When a producer from CBS News contacted me about an interview as a business card expert for an upcoming episode of The CBS Sunday Morning show, I thought it was a hoax.  While I’ve been featured in national media before, it’s mostly been print – not national TV!

So the first thing I did was go to the CBS News website and make sure there was a producer by that name on the show.  Yep, there was… so I responded.

We talked on a phone, he asked a bunch of questions about business cards – I guess to make sure I was a legitimate expert – and he explained their plans.  There was going to be a show completely focused on business topics.

When I found out they wanted to include me – and actually send correspondent Russ Mitchell and a production crew out here to Missouri to film – I didn’t want them to come to my home office.

CBS Sunday Morning Business Card Episode

Instead I suggested we meet at an event where HUNDREDS of people would be exchanging business card, our Chamber of Commerce Quarterly Membership Breakfast!  It was quite a trip, having 4 people follow me around at a networking event – one who looked famous (Russ Mitchell), plus a cameraman, a man with a huge microphone, and the producer.  They filmed business card exchanges with several of my friends – the ones who were willing to be on camera!

AFTER the event, we went to another room for a one-on-one interview.  It took nearly an hour for them to stage the room just right (plants, sound, lighting.)  I’d brought a bunch of business card samples – cards that I thought were especially unusual or done well (or not).  We spoke for nearly 2 hours.

Periodically we’d stop so that they could adjust the sound, or get a close up of a card, or me holding a card, or Russ holding a card.

In total, they spent 6 hours with me.

The episode originally aired in March 2011 and aired again in June.  And here it is – out of that 6 hours, I got about 15 seconds of airtime!

(Sorry, there’s an ad at the beginning of the video – nothing I can do about that.)  My segment starts at :39 – and that closeup of the business card collection?  Those are my cards.  (See Hillary Rodham Clinton’s card?  And the card that was so carefully cropped at the left is for a prostitute.)

http://youtu.be/4k4mkL70E3g

Holiday networking is less aggressive, slower-paced and more subtle. Think “market research” instead of “close the deal” and you’ll have the right mindset. Yes, making connections that lead to sales is still a primary reason for attending social functions, but around the holidays it’s less obvious. The social “dance” is longer.

So when preparing for your holiday party “performance,” practice the role of Santa instead of Scrooge, and you’ll do just fine.

How would Santa act at that lavish bash in your office building next week?

First, remember that Santa is friendly and approachable to EVERYONE. He’s not a snob or someone who’s solely focused on influential, powerful people. You’d do well to adopt that attitude yourself. You’ll enjoy yourself more, feel less stressed, and who knows? You may meet someone with unexpected influence or connections.

If you’re one of the many people who’d rather have teeth pulled than talk to strangers, rehearse a few “safe” opening lines. “So how do you know (the host/hostess)?” or “Don’t I know you from somewhere?” are non-threatening ways to begin a conversation, with the added benefit of allowing you to look for connections. And “How has your day been?” is much more likely to initiate small-talk than the usual “How are you?” (“Fine, thanks.”) exchange.

Second, Santa is a great listener who’s really focused on other people’s wants and needs and not his own. He invites confidences and listens more than he speaks. Can you imagine Santa thrusting his business card on someone he’s barely met? (I DO have one of his cards, by the way. See it here.)

So ask a lot of “who, what, where, when and why” questions. Try to spend the first five minutes of any conversation talking about the other person. You already know about yourself; you want to gather information and make friends with others. Besides, it’s very flattering. Someone who’s interested in others is invariably seen as someone worth knowing. (So tuck a few business cards in your pocket beforehand!)

Finally, Santa is welcome and appreciated at any gathering because he brings gifts. No, you don’t need to carry in a large red bag filled with personalized company pens or magnets. But before the party, think about who you’re likely to meet and what you can offer them.

Have you read a great book? Do you know what’s being built across the street? Did you discover a helpful new product or service? Then don’t be a Scrooge! Spread the news. Offer the information.

Better yet, do you have a personal connection to someone party attendees would like to meet? Then be prepared to offer their name and/or business card.

And when talk does turn to business, keep it light and keep it brief. If you have helpful ideas to pass on, or discover a connection you’d like to strengthen, ask for a business card and permission to call at work. Then steer the conversation back to more fun, personal topics. (Just remember to follow up afterwards!)

With preparation, you can enjoy meeting new people and reconnecting with old colleagues in mutually profitable ways. And you might just become as popular as Ol’ Saint Nick.

Ask yourself:

• What are your business cards telling your customers and prospects about you?
• Do they convey the image you want?
• Are they accurate and up-to-date?
• Do they provide complete information?
• Do they make people want to do business with you?

If not, can you AFFORD to keep using them? Think about what your current card is costing you, in terms of lost sales and missed opportunities.

Can you afford to delay replacing them?

If you haven’t updated your cards in the last year, if you’re using generic “printer’s special” cards, or, heaven forbid, if you’re using pre-perforated cards, it’s time to take a fresh look at your best promotional tool.

First things first. Look at the OBVIOUS information on your card.

ACCURACY: Is the information on your card up-to-date? If you’ve added a website or new location, changed phone numbers, or been promoted to a new position, redo your cards to reflect the changes. Passing out cards with crossed-out phone numbers is a sure way to lose credibility with customers. So, too, is using a photograph so “retouched” that your mom wouldn’t recognize you.

QUANTITY: Does your card have enough information? Mere contact details are no longer enough. Describe what your business does and who it does it for, if it’s not evident from the name. Give people a reason to do business with you. Are you exceptionally skilled (awards, certifications, experience)? Easier to locate? Open longer hours? Do you offer free delivery, free training, or free estimates? (Design hint: Don’t drop the font size and cram all that information on the front. Use the BACK of your card or a folding business card.)

Now look at the SUBTLE messages your card is sending. Remember that your business card is YOU, and you may only have a few seconds to catch and keep someone’s attention with it.

STYLE: Is your business card classy? A card in an appropriate, tasteful color, with a nice texture and an attractive logo or photo is much more likely to be kept than a “plain vanilla” card. It shows that you’re different from your competition … that you believe in yourself enough to invest in your business … that you’re willing to put forth some extra effort. There are simple ways to add a distinctive touch. For example, rather than a photo of your head, add a photo of you doing whatever you do … driving your sparkling-clean taxi, repairing that blankety-blank computer, or selling that dream home.

USEFULNESS: Is your business card useful? Almost ANY business can add something relevant to their business or industry which prospective customers will find useful. A tire salesman can add a mark that indicates the minimum safe tread depth. A Realtor can add a mortgage calculator, or addresses of carpet cleaners, home improvement specialists, or siding installers. (Of course, a savvy realtor will ask those business owners to distribute HIS cards, in return.)

UNIQUENESS: Is your business card different from your competitors? In other words, how are YOU different from your competitors? If you’re the only dog groomer in town who’ll come pick up Fifi and return her looking adorable and smelling clean, say so! But don’t assume people will read your card to find that out. Show them a picture or a clever cartoon. Use color or an unusual (but legible) font. Turn your card into a coupon redeemable for a “Free collar of your choice!” when 10 boxes have been stamped on the back.

In short — if your business is worth promoting, it’s worth promoting right. Don’t ruin a good impression with a bad business card.

Never fear. You can give ordinary cards a little “pizzazz” without spending a cent. Given the fact that people expect someone who’s serious about their business to have a card, you can’t afford to let this versatile and portable marketing tool languish in the depths of your desk drawers.

Here are three free ways to make an ordinary card seem extraordinary.

1. Use both hands to give someone your card
Next time you want to give someone your business card, make it a presentation. Turn the card face up with the text facing the receiver, and then slowly, carefully, give them the card. You want to convey the impression that your card contains such valuable information that you wouldn’t give it to just anyone. Treat it as if it was a precious commodity, and the person receiving it will definitely notice.

2. Punch a hole in your card.
Use a standard hole punch and “snap!” put a hole somewhere on your card. Odds are you’ll be asked about it! That gives you a great opening to give more information about your product or service.

A window washer might say: “That hole lets you see through the card very easily, doesn’t it? You’ll see just as well through your windows, too!”

If you run a dating service, the hole could represent the emptiness people feel without someone to love.

If you sell insurance, the hole could illustrate the gap in coverage your company can certainly fill.

If you sell weight loss products, the hole might represent the “empty stomach” feeling you get on traditional diets.

Get the idea? You can even spend $5 or so and buy a themed punch, say in the shape of a house or a heart.

3. Write on your card.
Anything you do to personalize your card increases its value and makes it more likely to be kept. You can merely sign your name, or go further and write down the name of the product you recommend. You can write “10% discount” on the card, initial it, and tell the receiver to bring it into your store. You can even write private information on your card, such as your home phone number, which really makes the receiver feel special.

Another way to add value to your card (and to other people’s cards, too) isn’t free but offers great returns on a one-time investment. And that’s the purchase of a classy or unique business card holder or case.

Try to find one with two sections so you can separate cards you give and cards you get. Buy two separate cases if you can afford it. And make a point of using them! You can really impress a prospective customer by taking time to really look at his or her card before carefully tucking it away into a sturdy case. The care with which you treat that card subconsciously equates to the care with which you’ll treat their business.

Remember, creating a card that people keep is only partly about the card — it’s about you, too. If you’re creative and helpful when presenting your card, you’ll likely be perceived as someone who’s creative and helpful in business dealings too. And who would toss the card of a valuable contact like that?

How?

By fostering the notion that a business card has to be radically different, trendy and expensive to be effective.

It’s time to get real!

“Cool” doesn’t sell your product. “Trendy” doesn’t pay the bills. And “Wow, what a great card!” is flattering, but hardly an income guarantee. Ever seen one of those expensive Super Bowl TV ads, where afterwards you can remember the commercial but haven’t the foggiest idea what product it was promoting?

Same principle. A business card can be a masterpiece of graphic design and do you absolutely no good as far as convincing someone you just met to give you a call, visit your website or drop by your store.

The truth is that a fairly ordinary business card can be an extraordinary marketing tool, if used wisely.

Now don’t get me wrong – I am not advocating the use of a generic, black-text-on-white-stock, flimsy card ordered from the local quick printer, or an attractive but ad-supported “free” business card ordered online. And splurging on a custom designed business card is definitely appropriate in certain industries and certain business situations.

What I’m saying is that an attractive, legible, customer-focused business card is good enough for most people in most circumstances. Even if it’s designed on a website that offers business card templates which can be used by an unlimited number of other business owners. Even if the graphics or clipart aren’t original.

Frankly, it’s more important to get a decent card circulating than it is to let customers slip by while you’re endlessly tweaking the “perfect” business card.

So what is “good enough”?

Your business card should be attractive. It should look professional, be of standard size and weight, use color well, catch the eye, and be different enough from your competitors to make your card stand out but not so different that you seem out of touch.

Your business card should be legible. No tiny text. No crazy mish-mash of fonts. No crossed-out phone numbers or dingy food stains. Each word should be there for a reason, carefully chosen to given recipients a reason to remember you and encourage them to use your product or service.

This means that business cards should also be customer-focused. Though a business card contains your company name and contact information, its purpose is less about you than it is about showing your prospective customer that you understand their needs and that your company can meet them.

A business card design that is “good enough” may look little different than those used by others in similar professions. But if it goes beyond the typical business card to include information that reassures or informs prospects (such as testimonials, store hours, special services or solutions to common problems), it will certainly out-perform a fancier but less customer-centered card.

And let’s also “get real” about what a business card is, and what it can do. Yes, it’s a powerful marketing weapon. But c’mon, it’s a 2.5” by 3.25” bit of paper. No piece of paper, no matter how innovative or elegant, can override a prospects’ instinctive distaste of a salesperson who’s arrogant, uncaring, or completely clueless. You may find that people love your card and that you just can’t seem to keep enough of them in your wallet – but if you never hear from the people you give them to, there’s something wrong.

After all, there are plenty of superstar performers using bland, impersonal company-generated business cards with outstanding results.

In the hands of a personable and articulate company representative who really listens to what a prospective client wants, a “good enough” business card will outperform a graphic designer’s dream card every time.

This one is part of a collection of business cards owned by Jack Gurner, a member of the IBCC (International Business Card Collector’s Club, http://www.ibccsite.com)

Yep, I’m a member, too!  Check it out.

FRONT:

BACK:

(1 business card + 2 labels on back)

OR

4 Cards in One!

(1 business card + 3 labels on back)

Triple (Even QUADRUPLE!) the Reach of Your Business Cards – At No Extra Cost!

(Looking for something to put on the BACK of your Business Cards? This is IT!  My top recommendation.)

Order Capture Business Cards Here

Capture Business Cards stand out as a whole new category of interactive customized business cards. The card combines the benefits of a standard business card on the front with the multiple functions of removable adhesive labels on the back. Capture Card’s patented design allows you to conveniently and effectively transfer key information into calendars, address books, sales material and more. All while maintaining the functionality of a standard business card because even after the labels are removed you will have a regular weight business card.
Watch Video

There are two Capture Business Card designs. Capture Card is a standard business card with three regular adhesive labels applied directly to the back, two small and one larger. These labels conveniently enhance your business card with a variety of ways to leave a lasting reminder with every card you distribute. Whether it is a return address label, appointment reminder, contact information, promotion or any of the many effective design ideas Capture Cards are fully functional alternative to average business cards..

Capture Card Plus is a standard business card with two re-positionable labels adhered to the back. These two labels can be customized to suit your networking and communication needs and can be applied and reapplied to a variety of mediums. The extra space and repositionable adhesive make this an even more versatile edition of the Capture Card concept. They have been used as personalized sticky notes, photo stickers, maps, to convey contact information and a variety of other unique and customized purposes. Capture every opportunity to make a lasting impression with your Capture Card.
Order Capture Business Cards Here

“These unique business cards get my highest endorsement.”  -Diana

Good Tip: Add this info to existing business cards using self-adhesive address labels.

Better Tip:  Order Capture Cards!  They come pre-printed with removable labels on the card back.

a copy of the FRONT of your card
acronyms
acupressure chart
additional locations
admission pass
advertising rates
amortization schedule
appointment times*
area churches
area telephone prefixes
artwork
automobile accident procedures
awards or honors received
before/after photos
Bible verse
biography
biorhythm chart
birthdays & anniversaries*
BMI (body mass index) calculator
body measurements*
books/articles published
branch offices
brand names you sell
business philosophy
calendar
calorie or fat gram counter
calories burned while exercising
car care checklist
caricature
cartoon
charities you support
checklist of symptoms
children’s developmental milestones
child’s immunization record*
city offices (health, public works, utilities)
class schedule*
Code of Ethics
college readiness checklist
color wheel, complementary colors
common HTML tags
common misspellings
company history
comparison chart
contact information for local government agencies
contact information*
contest rules
copy of your email signature file
cost-cutting ideas
coupon or discount offer
courses you teach
CPR instructions
credentials
currency conversion rates
definitions
degrees obtained
Dewey Decimal system
disclaimer
distributors
emergency phone numbers
emergency preparedness checklist
employee names
energy-saving tips
entertaining or useful websites
envelope sizes
fabric care instructions
fabric yardage conversion chart
family clothing sizes*
favorite quotation
floor plan
flower meanings
food group pyramid
foreign language phrases
frequently asked questions
fuller description of what you do/who you do it for
fun places to go in town
game (Tic-Tac-Toe, Hangman, dot-to-dot picture)
game schedule for local sports team
goals
graduation requirements
growth chart
guarantee
heart rate chart
hobbies
hours of service
household safety tips
how to change a tire
how to jumpstart a car
humorous anecdote
image of a million-dollar bill
ingredient substitutions
instructions for Heimlich maneuver
joke or riddle
large print version of data on front of card
list of emoticons
loan payment information
local pharmacists
major clients
meeting schedule
membership card
menu
merchants who offer related services
merchants who’ll give discount when card is shown
metric conversion chart
mileage-destination chart
mini-resume
mission statement
most popular products
moving checklist
nail sizes
national holidays
paint/wallpaper names, by room*
periodic table
personal medical information*
pet peeves
phone card
phone numbers for time, temperature, weather
photo
planting guide
political organizations
prescriptions*
product comparison chart
product price list
product uses
public speaking tips
quantity discount list
reasons to purchase NOW
receipt*
recipe
recommended systems/minimal standards
record of child’s height/weight by age*
reflexology chart
retirement readiness checklist
return or refund policy
ring sizes
rubber-stamped design
ruler
rules and regulations
screw sizes
seal of approval
song lyrics
stain removal g uide
State/Country elected officials
stress relief tips
subscription rates
survey
table of weights & measures
taxi services
temperature zone map
Ten Commandments
Ten Warning Signs of Cancer
terms and conditions
testimonial
thought-provoking question (“Can you afford college?”)
time zone chart
tips percentage table
tire tread depth gauge
toast or blessing
toll-free phone numbers for airlines
toll-free phone numbers for car rental agencies
toll-free phone numbers for hotel chains
train or bus schedules
translation of your card into a foreign language
trivia related to your business or industry
U.S. Presidents
U.S. states and capitols
URLs for Internet search engines
vision test
weight loss record*
wind chill index
wine list
work or industry experience
your signature
zip/postal codes
zodiac signs

More information about getting referrals is at CustomersByReferral.com, a new site I’m developing – that’s ONE use of the information on the card back!

Tom Hopkins, renowned as the number one sales trainer in the world, gave an example of the power of three in a Success Seminar I attended several years ago. He said that salespeople should try to give their prospects THREE choices whenever possible, and put their best product as number three. Why? When you give someone three choices, 71% of people will choose the third one!

(Do you suppose the producers of the old TV game show “Let’s Make a Deal!” knew that “Door Number 3″ would be picked most of the time? I’ll bet they did.)

You should also try the Rule of THIRDS when you’re designing a print ad, according to the author of Do-It-Yourself Advertising, David F. Ramacitti. One third of your ad should be graphic elements, such as drawings or photographs. One third of your ad should be the copy, including your logo. One third of your ad should be white space. He notes, however, that there’s considerable room for variation in this rule, and that it doesn’t mean you should divide your ad into precise thirds.

The advertising “Rule of Seven” also attaches significance to the number three. This advertising axiom states that a prospect must notice your advertising message seven times before they’ll respond. The corollary? Since people aren’t always “tuned in” to the messages they’re bombarded with, they tend to actually notice an advertising message once for every THREE times they see or hear it.

Another illustration of the power of three appeared in The Competitive Advantage newsletter, quoting Morey Stettner in The Art of Winning Conversation. Persuasive people, according to Mr. Stettner, have always known the power of a TRIO of ideas. Note these three-beat advertising slogans: The few, the proud, the Marines; or reduce, reuse, recycle.

Commands are also commonly given in three steps:

• Lights! Camera! Action!
• Ready! Aim! Fire!
• On Your Mark! Get Set! Go!

Putting complex goals in easy-to-remember sets of three helps managers do their jobs better, too. For example, employees of Domino’s pizza remember FFF: fast, friendly, free delivery.

Using three points to convince someone of something adds to your persuasiveness while avoiding the dangers of saying either too much or too little.

Can you apply the magic of three to your business?

(Congratulations! You’re way ahead of most of us!)

But when you DO eventually get to that point — and most of us do, after some trial and error, perhaps — what happens next? Now that you have a product, a need, and a message, how do you get that message out to your potential customers?

You have a bewildering and ever-increasing array of options. There are the tried-and-true alternatives such as billboards, classified ads, direct mail, display ads, telemarketing, business cards, bulletin boards, ad specialties and the like. Then there are the newer, “high-tech” methods such as CD-ROM presentations and Internet marketing (websites and email).

How do you know which method to choose?

You may find it useful to keep the following criteria in mind when you’re trying to select the advertising media for your business. This list is by no means an exhaustive listing, but it does provide a starting point for your decision-making process.

• Is the option portABLE?  If your product or service is purchased on impulse or when an emergency occurs, it’s important to have your company information immediately available. A good example of this could be a business card, or a magnet on the refrigerator. A poor example would be a billboard (unless the sign promotes a tow service and you happen to break down right in front of it!)
  
• Is the option adaptABLE?  If you travel on business, you can carry a telephone script with you and call from any hotel room. You can modify your script as you go along. You can even use selected words or phrases when you meet someone in person. So telephone prospecting could be a very adaptable alternative for you.
  
• Is the option acceptABLE?  If your message is to be seen in a positive light, it has to be delivered in a manner that your prospect finds acceptable. Telemarketing, often, is seen as intrusive. Direct mail may be seen as “junk mail.”  On the other hand, an ad in the classified section of your newspaper is accepted readily because your prospect chooses whether or not to read it.    It’s also associated with a valuable service (delivery of the news.)
  
• Is it affordABLE?  Sometimes the money just isn’t there. I know. (Although if you’re sure you’ve found THE best advertising option, I’d encourage you to find a way to make it work. Borrow. Barter. Beg. Whatever. (So long as it’s legal, of course!) Still, some options are much more cost-effective than others are. You can get 2,000 full-color business cards made for less than $200.00. Email advertising (depending on how you collect your addresses) can be done very inexpensively.
  
• Is the option capABLE of conveying the information you need?  A direct mail letter allows you page-after-page to explain a new concept. A CD-ROM presentation can add an audio or visual element, which may be essential for your customer to fully grasp your offering. At the opposite extreme, a simple sign tacked to a bulletin board (“FREE adorable puppies! Call 555-5555”) may be all it takes to make the sale.

There is, unfortunately, no “one size fits all” advertising approach, simply because so many variables are involved. Advertising methods or messages that are extremely effective for one company may be a complete flop for another.

You need to objectively assess the product or service itself, the industry you’re in, the people you’re trying to reach, the risk involved with the purchase — even the time of year and the name of your company can influence whether or not someone chooses to do business with you. You may have to test, test, and test yet again before you find the effective approach that’s right for YOUR business.

However, when you find the advertising method that works for you, the results can be extraordinarily profitABLE.