The Eclipse, Cultural Awareness, and Becoming An Expert

The solar eclipse is here.  What solar eclipse?  In case you’ve been asleep, here is the official word…
 
Monday, August 21, 2017, a total solar eclipse will be visible within a band across the entire contiguous United States. This eclipse will only be visible in other countries as a partial eclipse. A solar eclipse occurs when the Moon passes between Earth and the Sun, thereby totally or partly obscuring the image of the sun for a viewer on Earth. A total solar eclipse occurs when the moon's apparent diameter is larger than the sun's, blocking all direct sunlight, turning day into darkness. Totality occurs in a narrow path across Earth's surface, with the partial solar eclipse visible over a surrounding region thousands of kilometers wide.
 
Basically, mid-afternoon, so much of America is going to stop and pay attention to the eclipse.  And there has been a run on eclipse glasses, how to make homemade glasses, and a worry about fake eclipse glasses. 
 
Basically, the eclipse has given the local eye care provider a platform to be an expert.  You aren’t going to make a killing selling eclipse shades, but if you approached it right, your profile could have risen in the “eyes” of your patients. 
 
The question is, “Did you take advantage of the platform this cultural moment provided?”
 
Did you give advice?
Did you post articles on social media?
Did you sell eclipse shades?
 
If not, you missed the moment. 
 
So, okay, you can wait another 7 years for another eclipse of this magnitude if you want, but that is not helpful to your practice now.  Instead, however, look for moments like this to market your practice and your expertise.  For example,
 
The start of football season is a time to give seminars on eye safety.
 
The upcoming boxing match is a chance to blog about either the great eyesight of boxers or the dangers of boxing.
 
And of course, back to school is about helping kids see well for the year.
 
So eclipse or not, look for opportunities to make yourself an expert.  It will help you gain and retain patients, and raise your awareness in your community.
 
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Gordon Duncan is the CEO/Consultant of ProSight Success.  He has written 5 optometric bestsellers charting in 5 countries.  His ProSight Success System is a 7-step guide to help you increase profits, manage staff, and even maximize tax deductions…just what you need right now.  You can find the ProSight Success in 3 formats.
 
$169 Digital PSS plus One-Hour Consult
 
$199 Paperback PSS, Digital Copy, plus the One-Hour Consult
 
$229 Workbook PSS, Digital Copy, plus One-Hour Consult
 

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