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Robert Bell

And They All Lived Happily Ever After…

The final installment of Robert Bell’s four-part series on how to tell YOUR story to strengthen your brand.




HERE WE ARE… At the end of our story.

We began this series by sharing how to captivate our audience by making ourselves “meaningfully different.” We chose words that make us stand out from all others by beginning with our “Why!” Why you do what you do. Not “what” you do — because there are so many others that do what you do. We began with what we feel passionate about.

When we had the audience’s attention, we shared how to create a different mindset for you to tell your story. How did we create that mindset? Like this:

“If you were hit by a truck and you were lying out in that gutter, dying, and you had time to tell one story. One story people would remember before you’re dirt. One story that would let God know how you felt about your time here on earth. One story that would sum you up. You’re telling me that’s the story you’d tell? That same old story all eyecare professionals tell? Where you went to school, etc.?

Or, would you tell us something different? Something real. Something you felt! That’s the story people wanna hear!”

How to tell that story comes from confronting “the bad guy(s)” in your life. What you overcame to get where you are.


Now, how do we finish our story? With a happy ending of course! No one likes a story with a sad ending. It leaves us empty. A happy ending leaves us inspired, enthralled and exhilarated!

So, how do we write our happy ending? By giving you a homework assignment: Write your obituary.

Imagine you live to be 100. Think about all the successes you’ve had as an ECP. Reflect upon what your patients, customers, colleagues and peers thought about you. Focus on the moments that stand out and make you smile. Focus on when you went above and beyond for people, how you made an impact on their lives … the legacy you left behind.

Now, write your happy ending!

I’ll leave you with an example of a story I tell about myself. You may borrow the “structure,” if you’d like:

Once upon a time, a person who was complaining about the rise of homelessness in their city, said “Someone should do something about that!”


It occurred to me, I’m someone!

So I joined The Vision Volunteers of Project Homeless Connect for 15 years and then California CareForce.

Years ago, I was having dinner with an optometrist. She was distraught because her staff couldn’t sell anything not covered in a patient’s vision care plan, let alone any multiple pairs. In frustration she blurted, “I really wish someone would create a sales training program for my staff and I so I don’t lose my mind!”

Well hey, I’m someone.

I hit the drawing board and created The EyeCoach Selling System for all ECPs.

Soon after, an editor of a leading optical trade journal approached me at Vision Expo and asked, “Robert, we’re looking for new content. Do you know someone who can write articles on how to sell?”


I’m someone!

That someone has helped over 20,000 people experiencing homelessness with free eyecare and eyewear. That someone has helped thousands of ECPs double and triple their multiple pair sales and increase patient satisfaction. That someone has written over 100 articles for optical trade journals (the bulk of which for INVISION Magazine) to help further the profession.

It’s been very rewarding and so fulfilling being “someone.” Now, I want to help someone else! Are you someone, too?



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