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The Art Of Invitation

By on June 19, 2015
So what do we really mean when we say the word ‘marketing’?

It’s a word we hear frequently at Practice Building; usually as part of one of the following phrases:·       “The diary is quiet – I need to do some marketing”·       “I haven’t done any marketing before”

And even –

·       “Marketing doesn’t work”

The definitions of marketing that can be found on the web are REALLY uninspiring, off-putting and possibly slightly scary to anyone but a trained marketer:

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

“The management process through which goods and services move from concept to the customer.”

If this is how marketing is described, no wonder many practices have an aversion to it! After all, it absolutely does not reflect what you are trying to achieve as practice owners. Many of you established practices because you were (and are) passionate about eye care; because you want to help people live a better life; because you want to create something that really matters – all of this and in order to provide a comfortable lifestyle for your family.

So before we go on to understand what marketing is, how it can work, and what results it can achieve – let’s change the language!

Marketing in the optical world is the art of attraction and invitation.

Its purpose is to attract those new patients who have yet to experience really fantastic eye care, and to invite those that you know already to spend more time and money with you, more often, because they want to, because you make your offering so attractive and compelling they just wouldn’t consider going anywhere else.

About Rebecca Thompson

Rebecca Thompson has worked her way from the ground up in optics, starting as receptionist, she moved to Dispensing Assistant and then to Dispensing Optician, then Store Manager then Group Manager. This has given her a unique insight into the workings of Independent Optical Practices. At Practice Building she has found a home for sharing her innovative ideas for making running Independent Optical practices efficiently, profitable and enjoyable.

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