Business cards are tangible representations of our business and can be 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 simpluy handing out cards which will probably be tossed, and handing out the opportunity to become a client.
Business cards are an inexpensive marketing expense which have great potential for being 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.
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”
- Wonder Bread: “Wonder Bread Helps Build Strong Bodies 12 Ways”
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 and makes your business stand out in a crowd.
3. Offer your gift: Direct people to your business card 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. Embrace technology: QR codes are a simple way to make your information scannable by most smart phones. Consider using a small QR code on the back of your card which makes it simple to quickly share your contact information and further increase the liklihood of your contact being reminded to follow up with you in the future. This element isn’t a must, but if your ideal client is a techie, or if you want to be perceived as technologically savvy, this is an element you may want to consider.
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.