... the very IDEA scares people! What a reason to procrastinate! You know your business card is important, you know your business card is a critical part of the impression you leave with clients and prospects - but exactly what to say and how to say it can be intimidating.
What paper? What colors? Should there be a logo on it, or a photo? Where does the phone number go? Should you use a title? There's so much to say and so little room to say it ON!
One secret that truly successful business card networkers know is to create business cards that contain more than mere contact details. Some go so far as to design more than one kind of business card, for different occasions or different customer groups.
That's why we've collected these Business Card Design Secrets, to help you make sure that your contacts Remember, Keep, Notice, Read,
Believe, Desire and Act on your card's offer.
Business Card Design Secret #1:
Your
business card should make you look good. (Duh.)
This is the first and greatest business card Secret of them all.
Your business card exists solely for the purpose of making YOU
and your business look good… no, not merely good… better than all
of your competitors.
Your business card is NOT merely a way to give someone your address or
phone number! Erase that common misconception from your mind. It’s the
most portable, versatile, affordable and readily accepted marketing
medium you have. Treat it
that way, and I guarantee you’ll attract more business.
Business Card Design Secret #2:
Your business card should be one that a contact or customer wants to keep.
You don’t get business from your business card unless the person you
give it to keeps it, at least long enough for them to place an order
or obtain an estimate.
But a business card is nothing more than scrap paper, worth only the
cardstock it’s printed on, unless you add value to it somehow.
And the easiest way to add value — which ensures that your card is
kept until it’s needed — is to add useful information to it.
Does your company offer a free Weather Hotline?
Put that phone number on your card.
Would your prospects find it handy to have a list of emergency phone
numbers with them, or a place to list clothing sizes for family
members, or the schedule of the hometown football team?
Those can all be added to your card.
Business Card Design Secret #3:
Your
business card should attract attention (but not the wrong kind.)
Have you ever been in a situation where you and your competitors are
vying for your prospect’s
attention at the same time?
Maybe you’re at a tradeshow along with every other builder in
the county. Maybe your
cards are on display at the local Chamber of Commerce, or on a local
bulletin board.
Never forget that the business card people actually notice is the one that’s at least slightly different from the
others. If every other
attorney’s card is printed on ivory card stock, printing yours on
light grey paper is an easy and affordable way to ensure that yours
are noticed.
Using a full-color background is a great technique, especially if your
card is going to be tacked on a bulletin board with a bunch of
generic-looking black-on-white cards.
Business Card Design Secret #4:
Your
business card should be easy to read, with the most important information highlighted in some way.
According to printers, the biggest mistake they see in business card
design is overcrowding the card. Your
font needs to be big enough for the “over-40” crowd to read, your
text needs to be carefully chosen so that only the most important
information is transferred to your card, and your card must be
logically formatted so that critical information is easy to locate.
In the U.S., since people read from left to right and top to bottom, the last information they will see - and remember - will be on the bottom right of your business card.
Business Card Design Secret #5:
Your
business card should convince people that you're trustworthy.
You don't make money until and unless you convince a potential buyer that you're somehow the best person to provide your product or service to them. If people don't trust you they won't buy from you.
Make sure your card doesn’t convince people otherwise!
A card that’s dirty or dog-eared or that has misspellings or
strikeouts on it leads people to believe you’re not serious about
your business and not attentive to detail.
So does a cheapie card with an ad on the back. So make sure your card looks crisp, clean and professional.
You can even go beyond that and deliberately add credibility-building
(belief-building) testimonials, certifications or award mentions to
your business card.
Business Card Design Secret #6:
Use your business card to highlight product benefits.
When you think of your business card as a mini-billboard - which is a great image to keep in mind - it becomes entirely appropriate to use some of the slogans,
taglines, and marketing terminology that you’d normally reserve for
other media.
Why NOT tell people who get your business card that you’re easy to
locate, kid-friendly, flexible on financing or ranked #1 in customer
service? If you don't tell them, they may never know!
Business Card Design Secret #7:
Your business card can certainly include a call to action.
And in the same vein, a business card that’s functioning as a
marketing tool can certainly include a call to action. When you
design your card, there are many ways to nudge people to give you a
call, visit your website, or stop by your store. If nothing else, tell them to hang onto the card, so they can find it next time their sink leaks or their car needs towed.
For example, you could offer a monthly special on your website, and
put a specific URL for that offer on your business card. One
realtor I know includes the address to sign up for her email list of
“hot new properties” on her business card.
And finally - relax! You can always print another business card - they should evolve as your business does, anyway. Test new styles and different wording until you find a business card design that works for you. Just quit procrastinating and get that business card out there!
