The 7 Elements Your Business Card Must Possess for it to be Effective
It is hard to imagine a marketing tool with more versatility than a well designed business card. Have you ever noticed that the more successful a business person, the more detailed their business card is? Have you notice that the savvy business person will always have a variety of business cards in different styles? Let’s face it, more often than not, people will request a business card from you and how many other opportunities do you get where people are inviting you to market to them?
Unfortunately, given the restricted space on a business card, using them as an effective marketing tool is not as straight forward as you might first think.
That’s where the 7 Business Laws of Business Card Design come in. They ensure that your prospects Remember, Keep, Notice, Read, Believe, Desire and Act on your business card’s offer.
Business Card Design Law 1: Your Business Card Must Encourage your Prospect to Remember You in A Favorable Light.
This is the first and most important law of business card design. The sole reason for the existence of your business card is to make your prospect want to make contact with you again. You business card is what separates you from you competitors when your prospect is at home discussing things with their partner, you business card says more about you in comparison to your opposition than other media you produce.
Do not ever think of your business card as simply a way for you to share your contact details with your prospect! It is the most readily accepted, profitable, versatile, inexpensive form of media promotion that is available. I guarantee that refocusing your mindset about your business card will lead to increased profits.
Business Card Design Law 2: Your Business Card Must Provide Your Client/Prospect with a Reason to Retain it.
If the person that you give you business card to doesn’t retain it long enough to receive a quotation from you, there is no point giving it to them in the first place.
Without you adding some value to your business card, it is simply a bit of scrap paper with someone’s details on it. The easiest way to add value to you business card is to include some valuable information to it.
Does your company offer a free service? Add it to your card. Would your prospect appreciate a pocket sized calendar? Add it to your card. Are you likely to schedule an appointment with you client? Add space for appointment details on your card. Why not offer a small discount on presentation of your business card?
It really isn’t so much important what exactly is added, provided your client will find a use for the information you include on your card.
Business Card Design Law 3: Your Business Card needs to Stand Out from your Competitor’s Card, So that Your Client Will notice it.
How many situations exist where your business card is in direct competition with your competitors?
Your card may be at a popular tourist location, a council chambers, the industry association of your industry. It could be as simple as your prospect having visited you and your competitors and trying to decide between you while they are at home.
Always remember that the unique card, even if only slightly unique, business card wins! If every other attorney ha their card printed on ivory card stock, printing yours on light grey paper is an easy and affordable way to ensure that your card is noticed among the others.
while adding a small expense, a full color background for your business card is the most effective way of making it stand out among a sea of black and white cards.
Business Card Design Law 4: Your Business Card Must be Formatted in Such a Way that it Ensures Easy Readership.
Printers comment that the biggest mistake they observe in business card design is overcrowding. The Critical Information needs to be the most visible, the font sizes need to ensure easy readership by those with “not quite 20/20 vision.” You need to continuously review your business card so that only the most important and relevant information is included on your card.
Ensuring these guidelines are followed will attribute to a better designed, better laid out and easier to read business card.
Business Card Design Law 5: Your
Business Card Must be Believable.
A Prospect will always select the company or person whom they believe to be the best possible option to provide the product they are seeking.
nsure that your card helps them agree that this is you! If you show signs of lack of attention to detail, like misspellings, or dirty, dog eared presentation with respect to your business cards, people will automatically assume that this is how you treat your business. So make sure your card looks crisp, clean and professional.
If you want to go one step further, you may even like to include deliberate credibility building details such as customer testimonials or industry authority approvals.
Business Card Design Law 6: Your Business Card Must Convey Benefits for the Prospect in Using Your Product or Service
It is definitely recommended to consider your business card as a mini-billboard for your business. Once you begin to accept this concept, it is not unusual to use taglines, slogans, or other statements that you would normally reserve for other form of media.
Why NOT tell people who get your business card that you’re easy to locate, kid-friendly, flexible on financing or ranked #1 in customer service? If you don’t tell them, they may never know!
Business Card Design Law 7: Your Business Card Should Encourage Your Prospects to Act the way You Want.
When using your business card as a marketing tool, why wouldn’t you include a call to action? When you design your card, there are many ways to nudge people to give you a call, visit your website, or stop by your store.
One example would be to create a specific URL for a monthly promotion and include that on your business card, or offer a free newsletter containing information that your prospect would be interested in. One realtor I know includes the address to sign up for her email list of “hot new properties” on her business card.
Even the incorporation of all of these Business Card Design Laws will not help you make you business card more successful if you continue to keep them in your desk drawer, or in the bottom of your purse somewhere.
Let Your Business Card do the work! Get it out and circulating, then and only then will these Business Card Design Laws help the success of your business card.