Don't underestimate the power of the business card and what it can do for you. It portrays the personality and image of your company and can be the difference between success and failure
The following tips explain how to design a business card that will serve as an effective sales and marketing tool, while properly conveying your company's mission.
1. Customise and create
Professionals and consumers see numerous business cards during their travels so make your card a memorable one. Put on your creative thinking cap and customise every detail of your card according to the audience you are marketing to and the services you are marketing. Anyone can hand out a standard business card but the professional who expresses their organisation's message and personality through their card will have the edge on the competition. Unlike the old days, cards can be customised easily online so you won't have to leave your home or office.
2. Avoid flimsy cards
The weight and texture of your card is the first thing someone notices when it is handed to them. Handing out a thin, flimsy card will signal that you put little thought and even less effort into the development it. Use high-quality cards with a glossy or matte finish for a sharp look that will call your audience to action. You can also use vertical business cards to stand out among your competitors.
3. Use the back of your card
It's important to give your business card as much leverage as possible, so use all available space, including the back. While the back content should be secondary in importance to contact information, options include coupons, calendars, appointment cards, product information, customer testimonials or quotes from your company's leader. Business cards are small and supply us with limited space but it is important space. Don't waste it.
4. Add a face to the name
Adding your photo to a business card can be a great way to build professional relationships, especially if you're working in an industry such as real estate where a personal touch is important. Trust is the key to a lasting and profitable business relationship and giving your organisation a face can help this along.
5. Don't forget the basics
It may seem obvious, but some professionals fail to list all the necessary information on their business cards. The basic elements of a business card include name, title, company name and website address, and all relevant contact information, including fax number. Try not to list more than one phone number on your card as too much information can cause confusion. Lead with your company's name and, space permitting, include a clear, concise positioning statement or tagline.
6. Colourful cards
The colour of your card should be tailored to the type of business you represent and your target audience. Warm and inviting colours, such as blue and white, are perfect for a doctor's card, while an artist or entertainer may go with a black card to display their off-beat creativity. Make sure your cards are full-colour to cast a bright, eye-catching image. Avoid using hard-to-read yellow business cards.
7. Different cards for different people
Businesses marketing to a wide-ranging audience should consider creating more than one business card design for their personnel. For example, a florist could tailor one card to target the wedding industry and another for the funeral industry. Your company needs to be all things to all people so why not have multiple card designs when you have to influence very different audiences with very different needs? The small amount of money spent developing the additional cards will pay for itself in the form of the extra business gained.
8. Font size matters
Never use font smaller than 8-10 point on your business card. Cards that have its readers reaching for magnifying glasses will only cause frustration. While it's great to be stylish, avoid using an ultra fancy font that's on the verge of being illegible. Make sure the print on your card blends properly with its background colour and design.
9. Brag about yourself
Tell the world if you or your organisation has won awards. Proudly list any awards on the front or back of your card as it can only enhance your contact's interest in doing business with you. Whether you are an MD, or PhD, list your qualifications and professional status. It won't take up much space and it will signal that you are knowledgeable and experienced.
10. Don't break the bank
Business cards are worth every penny but you don't have to spend a chunk of your marketing budget on them. Search for free business card offers and enlist the services of a company that can produce high-quality yet affordable cards. If you're a small or home business owner, work with a company that allows card orders in small business-friendly quantities.
No matter what your budget is, these simple tips will enable you to create business cards that put yourself and your organisation on the profitable road to customer retention and acquisition.
Melissa Crowe is the vice president of marketing services at VistaPrint, an online supplier of graphic design and printed products to small businesses and consumers. Visit www.vistaprint.co.uk for more business card ideas.