Am I Wasting Business Cards?
Guy Patterson from Nullamatix (great site BTW) asks:
Is there a way to tell when a business card is going to waste? I’m
frequently asked if I have a business card, but the number of call backs is
no where near the amount of cards handed out. How can I tell if someone is
genuinely sincere or just blowing smoke? Is this a symptom of an entirely
different problem?
Great question from a new reader! Guy, unfortunately the answer is a resounding yes. Yes they are sincere. Yes they are blowing smoke. Yes there is an entirely different problem.
Sincere Customers
Here is the first principal. Business cards should be handed out at every opportunity, regardless of fact that only a small percentage will respond. Business cards are one of the cheapest ways of marketing you and your business and you never know when they’ll land in the hand of a buyer.
Are most people who you give a business card to interested? Probably not. However, that shouldn’t stop you from handing them out. Keep in mind that everyone has a sphere of influence and you don’t know who is inside their sphere.
If you own a high tech networking company and hand out a business card to a stay at home mother, the odds of getting a call from her are VERY low. However, maybe her husband is the night shift manager at a hotel. This hotel has networking problems and she gives your card to him. He gives your card to the general manager and two days later you have a contract to re-wire the entire hotel. All of that from a 10 cent business card. The reason it was so effective was because the business card came from a reliable source. You’ll never have perceived authenticity if you would have bought a billboard.
Non-Sincere Customers
While I sold cars, I worked with a guy who always told me that he could look at a customer and know instantly whether they were buyers. I never believed him and approached every customer as if they were ready to buy and had the money. Because of that I sold as many cars as he did my first month in the business, and half of his sales were from previous customers!
The fact that most of your customers aren’t actually “buyers” shouldn’t stop you from handing out a business card. Since they’re so inexpensive, hand them out as often as possible. One of my favorite techniques that I learned from Joe Girard was to stick a business card into every bill you pay. You never know who in the mail room has a brother who has a cousin that needs your service.
Other problems?
Since business cards are just one facet of an effective marketing strategy it is hard to gauge why they are not working as you have expected them to. Here are a few potential problems with your business cards:
1. High Expectations
Are you expecting 10% of your business cards to result in a sale? If so, good luck. Try to aim for less than 1 percent. That is where you’ll find your business.
2. Volume
How many business cards are you passing out? While I sold cards I would go through a box of 1,000 cards in about 30-45 days. That is an average of handing our 30+ business cards during a good time. I gave them to literally everyone I met. They weren’t all in the market for a car, but if only 1 percent knew someone, that was 10 extra leads per month just from my business cards.
3. Design
There is a chance that your business cards are so badly designed that people throw them away. If they’re hard to read, were designed in 1980 or they embarrass you, it’s time to get new business card templates. Professionally designed business cards can be had for less than $100. That is a small price to pay for an extra lead or two.
Given all of that information, many people ask for a business card just to end a conversation. I would recommend using the business card as an introduction tool, not a conversation stopper. Try to work handing the person your business card into the middle or beginning of a conversation. That way they already have your business card and you can focus on selling them your product or service.
Hope that helps!
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Business Card Life Span
Jim Thaler wrote:
What if the average “life span” of a plain, text only business card versus a
full color business card or other unique design card?
Thanks for the question Jim! As far as the business card itself, they usually are dead by the time they’re printed on! I’m sure they tree didn’t mind, it was glad to give up it’s life so we could make a few sales, right?
As for design, it really depends on the business card. If you look at advertising from the 1980’s, it’s obviously out of style and “old”. If you look at stuff from the early 1990’s, that too is obvious. That is my caution, keep an eye on advertising and see what is popping up. As your business cards start to move from stylish to out of style, have them updated by a professional designer. You don’t have to go through a radical change, but a change is always necessary.
If you’re business card is mainly text with your company logo, don’t worry too much about the life span, it should last as long as you keep the same address and company logo.
Let me give you a few pictures to diagram what I’m talking about in terms of life span of a logo. Which ATT Logo would you be more likely to want on your business card?
OLD:
NEW:
Now looking at these logos, which one is the oldest, and which one is the most recent? Would you be embarrassed with the logo before the current logo? I surely would, and that is how you know how long your business card lasts. Are you still handing them out as proudly as you did the first day?
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Business Card Materials
When you want to create a memorable business card, using materials other than paper is one way to do so. Business cards made out of leather, metal, plastic, or recycled paper are a great conversation piece and can help customers remember you after your meeting.
- Be Creative
Depending on what you sell or produce, you may be able to make business cards out of materials that resemble these items or draw inspiration from them in some way. If you own an antique shop, for example, you may want to have your business cards printed on parchment paper instead of the heavier stock used today. Parchment paper tells customers a little more about what you do. Materials such as wallpaper, rubber, and cork have all been used as business cards.
- Types of Paper
If you don’t think leather or rubber are good choices for your business cards, but you still want to use materials that make your cards stand out, experiment with different types of paper. Visit your local stationary store to see which paper products are the best choice for your business. If you own a second-hand shop, using handmade paper is a good choice because the paper looks worn instead of polished.
Other types of paper include heavy stock, foil, woven paper, and canvas screens used by artists. If you are able to find a printer who can fill your order, there is very little to stop you from creating a unique, but functional business card.
- Create Two Sets of Cards
Because having business cards printed using materials other than paper or specialty paper can be expensive, you should save these cards for special customers or for a trade show. Having two sets of business cards, a regular set printed on regular paper, and a special set can save you money in the long run. Use your regular set when meeting with customers or when sending direct mail pieces.
Some printers will give you a discount when you place a large order, so be sure to ask the next time you place an order.
- Materials to Avoid
Some materials are just not suitable for printing business cards. Materials that are breakable, toxic or materials that cannot not hold the ink should be avoided. Your printer will be able to tell you which surfaces are the best to work with.
Materials that are not flattering and materials that make viewing contact information difficult should be avoided as well.
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Real Estate Business Cards
Joe Sanvictores wrote:
What do you think is the most appropriate color for a business card of a person
who is in the real estate industry? Do you even think it matters?
Joe, thanks for the real estate business card question. Recently I designed a business card for a Realtor, so I’ll tell you what I told her.
Business cards for a real estate agent (or Realtor) should include two things. First, their picture. Second, their USP (Unique Selling Position).
The picture on the business cards tells the potential buyer that this person is worthy of trust and brings that agent down to a personal level.
The USP is what will actually sell the home. Of course if you don’t have one, you need to find your USP before designing your business card. This can be as simple as brainstorming with a friend or two. What sets you apart from the multitudes of people selling homes? Whatever sets you apart should be clearly stated on your business cards.
Colors? Who cares, whatever you like and goes with the coloring of your picture!
Hope that helps, who else has a question and wants a free link to their website or blog?
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Online vs. Offline Business Cards
Dee Barizo wrote:
What’s the main difference in design between business cards for offline business versus cards for online businesses?
Dee, thanks for the comment, you’re definitely not the first person to ask about online vs. offline business cards.
If you sell a product, you need business cards. Now, if that product is online, you’ll definitely need to rethink your business cards, don’t make the mistake of just adding your website address. Traditional business cards include a name, physical address and company name.
Your business cards for your online company will be very similar. They should include your name, online address, and company name (among other things).
Then, since your customers can’t come and visit your store, you need to give them a reason to visit you on the web. I would make sure you include your unique selling position (USP).
Maybe you’re the cheapest, or have the best selection. Whatever the case is, make sure you put it clearly on your business cards and give your customers a clear reason why shopping with you online is a great decision!
Thanks again for the question Dee, anyone else want to submit a question?