BUSINESS CARDS DO'S & DON'T'S

A business card is one of the most important and cost-effective marketing tools a business can have, especially for businesses just starting out. And yet, too often it's a missed opportunity to make a great impression. A powerful and well-designed business card can effectively promote your business. There's a good chance that if the look and quality of your card is shoddy or unprofessional, it may be thrown into the trash.

There are a number of common MISTAKEs businesspeople make when it comes to their own business cards. Avoid these and you will be well on your way to having a card that is noticeably appealing and an effective marketing tool.

MISTAKE #1: Having a Card that Blends in with All the Rest

The great majority of business cards out there leave no real impression and soon become a faint memory. Leave someone with a card that looks great, feels great and clearly defines what your business does -- and you and your card won't soon be forgotten.

MISTAKE #2: Presentation of a Poor-Quality Card

Don't skimp on money when it comes to your business card. You want to have good stock paper, print that doesn't bleed from a drop of water, an embossed logo, and the card should feel substantial and pleasing to the touch.

A poor quality card implies a business that will have poor quality products and services. Rather than attracting business, this type of card would most likely repel prospective customers.

MISTAKE #3: Confusing Business Cards Confuse Customers

When someone looks at your business card, can they tell immediately what your business does? If not, you're not likely to get as many calls or referrals.

In addition, your logo should have some connection to what your business does or what you are selling.

MISTAKE #4: Not Providing a Unique Selling Proposition

Many businesses miss the golden opportunity of utilizing their business card to its full marketing potential. Your card should state at least one very powerful reason a customer should do business with you. Have a sale price on your card. Make it like a coupon. Give someone a reason to keep the card.

MISTAKE #5: Print that is too Small

Does your business card have a font size so small that you need to hand out a magnifying glass in order for it to be read? Beware of this practice. You may be able to cram more information onto the card with a small font, but what good is it if people can't read it? Since 95 percent of the population aged 35 or older need reading glasses, a good guideline is to use a type size no smaller than 7-8 point. Your name point can be a little larger; i.e., 9 point, and the company name usually looks good at about 12-15 point.

MISTAKE #6: A Cluttered Card

An appealing business card does not contain the print content of a novella. Too much print looks busy and terribly unprofessional: Simple is best. Sort out the information and keep only what's necessary for someone to know your name, your company, what you do, and why they should use you. Use the back for overflow information - it doesn't cost much more, if anything at all these days.

MISTAKE #7: Inadequate or Poor Use of Color

Spice up your business cards with a little splash of color; you'd be surprised what a difference it makes; for example, Just as restaurateurs use the color red for its appetizing quality, the judicious use of red in a business card is very visually appealing.

MISTAKE #8: Cards that don't get Distributed

What good is having a box full of business cards if they're just sitting there collecting dust? It would serve you and your business better to apply the old axiom, "Use it or lose it." What can you lose? Business.

Always have a supply of your cards wherever you go. Give them out when appropriate, and while you're at it, don't hesitate to give out more than one. Invite people to pass the extras along to others who might need your service. You might be surprised at how often this can result in a referral.

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