Cards on the Table Time

Whilst writing the Intervallum Christmas cards last December, I had occasion to pull out a number of business cards in order to get the address details for the envelope. It was quite frustrating to note that there were a number of cards that included no postal address at all. This meant an internet search was necessary and, incredibly, there were still some contacts that also didn’t include a postal address on their website.

Call me old fashioned (or what I like to call “Classic Style”, but I always thought the point of a business card was to let new contacts, potential customers, key suppliers etc. know how to get hold of you and where to find you (i.e. for deliveries, sending cheques etc.).

This led me to pull out the vast number of business cards that I have in my folders to look at all areas of this communication tool.

Aside from the first impression you give when first introduced to a new business contact, good common ground and rapport can lead to an exchange of business cards for further communication. When your new contact looks at your business card and reflects on your meeting (or tries to remember who you are), what sort of impression do you want them to have of you and the Company?

Most business people would hope that it would be a positive one, which makes me wonder why so many of them have such poor cards.

You wouldn’t go to the expense of printing a Company brochure and allow a shoddy, uninformative, publication go out – so why skimp on your business cards?

So what makes a good business card? First of all it needs to be on high quality card – skimp on this and the reflection is that your Company is cheap and cheerful too.

This may sound obvious, but make sure that the Company name is clearly visible – some are clearly not! It also helps to say what the Company does in four or five words to help your new contacts remember exactly what it is that you do.

Your name and job title are imperative if you want to be contacted. The main details then are mobile number, direct email address and postal address – these three are vital. Optional, but still important, details to include are a land line number (direct dial if possible), Company website address and fax number (that’s if you still use them – for many businesses now, it is scan and email).

Don’t forget that cards are two-sided, so the reverse of the card can be used for an enlarged Company logo, a strap-line or motto associated with the Company and its services, or even a photo of yourself in order that your contacts can remember what you look like.

Also, don’t make your business cards too cluttered and busy, as this will reduce the initial impact of the card and prevent users getting to the required details they need quickly.

In summary then, your business card needs to be clear, concise, of a high quality and contain the information that business contacts need to get in touch with you. In short, a high quality reflection of a high quality business.

And you never know, if you follow this advice you just might get more cards this Christmas!!!