Marketing: The Importance of Your Business Card

Finding the Right Image

Look at other business cards and identify your likes and dislikes, your business card reflects who you are, it captures the essence of your business image.

Consider an eye catching logo, graphic or picture if appropriate.
A business card should:

• Have your business name that is clear and easy to read Have a tag line to convey the benefits at a quick glance
• Must be printed on heavy card stock
• Can be printed on both sides for additional information/appointments
• Always include your name and title, address, phone number, fax number, email address and website.

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Carry at least 20 cards at all times and hand to everyone you meet

Please share ideas that you have used on your business cards that have been effective in your business.

Julie Brander, New Haven SCORE
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4 Comments July 16, 2009

Marketing: Networking Tips

Here are nine networking tips to help you build relationships and your business.

1. First Meeting: Introducing Yourself and your Business
“Elevator” speech which includes name, name of the business, type of business and unique features that benefit the customer/client.

2. Successful Networking
The most commonly asked question is: “What do you do?”
The answer has to be concise and compelling. Have a 20-45 second explanation prepared. Be enthusiastic and make sure to match your remarks to the audience, group or market you serve. You should inspire interest and actively ‘recruit’ a new customer or client.

3. Build Relationships
Identify those who can refer business to you and treat them well: Invite them for breakfast, lunch or dinner, invitations to events and social occaisions; theater, sports tickets, etc. Remember birthdays and anniversaries, give gifts.

4. Using and Exchanging Business Card
What do you do with those cards?
• Always carry at least 10 business cards
• Make notes on those you receive about the person you met, their company, the products that they sell, family names, etc.
• Make an appointment to meet if you want to get to know them better.
• Send a note after the meeting to follow up, or make the follow up call!

5. Identify Potential Clients
Identify other customers you can do business with. Look for other markets that you can serve. Always think beyond the obvious. (more…)

Leave a Comment February 5, 2009

Business Card Etiquette?

I was doing SCORE counseling when a client came in, threw her business card on my desk with the card facing her. What is wrong with this picture? 1) no value for the card, her name or her company — you don’t throw them at people 2) no introduction as to why I would want her card 3) most people can’t read upside down as well as they can right side up and 4) no respect for me, the counselor, who needs to place value in her company.

In short, yes, there is business card etiquette. Many of us know the Asian approach to giving and receiving cards. You wait until it is appropriate to give the person a card, you hand the card to them facing the client with both hands and you give them a minute to actually read and respond to the card. This may seem a bit formal for most of us, but I like it. There is in turn, etiquette for the card receiver. You thank the person for the card, take time to look and read it and respond appropriately. This little ritual places value on the card which actually represents the client and the company. Makes good sense to me.

Business cards should represent value (to the person and to the business). I see no value in collecting business cards like baseball cards as there is no prize for who gets the most. For years I made a collection of President business cards. I wanted all the cards I could get of Presidents and CEOs with the vision that someday my card would, also, read same. The vision materialized, but I used the title Managing Director instead of President. Same value.

Another big thing I like to do after the meeting is write a short note or two about the meeting on the back of the card to enhance the follow up “thank you.” I have a special passion for personal photos on business cards, but that is a story for another day.

Do I sound too structured to you? Do you find value in your business cards? Let me know your view?

-Betty Otte, SCORE Orange County
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14 Comments October 13, 2008

Marketing: What Does Your Business Card Say About Your Business?

I’m about to start a new business and need to get business cards. Would it be appropriate to use the punch-out or pre-designed paper stock I see in the stores?

Congratulations on starting your business! Be sure to visit your local SCORE office to increase your chances of success. 

Your stationery, business card, newsletter, proposal, etc., are all part of your sales team. They will often get through the door in an effort to sell your products or services long before you do. If the suit they’re wearing appears to be of inferior quality, so will your business. 

The quality of this paper is not sufficient to project the image you’ll want. The more inferior your image, the harder you’ll have to work to prove your value to a potential client.

The paper you dress your business card in says more about your business than you may realize. Quality paper feels good and rich to the touch, much like the fabric in a fine-tailored suit. It speaks to you. Do you want your paper selection to whisper words like: quality, stable, and professional? Or do you want it to shout: cheap, fly-by-night, or smalltime? If it’s the latter, your package will rarely get to the hands of the decision-maker: it won’t get past the gatekeeper. 

Design is also crucial to creating an image that shouts success. You should avoid using ClipArt and pre-designed cardstock for the same reasons as choosing good paper. If you can’t afford a professional designer, it’s best to keep your card very simple, using lettering that matches the type of business you’re in (e.g., avoid using a typeface that’s more appropriate for a wedding invitation unless you’re in that or a similar business.) 

Making the additional investment of using quality paper and hiring a good designer will put you one step closer to the decision-maker and is a giant step toward building your brand. The difference in the cost becomes negligible when compared to the cost of losing the deal.

To get help with your design, try Websites such as www.elance.com, www.guru.com, www.freelanceforum.org, www.craigslist.com.   

-Peggy Duncan, SCORE Atlanta
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3 Comments October 2, 2008