What has your business card done for you lately?

The humble business card has evolved considerably since its beginning as a convenient way to leave your name and contact information with a business associate. Today, business cards can and should be an integral part of your marketing arsenal. They should be designed to complement your other promotional materials and reflect your unique business identity and purpose. Very often, your business card will determine what (if anything!) that your prospect remembers about you after your initial meeting. Make sure it sends a positive message!

Maximizing the functionality of your business card begins at the design stage, and any reputable printer you contact should be able to guide you about the "basics" (card stock, style, type size, color, fonts, et cetera). Your business card, first and foremost, must be legible, with easy-to-read fonts in a size large enough for the "bifocal crowd" to read. A common mistake is to try to cram every possible contact number onto your card. The truly essential information is your name, your company name, and your primary phone number (which should be in bold text, if other numbers are on the card.) Many of the other attention-getting ways to put your business card to work, too, begin at the design stage. This is where you can add color, modify the shape, print on the back of the card and use humor to make your cards more memorable.

2. Stay organized! Jot "memory triggers" on the back of cards you’re given (date, event, interests or physical characteristics of giver). Develop a system for carrying and collecting business cards, and file them the way you remember them (by company name, person’s name, or industry).

3. Study foreign usage, conventions, and customs if you do business in other countries. Is your card a standard size for that country? Does your slogan translate well? Consider printing a two-sided card. On one side, print your contact information in English, and on the other, print your contact information in the primary language of the other country. Consider, too, putting your photo on your card, since gender-specific first names are often not recognized in other countries.

4. Prospect creatively. Offering your card with both hands, for example, creates an enormous psychological impact. Consider exchanging cards with like-minded entrepreneurs through business networking groups. Introduce yourself with your card. Use the back of your card to write notes. Sign your name (or a brief message) on the front of the card. The possibilities are endless!

5. Coordinate your printed marketing materials with your Internet marketing approach. (And YES, internet marketers DO need business cards!) Your marketing efforts should be effectively integrated and maintain a consistent approach and "feel." Be sure to use signature files and virtual card files files if they are available to you. Put your URL and email address on your stationery (letterhead, business cards). You can even put virtual business cards on your website. Focus on company employees if you like, or host a public business card page as a community service.

Diana Ratliff is a nationally published writer and speaker on marketing and homebased business issues. Her NEW tips booklet, "How to Get More BU$INE$$ from your BUSINESS CARDS", contains 143 specific, condensed, and simple strategies to maximize the effectiveness of your cards, attract attention, and make more money. Visit her website at http://www.bizbooklets.com>, or send a blank message mailto:bizcardbooklet@sendfree.com for details via autoresponder.

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Wanda Loskot - Success Connection
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Professional business coach, author & speaker specializing in Internet marketing.
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