Tuesday, October 15

Last week, I went with my partner to pick out new glasses. We've done this countless times over the past 14 years.

Usually, it's quick: walk in, try on some frames, pick the ones that look cool, and we're out the door.

But this time was different.

An optometrist approached us—not to sell, but to teach.

He showed us exactly what to look for when choosing glasses: how the frame should fit our face shape, the importance of nose pad size, the arm length based on the prescription.

Details we'd never considered before.

He wasn't pushing products. He was sharing knowledge.

And it changed everything.

For over a decade, no one had taken the time to educate us like that. We felt valued, informed, and confident in our choices.

The Power of Educating, Not Selling

It got me thinking about how often, in the agency and personal branding space, we jump straight into selling.

We focus on closing deals, pitching services, pushing the sale.

But what if we took a different approach?

When you educate your clients, you build trust.

You become the go-to expert.

Just like that optometrist, who we'll now always return to, you position yourself as someone who truly helps.

Why Should You Care?

Because the experiences that stick aren't the hard sells—they're the ones where we feel genuinely helped and informed.

Your clients are more likely to stay loyal and refer others when they feel educated and empowered.

My takeaways:

• Share your knowledge freely. Offer insights that help clients understand the nuances of your industry.

• Listen to their needs. Tailor your information to what they're interested in.

• Be approachable. Make it easy for them to ask questions and engage with you.

Give it a try. Instead of just selling, take the time to educate. See how it transforms your client relationships.

I'm never going anywhere else for glasses now. That optometrist earned our trust by simply sharing his expertise.

You can do the same in your business.

Until next time,

Ephraim

How I can help:

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