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A Few Simple Words Can Bring Tons of New Patients Through Your Door

A good CTA will keep your office phone ringing, fill up your appointment calendar and turn your website visitors into new patients.

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HERE’S A RIDDLE for you: What can be as simple as two words but is the key to bringing new patients through your door?

The answer: a call to action or CTA.

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A good CTA will keep your office phone ringing, fill up your appointment calendar and turn your website visitors into new patients. So what exactly is this magic little phrase, and what makes a good one?

What is a CTA?

A CTA is phrase that instructs or encourages a user to take a specific action, such as booking an appointment, signing up to a mailing list, calling the office, filling in a form or getting more information about a promotion. It can (and should) be used in basically any form of marketing, such as your website, a landing page, a Facebook promotion, an email or even a radio ad.

Each element of your marketing is designed for one ultimate purpose — to bring in appointments and optical sales. If you fail to include a CTA, you risk losing potential patients who may delay or not otherwise take the next step toward that goal. Making the call to your office or action easy and quick reduces lag time and dropoff rates.

What makes a good CTA?

A good call to action makes it clear what action you want visitors to take and gives them the tools they need to do so. The best CTAs address the what, when and why of taking the next step and usually have the following traits:

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  • What: They use action verbs to direct conversion such as, “Call our office, Fill-out an appointment form, Book an appointment, Contact us, Visit our office etc…” The best CTAs are those that include the words that would follow the phrase, “I would like to …”
  • When: They use time-sensitive wording such as, “Today, Now, Don’t Delay etc.”
  • Why: They are often benefits-oriented, answering the question of why one should take the action. “Take care of your precious eyesight, Save time and money, etc.”
  • They stand out on the page using bright colors and bold text. They are clear and easy to spot, and they are most effective when placed in the header and/or at least above the fold. They should also show up prominently on both desktop and mobile devices. And in case you’re wondering, we’ve seen that circle buttons stand out more and work better than rectangles.
  • They are easy to use. Nowadays clickable buttons, especially on mobile-friendly sites, are the way to go. If your visitor can click a CTA button on your site and schedule an appointment or call your office directly, you’ve eliminated almost every obstacle. What could be easier? Our marketing experts recommend a CTA attached to an embedded online scheduler when possible, allowing patients to instantly see your availability and book an appointment.

Now here’s one catch: There is such a thing as too many CTAs on a page. You don’t want to overdo it. Top, bottom and once in the middle is “enough.” In that case, the CTAs are easily accessible get the job done. Anything more starts to turn off the visitor.

So the next time you are working on your website or scheduling a new promotion, stop and think about your CTAs. They are probably the most important part of your marketing or campaign strategy.

Zvi Pardes is the Head of content marketing at EyeCarePro, which provides ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing. EyeCarePro serves both industry and practices and is the only company of its kind solely focused on the optometric space. Contact him at zvi@eyecarepro.net.

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This Healthy Vision Month Dig Deeper into Children’s Vision Issues

Our eyes look, but our brain sees and sometimes for kids there is a disconnect between the two.

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AS WE REFLECT ON Healthy Vision Month, let’s consider the following: There are 1.3 billion people living with some form of vision impairment, according to the World Health Organization (WHO). About 80 percent of those impairments are considered avoidable.

The American Optometric Association estimates up to 80 percent of a child’s learning is through vision and 10 percent of children have a vision issue significant enough to impact their learning, according to the College of Optometrists in Vision Development (COVD).

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Unfortunately, it is not always easy for parents to identify symptoms or impairments in children.

For starters, their kids may not have the vocabulary or awareness to describe what they’re experiencing. One of my granddaughters struggled with her vision until she was prescribed -6.00 lenses. She was two years old. The issue is complicated by the following statistic: nearly two-thirds of children with some kind of vision impairment are also living with at least one developmental disability, according to the CDC. Poor vision can exacerbate the severity of a disability; the latter can sometimes mask the existence of the former.

All of the above underscores the importance of early and regular eye health exams. It also creates opportunities for new kinds of vision therapy, such as Neuro-Visual Training (NVT).

According to Dr. Stelios Nikolakakis, a Canadian optometrist who runs Mind’s Eye Neuro-Visual Optometry in Toronto, NVT goes above and beyond traditional eyecare with a holistic approach to vision health.

Our eyes look, but it is our brain that sees, and any disconnect between the two can create significant learning challenges.

He reminds us that while reading challenges, frustration, and poor grades could be the result of a learning disability, they could also stem from poor communication between their eyes and brain. He also says about 80 percent of the symptoms of someone who needs NVT are identical to the symptoms of someone with ADHD.

As a result, the COVD says typical vision screenings can miss at least half of vision problems.

It is easy for parents and teachers to miss or mistake signs of vision impairment. If a child cannot sit still, is easily distracted, complains of headaches or eyestrain, consistently asks others — including parents — to read to them, or confuses their b’s and d’s, the child could be struggling with underdeveloped visual systems. Rather than dismissing their behavior or complaints, it is critical to consider whether a relatively small amount of training could help address these issues, and ultimately set a child up for success in the classroom and in life.

There are several ways optometrists can help. They can have their recallers book eye health appointments for parents together with their children. They can ask parents whether their kids have demonstrated any of the above behaviors. By learning more about the applications of NVT, and by encouraging patients to do the same, we can start to broaden the scope and impact of Healthy Vision Month by considering the health of all elements of our vision for all ages.

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Robert Bell

What’s the Best Sale You Ever Made?

Was it the sale with the biggest price tag or where you overcame the most objections? No and no.

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I GET THAT QUESTION all the time.

“Was it the sale with the biggest price tag?” No.

“Was it the sale in which you made the biggest commission?” Nope.

“Was it your very first sale?” It wasn’t.

“Was it the sale when you were so broke and needed a sale desperately?” Heck, no.

“Was it the sale you overcame the most objections?” Nah.

“Was it the easiest sale?” No way, Jose.

“Was it the sale in which the customer referred you to another customer?” No, although that’s always appreciated!

“Was it the time you sold the most amount of ‘widgets’?” No, no, no.

“Was it the sale that put you ahead as ‘salesperson of the year’ that time?” Not even close.

“Is it when you make the sale on a cold call?” No, sorry, it’s not.

“Is it the sale you’ve made after trying for a very long time to sell them?” Again, no.

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“Was it the sale when you oversold a customer?” Never happened.

“Was it the sale when you truly met the customer’s needs?” YES!!!

“Ah, finally. Okay, which sale was that?” All of them!

Get it, folks? That’s what selling is all about: meeting and satisfying the customers need(s). Helping the customer acquire what they need to overcome their specific challenges and for it to be beneficial to them.

So, if that’s what true selling is about, they’re all my best sale! Does that make sense? I sure hope so.

I don’t care how much money I make on the sale. I don’t care what the price tag is. I don’t care how many “units” I sell them. I don’t care if I sell them after meeting with them only once or meeting with them several times before they buy. I don’t care if I get accolades from others on closing a sale. If Jimmy cracked corn, guess what? I don’t care.

Here’s what I care about in a sales scenario (and, in my opinion, so should you): I care about whether or not I can help someone with the products and/or services I provide.

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I either can or I can’t.

If I can and I close the sale, wonderful. Wonderful for them and wonderful for me, because there is tremendous satisfaction in helping someone and getting paid for it.

If I can’t, that’s okay. My product or service doesn’t meet their needs. Nothing I can do about that. Doesn’t make them bad or evil, it doesn’t make me bad or evil. The round peg isn’t bad and the square hole isn’t evil. It’s just not a fit. Pretty simple, yes?

If I can meet someone’s needs but cannot close the sale because of any number of variables that cannot be overcome at the time (personalities, shipping, price, policies, etc.), I don’t get emotional about it. I will stay in touch with them and ask, from time to time, if anything has changed? Why? Because I saw the potential in being able to help them. Who would walk away from something like that?

So, let me ask you: What’s the best sale you ever made?

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Editor's Note

Some Things Are Just Meant to Be

Even when they didn’t work out as planned.

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I DON’T KNOW HOW YOU all got started in the optical industry but I sort of fell into it. Looking back though, I wonder if it was supposed to happen.

I was always a creative kid but I grew up thinking adults got jobs like teacher, lawyer or businessman (not that I knew what businessmen did). So, I decided to be a doctor at 11. I excelled at science and became a candy striper at my local hospital in high school. I vetted the colleges I applied to for their biology and pre-med programs and went to the one with the best reputation that gave me the most money…. And then my first semester, I failed calculus.

It wasn’t just because I hated math; but also, because it was at 8 a.m. twice a week. That first semester I was a little too “Woo Hoo College!” to drag myself to something as boring as calculus that early with enough regularity to have a passing chance. After that semester, I figured if you needed calculus to be a doctor, maybe I shouldn’t be a doctor.

I switched majors, hustled, and managed to graduate in four years despite that extremely lackluster semester. But as graduation approached, I was adrift. I didn’t want to be a businessperson or go to grad school — the only real options, I thought, for a girl with an average GPA and a B.A. from a liberal arts college. After a little research, I decided to move to NYC, go to fashion school, and get another degree in retail buying. I loved to shop and getting a job shopping for stores and not just myself sounded like heaven.

It turns out retail buyer is just a sexy name for businessperson. Most never leave their office and use spreadsheets to analyze what sold well last season just to buy it again in different colors. Yawn.

But fashion school did introduce me to a job I had never considered … fashion editor. I started working in magazines before I even graduated and the rest, as they say, is history.

Today, I get to blend my interest in medicine, my passion for fashion, and my love of magazines to help you guys be better businesspeople. See? Meant to be.

Beginnings are funny like that. Unlike the ECP businesses we highlight in our Big Story on page 40, the start of my career wasn’t as deliberate as intended, but for all of us it happened exactly the way it needed to. And looking back, could it really have been any other way?

Best wishes for your business,

Dee Carroll

EDITOR-IN-CHIEF

dee@invisionmag.com

Five Smart Tips From This Issue

1. Think graphic designers are overrated? Are you more DIY? Then these three apps are right up your alley. (Monthly Project, page 22)
2. Do we have a book for you. Imagine Stephen Hawking’s A Brief History of Time … but for eyes. (EyeProGear, page 36)
3. Are fancy certifications or expensive equipment needed to bring in more kids? Well, that depends. (Special Feature, page 52)
4. Proceed like exceptions are the rule and never be surprised again. (Intelligence Cover, page 55)
5. Looking for ways to boost your memory, comprehension or retention? Grab a tennis ball. (Tip Sheet, page 57)

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