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Your Business Card & Making the Most of It
by Ilise Benun
Many people rush into printing business cards because suddenly
they have an event to attend and they have no cards to bring.
Don’t do it.
Your business card is just a tiny
piece of paper, but its value is disproportionate to its size. Because space is
limited, the weight of each word on your card is exponentially greater
than it would be if it were buried in the middle of a brochure or letter. So be
sure to give it careful consideration before you spend a lot of money on
beautiful four-color cards with your new logo and
tagline.
Instead, simply design a temporary card using an online
resource, such as www.iprint.com or www.vistaprint.com. Don’t agonize over what
goes on the temporary card. As long as it has your contact information,
you can pass it out and you will look more professional than if you have none at
all.
Of course you want a business card that looks great.
But the question to ask yourself is whether it “works” from a marketing point of
view. It will, if you follow these business card dos and
don’ts:
· Do make it look professional. There are no rules about what a
business card should look like; just make sure it looks as
professional as the market you intend to attract. Look closely at the cards
of colleagues and competitors. In fact, you should have a collection of
business cards, and you should always be analyzing the cards
that you collect to see what works for you—beyond design—from a marketing
point of view.
· Do have more than one card. There’s no rule that
says you have to fit everything on a single card. If you have a couple
different specialties, why not have a card for each? That will make you
look even more perfect to the prospect whose need is reflected even more
specifically on your card.
· Do make it interesting, so people
will take a close look at it. It can be undersized, oversized or interestingly
sized, colorful or printed on an unusual paper stock. All of these aspects will
make someone stop and take a look (and maybe even comment) when you hand it to
them, and be part of an initial impression they take from their encounter with
you. Don’t worry if your card is not the standard size; a few people may
complain, but they’ll remember you.
· Do use both sides. When you walk
away from an encounter, your business card stays and represents
you, so make sure it has all the essential information on it. Don’t hesitate to
use the back as well. It can be a place for people to make notes (in which case,
adding the word “Notes” encourages people to write a note about you or your
meeting with them). Or it can be a place to list the various services you offer,
so that when you walk away and the prospects suddenly wonder, “Hmm, I wonder if
she designs web sites,” that next level of detail on your card will help
them answer the question.
· Don’t clutter up the card. You have a
very small space to work with, so clarity is essential. You need to include your
all of your basic contact information, but that isn’t so simple anymore, when
everyone has:
Name
Company name
Tagline
Address
Phone
numbers (land and cell)
Fax number
E-mail address
Web address
…and
any other newfangled ways to contact you.
Don’t get creative with
placement of this information. Think instead about what makes the most
sense to the person looking at the card. For example, put your
tagline under or close to your company name, not floating somewhere in the
middle of the card, just because it looks cool.
Eight Ways to
Make the Most of Your Business Card
If networking is the most
effective marketing activity—and it is—then your business card
is your networking ticket. It’s essential, yet disposable. Its purpose is to
create a first impression, over and over, to be there at the right moment, not
to be kept as an heirloom. Here are a few ways to use your business
card most effectively:
1. Don’t leave home without it.
Carry a few everywhere you go. Even if you’re walking the dog or going to the
gym and you can’t imagine running into anyone who’ll want it, bring a few
cards. Store a few in your locker at the gym.
2. Keep them in
every pocket or handbag. Stash a few in every purse, briefcase and piece of
luggage you own. That way, you won’t have to remember so often to replenish the
one container where you keep them. Keep a stack in your car and near the doors
of your home and office. Put them by your keys or wherever you’ll look before
going out. Put a few in your wallet, especially for those unexpected marketing
moments when you meet someone standing in line at the bank or post office. Get
in the habit of asking yourself, “Do I have my business cards on
me?”
3. Bring more than you think you need. You can’t represent yourself
if you don’t have enough cards to give to the contacts that you make, so
don’t underestimate how many you’ll need.
4. Hand them to people when
you shake hands. They’ll remember your name better if they see it in writing.
Develop the reflex of handing over your card, and don’t be shy if they
don’t automatically reciprocate. Go ahead and ask for their cards. It
will help you remember their names, an invaluable marketing skill in itself.
Offer one to everyone you are introduced to or with whom you start a
conversation. Get in the habit of saying, “Let me give you my card.”
5.
Give them to people every time you meet them, not just the first time. This will
avoid any embarrassment in case they forget your name. It doesn’t matter if they
don’t keep the card; it will have already served its purpose.
6.
Include one in everything you send out, including introductory letters,
invoices, FYIs and article tear sheets.
7. Ask for two cards from
the people you meet. Tell them you want one for yourself and one you can pass
along to anyone you come into contact with who might need their services. This
sets you up perfectly to give two cards for the same purpose. It couldn’t
hurt.
8. Make notes on cards when you get them from people you meet. Put
the date and event on each card, along with a note that will help you
remember the person. Do it while the person is standing there. This helps to
create trust.
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