My Best Salesman is Sitting in my Pocket…
to my company and standing out in the crowd…Do yours?
Many people I speak to overlook the value of having a professional business card that positively portrays their brand image, yet this small piece of paper can be an important part of your marketing mix.
It’s often the first item prospects receive from you, so it’s your first opportunity to make a strong, positive impression.
Many people I know pay as little as they can for their business cards often going to D-I-Y internet companies.
If you were looking to put salespeople on the road you wouldn’t choose the cheapest because you know that could be disastrous in terms of sales and brand integrity.
So why go cheap with your business card? What message does that send to those with whom you wish to do business? Are you really doing yourself any favours by missing out on the opportunity to start building a positive brand image right from the start?
Cheaper isn’t always better when it comes to first impressions and for this tiny investment, you can make a great first impression.
Here are some tips to help you get it right
Find a designer, preferably one you like and one who understands what you are trying to achieve and who you are trying to communicate with.
Ideally, this person’s also tasked with designing your other collateral (letterhead, brochures, website, etc.), so it’ll be intuitive to carry your brand image through from those pieces to your card.
Keep to the standard business card size don’t try and be too clever.
Common sense dictates the use of the traditional and standard 3.5 by 2-inch business card. Anything bigger will not fit in wallets or most business card holders. Chances are it will end up being filed in the trash bin.
Keep it simple.
Be deliberate in choosing the information to appear on your card. What’s most important? Your Logo, your company name, your name and your contact details.
Don’t clutter things up too much; as with the design, simpler and cleaner is always better.
Use colour, imagery and bold statements to leave your prospect in no doubt that you’re the person who can solve their problem.
Always have a supply of your cards wherever you go. Give them out 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.
The Bottom Line
Think about how you use other people’s business cards when you make decisions regarding your own. Do you get frustrated when you can’t quickly find the information you need? Or the type is too small to read? Or printed in a font that’s hard to decipher? Do cheaply produced cards make you think less of the person or company represented? Does it take you a while to realise whose card it is, or what company that person works for?
Don’t make those same mistakes when designing your business card. Make sure it’s a positive reflection of both you and your company, and it mirrors your well-defined brand identity.