Digital VS Print Dilemma
I recently read in the news that the Yellow Pages – the big, thick, distinctively yellow business directory has succumbed to the inevitable and has gone fully digital and is out of print. The Yellow Pages had many uses; primarily as a business directory – I actually remember using it to find a trader or two, its size and weight also lent it to being used as a propping-up instrument for doors, and the world’s strongest men used to rip it apart as a feat of strength. I also fondly remember the TV adverts commissioned by the Yellow Pages – there was The French Polish one, The Cleaners one and The Gardener one. These are still available to view on You-Tube if you’re interested – I’d recommend it if you need a chuckle! So, is digital winning the battle over print?
As you will have noticed you are reading this newsletter on good old-fashioned paper. We have been asked by clients in the past, Why print?”, “Why not just email it? Surely that is cheaper and quicker?”. Point taken, but the efficiency of email with no postage and printing costs does not necessarily mean that the message is received as effectively! If you remember when emails first came into existence it was exciting to open your inbox and find new messages which would be read diligently. But email is a victim of its own success as a means of communicating. Most people open their inbox to find dozens of messages, most of which go unread. So, if our Newsletter showed up in your inbox, I think most of you would press delete- It’s Ok- don’t feel bad – I would do the same thing myself.
A personal letter arriving in the post is more of a rarity these days and something to get excited about. So, when I took to writing these monthly editions, I decided that in order for them to be effective they have to go out in print.
They are about keeping in touch with you and building a relationship with you in between your practice visits as the blue box on the back page explains. We hope that they impart information and news in an entertaining manner and that it is something that you enjoy reading, perhaps with a cup of tea or coffee. If reading the Newsletter adds a smidgen of pleasure to your day, then hopefully we’ve won the effectiveness argument over digital.
We don’t have the multi-million-pound advertising budget of the big optical chains, but we can afford to invest in our relationship with you every month because I feel we can offer
you something of value; a level of optical expertise, personal service and humanity. By the way, we are not the only independent business that feels this way about print. There is a second-hand independent book shop in Scotland run by an interesting guy. He has taken a strong stance on the amazon kindle versus real book argument. He shot and killed an amazon kindle, had it stuffed and mounted on to the wall of his bookshop.
Amazon kindle shot by Shaun Blythell 22 August 2014
Thank You Very Much
Fight for Sight, our charity of choice for ou rHealthy Sight month drive, sent us this lovely letter on receiving our donation of£1150. We had to share it with you.
I wanted to write personally to thank you sincerely for your excellent fundraising efforts as part of your healthy sight drive last month.
Your generous donation of £1,150 will go directly to support the vital eye health research that we fund in over 49 of the UK’s leading universities and institutions.
As a charity dedicated to stopping sight loss, we are incredibly touched by your promotion of eye examinations. Frequent eye tests play such a crucial role in the prevention of many conditions that cause blindness, and is vital that everyone is aware of the importance of better eye health. Alongside this we must continue to fund pioneering research projects which pave the way for a future free from conditions such as glaucoma, macular degeneration, diabetic retinopathy and cataracts for example.
Every day 250 people in UK start to lose their sight – it doesn’t have to be this way.Your excellent support will help to make a real difference to people’s lives, enabling some of
the brightest researchers to find new pathways to preventing sight loss, treating eye disease and ultimately restoring sight.
Thank you so much for thinking of Fight for Sight – we are so grateful for your donation and wish you the best of luck for future efforts to raise awareness of better eye health and encourage more frequent eye examinations.
We’d love to extend our thanks to our wonderful clients who support us so that we can support causes like Fight for Sight.
Our Man in Cartagena
Perspective clients are a well-travelled and cultured bunch. On occasion we receive emails from clients posing in their discerning eyewear from interesting and exotic locations.
This particular photo shows Perspective client, Michael, enjoying a refreshing cocktail in downtown Cartagena, Colombia, looking suitably cool in his new SALT. prescription varifocal polarised sunglasses.
SALT. prescription shades in action at cocktail hour
For most of us glasses wearers, our eyewear will travel just as much as we do and crop up in countless photo’s. You could actually chart your journey through life from your eyewear
history. My geeky teenage photos with oversized round glasses (long before this was fashionable) still send shivers down my spine!
Luckily I addressed this in my 20’s when my passion for eyewear started to develop and I now have a collection that I am happy to be photographed wearing.
If you have an event / holiday coming up that you know will be captured by countless camera flashes, be sure that your eyewear and sunglasses are up to scratch. Bring them in to us so we can tighten, straighten and polish them for you. We offer a free aftercare service on all glasses that you have purchased from us over the years. It also gives you an excuse to check out our latest collections and earmark your next pair.
At Perspective we have had clients request eyewear to co-ordinate outfits for weddings (particularly important for mother of the bride) and special parties. Memories you’ll look at in years to come and be glad that you looked the part from head to toe.
The photo above is of a recent Mother of the Bride client was looking for blue glasses to match her wedding day hat. She found the perfect pair with this bright electric blue Anne et Valentin model. A perfect fit for the occasion and beyond.
If you have a snap of yourself looking snazzy in your eyewear, please do email it to us or share it with us on our Facebook page. We love to see what Perspective glasses, past and present, get up to once they leave us!
If you like to keep up to date with eyewear trends and are curious about what eyewear people just like you are wearing, follow us on Facebook. Just search for “I love my glasses” on Facebook to follow us. We regularly post pictures of clients new and old modelling their glasses. A great way to get inspiration for your next look.