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What your business card says about you

Written by: Mark Gwilliam

Article Overview: I am often asked about what details should go on a business card. This article attempts to give my views. In this day and age, information technology has become so advanced that everything, it seems, is done online. Marketing is no exception – search engine optimization (SEO); pay-per-click (PPC) advertising; article marketing; directory placements, and such internet marketing tools have become buzzwords in the marketing world as a result of this ‘going online’ trend.

What your business card says about you

I am often asked about what details should go on a business card. This article attempts to give my views.

In this day and age, information technology has become so advanced that everything, it seems, is done online. Marketing is no exception – search engine optimization (SEO); pay-per-click (PPC) advertising; article marketing; directory placements, and such internet marketing tools have become buzzwords in the marketing world as a result of this ‘going online’ trend.

Nonetheless, the increasing level of internet usage and penetration (70.2% for the United States as of July 2007 according to Nielsen/Net Ratings) does not mean that you no longer have need for business cards.

Business Cards – Why do you need them?
In the world of stiff-necked, Saville Row suited businessmen (or their 20th century, dress-shirt-and-slacks equivalent) you’d feel mightily out of place if you didn’t have a business card to give out. Truly, exchanging business cards with new acquaintances and possible business contacts is a tradition that you should never neglect.

It’s tradition…
Business cards are something that people expect to give out and be given whenever they meet someone new. Business cards are not exchanged merely for advertising or marketing purposes; they are necessary reminders of people you have newly met. Business cards, in effect, are actually some sort of social lubricant – easing new meetings along and making remembering other people easier on all the parties concerned.

Smooth operator…
Business cards also provide you with a way to advertise your services without seeming crass or obvious. Upon introducing yourself and relating what you do, you simply hand out your business card and let it do your advertising and pre-selling for you. No overt selling is required. You can simply become the epitome of the perfect businessman – smooth, savvy and trustworthy – and thereby create a favourable impression on your potential client. This way, you leave a lasting impression on your prospect without having to resort to pushy marketing techniques.

Latent marketing…
Business cards are effective marketing tools, too. People usually collect and keep business cards – if not on their wallet or purse, then on their own card case or their cards drawer at their office. People like being prepared for every possible eventuality so they are likely to keep your business card just in case they have need of your services in the future.

That’s the main advantage of business cards – staying power and latent marketing. Even if those people who have your business card do not call you immediately, if and when they do need a service that you offer, they’d be much more likely to call you than some anonymous person or company that they find in the phone directory. After all, they have met you or – in cases where their friends gave them your business card – at least their friends know you. Business cards, therefore, give businessmen –especially small businessmen in the services industry – a trust-based, potential market.

The Ideal Business Card
Indeed, business cards are a definite requirement for any businessman, especially startup entrepreneurs. If you don’t have them, be sure to have some printed out – fast. Not all business cards are equally effective, though, so before you order some business cards, remember the following design basics.

The size…
Your business card should be small enough to carry around in your prospect clients’ wallet. It should also fit standard card holders. A business card with a 3.5” x 2” dimensions should do.

The look…
Definitely, your business card should look attractive. Be sure to use colours that repeat your company colours but first, make sure that your colour combination really works for the target clients that you have in mind. Your business card should be easy to read, too, so steer clear of fancy fonts that take too much effort to decipher.

The content…
Do not fill your business card with superfluous information (marital status and interests are definitely out). Just put in the basics: your name, company logo, company tag line or motto, company name, company address, telephone number/s, email address and company website – if you have one.

These are just the design basics. You can innovate all you want – go for rounded corners, zany colors, etc. if you want. Just remember not to go beyond the bounds of good taste. Your business cards are not there to show that you’re creative (unless you’re in the creative designs field) but mainly to give your prospects a no-sweat means of getting in touch with you. Therefore, one primary rule stands: make your business cards easy on the eyes and easy to understand.

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Article Tags: business card, business cards, internet marketing tools



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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