Monthly Archives: February 2017
Having a good business card is not as necessary as posting your name and contact data on a little 3.5″ x 2″ card. There are an enormous number of ways you can organize your card, numerous choices with regards to the data you incorporate, and considerably more ways you can make your business card emerge.
If you fizzle in any of these areas, you could lose prospects; get your cards hurled before making connection, thus hurting your aptitude to organize adequately.
Here are several guidelines to ensure your business card underpins your image as well as performs well for your business.
Incorporate Only the Most Important Information
It is enticing to diminish the text dimension and take into account each and every piece of data you have on your business card. As you about your daily job you will see cards that incorporate the staples (name, title, business name, telephone, email, site), in addition to each social organization profile, a business pitch, an extensive rundown of administrations and a bio. If you have this much data on your card, you are losing the beneficiary’s consideration because of data over-burden.
You need to incorporate enthusiasm of the recipient and make it essential, without making his or her head turn. Avoid the kitchen sink, and keep your card basic by being specific about the data you incorporate.
Ensure It Is Legible
Trendy text styles are fun, however, there’s a period and a spot for them, and your business card, for the most part, isn’t the correct place. Ensure the textual styles you use on your card are not too little, excessively favor, or blended somehow, making your card hard to peruse.
Would you like to add some flavor to your card? Let your logo be the configuration component that includes intrigue and keep the content basic and clear.
Plastic cards are easy to identify, easily fit in your wallet, purse, or pocketbook, work like a credit card, and just need to be swiped at point of sale. What can be easier? Apart from that, they can be distributed to friends and coworkers, they make easy gifts and also create positive connections of your brand with your clients. Check out their usefulness:
Keep your Customers Engaged To Your Brand
A quick scan of a smartphone can bring a customer to your website with the printed QR codes on your magnetic stripe cards. It can keep them updated about your business, and notify them about any promotions you are having.
From restaurants and hotels to gas stations and student loan programs, gift cards have fully spread into the consumer market. They also allow people freedom to pick their own products and services, which is probably the most appealing feature of all.
Many plastic cards can be made from recycled materials. They are easily re-entered into the recycling process, separating them out of the waste stream. Renewable materials are also being included into gift cards, which make them doubly green.
Popularity of Plastic Cards in Business
Business cards have long been an effective and affordable way to communicate, advertise and market a business. While each card has got significant amount of potential, not every business card make a great business. The fate of many plastic cards ends up getting tucked into glove compartments, folded into wallets or crumpled into pockets. Plastic business cards are fast changing the ways and creating lasting impressions by offering more durable, memorable and interesting options.
The potential of a business card starts to pick up speed as soon as you hand over a business card to someone. It is the beginning of accumulating a relationship with the person you have passed it to, and also the starting of its journey into other hands as you and your business are mentioned to colleagues and friends. To have a card that would withstand the journey successfully would set you ahead from the rest.
Among the key advantages of plastic cards the most notable are:
Cards made of plastic do not get folded or crumpled, hold up in your purse or wallet or and look new for years. Connections steadily build over the long term. It can take months or years for a potential client to get in touch. Therefore, your card needs to last.
Plastic cards let you design opportunities that paper cards don’t. Explore the exciting possibilities to strengthen your brand by benefiting more from your business cards.
Premium quality card for business or membership cards are the cherry on top of your marketing efforts. Your business card should receive the same attention that you give to the design of your company’s logo, brand and advertising. Your business card is an extension of your brand, and one of the most accessible, exchangeable marketing tools you have access to.
Why Are YOU “Really” In Business?
“I wanted to be an editor or a journalist, I wasn’t really interested in being an entrepreneur, but I soon found I had to become an entrepreneur in order to keep my magazine going” – Richard Branson
If you are a true entrepreneur, you will know that to succeed, it helps that you enter a line of business that you naturally enjoy, and would gladly do even if you did not get paid(as tends to happen during start up). The truth however is that you are(I hope) in business to make money in a manner that is profitable – which will in turn enable you stay in THAT business you enjoy, for the long term. To achieve the foregoing purpose, you will need to do cost-effective and results-focused business marketing. One very important – but I believe grossly underutilised tool – for doing that is the Business Card.
I discuss in this article how you as a business owner, can better design your own business cards, to significantly improve your ability to market yourself to those who really need your services and/or products.
Marketing is about creating an impression – a positive impression – in the mind of your intended customer – that YOU or YOUR BUSINESS are more capable of meeting his/her perceived need or want than any others. The more successful you are in creating this impression about yourself/business in the mind of your target audience, the greater the chances that they will choose you over others who may offer the same products and/or services you do. This in effect means, you will be better able to achieve your major business goal of making MORE money, MORE profitably.
This Article Is Meant MAINLY For Non-Employees
Just before I continue, I wish to make the following clarification. The ideas I offer here are mainly for use by self-employed individuals (independent contractors, consultants, entrepreneurs/business owners) – i.e. people who are their own bosses and therefore take decisions that affect how their company is perceived or operates.
For those who work as employees in companies, it is likely that decisions about the type and design of business cards used will be taken with considerations relevant to the company’s preferred mode of operation and business vision. I will therefore only say that persons who fall into this latter category, if they find what I say here of potential usefulness to their organisation(e.g. sales/marketing personnel) explore the possibility of bringing it to the attention of appropriate decision makers for consideration.
Is There A Rule Book For Business Card Design?
I am not aware of any rule book that actually spells out what information or details should or should not be on a business card: But if you know of any, I would appreciate your sending me a note about where to find it.
It appears instead, that most people seem to have come to some tacit agreement on the most relevant pieces of information and features to adorn their cards with. Or maybe they just adopted what they found others doing when they entered into business for themselves. Either way, the point I’m making is that I believe each person needs to try and design a business card that works for him/her.
What Does The Conventional Business Card “Say”?
What I would call the conventional business card typically contains information that “says” the following(in addition to some graphics such as a logo, or artistic effects for aestetic appeal):
1. Who you are: Your name/title/business name, and possible qualifications that lend credence to your claims.
2. Contact Info: Phone numbers, postal/physical address, web URL/email(you do have these don’t you?).
3. A Tag Line: Punchy phrase about your biz. BUT will these help achieve your purpose?
But the question could be asked: Does the conventionally designed business card work as well as it could be made to? I say NO. I say NO. In fact, after thinking about this issue, I have come to the conclusion that one word best describes the conventional business card – and that’s “Passive”. It’s contents are not designed to be response-generating or action-inducing. I however believe one can adopt a card design that is more “Active” — hence my efforts at finding an alternative that works, which eventually led to this article being written.
I have always been a bit of a non-conformist – with a penchant for “playing devil’s advocate”, “rocking the boat”, “stirring things up” etc in a bid to challenge others to re-evaluate accepted norms for possible refinement – or total replacement. If I find that the status quo does not offer me what I consider optimal returns towards achievement of a set goal(s), I immediately begin exploring alternative options to adopt, till I find something that gives me the results I want.
Based on the above, the question, for me – as a performance enhancement advocate – on the issue of business cards and how to get the most value from them is: What information do business persons NEED to put on their business cards, to help them MORE successfully achieve their intended purpose for handing such cards out to prospects ?
By the way, with a few possible exceptions, I assume here that the reader – like most people who give out business cards – does so because s/he expects that the cards will further impress(or remind) the recipients to make contact at a later date in relation to the product or service discussed. In my view the business cards many business persons give out are not properly equipped to achieve the full marketing impact potential they possess. Business cards, I believe, can be designed to play a more active – even though silent – role in the marketing and/or selling process.
Think about it this way. Someone you speak with about your work could say “Can I have your card?”, possibly because your conversation is interesting enough to them, that they want to be able to contact you at a later date to take it further. However, whether or not you do end up closing a sale with that person could depend on what your card “says”(if at all it has anything to say) to him/her AFTER you’ve parted ways.
Now, if s/he runs into ANOTHER person who “appears” to offer something similar to what you told him/her you could, s/he might just give that OTHER person the job. But if your card is THE type that “tells”(or reminds) her about specific unique benefits you provide that the OTHER person may not be able to match, s/he is likely to tell the other seller “NO”, and come back to you. I say the foregoing here on the assumption that you do actually have a Unique Selling Proposition(USP).
In essence, my argument is that business owners can do a little more thinking to MAKE MORE OBVIOUS, the TANGIBLE BENEFITS they offer, which prospective – and existing – clients would find attractive, and therefore be willing to take ACTION to get. The business owners can then highlight those benefits in form of keywords and phrases on their business cards. Such business cards would subsequently have a greater marketing “impact” on those who receive them, increasing the chances of the prospects making contact at a later date.
A Comparative Analysis Of Two Similar Restaurants With Different “Sales Pitches”
Let’s do a little comparative analysis. Say it’s 12.30pm and you are driving on a major highway to the next city to do a presentation scheduled for 2.00pm. If you keep driving at the same speed, you estimate you should get into the city in another thirty minutes, leaving you just enough time to check into “Clear View International Hotel”, take a shower, change clothes and move into the conference hall on the ground hall of the hotel where the presentation will hold. But you are feeling a bit thirsty and hungry, and worry that there might not be enough time to quickly order something to eat at the hotel(Please bear with me: for some reason, I could not think up a better “excuse” ).
Suddenly you get to a junction and notice road signs for two different fast food outlets poisitioned next to each other. For the purpose of this example, we assume that both places actually offer equally quick services and more or less the same variety of foods and drinks. The difference is in the way they describe – on their road signs – what they offer the prospect(traveller), who needs to make up his/her mind.
One sign says “Quik-Caterers! Get Our Quik Travel Meals & Drinks Pack(TM). Wait Max 15 Mins – Or We Pay!”. The other says “Welcome To Jazzy Jaff’s Fast Foods Restaurant And Bar”.
You will agree with me that if many travellers – who are in a hurry – had to decide which fast food restaurant to stop at, they would pick “Quik Caterers” – not because the name sounds better, or more appropriate, but most likely because their road sign offers MORE information – using catchy keywords/phrases – about TANGIBLE BENEFITS the prospective customers can relate to.
Customers are likely to PERCEIVE that “Quik-Catering” is more capable of meeting their NEEDS than “Jazzy Jaff’s”. Now, imagine the information said to be on the road signs(or some of it) is used on business cards given out by the respective owners of the two restaurants. Chances are that Quik-Catering MD’s business card would raise more eyebrows, and probably result in one or two additional queries or comments to him/her(regarding the service described) – creating “openings” for sales conversations to take place.
Look at it this way: Wouldn’t you be curious to know(and test?) if Quick-Catering could really deliver on its Wait Max 15 Mins – Or We Pay! promise? It’s an attractive – though unusual – offer, but if Quik-Catering only put it on flyers placed on the drinks counter in the restaurant(and not on the road sign or on business cards), less people would get to know about it and stop over.
What Does Your Business Card “Need To Say”?
A business card that keeps “selling” you to your prospect long after you’re gone, needs to say what you do in a way that makes those fitting your customer/client profile more likely to realize they actually NEED your product(s) and/or service(s).
You can design your business cards such that they cut down the amount of “work” you need to do to generate potentially valuable sales leads. This is particularly important because many times we come across people who qualify to be our “perfect customers or clients” in first time meeting situations that do not permit lengthy discussions or interactions. So, often times we end up using an elevator speech, answering one or two questions that arise from it, then exchanging business cards.
Some days later, the executive you gave your card to(and who at the same event went on to receive not less than four additional ones from “others like you”), sits in his/her office staring at your card. Among other things, s/he may struggle to recall where/when during that cocktail dinner s/he met you, and what again it was you said you could do for him/her that sounded so good!
This kind of dilemma faces many people who receive the conventional cards I earlier described. Of course s/he sees on the card that you are a CPA, or Certified Coach etc. What s/he does not see on THAT type of card is something(keywords, phrase etc) to help him/her see or recall the “slant” in your offering that sets you apart from others who may offer anything like you do. The result? S/he puts the card back in the desk drawer(or worse: the round filing cabinet – aka “Waste Paper Bin”) and (probably) forgets it. Why? Because s/he cannot find a compelling enough reason to take the relationship further by giving you a call.
Think back to the two fast food restaurant signs comparison I did earlier and imagine you are a decision maker for a large company that’s trying to choose a caterer to supply snacks to be served at their Annual General Meeting. Looking at the business cards given to you by the MD of Quik-Catering and that of Jazzy Jaff’s, all other factors being fairly constant, you are likely to get the “impression” that Quik-Catering will be able to meet your needs more readily, because they sound (from what they say on their road signs and business cards) that they’re already thinking along the lines of proving the value YOU seek.
What It Could Look Like: A business card that “sells” you looks different from any your prospect has seen, and creates a lasting impression that sets you apart from the crowd. You can print your information on the front – and leave the back blank, or print on both sides. From testing various designs, I have found that it is useful to leave some blank space on the back for writing answers to “Date We Met?”, “Where We Met?”, “Notes/Comments” etc prompts that are printed on it.
Actually Jeffery Meyer([http://www.succeedinginbusiness.com]) suggests that you write answers to the earlier listed prompts on the back of cards you get from others – so YOU can remember them, and what they are about. I have taken it a step further and designed cards that let me, “the giver”, write that information on the back of cards(which I take with me, as Meyer advises, to important meetings/events) I’m giving out, so as to “help” my prospects remember ME.
Your business card is one of the most important, cost-effective and versatile marketing tools you have. How come? Because they’re inexpensive, easy to carry with you and easy to get in front of people. Especially for businesses just starting out.
However, your card needs to make a great impression. A well-designed business card can effectively promote your business, but there’s a good chance that if your card looks unprofessional, it may be thrown in the dustbin or just lie in a drawer, collecting dust. Your business card needs to tell people what you and your business is about, instead of only telling people who you are and where to contact you.
Planning, designing and having your cards printed.
For your business card to be the marketing tool it should be, there are a few things you must take into consideration when planning and designing your cards.
Get professional quality business cards printed for you. Sure, you could print them on your laser jet and cut them with scissors. You’ll get what you pay for and worse than that, people will question whether they can trust you with their business if it seems you can’t afford to print full colour business cards.
Pay attention to the finer details on your card. A logo is important, so invest some time and effort in the design of your logo to make it stand out in the crowd.
A thin, flimsy card, pre-made, off the shelf design and small or unreadable text makes a bad impression. Use colour and images for impact and good design principles to make your business card pleasing and easy to read.
Be proactive and keep your information up to date. If any of your contact or other information has changed, you will appear to be disorganized when you have to scratch out and write new information on your card, so throw away those cards and have new, up to date ones printed.
If possible hire a graphic designer to help you. They are professional and know what works and what does’nt.
Maximize the usability of your card. You’re not limited to only the front of your business cards. Use the back of your card for more information. Keep in mind that people often write on business cards, so leaving some white space on the back is generally a good idea.
Your company name or your title tells someone what you have to offer. If it does’nt, add some words to explain what you do. Showing what you do makes you stand out. Let everyone who sees your card know what services you provide.
Avoid making the following mistakes when you have your cards made. It can cost you dearly.
Having a card that doesn’t stand out in the crowd.
Your card must look great, feel sturdy and clearly define what your business does – and you and your card will be remembered.
Technology makes it easier and more affordable than ever to have cards designed and printed that will get someone’s attention and at the same time look businesslike and appealing.
Don’t have a card that’s a mystery to everybody.
You are not going to get many calls if someone looks at your business card and can’t tell immediately what your business does.
A card with information overload.
Too much information printed on your card will make it look too busy and totally unprofessional. Keeping it simple is best. It’s necessary to have your name, your company, what you do, and why you should be used – but supply all your contact details; you want to be easy to reach.
Using too small text.
Using a small font, you may be able to supply more information, but what good is it if people can’t read it? A good guideline is to use a type size no smaller than 7-8 point. Make your company name the largest and your name and maybe your cell number a bit larger than the rest.
Not using colour properly.
Use colour in your cards to brighten them up and make them appealing. Avoid printing a dark colour on a darkish background or a light colour on a light background, for instance printing grey on white to make it look like silver. It just does’nt work.
Strategically distributing your cards to help your marketing campaign.What does it help you to have a box full of business cards if they’re not being used to market and promote your business?
Always keep some of your cards on you wherever you go. Hand a card to someone when appropriate, and while you’re at it, don’t hesitate to give out more than one. Invite people to pass the extras along to others who might need your service. You might be surprised at how often this can result in a referral.
Don’t be afraid to post them on public bulletin boards, stick them in doors or leave them in bowls for free drawings where your target audience might see them.
Ask affiliated businesses to allow you to display your cards, such as a hardware store if you’re a building contractor or a plumber.
Capitalize on natural opportunities to hand them out when you’re talking about your business or someone asks how to contact you.
Keeping in mind all of the above ideas and information, your business card will definitely work for you and attract business – and still at a very affordable price.