Ok, so in this world of digital everything, should we really bother carrying business cards anymore? That was a question a new client posed to me the other day and, with eyes popping out of my head and a short sputter, I announced quite vehemently – YES! The fact that he even asked me that question lead to a lot of contemplation on my part and I wondered how many other people have stopped producing hand-to-hand advertising pieces, like business cards, brochures etc, and opted to let their online presence completely market their business or hope that a potential client has a Blackberry or iPhone and can just be ‘beamed’ the info.
It’s a scary thought that many people believe that since they have a website, facebook page, blog etc. that they don’t need to spend the time or money on their offline materials. After a few conversations with people I know, online and offline, I discovered a very interesting fact – the majority of successful businesses still rely on their offline materials to carry the day. Yes, there are a few businesses that operate solely online but what happens if they meet someone in person who is interested in what their business does? Do they scratch their website onto a napkin? (I have seen this done, by the way). That being said, who needs a business card, how should they be made, what should they have on them, and why do you need one….
WHO/WHY – Whether you run a business strictly online, mostly offline, or a combination of both, you need to have a business card. Cards relay your contact information and products/services to potential clients, networking contacts, and existing customers. You want them to be able to contact you whether they have an internet connection or not, so relying on just a website or facebook page is not a good enough contact resource for your business. Don’t go out and print 1000 and then sit on them for a year, produce a smaller number like 250 or 500 and give those babies out any chance you get. Yes, people may take them and then throw them out or use them as a tooth pic but they can ignore your website just as easily and will remember you less from the web. Having something in hand is always more effective and increases the chances of them remembering you and visiting your website to get more information about your business.
WHAT – Your business card is a teaser, that little piece that should entice someone to learn more about your business. It is the first stage of your offline marketing approach; from there a person can go to your website or email you for more information. So you should have very specific information on your business cards, but not too much. Name is important, position within the company is not. No one is impressed that you call yourself the CEO of your small business (it is ok to put a position under your name as long as it is not there just to tweak your own ego). Your phone number, email, website and any other online resources (like facebook, twitter, and your blog) should be on that card. A brief description of your products and services should be there but don’t make it too wordy. People won’t want to read it all or won’t be able to read it all if you have a whole bunch of tiny text streaked across the back of your card.
HOW – Everyone should have a professionally produced business card; I don’t care how good your home printer is or how great you are with photoshop. Yes, you can save a bit of money but the look and feel of your cards will never be as good as the professional printer and your clients can tell the difference. I get cards all the time with spelling errors, improper cuts, and best of all – the little ridges on the border where the paper has been broken apart. What does it say about your business if you “save a little money” by producing your cards or other marketing materials yourself? It does not tell your customers that you are frugal and a smart business person, it tells them that you are cheap and don’t think that the impression you make is important. Your business card is that lasting impression you leave with the people you meet – MAKE IT COUNT! There are a ton of online and offline sources – from inexpensive template, direct order sites to your local printing company – so get in there, get your materials printed professionally and make the right impression!
As long as we meet people face-to-face, chat with that random person in the grocery store, we are going to need a professional marketing piece to hand someone. Whether we are an online business, offline business or both we will always have a need for that little piece of paper that tells the other person that we are happy to meet them and want to do business with them. Don’t go cheap, make a great impression, and stop forgetting to put your cards in your wallet when you go out!
- The Small Business Place provides graphic design and custom printing services to clients world wide. Visit our website for more information on what we can do for your business.
http://www.thesmallbusinessplace.ca
That is so true! I hate it when people hand me a card that they have printed at home – the ink is spotty and it is so filled with information. I would never do business with someone like that, its not professional.