Attract Clients With Your Business Card
by Bill Lampton
Published on this site: November 19th, 2005 - See
more articles from this month
Let's say you attend a business function. You meet a top tier
prospect, and give her your card. Twenty other people do the
same thing. So what will make your card stand out from the
collected stack?
Here are twelve ways to assure that prospects will read your
card, and will become more likely to do business with you.
- Keep your card "reader friendly" by providing
ample white space. Unfortunately, we are tempted to jam
as much information on the card as the printer can squeeze
in.
However, people don't want to bog down by reading lengthy
paragraphs. Note how short this one is, and the one before
it. Easy to read, don't you think?
- Display your photo on your card. Think what happens when
the prospect you met at the reception flips through the
cards she collected. Which people will she remember most
easily? The ones with photos, of course. For many years,
real estate pros have acted on this assumption, and they
are right.
An important caution: Be sure to use a recent picture, no
more than five years old. The person who uses an outdated
picture raises suspicion. What else about them is obsolete
or misrepresented?
Recently I had a photographer take a new photo of me, which
I will put on my business card and Web site soon.
- Stick with a standard size. You want your card to fit
the card collections others maintain. An odd-shaped card
might be tossed away as too cumbersome to keep.
- Never economize on paper stock. The dollars you save
won't compare with the dollars you will miss out on because
prospects think you may be second rate, like your card.
- Spend what is needed to include color. Think about it-how
many of your potential clients have black and white TV,
cameras and magazines?
Avoid psychedelic colors unless you are a designer, artist
or entertainer. Your color photo will reflect a warm, vivid
personality, so there's no need to shock the senses of readers.
- Include your slogan. My company slogan identifies my
purpose: "Helping you finish in first place!"
Six words are enough--if they are the right words.
- If you have a logo, use it. Picture this in your mind:
"Golden Arches." Know the product? I am sure you
do. Did you salivate? Probably so. That's the power of symbols.
My logo is a winner's trophy, which fits my motto of helping
organizations and individuals finish first. Matches my company
name as well: Championship Communication.
- Tell readers how to contact you by phone, fax, mail and
Internet. This sounds elementary, yet you would be surprised
at how many marketers omit this essential data.
- Keep your card current, by printing new ones when you
change your office location, phone number or e-mail address.
When someone gives you a business card with a new number
added in pen, you rate their work second class, or worse.
- Use both sides of your card for information. No need
to let half the space go unutilized.
- When you give your card to a prospective client, don't
offer just one. Instead, ask: "How many of these will
you need, to share with your staff?" You will be amazed
at how many more cards you will put into circulation with
this simple question.
- You may want to distribute more than one card, with each
card reflecting a different service you offer. Several years
ago, a retired executive handed me three business cards,
each representing a new venture he had launched, with distinct
services offered.
Bill Lampton, Ph.D., helps organizations improve
their communication, motivation, customer service and sales.
His speeches, seminars, coaching and consulting share the
practical advice included in his book, The Complete communicator: Change Your Communication, Change Your Life!
Visit his Web site: http://www.ChampionshipCommunication.com
Call Dr. Lampton at 770-534-3425 or 800-393-0114
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