Advice:The secret of effective business cards (part 2)

By , published on 18th February 2011

Part 2 of this article series share another five tips. To see more read on ..

5. Share useful information. One friend, Rod Sloane, has a business card with 12 strong tips on how to attract profitable new clients. Although I have his contact details in my database, and know what Rod does, I’m still reluctant to throw it away, and his card has sat on my computer for the last 12 months!

6. Keep it professional. Tacky, lightweight business cards give a poor impression. It makes people think, ‘If you’re not willing to be professional in your image and marketing materials, what will you be like with my business?’ Spend a little extra for good quality cards that make you look good long after you’ve gone. It’s important to get the best quality business card that you can afford, together with quality printing so the colour ‘stays’. Pay attention to the quality of the paper and the printing as well as the design. People are impressed by these things, and will judge you and how well or poorly you might treat them by the quality of the business card you hand out.

7. Utilise limited space. Think about what actually goes on your card. As well as your name and your contact details, could you put on there your promise, your ‘strapline’, your motto, your USP, your value proposition, your unique qualities, your strengths, your clients, your services, your business model or other picture? You may want to put as many ways to contact you as possible – this gives people options and allows them to connect with you in THEIR preferred way, not yours.

8. Avoid a blank back. How about using the back of the card to tell your potential clients more about how they can benefit from using your business? Yes it costs a few pounds more to print on the back, yet you could include a list of services, your elevator statement, make an offer or issue an invite to an event. A blank back is an opportunity wasted.

9. Be consistent with design. Do the layout, style and colouring flow through from your business cards, to your stationery and to your website? (You do have a website, don’t you?) Or are they totally different? Might one draw the conclusion that service from your business will be equally disjointed? Exchanging business cards is part of the established ritual on meeting a new business contact. They give you the first chance to convey a message that will outlast the conversation you are having. Pick up one of your cards now. Do what most recipients do. Feel the weight. Flip it over. Hold it. What is your card saying about you? Is that the message you intended to give?

Rob’s quick tips

As I learned in my days selling private medical insurance, it’s not enough to have a great company behind you. Too often I let my company do the selling for me, and felt just by mentioning the name of the company, people would beat a path to my door. After many hungry months, I learned the error of my ways. People need to know you’re in business, exactly how you can help them and how to connect with you if they need what you do. Your business card is the ultimate tool in helping them do that!

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Rob Brown

About Rob Brown

Rob Brown is one of the UK's leading authorities on business networking and referrals. He is an inspirational conference speaker and author of over 40 publications, including Amazon best-seller How To Build Your Reputation and the free ebook: 'The 13 Commandments of Turning Relationships Into Profits'

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