A business card, for its size, is one of the most powerful marketing tools you can have. Because of their size they are easily portable which makes them convenient to tote and store anywhere. Producing a quality card is relatively inexpensive. Getting the content and style right, whether your business cards are unique or standard, matters. A business card cannot carry your entire business story; however, it can promote your brand and it does make the first impression of your company.
Content and branding. Contact information, company name, and a visual identifier such as a logo, graphic or picture will provide a great foundation for your card. If you are active for your business on a social media site, include this as well. Branding is also important. Include your business tag line such as “Proudly serving our community for 25 years.”
Business cards have two sides, use both sides. Consider adding any of these items to the back of your card:
- List of services
- Full color – if you have a white front-face business card, consider branding the back side of the card your logo color
- Business brand
- QR Code
- Incentive offer (i.e. savings, bundle promotion)
- Ask for referrals (i.e. “Our best customers refer our best customers. We welcome your referrals.”)
Style matters.Choose a style that is appropriate for your business and brand. Business card style should match the brand or image you wish to project.
- Basic black and white: When utility is all you need, you can choose a no-nonsense approach and simple design.
- Graphics and designed background: If design and style are key to your business, your business card should reflect this.
- Pictures: Images such as your photo, a product or service can help a prospect remember you the next time your paths cross.
If outside of the box, make it standard business card size. Choosing a non-standard size, finish or material such as plastic or wood for your cards can make an impression; however, the cost to produce these cards is considerably higher than standard business cards. For some businesses, doing something unique and unusual may be worth the investment. An example of a non-standard business card might be a poker-style chip, a unique dye cut, or a transparent or stretchable plastic card. While these unique business cards may make an impression in the card exchange, for consistency in branding, the unique flair should carry through into your business. If you decide to make your card unique, work at trying to stay within the boundaries of the industry-standard size and shape. A unique business card will seem out of place if the theme does not already carry through to your website or your business.
Weight and finish matter. Most business cards are printed on 80-pound cover stock, as smooth or textured surface. When in doubt, choose heavier stock versus lighter, having a flimsy business card versus a heavier card stock can imply lesser quality or that you are cutting corners.
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