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These 4 Display Tips Should Goose Your Valentine’s Day Frame Sales

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To put customers in the spirit of Valentine’s Day giving, or just to show some love, use quality props that are worthy of your optical. Avoid foil props or cheesy items from the local drugstore seasonal aisle.

Show Some Hearts!

Find attractive hearts made of some unique construction or material that will attract attention to the uniqueness of your merchandise. Keep them small so they do not overwhelm the merchandise.

Book ‘Em

A great accent platform can be created with old books of poetry or love sonnets (think Shakespeare or Browning). Place them in a small stack with titles showing or open one to a particular page. Place display elements around with gift ideas. Accent with a single rose.


Good Stuff

Stuffed animals make great V-day props if they are cute and can be incorporated into the display by holding some gift ideas. Again, not too big or they will reduce the perceived value of the piece.


Have a Heart

Join forces with the American Heart Association by donating a gift from each Valentine sale to this cause. Put some AHA promo items in the showcase. Contact the AHA at www.heart.org. for details.

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This article originally appeared in the January 2018 edition of INVISION.   

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Do You Or Don't You

With Only 37% Answering ‘Yes,’ Sending Holiday Notes Seems to be a Dying Tradition

But some of you have gotten creative, sending Thanksgiving cards or texts patients can respond to.

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Yes: 37%

  • Secular. — Charlene Gordon, Family Eye Care, Monroe, LA
  • Both secular and non-religious. — Richard Frankel, Atlantic Cape Eyecare, Wildwood, NJ
  • I sent cards that fit my relationship with my custfriends (customer/friend). — Julie Uram, Optical Oasis, Jupiter, FL
  • Secular. — Cassandra Brackmann, Danville Family Eye Care, Danville, IN
  • Secular. We want to share our celebration and good wishes of the season and the New Year but we do not want to offend anyone who may not share in similar traditions. — Deborah Bosner, Northwest EyeCare Professionals, Columbus, OH
  • Secular by email. — Jeff Grosekemper, Casa De Oro Eyecare, Spring Valley, CA
  • We send Thanksgiving cards. — Bethany Cassar, Complete Eye Health, Holland, MI
  • Just a standard well wished holiday email for those with emails on file. — William Chancellor, Eye Can See Eyewear, McDonough, GA
  • Text from weave. People love it and often text back. — Kristina Swartz, The Eye Site, Mishawaka, IN
  • Secular. Only because I don’t think the company we use for the postcards has a religious option. — Angel Miller, Cynthiana Vision Center, Cynthiana, KY
  • Secular, we focus how grateful we are for the relationships we build with our patients. — Selina McGee, OD, Precision Vision, Edmond, OK
  • Some religious cards to new customers and people we have not seen in a while. — BJ Chambers, Carrera Optical, McQueeney, TX
  • Secular with a hint of religious. I feel our office keeps with a flair of both without being over the top on either. — Susan Frein, Ames Eye Care, Ankeny, IA
  • Non-religious. Usually some type of cute or funny card. — Texas L. Smith, OD, Dr. Texas L. Smith & Associates, Citrus Heights, CA
  • Non-religious. — Adam Ramsey, OD, Iconic Eye Care, Palm Beach Gardens, FL
  • Religious but not overtly. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • We have a notecard designed specifically for our clinic to send to patients for any reason/occasion. It features custom artwork and metal sculpture featured in our clinic. We also give gift packages of those notecards to our patients to use. — Deb Jaeger, Eye Center of the Dakotas, Bismarck, ND
  • Not sure, whatever my practice management software sends! I guess I need to pay more attention to that aspect although my staff may know. — Marc Ullman, OD, Academy Vision, Pine Beach, NJ
  • Secular. Typically we use it to send out a “customer appreciation coupon” and advertise upcoming trunk shows. — Jenna Gilbertson, McCulley Optix Gallery, Fargo, ND
  • We send both. — Deanna Phillips, Clemmons Family Eye Care, Clemmons, NC
  • Secular. — Caitlin Bruno, Binyon Vision Center, Bellingham, WA
  • Non-religious. — Tabitha Fuller, Thomas Eye, Palmetto, GA
  • Secular. — Robert Hillman, Hillman9, Waltham, MA
  • Cards are “Happy Holidays and Happy New Year” so it covers every religion and those that might not celebrate are not offended. — Anja Jakupovic, OPTIK! European Eyewear, Saint Petersburg, FL
  • Secular. — Leisa Shack, Westcliff Optometry, Newport Beach, CA
  • Religious. — Renee Berry, Nappanee Family Eyecare, Nappanee, IN
  • We have done both. — Selena Jachens, Urban Eyecare & Eyewear, West Des Moines, IA
  • I just tend to send out little “thank you for supporting the shop” notes if anything; something that could honestly be sent at any time of year but might mention how gift certificates are a great gift for any occasion! — Siobhan Burns, The Eyeglass Lass, New London, CT
  • We do for one office but not the other. The ones we do are to a small group of local businesses and are religious but not over the top. The main limit to not doing more and at both offices is the cost. Not sure what the ROI really is on it. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN

No: 63%

  • We really only do postcards for exam reminders and sometimes cards for patient that have spent a large amount of cash or thank you for being a patient if there was a circumstance that was unusual. — Caitlin Wicka, San Juan Eye Center, Montrose, CO
  • Too much contact can be just as bad as too little, people get burnt out. — Steve Geis, Metro Eye, Milwaukee, WI
  • Not religious but we do decorate for the holidays. We celebrate all. — Cindy Harmon, Sonoma Eyeworks, Santa Rosa, CA
  • Lazy. — Alexander Saper, Great Glasses, Houston, TX
  • People hate that stuff. It’s spam. — Jen Heller, Pend Oreille Vision Care, Sandpoint, ID
  • I always make super creative Christmas ads for the local paper and social media. I decorate and LOVE Christmas time but I am not religious and don’t want to offend anyone. I just want to keep it easy too. I honestly don’t have the time or energy to send cards. I can barely get it together to send cards to my family. — Nancy Revis, Uber Optics, Petaluma, CA
  • It is sadly a tradition that has gone by the wayside. Very few send personal cards anymore. We think communication should be pertinent to a message. — Steve Nelson, Eye Candy Optical, Westlake, OH
  • I got to be honest, laziness. — Ted A. McElroy, OD, Vision Source Tifton, Tifton, GA
  • No, just not enough time in the day. — Scott Keating, OD, Vision Trends, Dover, OH
  • It would be lovely if we could. There’s just not enough time or manpower to do it. — Frances Ann Layton, Eye Associates of South Georgia, Valdosta, GA
  • It’s me and a part-time secretary…no time for that. Although, we do send hand written thank-yous to every first time buyer, ones that have returned after a few years absence, and condolence cards when there’s a death in the family. — Jennifer Leuzzi, Mill Creek Optical, Dansville, NY
  • I never saw any benefit to it. — Kimberly Riggs, OD, Ligonier, PA
  • Time and staffing. — Chris Lopez, OD, Roberts Eyecare Associates, Vestal, NY

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. eyecare business serving the public, you’re invited to join the INVISION Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting eyecare professionals. Good deal, right? Sign up here.

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For Many of You Your Best and Worst Habits are Exactly the Same!

For others… there seems to be a lot of very “hard workers” who “procrastinate!”

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  • Best habit: listening. Worst: saying yes when I should say no. — Deb Jaeger, Eye Center of the Dakotas, Bismarck, ND
  • Best: Getting up early and coming in to work in the quiet and alone time. Worst: Not getting the rest and exercise that I should. — Paula Hornbeck, Eye Candy & Eye Candy Kids, Delafield, WI
  • My worst habit is too much social media, i.e. Facebook. My best habit is opening for business every day, hoping to make a difference for someone’s vision. — Mitchell Kaufman, Marine Park Family Vision, Brooklyn, NY
  • My best habit is writing everything down. We all forget. My worst is not taking a lunch. — Michelle Wright, DePoe Eye Center, Stockbridge, GA
  • Best habit is my ‘Get done attitude.’ If it needs to be done, I’ll do it; straightening magazines, cleaning fingerprints, checking in inventory, and all the other menial tasks that get ignored. Worst habit is letting things pile up on my desk. I call them “projects,” but sometimes they are just works in progress. — Pam Housley, Texas State Optical of Nederland, Port Arthur, TX
  • My best habit is always having a to do list and coordinating this with reminders on my phone. My worst is too much coffee! — Doreen Erbe, Snyder Eye Group, Ship Bottom, NJ
  • Saying see you soon at the end of every call is one of my best habits. Even if they aren’t planning to come in. It just plants the seed of being welcome anytime. Worst habit is chewing my nails if I don’t keep them polished. — Nikki Griffin, EyeStyles Optical and Boutique, Oakdale, MN
  • Best: I’m a hard worker. I don’t stop while at work; sh*t gets done! Worst: My desk is a mess! — Haley Menge, Hi-Line Eye Care, Glasgow, MT
  • Best: Treating employees like family. Worst: Taking control over situations that don’t need my input. — Harris Decker, Eye Designs of Westchester, Scarsdale, NY
  • Best: Providing a great experience to all I am around. Worst: Never saying “No.” — Kenny Meyer, OBC Insurance Billing & Credentialing Specialists, Macomb, IL
  • Loyalty and loyalty. — Bob McBeath, Edina Eye, Edina, MN
  • Best: customer service; worst: clutter. — Jessica Brundidge, Clarity Vision, Clayton, NC
  • I’m really good at sleeping! Meeting my REM quota is never an issue. It’s my best habit; I’m always well-rested and never need coffee. It’s also my worst; 10 hours of sleep a night really pinches my free time! — Jen Heller, Pend Oreille Vision Care, Sandpoint, ID
  • Drinking beer. Drinking beer. — Dave Schultz, OD, Urban Optics, San Luis Obispo, CA
  • I would have to say my best is I will go above and beyond to help my customers. My worst is I go above and beyond for my customers. — Julie Uram, Optical Oasis, Jupiter, FL
  • Best: Hard working; worst: lenient on staff. — Amy Pelak, Proview Eyecare Optometry, Corona, CA
  • Best: I get up early and work late. Worst: I get distracted by the computer too much. — Bret Hunter, Sports Optical, Denver, CO
  • Best: Thinking things thru before responding. Worst: According to my kids “smacking.” Apparently, I’m a noisy eater! — Pam Peters, Midwest Eye, Downers Grove, IL
  • My best and worst habits come from having ADHD which many business leaders actually have. My best is my hyper-focus on continual learning and improvement. Most specifically, diligent monitoring and sharing of metrics within our practice so everyone has a strong pulse of how we are performing. My worst is that I am so often in the moment I can be forgetful. Thankfully, those that know me well know they sometimes need to give me a gentle nudge when they need something specific. — Deborah Bosner, Northwest EyeCare Professionals, Columbus, OH
  • Worst habit is procrastination… Hope I got this response in on time. — Michael Davis, OD, Opti-Care, Eldersburg, MD
  • Best: Always keeping my family first. It reminds me what’s important. Worst: I often obsess about my patient schedule when I know it’s the part of practice no doctor is ever 100% satisfied with. — Blake Hutto, OD, Family Vision Care, Alma, GA
  • Best habit is thinking out of the box. Worst habit forgetting to go back in the box once in a while. — Adam Ramsey, OD, Iconic Eye Care, Palm Beach Gardens, FL
  • I sometimes am really organized and plan things ahead but I can also be lazy and don’t do things like I should. — Martha Davenport, Safe Vision, Wheatfield, IN
  • Best habit is working out every morning. Worst, pretty much everything else I do throughout the day. — Frances Ann Layton, Eye Associates of South Georgia, Valdosta, GA
  • Verifying all jobs in the lab every Monday to see if they are on time, etc… Procrastinating on doing invoices as long as possible. — Kim Hilgers, Monson Eyecare Center, Owatonna, MN
  • Best habit is taking time for self-care everyday (working out, cooking, watching a movie, reading a book), even if it means waking up early or staying up late. Worst habit is taking on too many tasks at one time. — Chris Lopez, OD, Roberts Eyecare Associates, Vestal, NY
  • Best habit is my passion and drive for wanting to learn and know anything optics that I can. My worst habit is definitely sharing too much ‘nerdiness’/information with a patient thinking they care as much as I do. — Heather Harrington, Elevated Eyecare, Denver, CO
  • Best: Follow up, under promise and over deliver. Worst: Impatience with dumb people and know-it-alls. — BJ Chambers, Carrera Optical, McQueeney, TX
  • Best habit is to remind patients when dispensing glasses to come in anytime for adjustments and refills on their lens cleaner. — Carissa Dunphy, Monroe Vision Clinic, Monroe, WA
  • My best habit is thorough persistence. My worst habit is loving to eat. — Robert M Easton, Jr. OD, FAAO, Oakland Park, FL
  • I work hard till the job is done but I don’t take criticism well. — Bart Parker, Vision Source-Fox Optical, Lake Worth, FL
  • Best: I’m detail-oriented with a work ethic. Worst: I’m detail-oriented with a work ethic. — Dave Goodrich, Goodrich Optical, Lansing, MI
  • Best: I am upbeat and positive 99% of the time with patients and staff. Worst: I am the type of perfectionist that struggles to delegate or complete tasks. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • Best habit is being nice to everyone. Worst is procrastination. — Jennifer Leuzzi, Mill Creek Optical, Dansville, NY
  • My best habit is discussing the importance of AR in the exam room because it leads to an easy discussion in the optical and over 85% AR capture rate. — Michael Martorana, OD, Falls City Eye Care, Louisville, KY
  • Best would be answering a phone as soon as it rings. I just hear it and grab it without even thinking. Worst is probably that I like to snack all day long which also means I have to go to the gym every day. — Caitlin Wicka, San Juan Eye Center, Montrose, CO
  • Best: I can usually make good decisions quickly. Worst: Trying to please everyone, so too trusting? — Kenneth D. Boltz, OD LLC, Dublin, OH
  • Currently, my best habit is running to the gym after work and my worst is changing at the office and getting caught in my shorts by patients. If I miss the start of the class, then I may have to wait an hour for the next one and still have a long drive home. — Marc Ullman, OD, Academy Vision, Pine Beach, NJ
  • Having the final word in the office and at home. That final word is “Yes Ma’am.” — Texas L. Smith, OD, Dr. Texas L. Smith & Associates, Citrus Heights, CA
  • Coming in early every day to prepare for the day ahead. Worst: not recommending lens treatment options to patients. — Mark Perry, OD, Vision Health Institute, Orlando, FL
  • My best habit is following up with every patient to make sure they are totally satisfied with their eyewear and contacts. — Annette Prevaux, The Visionary Inc, Allen Park, MI
  • Best habit is that I never stop learning. My worst is I tend to move on to new things before finishing and follow through on my new knowledge. — Selina McGee, OD, Precision Vision, Edmond, OK
  • Best: Drive and passion. Worst: Procrastination. But then again, Rome wasn’t built in a day … it was built the night before it was due! — Steve Nelson, Eye Candy Optical, Westlake, OH
  • Best: Hard worker; worst: the piles on my desk. — Kristina Swartz, The Eye Site, Mishawaka, IN
  • My best is arriving on time and making sales. My worst habit is snacking when its slow. — Pam Neagle, Austin Eyeworks, Austin, TX
  • Best habit: over organized. Worst: smoking. — Andrea Schall, Armstrong Eye Care, Kittanning, PA
  • My best habit is having a plan, writing it down in accomplishable steps. My worst is executing said plan. It’s not as bad at work, but in life I will find every excuse to put it off. — Erin D’Elia, 3 for 1 glasses, St. Catharines, ON
  • My best habit would be making the patient feel understood, comfortable and help them have fun picking out their new glasses. My worst is being too efficient! — Selena Jachens, Urban Eyecare & Eyewear, West Des Moines, IA
  • No matter what kind of day I am having, the moment I walk into the exam room, I am on stage and I am always friendly, smile and ask about their life. Worst habit is I need to eat a snack by 10AM. — Scott Keating, OD, Vision Trends, Dover, OH
  • Best habit I have is personally learning all my customers’ names. Worst is not always keeping up with paperwork. — Jocelyn Anderson, National Vision, Riverdale, GA
  • Keeping promises. Sleeping. I like sleeping. — Angel Miller, Cynthiana Vision Center, Cynthiana, KY
  • I think my best habit is to be as organized and deliberate as I can possibly be. As for my “worst” habit, I think I say exactly what I think without any filters — a habit picked up in the Army — even when I know that it may not go over well. — Pablo E. Mercado, LensCrafters, Alpharetta, GA
  • My best habit is “checking in” with people; staff, family, friends… I make sure even if I’m busy with other things to check in on people and make sure they are having a good week, etc. Worst habit? Somewhat disorganized and a little forgetful at times. I always buy a planner with the intent of using it but it usually ends up basically empty. — Cynthia Sayers, OD, EyeShop Optical Center, Lewis Center, OH
  • Worst would be my cluttered desk. I know where everything is but others not so much. Best would be that I try to always be positive with staff and patients, smile and greet them by name. I once heard that you should say someone’s name at least three times in conversation. It tends to have a positive effect on people and helps you remember their name. This often eases tension when I am asked to speak to an unhappy patient. More often than not, they are content by the end of our talk. — Dawn Christman Munoz, North Valley Eye Medical Group, Indian Hills, CA
  • Best: Staying informed on all things optical! Helps preserve our patients confidence. Overdoing my work load would have to be the worst thing I do on a daily. — William Chancellor, Eye Can See Eyewear, Hampton, GA
  • Best: I make home cooked meals at least five or more times a week. Worst: I tend to usually be late as much as I try to plan ahead. I blame Chicago traffic and weather. — Diana Canto Sims, OD, Buena Vista Optical, Chicago, IL
  • Worst is being a micromanager; best is great efficiency and speed at finishing tasks. — Larah Alami, OD, Hudson River Eye Care, Tarrytown and White Plains, NY
  • Best: patient rapport; worst: writing notes on files. — Rick Rickgauer, Vision Associates, Girard, PA
  • Multitasking and multitasking. — Bethany Cassar, Complete Eye Health, Holland, MI
  • Show up early. Show up early. — John LaShorne, Brown County Eye Care, Nashville, IN
  • I must have a clean desk — sometimes both the best and worst — it leads me to overwork sometimes just to get things off my desk! — Susie Phillips, Dr. Brendon Johnson, O.D., Pekin, IL
  • Best habit is answering emails as soon as I get them! I know how impatient I get when someone doesn’t instantly answer MY messages… so I like to stay ahead of the game. Worst habit is my “I’ll do that in the morning” pile, because it usually becomes the “Oh, crap… now I REALLY have to do that two days later” pile. — Renee Berry, Nappanee Family Eyecare, Nappanee, IN
  • Worst habit is letting things get piled up. — Bhumika Patel, OD, Redstone Family Vision, Indian Land, SC
  • Best: Staying on top of things. Worst: Impulse buying. — Erika Tydor, OD, Shoreline Eyecare, Shoreline, WA
  • Best habit? I try to lead a prayerful life. Worst habit? I cuss like a sailor and fall off ladders. — Dennis Iadarola, OD, Center For Vision Care, Monroe, CT
  • Work hard is my best, worst is taking it home. — Sabina Krasnov, I2Ioptique, Scottsdale, AZ
  • Habit or hobbit? — Richard H Frankel , OD, Atlantic Cape Eyecare, Wildwood, NJ

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. eyecare business serving the public, you’re invited to join the INVISION Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting eyecare professionals. Good deal, right? Sign up here.

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Line Time

What to Say to Boost Event and Trade Show Attendance

The secret is to keep the call casual and friendly…

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WHAT TO SAY: “We’re having a party — come along!”

When to use it: Successful events such as trunk shows require telephone reach-out, something many optical store owners dread. The secret is to keep the call casual and friendly, and also make the event seem as low key and fun as possible. Everyone loves a party!

Source: INVISION

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