Really!?...Is That Your Business Card?
You’re at a networking event working the room, making new contacts, reconnecting with peers and exchanging ideas and passing out business cards. You walk up to (what looks like) a successful gentleman, do some chitchat and then exchange business cards. First notice the thin business card, how plain they looked and the appalling design. The gentleman is quite nice, impressive talker and has a exceptional 30 second commercial but his business card makes him feel second-rate. You wonder if he just made the cards on his computer or had a awful designer, no matter who designed the business card you are not impressed with him. Business cards is one of your most powerful marketing tools that reflects your company or business and should be appealing to the eye and have clear and correct information on it. Here are twenty-four business card no no’s:
1. Too Many Phone Numbers: Have no more than 2 phone numbers on your business card: office phone number and fax or cell phone number and fax. These days people are not using fax numbers as much but it’s good to have one just in case.
2. Difficult to Read: Having the business card cluttered with too much information will make your business card difficult to read. Keep the information to a minimum, maybe use a QR code to keep more business information or a link to your website.
3. Quality of Paper: Don’t use cheap, thin paper. The recipient will wonder about the quality of your product or service. Compare papers when shopping for business card printing services. You’ll want 12- 14pt thickness for maximum impact and durability.
4. Generic Email Address: Include an information email address (for example: [email protected]) that is set in auto-responder mode, that automatically triggers an email message with full information about your product, service or company. This will increase the effectiveness of your business card since you will give your prospect much more information that you can fit in a card.
5. Difficult to write On: A lot of professional like myself like putting notes on business cards I receive and not having a business card I cannot write on is inconvenient.
? Tip: Write the date and place you meet your new contact, this will help you remember when and where you meet them. Also put one or two personal notes about them.
6. Blank Back: Some people will keep the back of the card blank but that would be a waste of useful marketing space. If you don’t need the space put something like a QR code, coupon, your picture or some special offer.
7. No Job Title: Tell us what you do or what your job title is for example: John Smith Realtor,Jane Doe Web Designer, Jeff George Vice-President of Sales.
8. No Business Cards: This happens more times than I can count, someone not having business cards on them, such a big pet peeve of mine.
? Tip: Keep a set of business cards at your office, your card, spouses car, your suits and in your girlfriends/spouses purse.
9. Wrong Information: You should be updating/checking your business card at least once a year to make sure your information is up to date and current.
10. No Logo: You should have some sort of logo or picture for people to reference you with your logo, if you don’t have one, have a designer make one for you.
11. Professionally Designed: Not having your business card professionally designed by designer or done by a website business card template. Spend the extra money to have a professionally designed card to make you look professional, not cheap.
12. Ordering 100 At a Time: Buy ordering more than 500 cards you reduce your costs of cards and the more you do the more the price gets reduced. I suggest no more than 1000 business cards in case you change locations, numbers or updated business information.
13. Old Photo of You: Do include a photo if it’s a great picture of you, a recent photo and it’s appropriate. Photos are most useful in service type businesses where an ongoing relationship is a critical factor. This is not for everyone, do some research on your competition to see what they are doing.
14. No Clip Arts: Don’t use clip art for your logo or other elements. You’re brand is your identity and these days you can easily find affordable images or get help with a custom logo online. Remember you want your business card to stand out in a memorable and positive way.
15. No Brand Consolidation: Don’t veer from other branded materials. Keep your business card design consistent with the general color and design scheme on your website, in your store, and other marketing materials.
16. Too Many Colors: Stay with a maximum of 3-4 colors. Pull colors from your logo for other background elements and type of colors.
17. Too Many Fonts: Do limit your business card to one or two font types.
18. Too Plain: Use bright colors to make your business card stand out and look unique. This is a good use of marketing by appearing original and stylish, but keep in mind simple & classic is always a good choice. You want your business card to stand out and be remembered just like your elevator pitch and your room presence.
19. No Proof Reading: The worst thing you can do is have a business card with spelling errors, name not correct or basic information incorrect, you might as well give out a cheap business card or someone else’s card. Have co-workers, family and friends look over your business card to see if they find any errors.
20. Save Your Design: Once you finalize your business card make sure you save all your hard work. For best results save your design as a vector based PDF to ensure the premier high quality print.
21. No Website: Put up a website and use the URL in your business cards. If you don’t have a website, people will notice the absence of a web address in your business card and, depending on the business you are in, it may make you lose credibility.
22. Pass out to Everyone: Don’t give your business card too quickly. It may be perceived as pushy. Try to establish a conversation with your prospect first. For example, ask them what do they do. That will usually prompt them to give you their card. That is the perfect moment to give them yours.
? Tip: When you receive a business card from someone keep it in your hand or on the table in front of you while talking to someone. This will help you remember their name and remind you of questions to ask them about their business.
23. Bent/wrinkled: Take good care of your business cards. Keep them clean and crisp in a cardholder. Don’t give away cards that are bent or damaged.
24. Social Media: Too many social media connections on your card, keep it to one or two social media connections.
When considering what your business card should look like, ask yourself these questions:
? What products or services am I selling to my customers?
? What will help me sell my product or service to my customers?
? Do my business cards stand out?
? How will people perceive my business cards?
? How can I show my customers what I do?
These are key components of a standard business card:
? Company name/logo
? Your name, in large font
? Your title, in smaller font
? Contact information: Address, phone, fax, email, social media accounts.
? 3 ?” x 2″ size
? White background, black ink, maybe a splash of color
? Blank on reverse (please do not leave the back blank)
To sum it up make your business card professional, clean, easy to read and something different from your competition to set yourself apart from them and others. You don't need to spend a lot for your card but don't go the cheap route if you want other professionals to take you seriously.
Carpe Diem,
Michael Td Roberts