The business card is one of the most important marketing tools you can have. How many times have you forgotten yours? Perhaps you left your cards at work, in your briefcase, or worse, ran out. Carry a large stack of business cards at all times! Keep them in your pocket, your briefcase, your day planner, ready to hand out when the opportunity presents itself. 

This does not mean to be a “quick draw,” handing them out randomly. First, make sure the receiver wants one. It is more important to ask for the other person’s card first than it is to give him yours. It makes for a valuable direct mail marketing list. 

When you receive the other person’s card, write a note on it; something that will help you remember him or her. Where and when you met, some special bit of information you can “recall” later in a conversation. The important thing is to write something about them. Make the most of your business card. Do you provide business cards for your staff? If not, I suggest you get cards for any employees you have. Not only is it good for business, it is good for morale. It makes employees feel like they are an important part of your operation. In my opinion, everyone in a company should have cards, from the CEO to the clean-up crew.

When designing your business cards, here are seven tips to keep in mind:

1. Keep your cards simple and clean. Don’t put too many messages on the card.

2. Use both sides of your business card, reserve one side for contact information, and the other side list some benefits of using your company. My “Speaking” business cards describe how my programs will help others; taking control of stress, growing leaders, creating a business vision. My floral business card provides a list of product offerings as well as our slogan “We Specialize in Corporate Gift Giving & “Doghouse Repairs.”

3. Make sure they are easy to read. No smaller than 10 pt. typeface is a must.

4. Don’t mix too many typefaces. More than two makes it harder to read.

5. The information should be current. If any contact information changes, buy new cards. Nothing looks less professional that crossing out old information and writing over it. It makes the giver look “cheap.”

6. If you have a website, please make sure it is listed on your card. I actually prefer listing a website than an email address. It cuts down on unwanted email.

7. If appropriate, give yourself a “fun” title.

Over the years I have had various titles. My current cards say “Chief Goddess.” It has always proven to me to be a great conversation starter. In fact, on more than one occasion, people have looked at my card, commented on my unique title, and the very next time I saw them, they had done something similar. Theresa Blauch-Mitchell of MFM Catering in Hallandale Beach, Florida, after seeing my cards for the first time, changed her title to Catering Queen, creating for her a great memory “hook.” 

Other Business Card TIPS  

Keep a small stack of business cards everywhere you can store and access them: in your car, your jacket pocket, your briefcase, your purse or wallet, in your day planner, at home, etc. You never know when you will meet your next prospect. 

Sell a Product? Why not include your business card with the product when it is delivered to your customer. Offer a Service? Think of the last time you got an oil change. When the service has been performed, the service tech will place a sticker in your windshield identifying the company and to let you know when you will need to schedule your next oil change. Business card magnets are also a great idea. Customers like to place them on their refrigerator, or filing cabinet. Include your business card with every piece of correspondence you send. I include mine in bills, cards, estimates, thank you notes, RFP's, and letters (when appropriate). 

Creative Distribution Pays!
If you conduct or attend seminars, or tradeshows, be sure you drop your card in a "fish bowl.” Put your business card on local bulletin boards at supermarkets, restaurants, retail stores, schools, libraries and other public spots for all to see. You never know when the right person will walk by at the right moment, and need your service. Ask businesses in your neighborhood if they will display your business card near their cash register, or checkout. Make the promotion appealing to the businesses by offering a “drawing” for something of value when they give permission to display your drawing box. You collect the cards and give away a prize. And it’s a great way to increase your database.

Next issue: How to Market Your Business and Increase your Network of Referrals with Business Cards

© 2005 - Excerpted from Rose Marketing on a Daisy Budget – How to Grow Your Business Without Spending a Fortune.  Heidi Richards is the author of Rose Marketing on a Daisy Budget – How to Grow Your Business Without Spending a Fortune and 8 other books. She can be reached at www.HeidiRichards.com.  You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. A courtesy copy of your publication would be appreciated.