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Why a business card should matter to you

Guest post by: Michael Delpierre

Article Overview: If I meet you for the first time, chances are, I will forget your name and whom you work for within a short time frame. The one thing I will most likely keep will be your business card. When you hand me your business card, it tells me not only who you are and what you do but it also tells me whether or not you are worthy of my business.

Why a business card should matter to you

Why a business card should matter to you.

I am about to redo my business card. It seems like a simple process but it isn’t. How much information could one person put on a business card? Name, company, phone number, email, fax etc. Sounds simple right? Believe it or not, there is a method to the madness. If done correctly, you will be able to make a great first impression and potentially create a viral marketing piece.

The first impression

If I meet you for the first time, chances are, I will forget your name and whom you work for within a short time frame. The one thing I will most likely keep will be your business card. When you hand me your business card, it tells me not only who you are and what you do but it also tells me whether or not you are worthy of my business. For example, I will look at your logo and see if your company cares about its image. If your logo looks like it was made by using Microsoft Word, you will lose credibility with me. If the card stock on your business card is flimsy or has smudges on it, I will remove you from my Christmas card list. If your business card doesn’t tell me what your company does or how you will improve my business, I will most likely file it in my circular filing drawer under my desk. First impressions count, your business card says more than whom you are and what you do.

Forget the kitchen sink, keep it simple.

Now that I told you what I don’t like about business cards, let me tell you what I do like. I like business cards that state who you are, your title, your company name, how I can get a hold of you, your website address and what your company does. It’s that simple. Don’t tell me you were voted small business of the year in 2001, Don’t tell me your company “puts the customer first” or your tagline uses the words “Quality, Customer Service, Best of Breed, etc”. Everyone says their company puts their customer first, what sets them apart is customer service, quality is their core competency…Blah, Blah, Blah…yawn...boring. Tell me what you do, and more importantly tell me what you can do for me (as a potential customer). Remember, I will forget all about you shortly after I meet you. But if I hold onto your business card, I am giving you chance to make another impression on me, maybe at a time in which I will need your services. If your business card doesn’t state who you are and what you do, how does it stand a chance at winning my business? For instance, if you are a Plummer, tell me that. Tell me what sets you apart from the rest of your competition. If you offer a 100% satisfaction guarantee on all of your work, then tell me that. If you have a website, then give it to me. If you are certified, bonded, on the GSA schedule, or any other important decision-making criteria, put it on your business card. A simple rule of thumb, if you have anything you consider as a competitive advantage then put it on your business card. It all makes sense but why is it that very few companies actually have good content on their business card?

Your backside

Don’t be afraid to use the backside of your business card. Use it to unclutter your front. Use the backside to tell me something about your company or your competitive advantage, value proposition, relevant industry awards and other information that may sway my decision to contact you. Use the backside to list your services or products. I may know your core service is plumbing but maybe I didn’t know you also seal basements or do custom carpentry. Make it easy for people to know what you do.

Design or not to design?

Lets be honest here, if your business card leaves a lasting impression on me, I may keep it for future use or even show it to a friend who may need your services. People hold on to good business cards. You could be a one-person company but your business card says you are a 50-person company because the design is crisp, creative, and aesthetically pleasing. Don’t get me wrong, I like simple business cards too. You don’t need a 10-color business card to illustrate that you are creative. Just devote some time to your business card. It will pay off in people remembering you and more importantly, your company. Your business card design should reflect the personality of your company. You should have fun with your business card design. Your company is different right? So make your business card different.

Dress to impress

When you go to a business meeting, you try and look your best right? You wouldn’t wear your college sweatshirt and your 20 yr old pair of Sebago’s to the meeting. Sure you would be more comfortable in those clothes but you are worried about leaving a bad impression so you dress to impress. So why show up with a business card that could lessen my opinion of you? A great business card could help you close the deal; a bad business card could make the customer want to get another quote. Leave your Sebago’s and your flimsy business card with the Times New Roman font and pizza stains at home where they belong.

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Article Tags: branding, business card, marketing



Related Forum Posts
Always Follow Up - I follow up on every single business card I receive with a greeting card in the mail and a overview of what we talked about. On average I'll get about 10-15 business cards if I get to have an intimate 5 minute conversation with the networker about their business and his/her needs. When I network I'm always asking then "How can I help you succeed?" or "If there was someone I could introduce you to can you describe that person?" At the event if they ask me for a card I will usually ask them for their's first and then advise them that I will send them my business card by mail. When I get home I immediately enter them into my online contact management system and send them a greeting card from the System. On the front of this greeting card there is a picture of me holding my business card out-stretched, like I'm handing it to you at a Networking meeting. On the inside right there is a picture of me with a tag line. On the inside left I share with them either someone that can help them or I restate that I am on the lookout for someone they are looking for. I also ask them for their Birthday (Day and Month) so that I can follow up with them on their Birthday's automatically using my campaign system that prints the card, writes my message in my handwriting, automatically stuffs it, attaches a gift card or brownies, applies a real stamp to the envelope and then mailed. All done without any effort on my part. When they receive this it really keeps me top of mind and I know they appreciate it because I usually get calls of "Thanks" (98% of the time). All this for about $1.00/person (more if I'm attaching a gift) - sweet!
Re: No Card - No problem - [quote="jvprosperity":jco2kg3g]Kevin, I don't personally look down on someone who doesn't have a business card. I politely ask them to write down their details on the back of my card and followup with them accordingly to find out how I can help.[/quote:jco2kg3g] Sometimes I even see people handing business cards with crossed off info and hand-written phone numbers on them... or cards that don't even reflect their small business (i.e. a business card from their 9-5 job).
Online payment systems?? - What your business will be charged for processing credit cards will consist of several factors, including: • Your average dollar per ticket • Your overall sales volume per month • The type of credit card - for example rewards cards will cost you more to process than a debit card • How often you submit your batch (the batch consists of all the credit card authorizations made) daily you'll get a better rate than if you wait several days to do so • If you swipe a credit card through a terminal you'll get a better rate than if you manually key in the card information Generally, as a new merchant, you're going to get one of the best "discount" rates - the percentage fee taken out of each sale. I work for one of the largest credit card payment processors in the United States, so if you would like more information, please feel free to contact me.
No Card - No problem - Kevin, I don't personally look down on someone who doesn't have a business card. I politely ask them to write down their details on the back of my card and followup with them accordingly to find out how I can help.
Be fresh and alive and attentive - Keep on doing the same old thing and business will evaporate. You have to be fresh and alive and attentive. Find at least 4 reasons to contact your customers every year. Thank-you card, newspaper clipping, birthday card. It's all about them, not about you. Treat the 20% like royalty and schmooze the 80% to milk more business and prospect new business so you can grow by 25% a year for a 5% net growth.


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