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The Art of (Social Media) Storytelling

In Part 2 of this social smarts series, Tanya Gill, O.D., unpacks how to sell without selling with simple DIY storytelling.

Eyecare Business June 1, 2019 Vol 33, Issue June 2019

How to Sell Without Selling

Last month we talked about caption writing and social media Story creation with the goal of “sell without selling.” Nobody likes the sale that feels pushy, obvious, or desperate, right?

This month I am going to share my most successful DIY storytelling strategies that sell without selling. And, yes, I just created homework for you. Let’s get to the assignments.

1. CREATE A T-SHIRT THAT SELLS WITHOUT SELLING.

Instead of trying to blatantly advertise “Oakland Vision Center,” we created graphic T-shirts that our patients love to Instagram. The T-shirts are not for sale. They come free with a purchase of $1,000 or more.
Instead of trying to blatantly advertise “Oakland Vision Center,” we created graphic T-shirts that our patients love to Instagram. The T-shirts are not for sale. They come free with a purchase of $1,000 or more.

I used to think that a T-shirt was a great way to build a business. It is, but it isn’t. Hear me out.

You are not Nike. You are not Fox Racing. Frankly, nobody wants a T-shirt that says “Oakland Vision Center,” but they do want something that tells a story in a fun and inspiring way.

Post images of customers, patients, and staff wearing these T-shirts on your social media channels. Now this is selling without selling.

Here I have taken four different photos of my DIY exam room stool. I repost them periodically in my social media feed.
Here I have taken four different photos of my DIY exam room stool. I repost them periodically in my social media feed.

2. VISIT THE FABRIC STORE AND DIY.

Use social media to tell the brand story about the interior of your business. Find graphic fabric with an eye-centric theme. Our goal is to reupholster an exam room stool and to make accent pillows.

Take several photos in different perspectives and post them repeatedly into your social media feed. This creates familiarity and comfort and, yes, sells without selling.

And, if you are unable to find the Joanna Gaines inside you, don’t worry. You can use “helper” websites such as TaskRabbit.com or Fiver.com to find your DIY spirit animal.

 

3. MAKE CUSTOMIZED SHOPPERS.

Here is an image inspired from our hashtag #radglasses. We post these photos on social media periodically as a behind-the-scenes-style post. Stamper source: rubberstamps.com.
Here is an image inspired from our hashtag #radglasses. We post these photos on social media periodically as a behind-the-scenes-style post. Stamper source: rubberstamps.com .

 

Remember a couple of issues ago when we discussed creating a brand hashtag for your business?

Pull it out. We are going to make some shopping bags with your hashtag.

Why do we need customized shoppers? Not only are you extending your brand story when you hand over purchases in your branded bag, but when you post photos of your shopper on social media you are doing my favorite thing. Selling without selling.

—TANYA N. GILL, O.D.

 

 

TANYA N. GILL, O.D., is the owner of Oakland Vision Center Optometry in Oakland, CA. Dr. Gill is obsessed with ocular surface disease, female entrepreneurship, eating vegetables daily, mountain biking, and skiing. She lives in Oakland, CA, with her husband and is the founder of We Love Eyes, a company that makes natural cleansing products for the eyes.

TANYA N. GILL, O.D., is the owner of Oakland Vision Center Optometry in Oakland, CA. Dr. Gill is obsessed with ocular surface disease, female entrepreneurship, eating vegetables daily, mountain biking, and skiing. She lives in Oakland, CA, with her husband and is the founder of We Love Eyes, a company that makes natural cleansing products for the eyes.

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