I've been a designer and advertising consultant for over 35 years. I've seen my share of business cards and I have a few words addressed to those companies that might benefit from my expertise. I'm not talking to those professionals that are categorized by attorneys, physicians, dentists, insurance agents and accountants. You've seen their cards that are traditional black raised print on a white uncoated cover stock paper. They probably also contain a tastefully, understated logo, or credential, of their profession. To those of you I say, that's barely adequate.
Instead, I'm speaking to the average company that has a basic logo and spent between $50 and $100 on a thousand stock cards that a local 'Quick Print,' provides. They often have a plethora of sample borders, backgrounds, and other templates from which you can choose. Then one gives the printer the pertinent data and bam! You have a profession-looking card.
Now so fast. Have you ever considered what the business card means to the business? That lowly piece of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it convey an accurate image of the company?
Or does it say, "Hey, I didn't have the time or patience to really think this thing through, so this is the best I can do for now." Is that what you want the public to think?
Those professionals I first mentioned, have a secret society that wants their card to be more of an after-thought. For them, it says, "I really didn't have to make this card at all because I'm already overwhelmed by clients, but here it is and treasure it. I rarely give out cards to the little people like you anyway."
But for everyone else, allow the card to be a silent salesperson. Give it the attention it deserves. Use full color to display a dynamic logo or photo. Print it on glossy 12 or 14 point stock with a aqueous coating to make it appear even more shiny. Insure that all the type is 12 points or larger for good readability. This is especially true for the phone number. I've seen several cases where that important number is tiny and hard to find. Try a bold color and a display typeface.
And don't forget the back. Spend a few more bucks and print a message or special offer on the reverse side. It can be a coupon or promotion. It can be additional information that couldn't fit on the front. But make a small note or indicator on the front, referring them to the back. Don't forget to promote your website if it's of value.
Try to be daring and different, simple and bold. Use the card as a point of action that compels the recipient. As long as the message communicates your company's image and purpose, you've done your job. I hate getting a card for 'ABC Enterprises' that never actually tells me what they do. They assume I must know or else why would I be given a card? But, can't I pass it on to someone that may not of heard of them? Consider all the possibilities. Also, don't be afraid to post a picture of your product or building on the card. The cost for full-color is the same whether use have 3 or 33 colors on the card.
Finally, pass them out. They're cheap enough to reprint. Carry several at all times and make sure every relative, friend, or business associate, has one. They do no good collecting dust in a desk drawer or file cabinet. They're the least expensive promotional tool you'll ever own. And it's one of the few things you'll benefit from by giving them away.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix." His latest book is, "Inside the Yellow Pages" which can be seen at his website, http://www.poweradbook.com. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site. |
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