Your Business Card Making It Making the Most of It

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.
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.



Your Business Card Making It Making the Most of It - To learn more about this author, visit Ilise Benun's Website.

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