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How to Be True to the Purpose of Professional Business Cards in Today’s Business Marketplace

Guest post by: Leanne Hoagland-Smith

Article Overview: What is the purpose of your business card? How does it affect your ability to increase sales? Learn if you card passes the AIDA Reading Test.

How to Be True to the Purpose of Professional Business Cards in Today’s Business Marketplace

In years gone by, gentleman callers had the local printers make what was known as a calling card to showcase their names and contact information. Butlers would take these exquisitely produced documents, place them on fine silver trays and carry them to the intended party. In many cases, even women had their own cards.

Fast forward to the 21st century and as much as things have changed, things have remained the same. Professional business cards are still required to build relationships. These rather tiny pieces of cardstock, usually 3-1/2" x 2," have an essential purpose in today's marketplace and within the purpose of business. This purpose is combined one because it serves both to market and to sell your products or services.

When examining your card, does it pass the AIDA Reading test? This is a simple test to determine if it:

• Attracts Attention
• Creates Interest
• Builds Desire
• Includes Call to Action

Of course to be able to pass these 4 criteria, your card must be able to be read by the receiving party. Many professional business cards have creative fonts, incredible graphics, top of the line paper, yet it takes a magnifying glass to holding it at a certain angle to be able to actually read the darn thing.

Recently I received a squared 2"x2" one, printed on the highest quality black paper and the only way you could read the light gray colored font print was to hold it at an angle. Having to take this much time to secure the information was truly not worth the effort. I am sure the professional who was a graphic artist was quite please with his efforts. Yet, it failed the AIDA Reading test because it could not be easily read.

Today’s business world is comprised of many individuals from the young to old with varying degrees of eyesight. Having to hold the business card at arms length, at angles or requiring magnifying glasses are indications that you card is failing its purpose and it literally keeping you from your goal to increase sales.

Remember, the old KISS acronym of keep it simple and short? This is a good strategy when designing this most important marketing and sales tool.

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Article Tags: aida, business card, business world, butlers, calling card, cardstock, colored font, eyesight, gentleman callers, graphic artist, incredible graphics, li li, magnifying glass, magnifying glasses, professional business cards, reading test, silver trays, simple test, tiny pieces, top of the line



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