By Brian Darrow
Feb. 2005
© R-Design, Inc.
What is there really to say about business cards? They’re just little rectangular pieces of cardboard with your name and contact information on them, right? If you think that’s true, then you’re missing the boat on what is probably your least expensive and most seen marketing material.
Business cards can be much more than just simple reminders of your existence. Typically, when you make use of your business card you’re handing it to someone. You probably have the opportunity to give a short “commercial” about yourself in the process. Where does the business card go from there? Often it stays with that person. Other times it goes in the trash. Sometimes, however, that business card goes for a little ride. It passes from one hand to another. Now, it’s in the pocket of someone who hasn’t heard your little “commercial”.
Here’s when a little sprucing up comes in handy. If you’re in a service business, a photo is always helpful. After all, you’re essentially selling yourself. Your logo is a must, no matter what. If you don’t have a logo, get one. That logo lends credibility to your business. There’s nothing wrong with a plain white business card, but perhaps some design considerations could benefit you. I know a travel agent whose business card is in the shape of a luggage tag. How many travel agents do you know who are still in business? He relies heavily on networking, and his business cards get a lot of mileage. If you’re going to be using your business cards at a trade show, the design is especially important. Your cards will need to stand out from the many others that the show participants will receive.These days, there are lots of options for business card designs. Interesting shapes abound. Some are magnetic so that they can easily stick to a refrigerator or a filing cabinet. Others open up to reveal a wealth of information on the inside. Don’t get too carried away, though. At a recent networking function, I received an extravagantly designed business card that was three times the size of a normal card. It was beautiful and very informative. I was interested in this person’s business. Unfortunately, the card did not fit into my business card holder or pocket. I didn’t really know where to put it, so I set it on the table with every intention of taking it with me. When I left the meeting, it slipped my mind and I forgot it. So, remember the functional beauty of the business card – it’s small, easily stored and simple to carry around. With a business card that big, the person could just have easily given me a brochure.
Think of your business cards as little rectangular sales people. If they get dirty, throw them out. Stained, bent and crumpled business cards reflect poorly on your business just like a salesman with coffee stains on his shirt would. A business card holder will help you keep them in pristine condition. Don’t cross out old information and write in new information. That’s sloppy. If changes need to be made, get new business cards.
How does the back of your business card look? Awfully blank? Use that space. It’s great for a bulleted list of your services or products, a brief mission statement, or even some short sales copy. Business cards with a map to your location on the back are a good idea as well. Make sure a person who anonymously receives your card remembers not only who you are and how to get a hold of you, but also how you can solve his problems. Let them know the benefits of doing business with you.
Given the low cost of business cards, there’s really no reason you shouldn’t use them more often as marketing materials. You may even be able to leave them at other places of business. Make sure you get the business owner’s permission first, though. These tips probably won’t make or break your business, but they’re sure to make a difference with a few potential clients or customers. The small investment is well worth the potential return.