{ "item_title" : "The Unique Technique", "item_author" : [" Maria Higgins "], "item_description" : "I am an optometrist. I owned a very traditional medical, white coat practice in Pittsburgh, Pennsylvania near the University of Pittsburgh for 10 years. I became bored and uninspired in this vanilla business environment and sterile space. Feeling restless, I sold my practice and began the search for a new place to start a fresh concept in optometry. I found Frederick, Maryland, which is a historic, walkable little city that tops the triangle with DC and Baltimore. I relocated to a new town, in a new state with a brand new practice - Unique Optique. I was an outsider and a transplant, trying to win Frederick's trust and convince the residents of this town to come to my practice to spend money on high-end glasses. To accomplish this feat, I decided that I needed to show our authenticity, exude genuine sincerity, and smile through adversity. I embraced my flaws; I was vulnerable and real. I used social media, in-house events and the d cor of the office to display the business's personality. People instantly related to the practice. They saw that I was not perfect, but I was earnest and that I truly cared. I was proud of my venture. Unique Optique's reviews were stellar and real. The practice grew steadily and by the end of the first year, I was recognized as the Start Up Entrepreneur of Frederick County.Soon, I had requests from business owners and entrepreneurs to come and visit the practice and discuss our unique image strategies. People wanted this quality for their own businesses. I realized that I had helpful and valuable information and put my techniques down on paper. While developing my brand and marketing my business, I have made mistakes, learned from them, and attempted to fix them. I have worked through adversity and difficulties. In the end, I cultivated a brand to which people could relate. This is my experience. I hope it helps you find your Unique Technique.", "item_img_path" : "https://covers1.booksamillion.com/covers/bam/1/52/369/600/1523696001_b.jpg", "price_data" : { "retail_price" : "22.00", "online_price" : "22.00", "our_price" : "22.00", "club_price" : "22.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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