This article originally appeared in the September 2016 edition of INVISION.
Understanding the power of a positive attitude is simple enough: When we believe there is a chance we will succeed, we persist at something. When we don’t, we give up pretty quickly. During POSITIVE ATTITUDE AWARENESS MONTH, remember Albert Einstein’s thoughts on this matter: “There are only two ways to live your life. One is as though nothing is a miracle. The other is as though everything is.”
Co-op advertising, yes or no? It’s a common question and one to focus on during CO-OP AWARENESS MONTH. Our answer? It depends. Do your customers often ask for a particular brand? Will the message help you become the go-to place for eyecare? Bottom line: It is not free money. If you’re paying for half the advertising, be sure at least half the message is about you.
Little black dress or sunglasses? It’s hard to say which fashion item got a bigger boost from Audrey Hepburn in Breakfast at Tiffany’s. The product placement did wonders for Oliver Goldsmith, which created the sunglasses. Mark the 55TH ANNIVERSARY of the premiere by adding Moon River to your in-store play mix and invoking some early ’60s style on your Facebook page.
In fourteen ninety-two, Columbus sailed the ocean blue ... OK, so he didn’t get close to his actual destination but he did kind of, in a Johnny-Come-Lately way, discover a whole new world. This COLUMBUS DAY, try something adventurous yourself: Launch an Instagram campaign, investigate a new market segment or consider an extended learning course. There’s a New World out there.
WORLD SIGHT DAY brings awareness to the fact that the majority of the almost 300 million people in the world who are blind or visually impaired don’t have to be. There are many ways ECPs can get involved this month, from in-store fundraisers (like donating a day of exam fees) to helping your local Lions Club.
Do you wear a wig or toupee? Lift a weight off your shoulders (literally) and give it a rest today because today is BE BALD AND BE FREE DAY. Got a full head of hair? Then find another personal “weak point” that keeps you from being the real you ... smile and show the world your crooked teeth. Chuck the elevator shoes. Dump that girdle. But keep the nose-hair trimmer. You have to draw a line somewhere.
Checklists are often looked down upon as a paint-by-the-numbers approach to management. But consider the types of people who use them: pilots, surgeons, software engineers — people in critical positions. Ahead of NATIONAL CHECKLIST DAY, start working on a list for one part of your business. Then follow — and check off — this process: Establish a best practice. (Get input and feedback from those doing the work for the best-known method.) Make it visible by posting it where everyone will repeatedly see it. Then, communicate, prepare and train staff. Lastly, test it out and monitor its effectiveness.
HAPPY 10TH ANNIVERSARY TO EYE SITE OPTICAL
Located in Northern Indiana close to the University of Notre Dame, The Eye Site, founded by Dr. Kristina Swartz in 2006, celebrates 10 years on Oct. 16. The practice plans to throw a red-carpet trunk-show-themed party. Though details were being ironed out at press time, they hoped to involve other local businesses and organize a fashion show or some other collaboration.
MORE HOLIDAYS/EVENTSOCTOBER 1 Dyslexia Awareness Month.. The link between dyslexia and vision is contested but there are still services ODs can provide.
OCTOBER 7 On World Smile Day you don’t need a reason to flash your pearly whites, but here’s one anyway: Because life is like a mirror — we get the best results when we smile at it.
OCTOBER 11 On National Coming Out Day make it clear on social media (an image works well) that in your practice no one should be anything but proud and happy for being who they are.
OCTOBER 31 Have you planned some Halloween fun? Dress up your website and social media accounts to get people in the mood.
CELEBRITY BIRTHDAY OF THE MONTH
The epitome of late ’50s cool, The Fonz, played by Henry Winkler, often sported his signature leather jacket and aviator sunglasses indoors, leaving the ladies wondering what was going on behind his dark shades. Wish Winkler, born Oct. 30, 1945, a happy birthday, aaaaay!