Do You Make These Mistakes With Your Business Cards Too?
Does Your Business Card Get You More Sales?
Your business card is often the only way you can continually remind a prospect about your business without nagging them to death.
As an example I’ve 6 business cards pinned to the notice board in front of me as we speak.
- One is from a coaching client
- Two are clients I’m producing brochures for
- One is my own business card (for my mobile number)
- One is for the PR company for a book review I’m doing
- The last card is simply there because I really like it and it says right across the front “DON’T PANIC” in big pink capital letters.
It Could Be Your Business Card There
The point I’m making is that your business card could be one of those on your prospects notice board.
Reminding them they need to call you.
Remember that when your cards are designed!
Is A Business Card Part Of Marketing?
Ivan Misner, the creator of networking franchise BNI, wrote an article called “Creating an Effective Business Card” way back in 2003.Remember that when your cards are designed!
In the article Misner says, “ (the business card is) an integral part of a good marketing plan. For its size and cost, it is probably the most powerful part.”
I totally agree with that view.
Yet look at how businesses are cavalier in their creation and use of their business cards.
Like me I’m sure you’ve seen cards with no name, no obvious clue as to the business involved or simply a mobile number to contact the probably “fly by night” company.
Also business cards that remain the same year after year after year and are pretty much identical for all people in the firm.
The business card is an inexpensive way of testing your card. For example my own card has changed 4 times in 18 months.
Test Your Business Card Design
Don’t let the fact that you’ve some cards left stop you from buying some more and trying a different approach.
That’s testing.
You want to find the best format, approach and content that appeals to your prospects.
Using the same card all the time won’t do that.
Have A Close Look At Other Business Cards
I studied 425 of the business cards I’ve recently collected to see how firms used, or abused them for marketing.The results are shown below:
- One colour text and graphics used ..............35 cards
- Flimsy material used....................................106 cards
- No role name..................................................118 cards
- No offer (discount, free report, coupon)....345 cards
- Mobile number only........................................20 cards
- No web site shown...........................................98 cards
- No email address shown..................................42 cards
- No benefits of doing business given.............363 cards
- No explanation of the business given..........296 cards
- No logo...............................................................47 cards
- The back of card isn’t used...........................236 cards
- Card folded.........................................................13 cards
- No name given on the card..............................16 cards
- Laminated card...................................................2 cards
- Oversized card.....................................................3 cards
- Shows memberships & awards..........................9 cards
- Uses non-company email (such as hotmail)...30 cards
- Card holder’s photo shown..................................6 cards
- CD card (holding a/v information).....................8 cards
What Can We Learn from The Results?
Cards that shout “UNPROFESSIONAL” are those like the astonishing 106 firms using flimsy card material, or the 20 just showing their mobile number. What about the 30 giving a non-business email such as Hotmail, Yahoo, BTinternet or others?
Cards like these start people asking, “How long are they going to last in business?”
Should You Use The Back Of Your Cards?
If you bought a quarter page Yellow Pages ad would you leave half of it blank?Or would you simply repeat your company name in large letters in half of it?
You wouldn’t?
Good...
But I wonder about the 236 people whose card backs are either completely blank or just repeat their company name?
Here are three examples of my own card’s back message. See how it changes to test various aspects:
The First example uses an intriguing headline: “How To Transform Your Business Profit Graph From a Dead Horizontal Line To An Explosive Upward Trend”.
Now do you think businesses who feel they’re simplying treading water would be interested? You bet!
The bullet points show slightly more emotional ways that the company helps businesses. In the main these bullet points are actually not very helpful as they don’t explain how.
Finally a call to action - phone now!
This second card uses a revised headline that adds a bit of punch.
The bullets have been changed to reflect what Acorn Service can do for businesses.
Notice that there is now an Offer included for a Short And Sharp (SAS) review or business health review that we underwrite for prospects.
Finally I’ve included a quote from business guru Peter Drucker: “Business has only two functions - marketing and innovation”
This third card has a completely new headline.
There are less bullets but they’re now addressing concerns that I’m being told about by my clients and prospects.
The card offers a Free Report called “How To Leap Ahead Of Your Competition”.
Finally it gives a client testimonial.
Notice the third card is now too crowded but is easily changed for more testing.
Do You Remember The Business Of The Card Owner?
Remember I spoke earlier about the cards I’ve pinned onto my notice board?All of them clearly state what business they’re in. So if I was a prospect I could glance up and pick one of the cards that I needed to do business with.
Yet from the results 296 cards don’t tell you what business the presenter is in.
Often blue chip companies are guilty here too. Because they think everyone knows all about them.
Well here’s some news.
We don’t...
If the type of business you operate isn’t clear from your card how can your prospect decide whether they should ring you? Especially if they’re looking for your type of business months later.
Is Your Card Getting People To Do Business With You?
345 cards didn’t offer the prospect anything for doing business with them. Would you expect your sales staff to go into your prospect without some sort of offer that makes them different, interesting or unusual compared to their competitors?Then why not let your salesman-in-card do the same?
Obviously you need to be direct and to the point but you know your market you’re able to craft a well worded short offer on your card – after all the back of your card is ready made for it.
Put some time aside. Sit down and really think through what would persuade your prospect to do business with you.
Then decide how to get that onto your business card.That is the aim of your card.
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