Your Business Card
How to improve the performance of the hardest working tool in your arsenal!
Your business card should be quality stuff.
It does NOT have to cost you an arm and a leg. Cards printed on your computer on sheet-fed stock are too thin. Your cards will warped just from peeling them off of the backing paper. This will not do. Quality cards, printed on quality stock, bought in bulk (500 or more) cost less in the long run.
The same goes for the free cards offered by companies that print their logo on the back. Do you really want your customers and prospects thinking you can’t afford to buy decent business cards? The quality of the card you hand out reflects directly on you.
Your card should contain your contact information.
This sounds pretty obvious, but it happens all the time. I have a card passed on as a referral that only contains a company name, a phone number, and a website address. I would like to have the name of the person I am contacting at the very least. In this case, my philosophy of “Less is More” just doesn’t cut it.
On the other hand, you don’t have to list every single way of contacting you if it isn’t relevant. For instance, if you work from a home office and you don’t see clients there, don’t list your address. If you are the kind of person that checks your email once a week whether you need to or not, either join the computer age, or don’t list an email address. You don’t want to be thought of as unresponsive if it takes you a week to read and respond.
Your card should clearly represent what you sell, provide, do, or are capable of.
This is your mini-brochure! Whether you are networking for a job or new clients, if someone can’t tell what you do, you are not going to get a call. It is easier and faster to find another person or company than to find out if you are a good fit. Provide a tool that works effectively.
This is vitally important if your card is passed along to someone else. The information on your card is all they have.
Don’t try to cram everything into a few inches.
Business cards have two sides, and many printers don’t charge a penny more to print on both. Use the extra real estate, keep it concise, and provide links to fuller information, like a website or a LinkedIn profile.
If a logo is applicable, include it!
This is your first brand impression, so integrate it. If your company is fully branded, use the fonts, colors, and wording that communicates your brand.
Handing out more than one card is a referral waiting to happen.
Make referrals easy!