Business cards: 9 tips ... and 1 warning
In a recent article I compared business cards to your email footers ...
"I'm sure you can remember your first business card too. How you took it home and gave one to your family and friends. Most people take pride in their business card. Why? Because they see it as a reflection of them. Their own self-esteem is wrapped up in the card.
People instinctively recognise that business cards are a critical part of first impressions. Business cards are usually exchanged at first meetings and then get held on to, at least for a little while. It's rare to walk out of a first meeting and then just throw a business card in the waste paper basket."
So here's our 9 tips (and one warning) for evaluating if your business card is working for you ...
Change your thinking. Don't think about your business card as just a name, rank and phone number. It's really a mini advertisement. Turn it into a not-so-silent sales tool.
Make your card graphically different. If you're in financial services you might print a tiny hundred dollar note ... or if you're a computer stationery distributor, you may have your card printed on paper and folded four or five times like old fashioned fan-fold printer paper.
Have your card be a sample. I've seen innovative cards that have been printed on aluminium, wood, plastic sheeting and even laminated. If your product is flat - or can be flattened - it can probably be turned into your business card.
Go for the tactile approach. Does your product feel different or special? Cloth, frames from old cinema films and even insulation can be silent salespeople on your business cards which invite your prospects and customers to touch, feel and experience your product or service.
Can your card be useful? So useful that your customers will want to keep your cards? Think about the applications ... a tread wear gauge for a tyre salesperson ... or a conversion chart for the engineering or technical salesperson. What information do you have that your clients will constantly refer to?
Seen the colour photo card? I'm sure you have ... but do you remember the person? Possibly. Why not picture yourself with whatever you sell? Computers, trucks, a huge display of corn flakes or some industrial machinery.
Turn your card into mini testimonials. If you - or your company - have won any awards, print them on the card. Why not print quotes from your customers about how they appreciate your service or how much you've improved their business?
Check the texture and colour of your paper stock. This is vitally important. If you can't change your cards to take advantage of the ideas we've already mentioned, choose a stock and colour that "says" something about your business. There's more choices today than ever before.
Use all of the card. Next time you give your card to somebody - watch them. After reading the front, usually, the next thing they'll do is turn it over. Do your customers see white space? I've been given dozens of cards with names like PTS Pty Ltd on them ... after two weeks I'm wondering what PTS actually does. The more you tell, the more you sell. While you know what your firm does, sells, or the services you provide - your prospect may not. Print useful information on the reverse side of your cards and you'll make more sales.
And finally ....
Don't work with printers. Now I should qualify that. Image 7 Group works with printers a lot and I respect and value their craftsmanship, but don't try and "save" money by getting them to design your business cards ... it's a false economy. Find a good graphic designer. It will seem they charge like a wounded bull, but it's worth it. With a lack-lustre business card, you'll pay for it in the long run with lost sales.
Remember, even one sale may pay for your extra effort on your business cards many times over.
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