Do you proudly deposit your business card into the hand of its intended recipient – or do you hand it over with some trepidation, hoping the other person doesn’t look at it too closely because you know it isn’t as good as it should be? Is it taken from a nice business card holder – or do you fish around in your pocket for the “one you know is in there somewhere” that is dog-eared and ragged?
Is your business card fit for purpose? Does it have all the information it should? Is it clear what you do or what your business provides? Are your contact details clear?
Your business card should be printed on a good heavy stock and be clean and professional. You might use the reverse to list your core service areas so people have an idea of what you do. The branding should be aligned with your website and other marketing tools, so it is clearly recognisable as being related.
The business card is often a very under-rated tool – but a good business card can open doors for you and your business. Think about what you want it to achieve and where you will use it, will you have both sides printed or just one? Will you put your products / services on the back or a quote or tag line that sums up your company values? Or will you leave it blank, maybe have appointment details on the reverse. Perhaps an image?
Your business card can perform many different promotional jobs, and often all at once! You simply need to be aware of what you want the end result to be and then set your business card content up accordingly. You might want it to:
1. Get a specific response (to an offer for example)
2. Get read (break the ice)
3. Get kept (and referred to)
4. Get passed on
5. Qualify/disqualify prospects
6. Sell for you
7. Make you recognisable (include your photo)
As we all seek new and innovative ways to market our businesses, don’t overlook your business card. Not only is it a modern day business essential, it’s often the first impression a prospect will get of your company (and you). You will be judged on its quality, clarity and presentation.
I see it all the time at networking events where opportunities are lost because people don’t recognise the immensely important role their business card takes in creating those vital first impressions and building relationships. This little device could win (or lose) you business. I’m not saying the business card alone is responsible for this but it plays its part. If used properly, it could be one of the most efficient, elegant and powerful sales and marketing tools you possess.
However, despite the seeming simplicity of the business card, it is your job to condense and include every vital piece of information about you, your brand and your company into a 2” x 3½” space. Try to avoid hotmail or other free email addresses. If you have a website, get your email at the same domain. If you choose to use cheap online suppliers, pay to remove their logo from your cards – your prospects will judge you on this. And don’t try to be too clever with your business card. Yes, you want to stand out – but if the other person isn’t sure what you do or how to contact you, your bsuiness card has failed.
If you want to discuss your business cards or any of the options in the list above in more depth, email me.
