Jewish Holidays 101 – The Nine Days: What To Know and How To Benefit

Jewish Holidays 101 – The Nine Days: What To Know and How To Benefit

The Nine Days - Mourning & ReflectionThe Nine Days

Note: We generally will use Wikipedia to outline the Jewish holidays in broad strokes because it’s edited pretty well by Jewish historical and religious experts. Then, we add our own insight into the holidays for different Jewish markets and groups. Finally, we tie these overviews all together and provide expertise on how to best benefit from the Jewish holidays.

The Nine Days is a religious observance in Judaism that takes place during the first nine days of the Jewish month of Av (corresponding to July/August). The Nine Days begin on Rosh Chodesh Av (“First of Av”) and culminates on the public fast day of Tisha B’Av (“Ninth of Av”).

The Nine Days are part of a larger period of time known as The Three Weeks, which begin with the public fast day of the Seventeenth of Tammuz and end with the public fast day of Tisha B’Av — when the Babylonians finally destroyed the First Temple and when the Second Temple was destroyed by the Romans.  Many more current tragedies and calamities that befell the Jewish people at this time  include the destruction of both Temples, the expulsion of the Jews from Spain on Tisha B’Av 1492, and the outbreak of World War I on Tisha B’Av 1914, which overturned many Jewish communities. The Nine Days are considered an inauspicious time, fraught with danger even in our day and age.

During the entire Three Weeks, certain activities are forbidden to Jews by Jewish law in order to decrease joy and inspire mourning over the destruction of Temple. The Talmud says, “When the month of Av begins, we [i.e. Jews] reduce our joy.

Levels of mourning

The mourning observances during the Three Weeks are divided into four levels, increasing in intensity:[2]

  1. From the Seventeenth of Tammuz until the end of Tammuz
  2. From Rosh Chodesh Av until the week in which Tisha B’Av falls
  3. The week in which Tisha B’Av falls
  4. Tisha B’Av itself

During the entire Three Weeks, Jews refrain from making weddings, playing or listening to music, and shaving or taking haircuts. During the Nine Days, additional activities are forbidden by Jewish law because they bring one to joy:

  • Home improvements, painting and new construction
  • Planting trees, flowers or grass
  • Laundering clothes, towels, tablecloths and bed linens
  • Wearing new or freshly laundered clothing
  • Making or buying new clothes, towels, tablecloths and bed linens
  • Eating meat or poultry
  • Drinking wine or grape juice
  • Bathing for pleasure (i.e., one may not take a hot shower or bath, but may use cold water to remove dirt and sweat)
  • Swimming for health or exercise

How To Benefit From The Nine Days

This time of the year, there aren’t many ways to benefit in the clearest sense of the word. However, there are ways to “fill the void” left in the community when they adhere to restrictions:

Don’t think Nine Days. Think Pre-High Holidays.

  • The Nine Days and the joyous Tu B’Av (to be blogged later) shouldn’t be perceived as a business/lost opportunity time, but more like a pre-High Holiday planning time. Start campaigning now for High Holiday travel and foods. If you’re a Synagogue/Temple, make a push for Tisha B’Av programming that can help drive people back for the High Holidays. Fundraise for Tisha B’Av and people will remember your organization when Rosh Hashana and Yom Kippur roll around. Overall, it’s a great time to take a break and assess your marketing and sales techniques for the High Holidays during this time and drive sales for the future, not just the present.

Dairy, Dairy, Seafood, Dairy

  • People have to eat and with restrictions on eating meat and drinking wine, dairy foods and seafoods come to the resuce. If you’re a kosher dairy or seafood restaurant, get the word out about your restaurant. Dairy food manufacturers should be promoting their products to the Jewish market around this time. It’s a great time to do a marketing push now in anticipation for the High Holidays. If you’re a meat restaurant, don’t close up shop yet – now’s a great time to experiment with a seafood menu or vegatarian menu for nine days and see how it goes with your steady customers.

No Ticket, No Laundry

  • Well, there’s certainly no laundry for Nine Days at least. For dry cleaners who thrive on the Jewish market (we clean suits religiously due to Shabbat every week), get a Nine Days Special going, maybe a coupon offer if bringing in all their clothes before AND after the Nine Days.

Even in times as dismal as the Three Weeks and Nine Days, there’s opportunities out there to help build your brand and promote your message to the Jewish community!

Up Next: Jewish Holidays – Tu B’Av – The Jewish Valentine’s Day

Henry Isaacs

Jewish Event Planning – Meet Zack & His High-End Bar Mitzvah Music Video

Jewish Event Planning – Meet Zack & His High-End Bar Mitzvah Music Video

High Style Events | Stylish Event Planners for the Jewish Event

P. 201.357.2622 | E. |

Weddings | Bar & Bat Mitzvahs | Social Events | Non-Profit | Corporate

Jewish Event Planning | Event Consulting | Day-of Coordination | Per-Diem Planning | Concierge Services



Well, this is definitely a unique way to stand out at your Bar Mitzvah. I only had a Polaroid camera at my Bar Mitzvah.

Henry Isaacs

Jewish PR 101 – Posting on Shul Lists? Here’s how to write your post correctly…

Jewish PR 101 – Posting on Shul Lists? Here’s how to write your post correctly…

Jewish PR 101 – Posting on Shul Lists? Here’s how to keep readers attention…

Jewish PR 101 – Posting on Shul Lists? Here’s how to keep readers attention…

Jewish PR 101 – Posting on Shul Lists? Check out how to write it…

Jewish PR 101 – Posting on Shul Lists? Check out how to write it…

Re-posted from

Like we mentioned in the previous post, marketing to the Jewish community through community email listservs has become very popular (mainly because it’s free). Yet standing out from the mass amounts of emails is a challenge. If you read the previous post, you’ll understand how to handle reader’s short attention span. Now, we’ll deal with how to keep that attention span focused on YOU and how to take them to the NEXT STAGE.

Web Copywriting Tips:

How to Keep Your Reader on the Page

In the previous article, I covered the 3 Keys to Handling Today’s Short Attention Span.

In this article, I’ll cover several ways that you can format your web copy to adhere to the three keys listed above and keep your website visitor’s attention long enough to get them to take action.

* Using headings and subheadings

There are three primary ways that you can effectively use headings and subheadings on a web page:

They tell a story…
They build excitement…
They act as compass “waypoints” in your copy
Headlines that tell a story

What if your reader only read the headings and subheadings in your copy? Would he or she get all the information they needed to make a decision?

You’ll see that longer sales pages or landing pages will often use this technique. For example:

At first I didn’t believe it was true…
Then, I saw the results of our first test…
And our second test was even better…
Now, I’m convinced…
In between each of the above subheadings will be one to three paragraphs that offer convincing evidence that the subhead is credible, and builds on the unstated promise that “you can get these results, too.”

* Headings that build excitement

The example above manages to build some excitement as it tells a story. You can also build excitement by highlighting the key emotional benefits of your product in your subheadings.

For example:

Why women won’t stop staring at you
Feel confident in any situation
Spend your time at the beach, and let the paperwork do itself
These types of headings speak directly to the core desire of the reader, while also offering a promise that your product will fulfill that desire. When we speak of “benefits,” we’re talking about the ways that your product fulfills the core emotional desires of your prospects and customers.

* Headings that act as compass waypoints

This article is an example of the compass waypoint subhead. Each subhead acts as a marker, or pointer for a specific point. Readers can quickly scan the subheads until they find the specific point or tip that will help them the most.

* What to do after each heading or subheading

There are very clear guidelines about what works and doesn’t work with online or web copy.

Short, snappy paragraphs. Keep each paragraph to no more than three sentences. In spite of what your English teacher taught you, one-sentence paragraphs are not only acceptable, they’re often preferable online.

Focus on the first sentence. Because we scan online, make the first sentence of each section and each paragraph count. Restate a benefit in another way, or make a strong point that steers them toward your call to action.

Vary your sentence length. In terms of readability, your copy will be more interesting when you vary your sentence length. Some sentences are short. Some are much longer. And, yes… you can begin sentences with “And.”

Build on the subhead or headline. If your subhead states a benefit, use the next couple of paragraphs to offer proof that the stated benefit is believable. Be brief, factual, specific… all while maintaining the emotional tone of your stated benefit.

Lead to a call to action. Your copy should lead to a call to action. Connect with their core desire, amplify the desire with clear benefit statements, offer a solution with sufficient proof that your solution works, and give them an easy way to follow through.

* Putting it all together

Every web page on your site should have a compelling headline that identifies with your reader’s core desire and offers some kind of promise of fulfillment.

Your subheadings strengthen the emotional bond created by the headline and lead them to want to believe you.

And the body within the subheadings amplify the desire, strengthen the promise, and lead them to the conclusion that you can fulfill the desire.

Henry Isaacs