Six Ways to Make Business Cards Work for You
An article recently published online:
Six Ways to Make Business Cards Work for You
By Paula Tarnapol Whitacre
Marketing is a matter of getting, and staying, on clients’ radar screens. Even people to whom you have delivered quality service forget about their favorite consultants when caught up in their day-to-day bustle—which might include you.
That’s why you need to find ways to get (or get back) on the radar screen. One way is to make maximum use of your business card.
Here are a few suggestions—not just for freelancers marketing themselves, but for anyone who needs to promote a product or service.
Grab people’s attention. Your card does not have to be a one-of-a-kind masterpiece, but in this visual era, it should be more than plain text on a white card. If you are not a designer and can’t afford to hire one, many online companies offer attractive templates—just make sure that the graphics match the professional culture where you are seeking work (e.g., little puppies work for pet-watchers but not corporate speechwriters). Your card should not feel flimsy and it certainly should not have those tiny perforated edges around the sides that indicate it came from your desk-side printer.
Watch the font size. True, a lot of information has to go on a standard 2- by 3.5-inch piece of card stock. But make sure the type size is large enough to read (8 point minimum). Before you order a supply, test a sample with a few people, including those with “middle-aged” eyes. Of course, you’ll want to make sure you have, at a minimum, your name and contact information (phone, e-mail, address), Web site, and your business name or area of expertise. Ask a friend to proof the copy. Better yet, ask a few.
Hand cards out generously, but not indiscriminately. It’s not a contest to attend a networking event or other function and see how many cards you can unload in an hour. On the other hand, remember to exchange cards before the close of a conversation. Give your card to neighbors, friends, service providers, and the people in your community. Although they may not be in a position to hire you, they may know someone who is looking for a great writer or whatever it is you do.
By the way, many cultures, such as the Japanese, have specific rituals for the exchange of cards. If you anticipate doing business in such a situation, read up beforehand so you don’t inadvertently offend the other person by giving or receiving a card in an impolite manner.
Invest in paper clips. Need to send a signed form, an article, or other paper to a client or other contact? Attach your card. That way, they won’t have to dig through their address book or card file to get your phone number or e-mail.
Better yet, attach two or three cards. It’s happened to me that a contact in a large organization is asked to recommend a writer or editor (my specialties). They can pass on your card.
Add a note. Maybe you have suggested a useful Web site or other tidbit. Write down the information on the back of one of your cards. Doing so helps
Save the cards you receive. Just as you want others to hang on to your business card, keep the cards you receive handy. If I have a new project, especially if it’s in a new field for me, I’ll thumb through my cards to see if anyone has expertise I can tap into. Sometimes, it could be someone I met a few years ago; sometimes, they are no longer at their organization but I can link to someone else there.
I’ve had people tell me that they had my card for years before they contacted me. All in all, a little business card can have a mighty big rate of return.
