037: Seminary to Selling Ad Space to Solving Problems and Sharing Her Creativity at the Jewish Content Network with Chayale
Chayale Kaufman started her career in sales, as many entrepreneurs do. Her intuition, hard work, and dedication led her to found two businesses and integrate the world of print and digital advertising amidst the Jewish business community. In this episode, we hear all about the devotion and challenges that brought her to her current position as founder of The Jewish Content Network.
Key Points + Topics
- [1:47] Chayale Kaufman started work in sales. Many of the other entrepreneurs she knows also started at the bottom of the ladder and eventually grew to start their own businesses. She sold ad space for a national publication. Before selling ad space, she was working 9a-6p every day and making $18k/year. So she asked for a raise, and they asked if she’d like to see ads. So she did. She would email and cold call people. That’s how she built her network and people skills.
- [3:12] For higher education, Chayale attended a seminary school. It was expensive, and her parents did not give her any spending money. She was a responsible daughter and would not ask for more money. So, when the need for money appeared, she called her mother and asked her to send her scissors. And she began giving the other young women at seminary haircuts. That’s how she built up spending money for herself. The whole process helped shore up her problem-solving skills. She’s always had a personality that loves to be busy and productive. As a child, she would babysit, she was a camp counselor, and worked for different programs.
- [7:50] Prior to coming on The Digital Marketing Mentor, Chayale claimed she didn’t really have a mentor, one that she paid. But we know that’s not the only form a mentor can take. And Chayale agrees. A mentor is somebody who feels bigger than you and has qualities you look up to. She’s had many mentors. Her career means she reads people all the time, and she’ll try to pick up and gain things based on what she likes about a person. One of her bosses served as a strong mentor for her. He always had incredible faith in the company they worked for and never let any of the insecurities from senior positions be felt by those he managed.
- [9:50] Chayale believes a mentor should have a certain calmness about themselves. They need to keep any of their stressors or worries behind them. They should have confidence and give grace to those they mentor. She makes sure her team knows she’s always there and available. Many of them are self-motivated and have good sales skills. They know she’s always around if they need to talk through anything. She also has a policy at the business that calls are always open to anyone if they want to listen in, so they can learn from those calls.
- [13:25] Chayale didn’t really know what she was getting into when she first stepped into the advertising and publishing industry. Her first job was actually by request/referral from another employee. She wanted to make connections and meet the higher-ups. So she did. She was definitely a problem-solver and would take over an email thread with a solution and get things fixed. She didn’t expect to love it as much as she does.
- [15:38] The year, 2003. The place, a nationwide publication that was beginning to see the transition to digital. However, Chayale noticed that in the Jewish world, print was something that would always need to stay. In the early days of online publishing, social media wasn’t really a thing. Chayale saw, however, the need to take advantage of instant advertising. So she started building her online company even though she didn’t necessarily realize that’s what she was doing as she did it.
- [17:25] And so the Jewish Content Network came into being. She believed so fully in the idea of it, and that faith was seen by her early customers. People trusted her to try it, then they saw how good it was and referred their friends and colleagues. She had those foundational clients that came in at the beginning because of trust and have grown with her.
- [19:45] How has Chayale built such an all-star team? She has very high expectations of her employees, likely because she herself will go above and beyond for success. Her partner is a bit more level-headed and patient. But the drive and energy are something Chayale can just find in people. They tend to be upbeat and talented. That’s a personality that works well in her industry.
- [22:23] There was a time when Chayale had really lost herself in her work. There was a project that came to its end very successfully, and she didn’t get a gratuitous or congratulatory phone call after, and that really hit her hard. So, her husband took her out to dinner and helped her rediscover that she was so much more than JUST her career success. She had reached a level of escapism in her work that was unhealthy. And she has done a lot of work on herself to get to where she is today. Now, she does her work because it is what she loves to do, not because it defines her or because she’s chasing a reputation.
Guest + Episode Links
Danny Gavin 00:05
Hello everyone i’m Danny Gavin, founder of Optidge, marketing professor and the host of the Digital Marketing Mentor. Today, I’m really excited for our guest, Chayala Kaufman. She’s founder of the Jewish Content Network, also known as the Jewish Outbreak, unifying dozens of Jewish online publishing platforms and allowing advertisers to pay for and place ads on multiple websites. Real time analytics and powerful testing tools provide users with the information they need to get the most of their advertising budget. She’s also the cofounder and owner of Consoled Right Media, where she and her team create and execute large scale marketing campaigns for businesses and organizations. Also a proud mom and wife and just an amazing person all around how are you doing Chayala?
Chayale Kaufman 01:06
Good Thanks for having me.
Chayale Kaufman 01:11
My background is in sales and I do believe that a lot of people today that have been lucky enough, fortunate enough to build their own businesses. A lot of us did start in, you know, down at the all the way at the bottom. And I sold ad space for a living so I worked for a publication, a national publication, and when my salary was eighteen thousand dollars a year working nine to six, and I realized that my wardrobe was costing more than that and I asked for a raise so they said to me, do you want to sell ads? And that’s really, that’s what I did so. Every day I would just lock myself in a room, pick up the phone. Then we had email was, like. Dial, up seriously, like guys, I’m going online after hours of work i’d come home and just call people, email people from anywhere I could get my hands on from like local publications that would just come in the mail to going through the phone book, which was very that was like a big resource at that stage 1920 years ago and cold call and that’s really how I built up a lot of relationships. And learned a tremendous amount of people skills.
Danny Gavin 02:23
I’m trying to just sell ads, so I’d love to step back even before then because I believe you went to seminary i don’t know if you went to university i don’t think so. I’d love to know about like when you look back at your seminary experience, are there any points there where like we’re impactful in your in like directing your position and path now?
Chayale Kaufman 02:42
My parents did not give me spending money. Yes seminary was expensive then and they gave me like a very small budget to spend like a month or whatever it was. And also as a very responsible kind of daughter, I was the type that I wasn’t going to ask for more. And I had to figure out a way how at that point to, like, cover, like, if I want to go out with friends or how was I going to do this so I called up my mother and I said my, you know, like, we’ve been here for four or five weeks and girls need haircuts can you send me a scissor i have no clue how to cut here. And that’s when I started being the seminary. You know, Salon was my room and everybody came for haircuts. I just learned on the job. We did great styles and we had a really good time and that’s how I had my spending money at that year so I think that instilled in me like that entrepreneurship of like owning up like you have a problem, like you need a solution, figure out what’s needed, come up with a plan. And that 50$ pair of scissors was like. You know the best gift my mother could have given me because I think, I wonder, she’ll even remember at this stage of life so many years ago but I still even tell my kids, like, you know, cut hair, You do anything you do what it takes to really just get yourself in the door to get what you need.
Danny Gavin 03:56
Danny Gavin 03:57
Like you really have that entrepreneur like Streak in you like even earlier. It seems like you really have that entrepreneur like streak in you like even earlier did you used to do those types of things as a kid I babysat i was like the neighborhood babysitter. Did you used to do those types of things as a kid i used to run day camps in the summer. I was a counselor i, you know, ran different. Like programs, i was definitely very much that kind of personality i also couldn’t be bored, so I would find things to like, occupy myself with. I’d have a good time and sometimes I got paid for it. But you definitely had that personality that just loved to be busy and feel productive. So that’s stayed with me all the years.
Danny Gavin 04:31
So was there any life experience or skill that your family taught you as you grew up that helped you become so adept at reading the many nuances and people?
Chayale Kaufman 04:39
Definitely i grew up, my father was a fundraiser he was an executive director, then a fundraiser, and then he became a consultant for a fundraising nonprofit world. And I think that he taught us so much on like understanding people, bringing people into the home, conversations around our Chavas table that like you wouldn’t imagine would have been, you know, around the Chavas table. Discussing very large projects with his little kids. Like these things really need an impression on me. Naming buildings who spoke about those things when you were 10 years old but we did. We did definitely all of us were hard workers. I think a lot of it also is my parents instilled in us like we didn’t want to let them down. They trusted us. They were proud of us there was a certain pride they had that they do have still today and it was. I think it’s important that kids feel like. That responsibility to their parents like I’m going to be the best version of myself that I can be. We’re all still today like that i have some very talented siblings to drop some names simple I know is my brother did you know that Yeah I have a sister that owns salary wigs which is like biggest wig company today. Another brother who does like audio visuals for productions and super talented another sister who’s. In sales and kids, with kids, clothing, just a lot of us and other brothers in commercial real estate, we’re all we very much crafted. None of us went for college like to schooling, which is so interesting. They’re all like creatives that actually turns it into a business. We’re just determined. I don’t know.
Danny Gavin 06:19
We’re just we all have this in us just being hard workers and not being lazy and figuring it out Must have been some fun growing up around that shop.
Chayale Kaufman 06:31
He still is. I still he still can’t get enough of like you know sitting around the shopping table with my parents my mother is extremely creative, extremely artistic, talented, soft spoken like you know, definitely was an amazing balance to what we you know with my father being more the outspoken and more very engaging with all of us and getting us to talk and involving us into every discussion, I think taught us a lot. And telling you, still today, sitting around the table together with my siblings, it’s. You know, it’s amazing.
Danny Gavin 07:02
Yeah so it’s no wonder you are who you are and what you’ve accomplished. It starts early. So we definitely owe owe gratitude to our parents for leading in that, leading us in that direction. So I want to move over to mentorship. So it’s interesting before the call, You’re like Danny, you know, I don’t really have a mentor i don’t really pay a mentor. So it’s interesting that in your mind, like, at first glance it’s like ooh, like that mentor means someone that I maybe pay or hire. So I’d love to like it’s unpacked that a little bit kyla, what’s your definition of a mentor?
Chayale Kaufman 07:33
So a mentor is somebody that definitely feels bigger than you are and has qualities that you can look up to. So i have many mentors, meaning many people and I say this all the time is that I look out, I read people all the time and I try to pick up nuances from people and gain whatever I can from conversations and from relationships. So I have many mentors, but as far as that, like you know, people say like, oh, this is my mentor. I’ve had one boss technically in my life until this day like the words that he would say in the office still echo in my head, extremely encouraging, positive words and with a lot of faith. And when times are good and times are bad, he always came through with like that steadfast faith in the office and I think. That is something that still stays with me today even when I and even more when I run my own business and I say like you know, and I think back to the conversations of the way he was so strong when, you know, times weren’t as good or it was a hard time of the year or you know, payroll was high like coming close and it was tight and just he always had that, like, never let the employees feel that there’s something that they’re doing wrong or to ever feel any kind of insecurity. So as far as a mentor, I do look up to him still today and when I have questions, I will reach out and he’s always so gracious and he’s there for me in general i do look at whoever I meet and whoever I work with as a potential teacher, and I do think that there’s so much to gain from having that outlook.
Danny Gavin 09:11
When you look at the people that you learn from and the people you look up to, what are some traits that you feel like make people a good mentor?
Chayale Kaufman 09:19
I would say holding a certain calmness. Keeping whoever’s under you or whatever’s going on around you. Like there’s a there’s a certain demeanor of calmness, allowing everybody around you to do what they need to do. Again, we’re talking in business, not unnecessarily in meadows or in character traits or in anything like that this is something I would say that really is the most productive way to lead a team is with that calmness, with that confidence. And I look up to that when I see people that are that have high positions that can keep a certain. Calmness and a grace i see very high qualities in them it shows there’s control, there’s selfcontrol, there’s discipline. It’s work usually comes from somebody that’s a worked on person that they’re able to like take the situation, you know, keep it under control and work through it and make sure that everybody around them feels supported.
Danny Gavin 10:10
So I think that’s a huge trait and I’m sure like those traits you take on yourself, I know you have a wonderful team and you have and it’s amazing that you’ve been able to grow your team and sort of instill what makes you so special into them. So tell me a little bit like, so how do you mentor the people on your team?
Chayale Kaufman 10:27
I like them to know that I’m always here, meaning a lot of people on my team are self motivated because that’s a trait that we look for when we’re hiring. They’re motivated, They have this, they have a sales skill they have, they have a lot of good qualities to begin with, but they know that. I am completely here for them, you know, to bounce anything around. They’re in a there’s an issue, you know, talk it through, call me, speak it, you know, things like that. I also like open up calls anyone in my company that wants to join a call to just hear and gain from even a client that they have no, you know, no connection to let them hear, let them learn. I’m always open to that. The challenge that we do have though is that I have a lot of remote employees. They don’t get to like see me day in and day out and work with me day in and day out. There are some that do work in person with me, but I feel like it would be, you know, there’s so much more to learn if like we were together. One of my employees came one day and she took the took a desk here and we had an event at night that we were working with the clients on so she’s like, you know what, I’ll come for the day, I’ll work there and then we’ll go together. We had such a great day you know, she like was able to learn so much so I feel like anyone that’s able, you know, to like in person, experience a mentor or someone you can’t compare the experience of, like being able to work. Side by side to them, Learn from them.
Danny Gavin 11:46
So like my agency we’re fully remote and we try very hard to create like that environment and atmosphere but you know for the past two three years we’ve done like an in person retreat where we kind of get together in a spot, everyone together and you just can’t compare right. It’s like a different world when everyone’s together and actually meeting people so you just can’t replace we.
Danny Gavin 12:10
Recently had like an evening that we took everyone out and also it was just so much fun and I felt like it’s so important for them to see. You know, when I’m in business and I’m working, like there’s a certain work’s got to get done like there’s a there’s a seriousness, there’s I’m like a no monkey business kind of personality and sometimes it can feel that, you know, I’m tough or I’m demanding, which I am. But when you get to know them like on a personal level and they see that one second, there’s also like this like really fun person behind the demands or behind the work, it just creates such a better vibe.
Danny Gavin 12:45
So i agree getting together is so important going back to the beginning of your professional experience. So I know you were the advertising director for the attend amount of America I think for over 17 years. What led to this interest in the publishing world and the advertising element of it, especially for such a globally respected newspaper?
Chayale Kaufman 13:05
I didn’t know what I was getting myself into, honestly. But once I stepped into the office, it was a local business that was in my town and they actually called me if I wanted a job, someone knew me. That kind of setup, as soon as I entered into it, I loved it i loved the media world. I loved the connections. I used to try to get, you know, like want to be like my boss’s agent, like at a certain point like I was like what more can I do here like how can I be even more valuable like okay, sell that, it’s fine but I want to be connected i want to get to know like high power people. And I did i would take that initiative and I would try to, you know, whether it was speaking engagement or you know, jump in and email thread and like take over, take a lead of something getting him PR coverage somewhere like that to me was such a thrill. I never knew that I would love the industry so much. I never knew that I would. I had this like creative side to me as far as like the marketing as much until all of a sudden I started dealing with so many different clients and realizing like, oh, they liked what I just suggested or they took, they really listened to me like it was an eye opening like that was I’m 19 years old, like why are they listening to me, you know, But they felt my energy and my passion and they felt that I really did it. Like whatever I was telling that was only because. I wanted them to be more successful and it was true and I did and I think that was really felt in sales and in any kind of correspondence with clients i feel that really trying to connect with the client on the other line, showing them that like you’re more than just a response, you’re more than just a service based business and you’re more than just accepting something that they’re giving you is so valuable for relationships and my relationships back then have helped me throughout my years. It’s incredible to see. And you know, sometimes I can’t believe how time flew because I’m dealing with people for 20 years, you know, that were relationships that started then as a young girl.
Danny Gavin 14:59
So starting back, you know, in 2003 you certainly saw and lived the transition and impact of technology, social media and digital on the publishing industry so how is that like just going through all those changes?
Chayale Kaufman 15:11
So I did notice that although print in the Jewish world was something that needed to say, I did see that. It was like, right at the start of online publishing, social media was not even really around then much, right it was like, but I noticed that there’s going to be a need to get in on instant, like, instant response in advertising. And that’s really weird. I honed in when it came to online advertising, Like that’s when I was like, okay, There’s one Jewish site right now. She World was the 1st, and that’s when he started. I immediately was like starting to sell ads for him and then. At the same time, started building up with other, with another person, a website that would be like a competition to it. We technically at this point, I’m saying that years later we completely became the sales reps for all these publishers that slowly opened up, you know after but i saw that this is going to be the trend and I wanted to get in on it before anybody else. So I didn’t really realize what I was building when I was building it, but I was more. Very passionate and very aggressive as far as, like, I need to like, I can’t be stuck somewhere like I need to get in on the next thing so my eyes were always looking like, you know, I’m here now but is this where, like, is this, Is this something that has like the power to just keep growing with me or am I going to feel stuck in a corner like, I definitely had that kind of vision back then and that’s why i was like so determined to like understand the online and figure out how I can. Really like make an impact in the online world?
Danny Gavin 16:45
You’ve described how hard you had to work to explain and convince people of the power of the Jewish content network. Yeah what motivated you to fight so hard for this?
Chayale Kaufman 16:55
Maybe because I was building my own business and I believed in it so badly that I was like determined to convince everyone to come on board and I saw those that believed in it and took the chance, saw that immediate results so once I started seeing that, hey, online advertising gives that instantaneous gratification, I was like, just trust me so because of relationships, they have to understand like it was definitely a lot of that trust factor people trust in me to try it. Once they tried it, meaning like because I was a name that people knew already in the industry for a couple years, they trusted me to try it. After they tried it, they realized that it works and then as we were growing and I had more things to offer them, more services, more products, more everything they grew at, they grew with our company. So I had those like foundational clients that only came in because of trust and then they grew and we grew so. And then, you know, referral and then word of mouth and oh, Kyla Kaufman, she understands, call her up. You know until we came to a point that it couldn’t just be Kyla Kaufman and Higham turn off, we have to hire a sales team. But that’s really how it how it you know how it grew.
Danny Gavin 18:03
So talking about your own business, how would you compare and contrast selling, you know when you work for someone else and then selling your own business?
Chayale Kaufman 18:11
It’s funny because even though it was my own business I was growing, I don’t think I sold his material any less passionately because. It wasn’t about like my business versus his business i knew I wanted to be here in this space and I wanted to be successful, but I wanted him also to be successful so I at that point, that’s what I was doing. You know, it didn’t, it didn’t change the way I sold.
Danny Gavin 18:32
I think it’s kind of an unfair question because knowing you like I think you give a thousand percent % you. Do so technically, I don’t imagine there would have been much.
Chayale Kaufman 18:41
Of a difference It really didn’t. And even today if I sell, if somebody want, you know, needs help with something and I think that, you know, it’s interesting because like because I have so many clients and people reach out to me, they’re looking for a job or here, right like what should I do? I could I sell the person to the business like, I feel like I’m always selling, but I’ll only sell if I believe hard enough in it, you know and then I could convince you but. Some things just don’t change.
Danny Gavin 19:05
So you mentioned right, It got to a time where you realized it couldn’t just be you and your partner you had to grow a team. And you’ve said many times how amazing your team is and how they’ve been pivotal to your success. So do you have anything in particular you do to find the right people to help you climb these amazing mountains?
Chayale Kaufman 19:22
I think because I will do whatever it takes, like that’s my personality so I had very high expectations for employees now. For better or for worse, my partner is, I think, more level grounded and he’s able to say, like, it’s okay if they’re not performing XYZ yet give it, give it time, give it a chance they didn’t respond, whatever like he has more patience to wait things out. I seek and i sense talent. If I sense talent, there’s just like a like a something that I can pick up in people. And I see that there’s zero laziness. They’re upbeat they’re positive. They’re people pleasers like these, Kind of. Personality traits are super important in our industry because there’s a lot of instant work. So if you don’t have that personality that people feel comfortable, like, hey, we need to get this out right away and we have this kind of budget like, can you help us to do this for tomorrow right if you’re not the kind of person that’s going to say yes, we’ll get it going don’t worry, I got it right then you’re not the right person for our company. So, like, it can’t be someone that’s like, oh, I only work till 5:00 or it’s not an easy industry to work in it’s not. But so if you’re not the right personality or the right fit, then it’s just not for you but there are people that get an adrenaline, they get a high they love what they’re doing. And that’s really my staff, my employees, they really all there’s like that common thread between them. They get a high from a sale, just like I get a high from a sale. They get a high from helping people, you know, get it launched in 24 hours so do I it’s a certain like that’s what works you know And I think that’s what makes us successful is that we just figure it out get it done and we’re really there for the client.
Danny Gavin 20:54
So you’ve talked before about your struggle of losing your sense of self in your work and clients campaigns, but that your husband helped you see the truth of the many elements of you. You’re a successful businesswoman, wife, friend and mother to seven lovely children. What do you say to people? And of course the Hollywood narrative that women can’t have it all, that there is no way to balance all of that when clearly there is.
Chayale Kaufman 21:18
I still don’t think there is. I think that when you give to something else, right, loses when you give something else takes it’s just it’s just the nature of things. But I do believe that. I think that’s a different point than defining yourself. I do think I gave a lot to my business, but I have learned to define myself as a mother and a wife. I used to define myself only in the success of my business and the success of my clients to the point that like after campaigns or it just it completely took me over. I couldn’t see until like the next success. I had a hard time like what am I worth who am I? And I think that, I mean, I wonder, I don’t like talk about this with other people, but I’m sure and I’m certain because when I put out an article about this, so we wrote it out and family members of mine, people that knew me very well had messaged me it wasn’t like random people necessarily, but how they feel the same about themselves. And they are either a teacher or they’re even not as high level business owners or it was just so interesting to hear that I think doesn’t matter like where you are, like what you’re doing. A lot of people struggle with defining themselves by, you know, who they wanted to find themselves as and not just as what they’re doing. That makes them successful to the world, right? Because like, yay, you’re a good mother. You’re supposed to be a good mother, right but like, when you’re a successful business woman, for some reason people think like, oh, like that’s out of this world amazing but no, You know what I mean by you being a good mother is amazing and you being a Good Wife is amazing and I just had such a hard time, you know, really allowing myself to feel that way and not just the finding myself in my business. It took a lot of work and a lot of practice and a lot of exercises that I would do. And i really did come to the point that I do feel like I can leave my office, walk in my door and feel very proud of my family and my work used to be a real escape. That’s where, you know, I was getting, you know, the claps and the applauded and the attention and yeah, so that was me. But really, you know, when that happens and you have a fault, you fall pretty hard. So it was, it was, it was unhealthy. And I had to really work on myself there. Yeah, so now I could walk. I could, you know, I used to not be able to detach myself at all. Now I can and I’m proud of it. But it was definitely a lot of work and a lot of exercise to do that.
Danny Gavin 23:53
How did you come to the realization that, like you were in a bad place like? Where success was defined by work.
Chayale Kaufman 24:00
I think you hit like people that go through something really difficult, like you hit a rock bottom whenever someone says like they hit rock bottom When you hit rock bottom, you know you hit rock bottom. It could be men don’t experience that as much because I feel like I’m also a man. Like their work does a little bit more to find them it’s their, you know, it’s like almost like what you’re supposed to be doing you’re supposed to be providing for your family. But that’s your part of your, you know, your persona, your job, your. But a woman, it’s like one second, she’s really also supposed to be in the home, right but if she’s getting all that thrill and attention, that’s where she feels like that’s who she is. I mean, the rock bottom was at a point that it was after a very successful campaign and I did not get a phone call the next day. Like the event was on a high it was a major dinner event, whatever. And I didn’t hear from the guy who hired me the next day like a thank you and I knew that they were on a high, but he obviously was very busy it was the next day after his event, Like the next day after someone gets married they’re not calling you, right? But I felt like I took such responsibility and put my life into it. And I couldn’t believe I didn’t get a phone call. I was a mess that day, to the point, like, completely beside myself i couldn’t focus on anything else and that’s what my husband was like. We’re going out like, this is crazy. You know you are not just your work. And if you’re going to let these people, like you’re going to let everyone else’s reaction define what your day is going to look like and the way you’re going to feel about yourself, like you know, that’s very wrong. Now my husband is has that personality of like understanding things in a very smart way and bringing me back to reality so I think after like couple of these kind of experiences and hitting that rock bottom feeling like I can’t do this anymore, you know, that kind of feeling I was, he was able to teach me how to really accept who I am and my other values. And sometimes, you know, he’ll still have to remind me here and there, but it’s nothing close to what you know I’ve experienced.
Danny Gavin 25:55
That’s amazing and it’s amazing of such a special partner. But I’m sure that on the opposite handed, it may have even made your work better because you’re kind of doing it, you know, like less pressure, I’d imagine.
Chayale Kaufman 26:05
In some ways it’s different. It becomes like I’m doing what I’m doing right now because I love what I do. And it’s not about my reputation or it’s not about the way they think about me. It’s all energy and it’s all, you know, producing but it’s from yeah it’s from a different place it’s not from like this is like it’s going to define me, you know, I need to be successful because my name has to has to be equal to success. It’s more like, you know, I’m here i’m the client’s partner and we’re here to make a great campaign we’re here to you know take great care but it’s not that it defines me. I’m not going to say that trait definitely brought me to a certain point of, you know what I mean like it was it was a trait that helped me. It was, I was very determined because of it. But of course, like anything, if it reaches the place of unhealthiness, that’s when you have to say like, one second, what’s going on here, you know,
Danny Gavin 27:00
So you’d love to get involved in the various media campaigns and strategies of your clients. What is your favorite element of that work? What do you most enjoy when it comes to campaign?
Chayale Kaufman 27:08
I love the creative process. I love that moment of listening to a client and saying I got it. Like I know what we’re going to do, and then I bring on writers and designers and coordinate, you know, make things come alive. I used to do a lot of the, you know, when you work with the Jewish Content Network, there’s so many different publishers we work with and everything has its own little flavor and writing and taste and I used to do a lot of that like nittygritty work myself because I loved it i loved developing things. At this point I just I’m more of like I’m brought on i bring you know that the big picture come, you know come up with that overall concept and direction and then you know I have great team that then takes and disperses it amongst the different media. But my passion is the creativity and watching it come, you know, come into something and presenting it to a client and showing them how we created something that they’re going to love, and they usually do.
Danny Gavin 28:04
So me and Odeo Academy being one of your clients and just it, it’s still thrills me the fact that. Magazines in the in the from right the Orthodox Jewish world works so well. Like let’s talk about that a little bit why do you think it just it’s just so powerful and like when I tell people they’re like they’re amazed it’s like what you do an online you advertise an online course in a magazine and that’s what’s helping.
Chayale Kaufman 28:27
You should know that. I think that’s why like people don’t understand like what a media buyer or what someone with strategy does. And you for example, right the regular person may say, like you’re an online course, just advertise online but when you have a media buyer who understands every single ad than you of how to get a message out, I feel like you A, you save money. B, your strategy is usually very thought through. It is thought through from experience and from so many clients like, we know it’s effective. We do feel there’s a certain energy in a campaign that has a print and a digital component. So Someone Like You, yes, there’s so much digital will use digital to promote you for sure. But there’s something about you being a conversation piece on Chavez in a publication and a reminder i feel like the print ads are almost that reminder the online is, you know, sometimes like the call to action that people can actually instantly check out your website from, you know, something that hit them. So there’s that like amazing blend and of course like based on a budget, right, we figure out how big and bold, right, how many times of approach you know you’re able to afford in order to get you know results that you’re looking for. It’s such a customized plan and we also customize like who the client is and who the demographic is so again like we’ll make sure to only choose the market that we feel like is the right market for you. And as you’ve seen like you really have seen results and success from that, not on a big budget, on a budget that’s comfortable and workable. And that’s really what we strive to do work with like any size budget to make sure that they’re getting distributed in, whether it’s social media, whether it’s WhatsApp, whether it’s just regular online advertising or it’s in print, you know, we create this cohesive, healthy plan.
Danny Gavin 30:15
Yeah and I think most people don’t realize how affordable it really is and to team up with the media by, like you said, just really helps to have that strategic mind that can think of across all platforms, right and be able to craft that.
Chayale Kaufman 30:28
That’s really going to work for you it’s like a client comes and it’s just like in a minute it flashes in front of us like, oh, this is what we would pick and choose and then we like, lay it out, figure out a budget, figure out what to cut, you know, based on making sure that we don’t overspend on the client. And I think people don’t even realize that there’s so many options and so many ways to waste money because there’s so many options so when you have someone that really understands every option, there’s much less waste.
Danny Gavin 30:52
Yeah, I feel like anything that.
Danny Gavin 30:53
I’ve ever bought outside of, let’s say, working with you, so it’s been it’s like if it.
Danny Gavin 30:59
If it wouldn’t be good enough, they would have a, you know, if I won’t, I won’t name any publications.
Chayale Kaufman 31:04
We do love when my clients will say like, hey, what you know, they reached out what do you think about this and then you know, and we’ll talk about it as a client, like the reason why we didn’t put it initially on the plan or OK, let’s add to the plan that may be a good idea like we’re always open to hearing, you know?
Danny Gavin 31:16
Danny Gavin 31:17
Who solicited to you?
Danny Gavin 31:18
Chayala, it’s time for our lightning round. Obviously families very special to you. So I’d love to know if you were to give your top three places that you’d like to visit with your family. Let’s say it’s on vacation or you got a Sunday you know, what are the places that you guys like to hang out or go to?
Chayale Kaufman 31:35
So we’re not much of go a go to kind of family i think because I’m always out, my favorite place is to be home on my back porch. That’s like my happy place. So the kids always know they can find me there at night, early in the morning. That’s definitely my spot. Also dealing with like a lot of, you know, I have from an 18 year old to a 2 year old so it’s hard to like get everyone out and find somewhere that makes everybody happy. So we’re definitely homebodies. My kitchen, my family room, my porch, that’s where I love to be. If I do have to go out somewhere and I have a happy place, that’s not necessarily with my kids, it’s, you know, it’s home goods or trader joe’s, that’s like my happy place. I don’t have high expectations for myself as far as vacations and big outings. I definitely feel like I put my energy so much into my work and into for the world that really i’m happy home.
Danny Gavin 32:31
Yeah, no, that’s awesome and by the way, I’m really happy on a Sunday to go to Trader Joe’s as well. So I can, I can understand the pleasure and excitement of that. So Kyla, what is the next big project that you’re working on?
Chayale Kaufman 32:43
We’re in the middle of that sell it year was a pretty big campaign. They came to me and they needed something like also super fast we developed an entire concept design and a huge release on social media in about a three-week period, maybe even less. It’s going, it’s working he wants to put zippery tour on every jet, which is amazing. We just finished the last month. We do a lot of the marketing and strategy for all the films. For Tisha Buff, we were very busy with that, making sure that every client has, you know, in the spotlight has the right whether it’s influencers, websites, publications, everyone has their place and that they’re attractive and you know, they’re going to sell viewers so that was a very successful season.
Danny Gavin 33:28
Yeah, I was glad that you posted about that on LinkedIn because i wasn’t aware of a lot of those films. There were a lot of good films that came out. So where can listeners learn more about you and your business?
Chayale Kaufman 33:38
I love LinkedIn. Definitely my place. I’ve also just like I said about podcasting, but anything that you’re doing to really build yourself an audience and a personal brand, sticking with it, whether it’s hard, like some days are easier and some days are harder, but really like focusing in and making sure that it’s a priority in your business because it is building a personal brand and a reputation is so important. Presenting yourself a certain way, especially on LinkedIn, which is a business platform. So you definitely can find like projects that we’re working on, clients, showcase. I even sometimes talk not personal, like I keep it very business like, but I will throw in, you know, something that’s going on in my life that also correlates to like a business lesson. So I do think that that’s a way to be pretty successful on LinkedIn. It’s worked for me and I love it i love the network i love the platform. So Brad and then obviously we’ll leave links in the comments below for your two websites so that if anyone want wants to be able to reach out, they can thank you.
Danny Gavin 34:44
All right well, chayala, thank you so much for being a guest on the Digital Marketing Mentor and thank you listeners for tuning into the Digital Marketing Mentor we’ll speak to you next time. Thank you for listening to the Digital Marketing Mentor podcast.
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