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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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