The Power Of Influence

“There are two types of marketing: persuasion and influence.”

Miri Hofman Yagalnik is a polished speaker with a lot to share.

But more importantly, she knows how to share it.

Temech’s public speaking course helped her hone those skills and become an influencer in the marketing world.

Miri started her career path as an employee, working in PR and marketing. After several years, she opened her own business.

She specialized in copywriting and marketing and built a roster of clients.

Then corona hit.

“At first, I panicked; would my business tank?

“Temech offered a networking group called ‘commona,’ and there, I gained valuable support.

“I soon discovered that with corona raging, businesses needed more marketing — many were pivoting, and some were moving to the digital space for the first time and needed help reaching clients there. So I had plenty of work.

“People in my Temech group needed help with marketing, and through answering their questions I suddenly realized how much knowledge I’d amassed.”

Miri wanted to advance, and hired a business coach who helped her scale her business.

Then she heard that Temech was offering Bama, a course in public speaking.

“I realized this could take me to where I wanted to go.”

She applied.

The coordinator at Temech was hesitant. This training was geared to seasoned professionals, and Miri was young. But they saw how much experience she had and let her join.

The 20 women met once a week for ten sessions.

“We learned about how to build a speech, how to utilize body language, the art of story-telling, how to communicate on virtual platforms.

“At each session, every one of us would speak and get feedback. At the end of the course, Temech arranged an auditorium event, and each woman gave a 10-minute speech.

“Those experiences were invaluable.”

Miri now gives speeches on business topics. She also offers courses in copywriting and marketing in several locations.

She publishes articles and has a robust email list. And recently, she launched a podcast, Control Shi (a mashup of shi for shivuk, the Hebrew word for markeing, and she).  

“I interview successful religious businesswomen about their trajectory.

“Younger women tell me how helpful they find it, and how it gives them ideas for their own business.”

Miri firmly believes in aligning closely with one’s marketing plan for optimal results.

“We’re often told that when you market, you should share some personal details.

“Women come feeling stressed because they want to keep their personal life private. And I tell them that if this doesn’t feel right to them, they shouldn’t do it. We’ll find other ways to reach their audience.

“I go the feminine route; with influence rather than persuasion.  

“I offer tips and advice, speak about the problems I’ve solved. If you want to work with me, great. But there’s no pressure.”

She also gives back to Temech, running a networking group in Petach Tikva.

“Learning how to run the course taught me a great deal. I gained so many tools in how to run a successful group. The group is very heterogenous, and we learn so much from each other.

“Often, we’re so busy with our business that we never take a step back and consider how we could run it more productively and earn more with less exertion.

“Temech gives women business tools and the space to focus on the process.

“At the end of each meeting, every woman sets a goal for her business over the next month. One built a website, one hired a professional accountant rather than having her father do her bookkeeping, a third created product bundles.

“It’s exhilarating to watch goals transform into actuality.”

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