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Stop Being an ECP for a Second and Read This: That’s an Order!

In the face of growing online sales, our personalities are what will save us.

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[Editor’s note: This is the winning entry in INVISION’s essay contest. Eyecare professionals submitted essays in response to the prompt, “If you could order all eyecare pros to do one specific thing, and they had to listen to you, what would it be? And why would you ask them to do it?”]

OVER THE COURSE of many long years in our profession and through the day-to-day trudge in the trenches that we call our optical shops we grow jaded, cynical, smug and self-assured. All qualities that I sincerely admire about my fellow opticians every day, but our patients not so much. We forget that those patients are here for one thing and one thing alone. To see better. And we forget that this is our first priority. So, if I were in a position to make eyecare professionals submit to one despotic demand it would be to stop being eyecare professionals for a minute and just be people. Yeah, it’s really that simple. But I can tell from your furrowed brow that further explanation is in order. 

Stop treating your patients like patients, or customers, or enormous inconveniences, and just treat them like people. Like you would want to be treated if you were a person, and not an optical dispensing robot, or an out of work clown waiting for your next big gig. Just be yourself, and if you are in fact an out of work clown waiting for your next big gig; wait no longer! This is your next big gig! 

Bring your guitar to work on slow days, juggle, knit stuff for your patients, make crafts out of old lenses and frames, build Galilean telescopes out of duct tape and plumbing supplies. Whatever your thing is, do it. Let your patients see it. In fact, make sure they see it. Have fun with what you do. Stop trying so hard to be an authority. We aren’t vision police. They don’t really care all that much as long as you are competent.

They don’t care if you got your master’s degree in physics from Michio Kaku or if last week you were asking people if they want fries with that. Seriously, I’ve asked. They don’t want to know how the glasses work. They just want us to work our magic and make them see. They rely on us for that. Without our nimble fingers dipping their lenses into the prescription seeing sauce they would be lost. Some might even say they would be blind. 

Of all the things I could have you do, why this? In the face of the growing online sales industry our personalities are the very things that will save us. No matter how hard a website tries to brand itself to have a personality, it’s still a website. Be quirky where they are sterile, individualistic where they are cookie-cutter, custom where they are cheap. Remember: They can compete with your business, but no one can compete with you as an individual. Stop being an eyecare professional. Just be you.

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Will Burdeaux, ABOC, NCLEC, has been an optician since 1998. Currently, he works at Tallman Eye Associates in Salem, NH.

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Know Your Niche

Otherwise you may end up compromising.

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Know your niche as a retailer and stay true to that niche. Don’t try to meet everyone’s needs – if you try you will compromise somewhere else. – Carter Johnston, OD, Physicians Optical Luxury Eyewear, Oklahoma City, OK

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The Best Call to Actions to Convert Visitors to Patients

CTAs are probably the most important part of your marketing or campaign strategy.

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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 in your door? The answer is: a CTA or call to action.

A good CTA will keep your 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, or getting more information about a promotion. It can (and should) be used in basically any form of marketing from your website, to a landing page, to a Facebook promotion, email or even a radio ad.

Each element of your marketing is designed for one ultimate purpose — to bring in appointments and optical sales — and 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 drop off rates.

So, what makes a good CTA? A good call to action makes it very 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:

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 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, 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? We recommend a CTA attached to an embedded online scheduler when possible that allows patients to instantly see your availability and book an appointment.

Now there’s one catch… there is such a thing as too many CTAs on a page. You don’t want to overdo it. Think top, bottom, and once in the middle is ‘enough’, they’re easily accessible and they get the job done.
The next time you’re working on your website or scheduling a promotion, stop and think about your CTAs. They are probably the most important part of your marketing or campaign strategy.

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Danielle Richardson

Feel Like Your Wellness Routine Could Be Missing Something? It’s Probably Sleep

We spend nearly a third of our life sleeping which makes getting quality sleep as essential as a healthy diet and regular exercise.

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WHEN YOU THINK OF your health and wellness, how often do you think of sleep? Chances are not often — but you should. Sleep is the newest frontier in wellness as public health consciousness continues to increase and we move to a more holistic idea of health. We spend nearly 1/3 of our life sleeping which makes getting quality sleep as essential as a healthy diet and regular exercise.

The National Sleep Foundation defines quality sleep as occurring when you’re asleep within 30 minutes of laying down, wake no more than once, and sleep for at least 85 percent of the night. Unfortunately, quality sleep is an uncommon occurrence as the CDC reports a third of American adults experience poor or inadequate sleep on a regular basis. An estimated 50 to 70 million Americans suffer from sleep-related problems or disorders, such as sleep apnea, insomnia, narcolepsy, or restless leg syndrome. As a country, we need to get some rest!

Sleep deprivation increases the risk for high blood pressure, heart disease, and triples the risk for type 2 diabetes according to Johns Hopkins sleep researcher Patrick Finan, PhD. Those not getting adequate sleep suffer from a weakened immune system, irregular metabolism, and obesity secondary to increased levels of the hunger hormone ghrelin. Not limited to just the physical body, sleep deprivation can also manifest as cognitive impairment and/or mental health changes including depression, irritability, anxiety, forgetfulness, and brain fog. Poor quality sleep is far less recuperative, which causes us to not feel rested when do we wake up.

Sleep depends on a number of factors, our body’s internal regulating system is chief among them. Our Circadian Rhythm functions as the body’s biological clock and regulates the experience of alertness vs. sleepiness. This rhythm is sensitive to fluctuations in hormone levels, particularly cortisol and melatonin. Cortisol peaks in the morning allowing us to be alert and focused throughout the day. The secretion of melatonin — which helps us sleep — is highest at night.

These days, our minds are moving a mile a minute and we’re constantly on light-producing digital devices even though increased high-energy blue light exposure from devices decreases melatonin production and causes insomnia or sleeplessness. The disrupting culprits aren’t limited to devices though; increased stress, irregular work schedules, frequent jet lag, and sleep disorders can also disrupt our cycles.

The CDC recommends 7-9 hours of quality sleep for adults and more for teens and children. Here are some easy ways you can get better sleep tonight:

Build Consistency. It’s important to wake and head to bed around the same time each day — even on the weekends.

Use Sleep Monitoring Technology. Smartphones and wearable tech devices can help monitor the duration and quality of your sleep through downloadable applications and Bluetooth technology.

Sleep Habits. Limit screen time and diminish light sources in the bedroom. Additionally, use the automatic setting on your phone to warm the screen at night.

Bonus — Zen Out! Use essential oils or pillow sprays in scents like lavender as aromatherapy to help you sleep. Also consider meditation, light music, or other soothing sounds as a relaxing way to send yourself to bed.

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