Business Cards
The most obvious offline marketing tool, and one of the best ones if used right. A business card is a mini-brochure for your business, and when combined with a handshake and introduction, or better yet, friendly interaction that begins the process of building a trusting relationship, they can help you be remembered better.
Business cards should not be "splatter ware". You should not just splatter them randomly over the countryside. Rather, use them wisely. Hand them out where there is likely to be sincere interest. Keep them with you so that you can take advantage of opportunities that arise in the course of your day.
- Business cards can also be creatively used, and they can be applied in more ways than the obvious.
- Carry them with you all times. "Be the business". Your business should be part of who you are, and when topics come up that relate to your business, this provides you with an opportunity to state what you do. You need not be obnoxious about it. Just say what you do, and let the conversation naturally go with either more interest, or to a different topic. Hand out a card if someone is very interested. Business topics may not be appropriate in all settings.
- Business cards may be mailed. Either paper clipped to a letter (so they do not get lost in the envelope), or tucked into a greeting card. They can also be tucked into slits in either letters, or cards, to keep them from getting lost.
- The back of a business card works well for a coupon, or for detailed descriptions or pricing. Double sided cards can also be used if you have multiple business lines, but if you do that, be sure you point out to the recipient that it is double sided, because this is not standard.
- A card can hold an amazing amount of information, and can use fonts as small as size 6, as long as they are clearly readable, and a dark enough color to stand out well.
- They should always have basic contact info on them, at least a URL. Just like everything else in marketing though, personal is often better, and a name that they can associate with the face that they remember will help them trust you more, especially if you are marketing any kind of services.
- Business cards may also be placed in locations in many communities where they can be distributed for you. Some of our stores, and our town hall (we are in a very small town) have card displays that hold local business cards for distribution to anyone who is interested.
- You can use business cards to enhance a distributorship or affiliate program also. A URL can be written in on a write-in line, or a referrer name can be written in on the card. You can create a printable card sheet, and upload it as a PDF file. Your distributors or affiliates can download the file, print it out on business card stock, and hand out cards to prospects.
- The same template you use for a business card can be used for a separate coupon. Coupons should also have full contact information on them, not just stating WHAT they get, but where, and how.
- If you set up a booth at an event, a business card is the minimum that you should hand out. If all you can afford to do is business cards, then at least do them. This is a very good time to combine a business card with a coupon.
- Business cards are also a very helpful item for customer support. Any existing customer should have a business card - a magnetized business card may be printed from any printer now, using magnet sheets. They can be cut with a common paper cutter. Giving your clients and customers a business card with support contact info on them builds goodwill, and helps them know that even after the sale, you are still there to help them if anything goes wrong.
No matter where your business is located, a business card can help you. eBay auctioneers can benefit from them by listing the URL to the page with all their auction listings. People marketing items online can list their URL on the card, to encourage people to visit the site - people rarely remember a URL, but if it is written down, they may go visit just out of curiosity.
The prevalent perception now is, that if you have a business, you should have a business card. If you don't, then some people will think that you are not really serious about it.
You can print them at home, as long as you make sure the design is good quality, and the message is effective. Virtually any print software - PrintShop, PrintArtist, Publisher, etc, will have business card templates. If you need free software to do it, download a copy of Serif PagePlus SE.
You can cut your own, or use pre-perforated stock. I prefer to cut my own because it looks more professional, but even pre-perf does not have the stigma it did once, because it is so common.
Take the time to create a good card, and to make sure the marketing message is effective. It will pay off in the long term.
Written by Laura Wheeler
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