Connect with us

Brainstorms

A Proven Strategy to Combat Those People Who Always Insist on Last Minute Changes

Get rid of that hairy arm!

mm

Published

on

EVER HAD A CLIENT or even a manager repeatedly delaying jobs by insisting on last-minute changes? Then you may want to consider this strategy employed by advertising artists known as The Hairy Arm Tactic. According to the origin myth, graphic artist Joe had a client who was forever insisting on “stupid changes.” Then something odd started happening: each time the client was presented with a newly photographed layout, he’d encounter the image of Joe’s arm at one edge, partly obscuring the ad. The client would yell: ‘What the hell is that hairy arm doing in there?’” Joe would apologize for the slip-up. And then, as the client was stalking away, muttering, “You gotta watch these guys like a hawk,” Joe would call out: ‘When I remove the arm, can we go into production?’ And the client, content to have made his mark, would agree. Picky repair customer? Custom frame design? We see great potential for this in an optical.

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

Advertisement

SPONSORED VIDEO

SPONSORED BY KENMARK

Jump In — the Water’s Fine!

With a salute to summer’s shimmery, mermaid colors and warm weather-loving shades, Kenmark Eyewear celebrates this summer’s Aloha spirit with eyewear from Vera Wang, Kensie, Zac Posen and the Original Penguin Collection!

Promoted Headlines

Brainstorms

Keep a Good Time Journal to Better Design Your Life

And overcome feeling uninspired at work by doing more of what you love.

mm

Published

on

Feeling uninspired at work? Before you do something drastic like trade your business for a timeshare in Bali or resign yourself to a life of drudgery, try keeping a “Good Time Journal,” say Stanford professors Bill Burnett and Dave Evans, authors of the book Designing Your Life. For three weeks, keep track of your daily activities and keep an eye out for those you enjoy the most. Then try to redesign your current schedule so you do more of what you love and less of what makes you go “Ugh.” Success usually flows from things that make you happy. It may lead to a whole new optical business built around what you love doing most.

Continue Reading

Brainstorms

Have You Heard of the Diderot Effect?

It’s a psychological phenomenon that could help you close more sales.

mm

Published

on

The Diderot Effect refers to the way a newly purchased product fails to deliver on the happiness it promised, and instead causes our other possessions to suddenly look timeworn and in need of replacement. It takes its inspiration from an essay by the enlightenment philosopher Denis Diderot in which he laments how a new dressing gown has made his other clothes look like rags and he suddenly feels “discordant.” How to put this psychological weakness into play? In much the same way Ikea or any home goods retailer does: Through suggested add-ons. (“Now that you’re ordering that new dining table, shouldn’t you consider those plates, too?) Is it manipulative? We’d argue not. It’s not your fault a stylish new pair of sunglasses is suddenly making his readers look beaten up and, let’s be honest, when you take a close look, a little shabby. “I was the master of my old dressing gown,” Diderot laments in the end. “But I have become a slave to my new one.”

Continue Reading

Brainstorms

Alliterate or Die!

Same sound success for staying top of mind.

mm

Published

on

“Alliterate or die!” That was a poster a former colleague saw pasted to a newsroom wall while doing a shift at the infamous British tabloid The Sun. Alliteration’s power to make words stick owes itself to the repetition of sounds. It’s something a lot of retailers know, hence “Taco Tuesdays,” “Wine Down Wednesdays,” or “Saturday Style.” Indeed, once you get started, it’s pretty hard to stop: Fried Food Fridays, Mending Mondays … Okay, that last one’s not great, but there must be something to get people thinking about your store for all their eyecare needs … Frame Fix Fridays? … every frame repair brought in comes with a discount that can be applied toward a new pair?

Continue Reading

Advertisement

Advertisement

Subscribe


BULLETINS

Get the most important news and business ideas for eyecare professionals every weekday from INVISION.

Advertisement

Most Popular