What if your Business Cards worked as hard as you do? © Copyright
Why do some business cards work effectively while yours bring in so few new customers?
Visual Distraction will show you the secret ingredients others are keeping to themselves!
Business cards are a business person's marketing dream:
- Business cards are versatile
- Business cards are inexpensive
- Business cards are easy to carry and dispense
- Business cards act as an effective, concise introduction to your business
- And best of all, people EXPECT you to hand them one!
Then why are business cards so misunderstood and misused?
In the past, business cards were used to simply state a person's name, business, address and phone number. Today these are often still the most important elements on the business card, however with the increased complexity of today's business climate, new ingredients must be included, if your cards are to compete with your competitors.
Imagine the difference to your bottom line, if instead of simply being thrown away or placed in a pile of other business cards, your card ignites a spark of interest which motivates your prospect to look closer at what you have to offer?
Today, there is no excuse for having ineffective business cards! See below. Don't buy business cards unless they contain the following important new ingredients!
Ingredient One Ingredient Two Ingredient Three
If you already know about what others are doing to make their cards work smarter for them, and you just want to purchase some great business cards at the most reasonable prices around, find out more about Visual Distraction's top-value business cards here.
#1 Most important new ingredient
What if there were a way your business card could convert a higher percentage of prospects into customers, how much more would you earn as a result? A business card is a terrific way to generate more interest in your website.
The most important new ingredient to be included on your business card is actually a combination of two things - your URL or web address, and your Email address. This combination invites your prospect to look closer at what you have to offer, and to be able to quiz you about details. What more can you ask?
If they didn't ask, or you didn't tell them when you first handed them your card, this is EXACTLY what you want them to do. The Internet has brought small business many benefits, perhaps most importantly the "level playing field". These days every business can appear as large, established, or as professional as any other. This combination of a Business Card and a Website means you have an effective, flexible and efficient marketing machine at your disposal.
Are you losing market-share to your opposition? In 2007, if you haven't got an Internet presence you should ask yourself how serious you are about being in business, because if customers can't find you on the Net, then they will find someone else on the Net.
Even if people aren't buying directly, they are increasingly researching their next purchase, and forming the basis for their decision, whether it be for a product or service, on the net -- just like what you are doing now. If your marketing machine fails to attract, inform, and impress them while they're hot, they are gone. Probably forever.
Therefore, when you think about printing some new cards, ask yourself if you are ready to compete on the Internet, because that is where the market is now being played out - and it will continue to become more important as people grow more confident shopping and buying online.
#2 Most important ingredient
What if you could double the space you use to spread your vital message, without spending a single dollar extra? In the past, people under-utilized their cards by using the front only.
Often this was because designers or printers would charge significantly more to print both sides. Other times it was because it was thought "proper" to use the front only. Yet other times it was because people couldn't think of anything they thought important enough to make it worthwhile printing on the back.
A prospect said to me recently,
"No-one reads the back of business cards anymore".
Well, I can understand why he thought that. There was nothing on the back of his! Sometimes this may be the case, but only if there is nothing on the back to make it worthwhile looking.
But, and here is the #2 most important ingredient, if you place something that makes your prospect value your card on the back, they will not only read it, but they will KEEP it and USE it! Discover 7 different options for the back of your cards here!
#3 Most important new ingredient
What is your business, if it is not UNIQUE? Why do people buy from you? Is it because you are the same as every other business of your kind, or is it because you stand out; because you offer them something better or different from the rest?
If you are unique (and I'm sure you are, and that you're proud of it), then why in the world would you want a Business Card that didn't represent your uniqueness? It just doesn't make sense. Effective visual communication uses a special blend of obvious and not so obvious graphic, colour and textual elements in a way which, if done properly, should influence a client in a certain way.
It is almost impossible to reflect a specific, meaningful message using a template as a basis. Cookie-cutter cards just don't cut the mustard. If over 90% of Business Cards are thrown away the day they are received, how can you ensure yours is one of the 10% that are kept and used?
For a start, your card should be unique.
- It should impress,
- It should be attractive,
- It should be interesting,
- It should pass on a little bit of YOU, and hopefully,
- Represent something that you do.
Frequently, your card determines what your contact remembers about you after your initial meeting. How can you ensure those memories are positive? By ensuring your Business Card reinforces the positive image you portrayed yourself!
Secondly, your business card should be useful - it should include something which makes the prospect think it is valuable. See more on this here.
And thirdly, your cards should be full colour, at least on the front. Somewhere near 90% of cards are printed with black ink on white stock, so just using colour gives your card the edge. The photo-quality full colour cards now available are striking, and exceptionally good value.
An experienced designer/printer can help you achieve all of these things, even if you're on a limited budget. The new cards available now take this a few steps further.
Business Card Content Checklist
Here's a checklist for you - use it to jog your mind when thinking what to put on your Business Card. Keep in mind that the more details you include, the less likely your primary message will be noticed or read.
- Name
- Nickname
- Title
- Professional/academic titles
- Name of organization
- Department
- Address
- P.O. Box
- City
- State
- Post code
- Country
- Home phone number
- Mobile phone number
- Pager number
- Fax phone number
- E-mail address
- Web site address
- Extension number
- Toll-free phone number
- Office hours
- Appointments
- Map/directions
- Mission statement/business description
- Affiliations
- Product/service
- Special offer
- Invitation
- Illustration/photo
- Logo
- Organizational affiliations
- Sponsorships
- Offers
- Specials
- Discounts
- Coupon/s
- Pronunciation of unusual names
- Lines for writing quotes, appointments, etc.
Of course this list isn't conclusive and there are any amount of other items you may want to include. If you have any unusual or clever ideas for content, why not email them to us so we can include them?
Hybrid Cards
Most of us use business cards more than any other marketing tool, yet it very often displays the least marketing savvy. The old standards include a logo and some basic info -- Business Name, Employee Name, Title, Phone numbers, Street address, etc.
These may have been sufficient 10 years ago, but today, not a chance. What can you do to make your business card generate more business? A variety of hybrid cards are now used to supercharge the effect of the old standard. One of them may suit you, or you might dream up one of your very own hybrids.
You can see a selection of these hybrids below.
1. Loyalty or V.I.P. Cards
2. Information Cards
3. Web Cards
4. Coupon Cards
5. Note Cards
6. Billboard Cards
7. Referral Cards
1. Loyalty or V.I.P. Cards
Loyalty Cards, or V.I.P. Cards are especially good for Coffee Shops, Cafes, Takeaways, Restaurants, Bars, and Hairdressers, although they can be effective for a myriad of other types of business. You can mark or punch the card each time the customer presents as an incentive to visit regularly and collect a reward after a set number of purchases.
- Inspire your customers to come back regularly.
- Motivate your customers to spend more money each visit.
- Encourage new customers.
- Increase "FREE" word-of-mouth advertising.
Examples: Insert IMAGES here!
2. Information Cards
A primary challenge is to get prospects to hold onto your business card until they need it. Increase the chance of this happening by incorporating information your prospect might refer to occasionally. You might use something general, such as a calendar or you might use something specific to your field.
For example:
- A list of trade equivalents
- Weights and measures
- Shortcuts
- Hints and Tips
- Handy URLs, resources, etc.
3. Web Cards
Web cards are used to direct prospects to the kind of cutting-edge, detailed information you offer online. If you have a considerable web presence, a web-oriented card works as a partner to your site and provides a quick directory of your site.
4. Coupon Cards
Include a coupon on the back of your card. Your prospect is lured by the offer of a discount on their first or next order. Make your card look like a coupon or just add a line such as "Present this card for a 10 percent discount on your next purchase."
5. Note Cards
If you often have to write something on your cards, include a lined section on the back for notes. A few lines make scrawling a note far more orderly and help create a better impression. Use it to write down:
- Prices
- Dates or times
- A product name
- The name of a colleague your prospect should contact
- A recommendation
- Specifications.
6. Billboard Cards
Use the back to present your advertising message! Design it like a billboard--a short and snappy message that can be understood at a glance. Use only a few words set in a clear typeface and some striking graphics or a photograph. This type of card may benefit from using full colour on both sides, however it's not necessary. Remember that you can use greyscale rather than just black/white. Present your card with the billboard side upwards, or leave it face-down in well-chosen places!
7. Referral Cards
If recruiting members is part of your business, a referral card makes it easy to introduce the organization and invite a prospect to your next meeting. Include a place to:
- Fill in the date, time and location of the next meeting
- The cardholder's name and phone number
On the back, give a brief summary of the organization and any necessary details. Give each member some cards and ask them to hand them out whenever they get an opportunity.
Only you know which one is right for your business...
When you've made up your mind which is right for you, simply email us with the details you want included and we'll email you back a design to have a look at. You can then request changes until you are happy with your new design.
For those who are still with us,
OUR MOST IMPORTANT PIECE OF ADVICE!
Give them away!
Business Cards are only useful when they are given away.
I've lost track of the number of people I've seen with their cards
stashed away where even they can hardly find them!
If that doesn't defeat the purpose, I don't know what does?
Visual Distraction have created this site to inform business people (and future business owners) about how to best create new business cards, use their business cards to their best advantage, and to pass on relevent marketing information.
A lot of it is commonsense, some of it will be new, and I hope all of it will be useful. This site covers everything :
- Conceiving Business Cards ideas and themes
- What to include on your business card
- Why you should use the back of your card
- Ideas for content of the back of your cards
Visual Distraction are dedicated to helping business owners achieve more with their business cards, without having to outlay exorbitant amounts of money in the process.
Visual Distraction are located on the Sunshine Coast in Queensland and we service the whole of Australia by Email & Australia Post. We are especially interested in helping those in rural, inland and outback regions, who may have difficulty in accessing services such as ours. I've lived out there, I know what it's like.
Please contact me if there is anything I can help you with - it will be my pleasure.
Kind Regards,
Michael Reardon
Founder - Visual Distraction
All content © Copyright Visual Distraction 2006-7.
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