What does your business card say about you? Are you a cheapskate trying to be what you're not? Or, are you a competent, confident professional? What goes into creating and using a business card?
One of the first ways people get to know you is through business cards. I can't tell you how many times I have asked the interesting people I meet at meetings and events for a business card only to be told they don't have onewith them, or they haven't gotten them printed yet, or some such excuse. The bottom line is IF THEY DON'T HAVE A BUSINESS CARD, THEY ARE NOT PREPARED TO DO BUSINESS!
But, no matter how great your business cards are, if you keep them in your desk drawer, at home, or in your pocket, they aren't helping you create more business. They do you no good at all unless you get them into circulation! I like to give people two when the ask me, one for them and one to pass along to someone else.
These are mini billboards and should be used as such. They should also be given with respect, after all, you are presenting your business when you give one out. They need to showcase your business when you're not there to do so. They should be a good weight, printed professionally (not on your home computer) and clean and unmarred.
Many years ago, there was an article written by Fred Showker called Powerhouse Biz Cards. In that he made a statement that has run so true in the last 15 years I now use it in my seminar, Beyond Paper, What Are You Really Saying?. He offered a test for a good business card: Take your business card and place it over a hot cup of tea or coffee. Now, start piling quarters on it. If the ink runs from the moisture or the quarters bend it till it sags into your beverage, your card fails the test. There is a perception that thicker paper means quality among most business people. Guess it’s a leftover from another time, but it’s still there on some level. Always remember, if your business card won’t hold a buck, it will never make you one!!
Also, remember, if your card is coffee-stained, or dog-eared and looks like it’s one step up from pocket lint, think again. This is your livelihood you’re offering.
One of the most effective business cards I have ever received was from a consultant in Southern California. The card read simply, “You need it? I do it or I can find someone who does!” and his phone number. Something to think about anyway.
So what should you put on a business card, anyway? Obviously, your name and company, a way to reach you and a blurb about what you do. Beyond that is a gray area. Depending on what you do, a picture is good. The other thing is a mailing address.
Even if you are working from your kitchen table, you need a mailing address on your card. It's a comfort thing. Get yourself a mail drop address. Maiboxes USA, the UPS Store, Postal Annex and others all offer mail box services and you don't have to list the address as a Post Office Box which also hints at a fly-by-night operation unless you are the size of Intel and everyone knows who you are already. For most of us, however, that is not the case and your business card is your opportunity for a first impression.
I'm constantly frustrated at the lack of information on business cards when I'm trying to add people I've met to my database. Mostly it's physical addresses that are missing. I personally like to send a follow up note by non-electronic means and I cannot do so when people don't think enough of their business to offer every way to reach them they can.
This does not mean to have business cards that are making a bid for the best seller list, either. Keep it simple, keep it clean but give the correct information.
Alex Mandossian, who is probably one of the greatest marketing experts out there today, tells his mentees to put three questions with answers on the back of their cards: What do I do? Why Am I Here, and Who Is My Ideal Client/Customer/Student. Amazing how effective this is in starting conversations and making you memorable.
There are some real basics to remember when using business cards:
1. You must have them with you at all times.
2. You must get people to read and retain them
3. You must hand out something that describes you and your business in a single glance.
4. It's the person behind the card that makes all the difference.
Learn more about the author, DeBorah Beatty.
Great article! Your company image is on the line everytime you give out your business card to someone.
I recommend Magnet Business Cards to give out. Your Magnets will stay on your customers refrigerators or filing cabinets, long after the competitors business cards have been thrown away! Magnet Business Cards are a great way to seperate yourself from the other "loose cards" people are gathering during a networking function.
Check out my Company: www.DynamiteMagnets.com
YES! Love the topic. Good job! =)
I printed up cards at moo.com where they allow you to upload your own pictures which they print up into little mini cards half the size of regular cards. The bast part of that for me is that I am proud of the pictures so I feel proud to hand out the cards. Where I would regularly feel awkward in handing out cards, now if I need to I can fall back on the cards themselves to break the ice!
Thanks for the great reminders, you gave me an idea I'll use in my next printing.
I think it's a nice touch for your card design to reflect one's website theme, too.
Good comments. I can't tell you how many ratty looking business cards I've received over the years. Most of them went right in the trash.
If you read Guy Kawasaki's blog (which everyone should) you've already seen his new suggestion for a business card. If not, look here:
http://blog.guykawasaki.com/2008/05/the-art-of-the.html
We just went through a logo and business card redesign ourselves. Very happy with the result and the total cost was really reasonable. If you want to see the logo look here:
If you need a new logo follow the link on the right side of our home page.
Great points.
I can't believe people expect to be taken seriously as professionals when they can't even organize business cards before they attend an event. I also believe including your photo on your card is a great branding practice.
Carol Carini www.Billabong-TV.com www.Billabong-Studios.com
DeBorah,
Business cards are so under appreciated and so important.
I call them mini billboards too. Check out my post from January 21st on the topic: http://responsiblemarketing.com/blog/?p=94
Happy marketing.
Patrick Byers CEO Outsource Marketing
Visit the Responsible Marketing Blog http://responsiblemarketing.com
Interesting article. A business card is often your first and last opportunity to make an incredible first impression.
I most often discourage clients from having their photo on a business card - it's a little too schlocky for me and the photos often get outdated way too fast. I once had a client use the same photo on her business card for about 10 years - she had a decade supply of cards from the first printing and didn't want to waste the cards - it didn't look a thing like her in the end.
More and more often a business card is a temporary tool for conveying information. I usually transfer the contact info to some other storage device and then toss the card in the recycle bin when I get home from a meeting or networking event. It has to be a unique and well-designed card for me to hang onto it.
My previous card was an impressive letterpress card (that won numerous design awards) produced at a cost of about 75 cents a piece. My most recent card is a very similar design produced at a cost of about 3 cents a piece - and have already handed out several hundred of them in the last month. I'm going to a conference of 3000-3500 attendees this next week and those suckers are going to be everywhere.
I recommend www.overnightprints.com myself for printing (unless you know how to broker and that's another article).
I personally don't like it when someone gives me a magnet or a funky-sized card since with the magnet, it can seriously demagnetize anything with a magstripe if you just stick it in a purse or pocket near a wallet, deplete cell phone batteries and deteriorate data on a hard drive, and with a funky-sized card, since most people I know no longer use rolodexes, the cards don't fit into the files they keep for their biz cards and most often get tossed in frustration unless they are amazing pieces of art!
Just a thought. If a customer has a metal surface near their workspace, magnets work well, if they don't it's a waste. Just my two cents.
I disagree. Magnetic business cards are very well received. They come in many sizes, including standard business card size(3.5X2) and outlast all others by far. When I go to a function I give out a regular card & a magnetic one.
I doubt anyone is rubbing their business cards on top of their credit card strips & their cell phones to see what happens.
Also, the Magnetic business cards are not as strong as the Earth's magnetic field so they cannot depolarize everything within it's magnetic reach! lol
I personally don't believe in paying a Sales or business coach. You can learn from a chosen mentor without having to pay for it. If you do decide to hire someone, why not hire someone in your industry rather than someone who claims to know it all?
There are alot of good books on sales and marketing that are more valuable than someone who thinks they know more than you in your chosen field. Napoleon Hill, Dale Carnegie, Zig Ziglar, Jeffery Gitomer, and Jay Conrad Levinson just to name a few, that are proven Business Coaches.
Just my two cents.
Thomas, thanks for setting me straight. I've had a couple of problems in the past when I've been working meeting rooms where magnetic cards have caused problems for me, personally. (Of course I'm talking about back in the dark ages when the first 3-1/2 floppies came out that got demagnetized. I'm glad to know they're not as strong as I thought. See? That's why I defer to experts whenever possible. I'm the first one to admit I don't know everything about everything! :)
You are absolutely correct when you say that there are a lot of resources for free out there. They provide a great basis for information. I started with the books you reference myself many years ago. You should definitely hire someone with experience in your own industry if you hire anyone at all. How else are they going to be able to relate to your specific business challenges?
I work as a trainer and speaker dealing with basic relationship building business techniques I have developed myself as well as those I've learned from mentors and only take coaching clients in areas where I personally have experience. (And that's quite a few, by the way). I do more referrals than client acceptance any more.
Thanks for neutralizing this discussion.
That's a sign of a true professional.
Looks like the biz card discussion struck a nerve.
I totally understand the usability issues regarding size. But I really enjoy completely unique business cards, myself.
My cards are entered into my database so I really don't need to keep them. But I do, mostly for creative inspiration, but also because a great business card is one of those rare powerful yet economical ways to create word of mouth.
I've seen cards on Lexan, aluminum, vellum, stainless steel, in mini-paper bags, with bows, that have slits that make them capable of stacking, that look like baseball cards...the list goes on and on.
I'll trade something unique that gets people talking over a standard size every time.
Happy marketing.
Patrick Byers CEO Outsource Marketing
Visit the Responsible Marketing Blog http://responsiblemarketing.com
What a great resource for business card information. I've printed up my first batch of cards that I like, but I will use many of the suggestions here for my future printings. Especially the three questions on the back.
Thanks everyone,
Jen Life Simplified http://www.yourlifesimplified.com
I like Mandossian's back-of-the-card idea. Guy Kawasaki's is too simplistic for most of us - who is going to remember you by name only unless you're Guy Kawasaki or someone with that kind of name recognition? Something to aspire to, however!
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