to anyone in business, whether youown a business, work in a business,

(21:32):
manager, business, et cetera,and discussing these points about this consistency
authorities scarcely to surprise the social proviliking. He has a bunch of other
books, but essentially the way heexplains authority in the simplest way, it's
just very good for each person tounderstand. And just consider you're reading that
book has an extension of what you'rehearing here on the show. When you
look into a doctor's office and he'ssitting in his white coat at a desk
and behind him he's got twenty piecesof lambskin with stuff written in Latin,

(21:55):
you say, oh, this guyknows what he's doing. If this same
guy was standing in a butcher shopwith the same white coat you just consider
in a butcher. It's the settingthat counts. It's the setting the way.
The way it's set up gives alot of credibility to the person who's
the doctor and lets you makes youmuch more comfortable with that this person may
operate on you, the individual.There's a lot to be set for how

(22:15):
authority works. But in short,when a person spends the beginning of their
business, when or as they're growing, takes the time to stop and position
themselves properly, they change a potentialcold call trying can reach out to people.
Like I said before, I canreach out to everyone in theellow pages
into people, calling them inbound marketinginstead of outbound marketing, even if there

(22:36):
is outboun marketing, if somebody reachesme, just as a random example,
when I travel and I'm in notmy hometown, different country, I can
go to I can go local here, to a shoel, to a synagogue,
to Davin Miniza, and inevitably somebodymay approach me and say, I
want to talk to you. I'vebeen listening to you for a while,
I've been reading your articles, Dada da, I'd like to you know,
if I govern in the same shoeevery day. I wouldn't get that

(22:56):
because the same people every day.But as when I go on a plane,
I'm always meeting people who know ofme and who was just thinking about
me last night and we would liketo consult. It happened. Yeah,
But it's building authority. It's buildingwith Hachman's building with with with with with
careful precision, and every business thatyou look at that that has succeeded.
If you think about it, you'llsee unless they're just pounding their head in

(23:18):
the sand, trying to do coldcalling and forcing their way with sheer,
brute power, share brute force,it's really done with a lot of thought
into how to position their business properlyto help those sales go that much more
smoothly. Now, if I couldjust please hold on to this a drop
more, because there are many peopleout there that will say, you know
what, conceptually I hear it,but what is the seamless transition from authority

(23:41):
to value? How you know?How? How you know? It's like
people are there? Yeah, youknow what what Rob Beginsberg is saying makes
sense. He has to the settingmakes a difference. It's all true,
But how how do how does onebring it home? How does someone put
that into action? Okay, fantasticquestion. I'm sure you have several answers

(24:03):
of your own. I told youyou're an interviewer and you ask the question.
But I'm sure you have plenty toshare with this on your own.
I'd love to hear your thoughts.Okay. There is a lot to be
said for every every type of businessalways says my business is different for me,
or it doesn't work because X,Y and z. In every single
type of business, when you're goinginto a business where you have to trust

(24:25):
a person you're doing business with.When you walk into a bank, there
are elderly people who won't put theirmoney in a bank unless it's a local
branch because they want to touch.They want to be able to go touch
the bricks of that branch of thatbank. We're going to put the money
and even though the money they're puttingin doesn't actually sit in that branch till
they take it out. It's veryhard to give a general answer to that
question of how any business can doit. But if you think about anyone

(24:47):
who's successful in your line of business, whatever that line of business is,
you will see that that's the case. People write books, people write articles.
People it's easier today than ever toposition yourself as an expert and I
for whatever reason you can and positionyourself as an expert in what you do.
That doesn't matter. Let's pick ahard example life insurance, with all
the different rules they have and alldifferent approvals they need to get for everything
they do. At the end ofthe day, someone in insurance who as

(25:11):
an example, plays chess okay andcan do videos or write articles or a
book or whatever about chess, andevery time they just happened to mention and
happen to make people worth the factof the insurance, they will get lots
of people who play chess to buyinsurance from them. It doesn't have to
be necessarily building the expertise publicly asexpertise in that particular field. It has

(25:34):
to be expertise in general, somethingthat makes people want to come to you
at the same time. Many peopledo it. As an example, real
estate agents will often do this wherethey are the local go to person that
comes for the holiday season is atoy drive. They're doing it, they're
sponsoring it. They're at the localfire station making the you know, they're
sponsoring the local barbecue. So they'renot actually saying I am the best real

(25:56):
estate person you've ever met, butthey're promoting themselves a position of a start
that when you are in any givenzip code in the United States, there's
there's that local real estate agent thatis the big kahuna of real estate in
that particular zip code, even thoughfive miles down the road nobody may have
ever heard of this person in thiszip code. Every shopping cart in the
local supermarket, when you open witha place we put the kid in,
will have their picture as the sponsorof that as these you know, paincles

(26:19):
shopping cart. Now can I holdon just because this segment is talking about
marketing third because you're really touching onit. Third party validation. How important
is that instead of a company justdoing chest beating we're the best, we're
the greatest, et cetera, buthaving you know, in the case of
if someone's doing a toy drive,they're not necessarily validating the business, but

(26:41):
they are promoting the other business bysaying, Wow, look how great they
are. They are so generous,et cetera. Talk about third party validation
having someone else promote their brand andhow much more impact actual is that and
maybe some examples on that. Okay, so first of all, I'm now

(27:03):
going to give the most ridiculous testimonial, I'm totally unsolicited, that you've ever
heard. Okay, the Better BusinessBureau, Okay, is the biggest,
most valuable waste of money you canspend on your business. And what I
mean by that is the following Iknow, no, no, put them
neither good nor bad. In essence, the Better Business Bureau is a waste

(27:26):
of money in the sense that somepeople think it's government related, the local
the Yellow Pages in the old andthey used to always say contact the Better
Business Bureau of Information. At thesame time for a couple of dollars,
you pay them a couple of dollarsand now you can use their badge in
your business. And they don't actuallysay that the business doesn't have any complaints.
They just say if someone does complain, they will sort of be an

(27:48):
intermediary in the complain And yes,if someone's complaining, especially in a world
of like today with everything everyone's takingcredit cards and people can make disputes anyway,
if you have an unappy customer,you should be dealing with that customer
in any case. But the betterbusin this is bureau seal of approval,
whether it's worth it or not.As I'm explaining with this okay, half
harder testimonial. Okay, at theend of the day, cost a couple
of dollars, you put it onyour website, and suddenly it's not just

(28:08):
another website that I have to worry. Is it real? Isn't it really?
The guy just buy this website,you know, clone a website on
on on eBay for twenty five dollars. How do I know this website is
real? I'm giving my personal information, not any credit card information, even
when that has an SSL or it'susing a party. If I'm buying,
you know, some kind of itaminfor memory loss, well that tells that's
I mean, thank god, I'mnot, but that says a lot about

(28:30):
about the person. So somebody mightwant to be careful about one information they're
sharing with a third party if theydon't feel that that third party is trustworthy.
Anything like the Better Business Bureau ofother such seals, et cetera give
a lot of credibility to a business. So you are for it. I
am for it, even though it'sI'm for it because that's why I said
it's the most ridiculous. It's it'sa waste of money in theory, but
in real life that works, right. Oh okay, So it's just what

(28:52):
I'm half hardly recommending better things.Okay, But the fact is, it's
like you know, back in theday good house keeping start and not back
in the day. I'm saying yousome of them are some of them are
more legitimate. I mean, it'say, if you can buy an electric thing,
you're gonna plug in the wall.You don't want to get a app.
Okay, Okay. So for example, Better Business Bureau out there,
if someone has that seal out there, when someone sees that in the ad,

(29:15):
it's impactful, it's like, oh, like there's value to that.
Correct. Now I'll add to thatsomething. You know. Let's assume from
this interview, can take what Ijust said about the business Business Vie make
a clip about it. So wedon't have any third party validation from the
Better Business Bureau. Maybe you haveit. I don't know. It's not
meant for our line of work.Our lines of work, but at the

(29:37):
end of the day, if weput up this clip on YouTube and it
goes up under better Business Bureau isit worth it or not? Then we
will essentially at a certain I didn'tdo this on purpose, but we both
of us, we piggybacking on peoplesearching for it is better Business Bureau worth
it or not? And they'll findus. I maybe they'll hire you.
But okay, But coming back tothird party validation, having that little symbol

(30:00):
in the corner goes psychologically helps abusiness clearly. I want to jump from
there into further and third part ofvalidation, which is when you when you
there's advertising and then there is let'scall it organic content. For example,
when you get an interviewed in NewYork Times and they have a blurb about
you. I was interviewed the NewYork Times once about the topic of time

(30:21):
shares. I am not a timeshareseller and not a timeshare buyer, but
I wasn't interviewed on the topic becauseI many years ago, went too a
timeshare presentation because I heard that theydo a great job at high pressure sales
and I wanted to experience it myself, and I almost wout a timeshare.
That's how, that's how, that'show good they weren't. But it was
worth it, even if only becauseI had a New York Times interview about
it. But once that interview happened, I was interview the New York Times,

(30:41):
right, So that's all that thirdpart of validation. And there's a
lot to be said for whenever youmentioned someplace as an earned media, how
much it does for you. There'salso the middle ground, which is which
is like advertorial style, which hasthe value of almost ninety percent, I
would say, of being a nonpaid for interview, much more so than

(31:03):
advertise books. People reading get valuefrom it. At the same time,
it's a way to be placed.We want to be placed with the message
you want to give. And I'vewritten one hundreds and ten certainly of editorials
for customers, which are placed inmany publications before in English and other languages.
Now before we get to a commercialbreak, but just to hold on
to as far as the content,like I'll notice in Forbes, Cranes,
et cetera, that they'll have sponsoredcontent. We have found that that even

(31:27):
though it says that there's still veryvery high value for having that. So
you just mentioned cranes, and that'smy crans that have a special place in
my heart. Because when I startedout trying to get interviewed, when I
realized that's a piece of authority,that it's very important. The first place
I was ever interviewed was Cranes inNew York Business, and I was so

(31:48):
excited. I knew that when thisthing gets printed and it comes at which
day the week it comes out,I knew that this was the ticket of
my success. And I have aninterview where I gave good value and it's
going to say in marketing experts andso on and so forth. The interview
came out and I was like,I thought maybe I had the wrong day.
I remember Tuesday Wednesday, because nobodycalled, and I waited another twelve
hours, another twelve hours, andthen I got a phone call and I

(32:09):
was so excited. And this womanI don't remember her name, but I
still remember what she did for aliving. She was a She worked for
a cleaning crew that cleaned attorney's officesin the evenings, and she had read
on the desk of the lawyer thearticle where I was interviewed in She had
read on the lawyer's desk while shewas cleaning. And she told me that

(32:31):
she gives she does poetry something withpoetry, and she wanted to know if
I could help her. And itwas a big letdown for me, even
though I gave her, you know, some good time. I was let
down because I thought Cranes was Ithought Cranes was getting me. But then
I realized three other things that happenedfrom Cranes. One was the Cranes interviewer

(32:54):
referred to me a very big client, the woman who had written the article.
A year later, maybe two yearlater, I had it written and
by the way, I'm still goodwith that right now, and I want
she wrote a book, and Iwent to the book launch and I thank
you, and I told her again, I, oh you want. You
were the first place to ever placedme. I also realized that once whenever
I tried to get interview people wouldlike the writer, the the journalist would

(33:15):
google me and see I didn't haveany interviews and worry that maybe I wasn't
legit. But once I had Cranes, then it was much easier. The
next one next to the next one. That was major help to me.
And the next thing that I realizedis it's not about being in Cranes.
It's about me being able to sayI was mentioning in cranes. It's about
me being able to promote on mychatveraging right amazing. Before I go to

(33:37):
commercial break, Rabbi, how canpeople get in touch with you to hire
you as a consultant for their business. I don't want to. I'm not
going to answer that question now withan email adress, first of all,
because I gave it before. Andsecond of all, I want them to
be with the singing DROs with theirtongue out listening and listening, listen until
the end. I give my contactinformation now, maybe they'll just reach out
now and they won't listen till theend. Rabbi, I I that that

(33:58):
makes a lot of sense, butI want this to be a value.
Please share your EARI managers Rabbi Summerat gmail dot com, R A B
B I I S S A MA R at gmail dot com. We're
going to take a show commercial breaks. Stay tune. A defining moment in
your life could be transformational, andwhen that moment comes, you need to
be prepared with emotional intelligence. Hi. I'm Chuck Garcia, author of Amazon's

(34:22):
best seller Acclimb to the Top andmy new book called The Moment that defines
your life. It's coming out inFebruary twenty twenty four. Learn how to
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(36:23):
we're back Mind your Business with you, Succepplas right here on seven ten w
R Tonight show a deep dive intothe entrepreneurial mindset and boy did we cover
so much. The phones are ringingoff the hook. Rabbi sammagainsburgs, thank
you for joining me here on Mindyour Business. Look, look what's going
on you You come to the showand the phones are ringing off the hoalk.

(36:45):
Thank you, Thank you. I'vehad clients who hired me in the
past and then suddenly disappeared. I'mlike, well happened to you? Six
months? I don't hear from youlike we hired you in The phone started
ringing. We didn't want to messwith success and we just let you have
to. By the way, mindyour Business doesn't mean listen, dear listeners.
It doesn't mean mind your own.It doesn't mean don't listen to us.
Mind your business. It means mindyour business that we're minding. We're
helping you mind your business, allright, exactly right, thank you.

(37:06):
Let's talk about credit and credibility,unconventional value for example. And this is
really something that you have a greatstickle on, so to speak, the
worth of a mortgage of a mortgagebroker's commission. And this is you.
You really if you could explain that, because there are people out there that
are in a certain industry and thenthe people do business with them, and

(37:29):
I'm like, I'm taking that commission, I can go direct, et cetera.
When you when you mentioned mortgages,I have to give a shout out
to meet a friend of some oneupon a time. Yes, it's very
special companable. Yes, and andagain I would I had the great Uh
working for his father art. Hisbiography is incredible what a person can accomplish.

(37:52):
Yes, anyway, so right nowmortgages, you gotta put that in
there. So I just as Ijust mentioned, you know, as a
by the way, I started outdoing mortgages and whenever I do something excluding
total learning, which has its ownissues as far as the the challenges a

(38:13):
person has. But outside of totallearning, let's say, whenever I do
something, I try to go allin, I try to go deep.
I try to understand that as deeplyas possible. I don't have any I
don't have the answer her or tryingto to slept me away. But so,
if you're going to do mortgages,okay, so what are their FICO
scores, what are fightal scores?How do they weark credit? How does
it work? And I end upgoing I ended up going very very deep

(38:35):
into into the world of credit scoring, even though it wasn't so relevant to
commercial mortgages as a residential mortgages.But the reason I wanted to speak about
it today, the reason I thinkit's an important topic, is because it's
a great example for something. Howthere's a famous expression in d which means,
it's nothing to under the sun,everything's already out there. If so,
why should somebody hire me? Whyshoud somebody hire a consultant to watch?

(38:55):
Somebody hire a marketing company? Whyshould anyone hire go to a doctor?
Just and figured it out yourself.The short answer is is that you
can find any information out there byyourself. What you're paying for when you
pay somebody is you're paying for speed, and you're paying not to make mistakes.
And either should say have the eyagonabooth on your own skin. You're

(39:15):
paying to learn from other people's mistakes. Let me sure, let me help
you get there. Don't try toclimb up yourself. You can climb everest
by yourself. Some people have doneit because before the first guy got the
first person up there, somebody wasup there first. But still I've had
many clients who either they their parents, for example, their father has a
very successful business. Fathers, listen, I learned the hard way. My

(39:36):
son's going into his own business.I don't want it them in the hard
way. Let him hire you andyou teach him in that way. Many
people are successful open the second business. They're like, listen, the first
time I didn't have the money,I was on a shoe street. Now
I have the money. Let medo it the way where other people can
help. So any as far aswere just going back to mortgages, simple
tip which I think can be verybeneficial to many of the listeners is the
following. If you apply for amortgage and your credit score is picking easy

(40:00):
numbers, all the credit card allthe mortgage brokers out there, you can
feel free to email not me atrabby Summer jmail like come. You can
email the Sex Afflis with your complaints, which a simple example, if you
have a six ninety nine credit scoreor you have a seven on one credit
scord is two digits difference, whichis it's not a big deal, little
for that to change based on yourbalance. Chanting by twenty dollars can make

(40:22):
a difference of the lifetime of theloan if you pay a million dollars in
interest or if you pay two milliondollars interest over the next thirty years.
Now, if you know that andyou give me as an example, and
I'm not a mortgage broker, butif you let me look at your credit
report and you give me, I'dsay a week you need a mortgage today,
I'm not sure I can help you. But if you give me a
week or two from now cleaning themortgage, I can simply tell you in

(40:43):
three minutes several things to do.It'll take maybe ten minutes of your time,
even if you don't have any extracash, and you'll be able to
raise your score by a couple ofpoints. Doing that will save you a
million dollars in the next three years. Now I can. I'm happy to
explain it, right, but that'sin short. Now. If you explain
that to a person, whether ornot your mortgage broke or not, you've

(41:05):
given them value that they can thentake to the bank. Because if they
do that little change on their owntime on diaald, it makes the major
difference. And many people, Oh, if I would have only known this.
So people are paying you for yourknowledge and when you deliver knowledge,
and you can deliver knowledge, andthis is very important. You can deliver
knowledge. This is an example thatI thought of last night. And by
the way, whenever, if you'rein any business, marketing or other,
the more you develop your own IP, your intellectual property you own it to

(41:29):
we're referring to things, the betterif you'll be so. I was thinking
about this yesterday, and I wasthinking that I was on my way to
New York. I traveled through Itraveled from tell Aviv to Budapest. From
I went from Hungary to Ukraine,from Ukraine to Poland. I'm God again.
We're recording this on Thursday. Ofcourse, the rabbit didn't travel on
Javis. Yes, okay, thankyou. And the reason I did it

(41:52):
was because we have a tradition,as I mentioned earlier on my grandchild of
a great great a descendant of themany great rabbits, including the Bolshemtov.
So there's the tradition that performing ofa child, you go to the graves
and it's Mazeltov, Mazletov, thankyou on upcoming he's here off screen,
Yeah, okay, And there's atradition that you go and you know,

(42:13):
you pray at the graves of andfinances to success and you invite them to
the wedding. The very first invitationprinted invitation that we placed was at the
grave of my of my great greatgreat I think grandfather of Morverna in Ukraine.
We weren't on the side of thecrane when the war was We stayed
closer to the other side. Butso in any case, I went to
several countries on my way here.And why was I mentioning? Yeah,

(42:35):
so that was such a good conversationhere. But now, but you know
what to put in the commercial breakhere and then I'll continue in a second,
Okay, thirty years of marketing secretsand a newsletter. Is that even
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(42:58):
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To be successful, you need tounderstand what you do best and do more

(43:19):
of it. One of the giftsI believe that we have as entrepreneurs to
be blue sky visionaries. Come upwith amazing ideas, Yet you're only as
good as your execution. I've alwayshad coaches my entire life. Once I
got into business, coaching for mewas a natural must have. What I
found in the past was most coachingprograms were more focused around me earning a

(43:40):
certain amount of income or taking acertain amount of time off, versus me
building a business that has value farbeyond me. As soon as I engage
the Covenant Group, I could distinctlysee that difference. Working with the Covenant
Group I've gotten away from being controllingabout so many of the facets of our
business. It has given the peoplethat are in my organization freedom to be

(44:01):
creative, freedom to actually develop betterways to do things. I need a
coach to help evaluate those things I'mblind to. If you have a blind
spot, you don't see it withoutthe coach. The process in and of
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(44:24):
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be transformational, and when that momentcomes, you need to be prepared with

(44:49):
emotional intelligence. Hi. I'm ChuckGarcia, author of Amazon's best seller Acclimed
to the Top, and my newbook called The Moment That Defines Your Life
is coming out in Bruary twenty twentyfour. Learn how to integrate modern practices
of emotional intelligence with classic stoic philosophiesfree order on Amazon today. Take your

(45:15):
company's leadership and management skills to newheights. Imagine soaring through the sky in
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(45:38):
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Visit us at the squadron dot comto learn more. That's the squadron
dot com to learn more. Thankyou for the commercial break, Thank you

(45:59):
sponsers, and thank you to myon a screen to remind me what I
was talking about. So I wasthinking about by your Givaldi, I was
thinking about the euro to the dollar. I was thinking about the grievana here
even the uh the Ukrainian currency tothe dollar. And there's a lotter to
the dollar, and I was thinking, you know what the shekels approximately not
forty one to the dollar. Iwas thinking, if you had a value
that you gave somebody value, andyou had the let's just call it the

(46:22):
b l MG to the USD.Okay, so we're making it a currency
like a bitcoin BTC USD. Wedo b l MG to the USD.
Okay. So if we do that, then we have if you if that
ratio is, for example, fortyone, I feel I feel that every
instead of giving you one dollar gettingfour shekels, I feel I give you
one dollar and I get four dollarsin value back because the work that battle

(46:44):
my marketing has done has given mea return of four percent of my money,
hopefully much more than that simply level. Then with that essentially does it
that said? Okay, if Ihad another hundred dollars, of course I'm
gonna give it to you, becausethat means I'll get another on hundred oars
out of it. It's like aforce it. If I see that every
dollar I'm putting into marketing is returninga return on its investment, which is
very very nice, I'm obways goingto keep throwing more of it. So
I was thinking, that's why Imentioned my whole trip, because essentially you

(47:04):
have to look at it as sortof an exchange rates as long as you're
delivering not just value equal to thedollar, but far beyond the dollar.
People will literally throw money at youmuch more than they originally did. As
hard as it was to get thatfirst payment from the person gets easier,
even though it's much higher numbers,because they see the value far exceeds with
they're paid for it. We're speakingwith Rabbi Summer Gainsberg, noted consultant for

(47:25):
many businesses B to B, Btwo C and organizations out there. As
we approach the end of the show, then I'll ask your email address,
because I know otherwise you might belike, hey, let them listen to
the end. This is a question. When's the last time you give your
email adress on the show? Yeah, but I good point. I give
the website. I you obviously,so there are people who give websites and
then they're making the person work muchharder to get to their email. That's

(47:49):
true to you. They don't wantto. I walked in here today,
all this staff, you're sitting hereand everything, I felt like thank you,
tiptoeing through them all to get tothe studio. The Rabbi is bringing
up a good point. I'm gonnaI'll mention and my cell phone one hundredercent
and give myself a seven one eighttwo one six eight, nine to eight.
I want to help you grow yourbusiness seven one eight two Am I
doing the right thing? Yes?You okay? Good? Seven one eight

(48:12):
two one six eight nine two eightseven one eight two one six eight nine
to eight. And my email yS forir saftless y S at bottom line,
MG for Marketing Group, y Sat bottom line MG dot com,
rabi back t okay. I'll justgive my uh WhatsApps on a computer.
It's not on my phone right alittle phone. I won't go there,
but my If you want to sendme a message, I wouldn't say call

(48:35):
me. I'll give my cell phonenumber so to speak to what'sapp me,
because then I can work and rash. I have a time zone I'm in
and respond when I can, soon and so forth. My WhatsApp is
plus nine seven two, which isthe country code of Israel nine seven two
five two nine five six nine onnine six. I'll just repeat it again.
And before I repeat it, I'llsay, take out your phone or
take out a pencil, and rightat ten, which gives you a few
seconds to press. Is what I'mabout to say. And to actually put
it in some place plus nine seventwo plus you hold it on the zero

(48:57):
till it becomes a plus nine seventwo five two nine five six nine zero
nine six My email address just wedon't Instead of saying at the end,
I'll say it now Rabi SMR RA B B I I S S A
M A R at gmail dot com. And my website is Rabbi SMR dot
com amazing rabbit. We have fourminutes left the he's been something. Yeah,
yeah, sure, get back tofrequent flyers. Yes, when you
have an annual, an annual whenyou when someone gets to the next level

(49:21):
of a freaking flyers. So theygo from let's just call it and whatever.
Everyone has their on way calling itevery loyalty program, but essentially this
let's call it essential, let's callit silver, gold, Platinum. Credit
cards have the same idea. Sothey trying to get you to go to
the next level. So for example, I am flying God Willing tomorrow on
the flight here in domestic light herein the United States. I'm flying with
my son who's offscreen. Okay,I booked his ticket using my miles,

(49:44):
and I booked my ticket paying cash. Even though I could also used my
miles to buy two tickets, andI'm may have gone for much cheap.
Right I'm paying an expensive price formy ticket. And the reason I'm doing
it is because I am forty fivepoints below the amount that I need to
keep the highest British away status forthe following year, and since I live
in Israel, and since British Airwaysand many other airlines are not flying TAGE

(50:05):
at the moment because of the situationthere, and we hope and pray that
things are very soon, not justbecause I want to have my British Airways
flying it. And a shout outto the British Airways the group that I'm
that I'm a member of all theOrthodox Jews that fly in British airways who
have a group together that we tryto help each other. And other Jews
are stranded or need or need thingsbrought from a place to another like someone
leaves, they're filling an airport,for example. But what happens is so

(50:27):
as an example, right now,I'm spending extra money that I didn't have
to spend. I could fly.I could fly Jet Blue for cheaper,
and I'm more direct routing then I'mflying, but I'm doing it because I
have that certain limitation to mean atthe same time, once I hit it,
I don't think I'm going to hitthe next one. So once I
fly this flight, they've actually thisincentivized me and they've made me fly another
airline because they're not giving me anythingfor my flights beyond this particular flight unless

(50:50):
I happen to be taking a majorflight which will get me two more upgrade
certificates for the following year. Wowultimate a hejvin alt, which means I
wish in total learning strategy, Iwish and to learning, I could be
like I am in other areas oflife, trying to get to the bottom
of it. I'll mention one morepoint. I don't know any plan to
go till the end of the show, but whenever I google something for a
client, I have many clients thatcome to me and said, there's no

(51:13):
such product out there's no such serviceout there, and just with a little
bit of googling, and I'm notsuperhuman, I don't know, I'll find
it. And a lot of itis to be said. It's like the
same thing we said for about knowledgeand the value of knowledge it's knowing what
to look for. I had tolook for a quick story. How a
client came to me. He wasdealing with a company in China. For
sure, they're legit. He sopictures the factory, this and the other.
I went simple. I went toGoogle image search. I did a

(51:36):
screenshot of the page, went toGoole image search. But that image in
Google found fifty factories using that sameblue building as the image of the factory,
and was able to show to theclients not everything is as it seems.
I've stopped many clients from spending orunfortunately the clients to call me after
they've spent and lost money and allkind of scams and stuff, and experience
goes a long way, and somepeople, if people it's like before,

(51:57):
it's the shunup. Is this scalewith you? You know, the like
this is the scale of justice.The more time you spend on something,
less money you have to spend,The more money you spend, less time
you have to spend. When someone'strying to do and they're trying to do
it fast, and they trying todo it right, and they're trying to
make success out of their business beforethey turn one hundred and seventy seven their
best off if they can afford it, getting the right help to really help
guide them and do it right,and that would be hiring you. Thank
you very much. What an incredibleshow, A deep dive into the entrepreneurial

(52:21):
mindset featuring Rabbe Summer at Ginsburg.Before I let you go, please repeat
again your email address, your website, howck of people people are listening?
You're like, I gotta get intouch. He's one smart guy. He
certainly is how to get in touchwith you. It's the end of the
show. You said you'll share itagain it before you instead, I know,
but you know, it's just what'syour email? Okay? If you

(52:43):
want to reach me? Thank youyour successles here ys at bottom line MG
dot com ys at bottom line MGdot com Am I sell so we can
help you grow your business. Sevenone eight two one six eight nine to
eight. Feel free to WhatsApp sevenone eight two one six eight nine to
eight. And now I turn tothat and again it's sapless is number to
what's up in a seven two onesix eight eight nine to eight seven two

(53:07):
one six eight nine two eight partyvalidation here and his email addresses. Y
S as in bottom Line at bottomLine MG dot com and now the Rabbi.
That's it. Thank you, thankyou, thanks for having this wraps
up a great show. In orderto get it, you could get it
on the podcast. You can listento the videocasts again off this is gonna
be up on YouTube. The Rabbishared it, wishing everyone a very successful

(53:30):
week. Thank you. And beforeyou're not going to say muscle tim and
being number three on the rankings,Thank you, Thank you. Thank care.
Seven ten w o R and theiHeartRadio Network present Mind Your Business,
hosted by the president of bottom LineMarketing Group, Jetzok Saphless. Founded in

(53:51):
nineteen ninety two, bottom Line MarketingGroup is a strategic, creative and execution
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