The Value of a Business Card

“He who has a thing to sell  and goes and whispers in a well
Is not as apt to get the dollars as he who climbs a tree and hollers.”

-Anonymous

Most business cards whisper. They attempt to impress with colors and designs, but they never truly say anything to the prospect. In the 10 seconds that your prospect takes to look at your card, all it’s doing is reinforcing your initial greeting, but providing no additional value, and because of that, a potential customer never learns about your award-winning service department, or your extended hours, or your playroom area for the kids. Instead, your card is tossed out while a competitor’s card is carefully tucked into a Rolodex because it provides something of value.

Business cards should do more than convey the information that’s printed on the card. A card that’s ugly, full of corrections or flimsy tells the consumer that you’re an amateur. No matter how many wonderful services you offer, if your card brands you as unprofessional, you lose business. A clean, creative, professionally printed and visually attractive card, on the other hand, conveys a positive first impression that lingers long after your initial meeting. Still, a savvy businessperson knows that adding valueable marketing-oriented information to a business card in addition to contact information can pay dividends.

One strategy is to add text that gives specific customer benefits. Better yet, turn your business card into a marketing tool that actually asks for your prospect’s business. Asking people via your business card to visit your store or log onto your website is a great idea. But in order for this strategy to be effective, you need to be specific, and you need to give people a reason to do what you request.

The key is to evaluate what is being said by the card. You should be able to use the card as not just a contact tool, but a little billboard. Whats the point in leaving the back empty, add some text to your services, your perks, your unique selling points. Make it a vehicle from which to create new business.

Your business cards can be the most portable, affordable and versatile marketing method you use, but only if used intelligently.