Recently, I underwent eye surgery. Twice, in fact – one eye at a time, two weeks apart. While I can’t say it was the most glamorous experience (especially with no eye makeup and the need for Jackie O-style sunglasses even on cloudy days), it’s been a journey that’s surprisingly reminded me of what great marketing – and great service – should look like.

Here’s what my eyes taught me:

1. It’s all about the experience - From the moment I was referred, every touchpoint was smooth. Clear information, no faff, and I always knew what was happening next. The team were professional, polite, and genuinely personable – a winning combination in any business. In marketing? You can’t just show up when people are ready to buy. The whole journey matters – before, during, and after. Make sure every step feels considered and human.
2. Ask questions. Get answers - I had questions. Lots of them. And every single one was answered with patience and clarity. It gave me confidence in the people doing the job – and in the outcome.  In marketing? Never leave your audience in the dark. Whether it's a new website, a campaign, or a service offer, anticipate questions and answer them upfront. That’s what builds trust.
3. Reassurance is everything - Surgery, even the routine kind, can be daunting. The calm, confident approach of the staff made all the difference. In marketing? Reassure people. Show social proof, testimonials, behind-the-scenes content – anything that says “we’ve got you” and makes potential customers feel safe choosing you.
4. Clear instructions = better outcomes - Post-op care came with detailed, practical steps. It helped my recovery and meant I knew exactly what to expect. In marketing? Once someone becomes a customer, don’t drop the ball. Onboarding, welcome emails, next steps – they matter. Help people get the most from your product or service.
5. Results matter - My vision has improved massively – and I’m hopeful it’ll continue to get better. That’s the whole point, right? In marketing? Don’t get caught up in vanity metrics or jargon. Show people the actual, meaningful results of working with you.

So yes, if you see me rocking big dark glasses and skipping the eyeliner for a while, just know I’m healing – and apparently seeing everything through a marketing lens while I’m at it.

If your business needs a clearer vision (yep, I went there), a more reassuring message, or a smoother journey for your customers, I’d love to help.

Let’s have a chat – no eye drops required.