As pretty as they were, I noticed immediately that they were missing many elements of an effective business card.  Immediately you would have noticed as well their tasteful design, which no doubt cost a pretty penny, Graphic design can be beautiful, attention getting and fun, but graphic design alone isn’t branding, or strategic marketing.  An effective business card needs to be strategic.

 

They are tangible representations of a business and can create a crucial first impression when meeting a potential client.  Many people obsess about which colors, design and logos to use on their cards, but forget very important details which can make even more of an impact than the design.

 

Of course you want to include your name, business name, phone number and website address.  But there are other details which are often overlooked and can make the difference between simply handing out cards which will probably be tossed, or increasing  the opportunity to get a client.

 

Business cards can be a relatively inexpensive marketing expense which has great potential for providing a lucrative return on your small investment.  Here are the top four elements for a business card that will turn contacts into clients.

 

1. Add your photo: Have you ever gone to a conference and returned home with a heap of business cards but couldn’t connect the cards with a face because it didn’t have a photo on it?  Be sure you aren’t forgotten by your new connections either.  Add a smiling, friendly photo of yourself which is clear, crisp, and puts you in your best light.  Hire a photographer and update your headshots.  Don’t use a caricature image in place of a photo or only include your logo.
2. Include your USP: What is your unique selling position? Be sure to include it on your card.  Spell out what sets you apart from your competition. Some unique propositions from well known companies:
   • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
   • FedEx: “When your package absolutely, positively has to get there overnight”
   • M&M’s: “Melts in your mouth, not in your hand”

   If you don’t have a USP, spend some time working on a simple and succinct description which describes how your service or product will help your ideal client get the results they desire and makes your business stand out in a crowd.

3. Offer your gift: Direct people to your website, preferably an opt-in page, where they can get your compelling and enticing free gift!  Your website should offer a fantastic and valuable gift which is irresistible to your target market, and your technique for lead capture.  Don’t overlook this powerful marketing strategy when designing your business cards.
4. Build the Relationship:  Consider providing a live Q & A hotline of your most frequently asked questions.  This allows people to have a personal connection with you by hearing your voice, and you can include a call to action to encourage them in taking the next step toward working with you.

If your business card is missing these marketing elements, it’s time to call your printer and get some new business cards ordered which will have a better chance of converting your contacts into clients. A business card which isn’t working hard for you is just a waste of paper, ink, money, and your time as well.