Business cards that do the business

by Alan Fairweather

Published on this site: August 18th, 2005 - See more articles from this month

A business card makes a statement about who you are and what your business is about. It needs to convey the quality of your business and an insight into your personality. I have been handed business cards and the first thought to go through my mind was - "Cheap" A tacky design - low quality paper - doesn't feel good in the hand and looks cheap to the eye. That then becomes my overall impression of the business.

Here are some ideas:

• Use colour - black and white is too boring but don't use "day-glo" colours - too cheap
  
  
• Put your photo on - it will help people remember you and make that important human contact. The photo needs to face into the text, not away and be of good quality - not a "mug shot."
  
  
• Quality paper - my business cards are made from a really durable card, that doesn't get "dog eared" easily and are difficult to tear up
  
  
• Put your logo on - make the logo small, you've a lot more important information to put on your card. You don't necessarily need a logo but helps give you an identity. Get a graphic designer to produce one for you; however there is software you can buy for a DIY job. If you don't have a logo you could utilise a drawing, caricature or a picture - as long as you're consistent.
  
  
• Make it a standard shape - however you can use a fold-over which gives more space for text and looks different. I used to have a card like a small tent card. I've seen it several times standing on a customer's desk. It looked too good to throw away.
  
  
• Do something different - have a card that stops people in their tracks and makes them want to find out more
  
  
• Have benefit statements and/or your USP (Unique Sales Point) prominently on the card - tell customers what you can do for them - how you can help solve their problems. Your name and your business name should be much less prominent.
  
  
• Use both side of the card - if you have a photo, benefit statements and all your business details then you'll need both sides of the card. Business details can go on one side and benefit statements on the other.
  
  
• Don't squeeze too much in - it can start to look messy
  
  
• Contact information - you business name, address, phone, email and website. I would avoid putting your mobile phone number on. You can always write it on for "special" customers, letting them know that you only give this number to certain people.
  
  
• Your name - put your name on as you'd like to be addressed when a customer calls you. You don't need all the middle initials. Also avoid all your qualifications, the majority of people aren't impressed by all the exams you've passed; they only want to know if you can solve their problems and they could even be put off by a whole string of letters.
  
  
• Make the text easy to read - don't use all capital letters and not too many typefaces. Fancy fonts can look really cheap
  
  
• Change of details - if your details change, don't score out the old and write the new stuff in - order new cards. Putting little stickers on with your new information is another no-no; it makes you and your business look cheap.

Discover how you can generate more business without having to cold call!



Alan Fairweather - "The Motivation Doctor" - is the author of - "How to get More Sales without Selling" This book is packed with practical things that you can do to - get customers to come to you. http://www.howtogetmoresales.com