Business Card Secrets That Sell

I recently went through the process of updating my business card. It’s a regular event I think every business should consider annually, and occasionally more often when necessary.

Why so often?

Your business card may be the only chance you have to speak with a prospective client.

I keep talking about guaranteed results and generating statistical information to grow your business… so I took my own medicine and tried finding out everything I could about business cards. Believe it or not – I narrowed my results down to 10 key critical considerations.

I got this information from various sources, polls, surveys, and super secret sources that threatened my life if I let out their secrets.

1. Include your company logo. Maybe they know your log and maybe they don’t. But you should have it because it builds brand recognition.
2. If your logo doesn’t tell people what your business is about – tell them. My business name, Townsend Creations Inc. doesn’t say squat about what I do, so I include a line below the log stating “Marketing & Website Development”
3. Give yourself a title that engrosses the reader. Tell the truth, but try to make it memorable and to shake off their preconceived ideas of what you do. For example I’m a marketing consultant. When you say marketing most people think “advertising” but that’s not what I do. I help business’ grow using measurable results. My title is “Business Growth Specialist”.
4. Include only your major contact info – including your website. The point is to make it easy for them to contact you.
5. Have an easy to read font. I used Times New Roman, though I encourage any serif font for printed material. I also enlarged my name and phone number so it makes it easy to see how I want to be contacted.
6. Don’t say too much. I know you want to say a million things… but keep it simple. Saying too much is like being a pushy salesman.
7. Include pictures & graphics. Personally I highly encourage you use a picture of yourself. I know this is mostly done by Realtors, but it works. If you just got out of a meeting with 30 people, having your picture on your card will help reinforce your image and any discussion you had with your prospects.
8. Use a tag line. If you have a tag line you should use it. This helps makes you memorable. I don’t have a tagline. Not every business does, but I often use the phrase Guaranteed Results Marketing. Sounds impressive to me and describes what I do… so I put it on the back of my card.
9. Use the back of the card. Not everyone agrees with this. I encourage a short 1 sentence or phrase on the back of your card. At the same time I keep a lot of white space on the back to write notes to clients or prospects… which happens a lot.
10. Uniformity. Again this point is arguable. Some like to stand out. I’ve found that if your card stands out too much it might get thrown away with the trash. People expect the standard 3.5in x 2in card. Don’t make things difficult on your prospects or clients.

Other things might work for you… but these are the things that I’ve found to be generally helpful.  Remember, your business should continue to change as customers needs and expectations change.  If you hose up a business card, don’t fret – just get new ones.

When I received my new cards they had this awful sort of watermark on the back. I hate it. It takes away from the clean look of the card. But hey – no one’s perfect. I’ll just have to order new ones sometime.

What are your thoughts?  Sound off in the comments.

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