How to Sell Without Selling

The art of social media storytelling is sometimes obvious. It is also sometimes subtle. Here, the details do matter.

It’s very much like online dating. Ever show up on an online date and let’s just say…the photos didn’t match the person? How did that make you feel? For me—date over.

Think of your social media page as your online profile and your office as the first date. Do they match up? For the next two months we will learn how to match the online story to the actual experience.

1. IS IT TIME FOR A NEW WEBSITE?

A really smart person once told me that a website is a glossy brochure with the sole purpose of getting patients to schedule appointments. Full stop. No exceptions.

Now, let’s consider storytelling and take this to the next level. Does your website story match your social media story?

FOLLOW THESE 4 STEPS TO TIGHTEN UP YOUR ONLINE STORY:

#1. Add your social media feed to your website homepage. This will instantly add familiarity.

#2. If orange is your color scheme on your social media pages, make sure orange appears on your website. This will instantly create comfort.

#3. Take your best customer, interior, and product photos from social media and use them on your website. Because, two birds with one stone.

#4. Use the same tone of voice for quotes and captions on social media and your website. These are your brand values and always worth repeating.

THE SOCIAL MEDIA MAKEOVER

Love the idea of a social media makeover? 6 lucky ECP Instagram accounts will get a free makeover from Tanya Gill, O.D., herself! Email kerri.raimo@pentavision.com to enter.

2. REMOVE ALL THAT P.O.P.

Still hoarding your P.O.P. from the ’80s? This task may require some deep channeling of Marie Kondo, but it’ll be worth it in the end. Why spend your valuable wall and shelf space on somebody else’s brand story? Take a dumpster and Let it. All. Go.

Time to visit the art store to create some of your own authentic P.O.P. When you are done, take photos of your pieces and post them on your social media. Congratulations, you’ve just matched your online story to the actual experience. Your customer might not know it, but they will certainly feel it. —TANYA N. GILL, O.D.

▲ DIY: Here, I got two small art canvases & decorative papers from a local art store and cut them into an eye-inspired theme. No time? I created three free images ▼ for you to download, print, and frame up.