Your Most Powerful
Marketing Weapon is Probably in your Wallet (and it ISN'T Money!)
(c) Copyright 2003, Diana Ratliff. All rights reserved.
Are you wasting your most powerful
marketing weapon? Forget the classifieds, the billboards, the radio ads
and even the banner exchanges. For sheer affordability (under a penny
each at BizCardGuru.com) and versatility, you can't beat the humble
business card.
Remember when you first started your business? If you're like most small
business owners, business cards were your first marketing-related
purchase. It was thrilling to see that fresh-printed symbol of business
legitimacy, wasn't it? Nothing says *I'm in business* like passing out
your very own business card.
Unfortunately, many people discover that not everyone is as eager to GET
their card as they are to GIVE it. You may not even be using your cards
much anymore.
Truth is, it's TOUGH to design an attention-getting card, find just the
right way to give it to prospects, and then organize all those cards you
collect. It takes some knowledge, and it takes some practice. But believe
me, it's worth it. Business cards are portable, versatile, readily
accepted worldwide, and so cheap you can't afford NOT to use them!
Convinced? Then here are some basic tips to get you started (or get you
going again.)
Designing an attention-getting card
- Spend a little time determining how
you'll use your card and who will receive it. A previous customer
probably needs to know less about product benefits but may appreciate
fuller contact information. A card often given to prospective
customers should be more marketing-oriented.
- Keep it simple and legible, with
plenty of white space. If you overcrowd the card, it won't
get read. The most basic info is your name, your company name, and
your phone number (which should be in bold text or a larger size, if
there are other numbers on the card.)
- Add color! The vast majority of
cards are printed in black ink on white card stock. Full-color cards
are available these days at very economical prices, yet are still
unique enough to attract attention.
- Use your business card to drive traffic to your website.
Prospecting creatively with business cards
- The way you present your card has
far more to do with your success than your card itself. Presenting
your card with both hands, for example, creates an enormous
psychological impact (Hey, this must be important!)
- If you can't seem to find a
suitable moment to give your card to someone you feel could be a great
prospect, ask for his or her card. (In fact, ask for two or three.
Tell them you want extras to distribute to people you know.) Odds are,
they'll ask for your card in return.
- Introduce yourself with your card.
Hand your card to the receptionist at the doctor's office, the hostess
at the restaurant, or the technician at the auto repair shop.
- Include your card with all
correspondence. Enclose your card when you return rented goods …
everything from tools to videotapes to automobiles (especially if it's
a luxury model!)
- Offer to include business cards on
your web site as a community service (announce this to the media!)
- Refer business to others. Offer
to include the cards of business people you respect with your
mailings, if they'll agree to do the same with yours. Join a
business-networking group.
Organizing cards
-
Jot notes on the back of cards you're given, such as date,
event, common interests, physical characteristics of the giver, type
of information you need to send, and so on. Do this right away, before
you forget. (When you want to be discreet about writing notes on the
back of newly acquired business cards, excuse yourself to go to
the restroom. Lock yourself in a stall and write!)
-
Rate prospects *A*, *B* or *C*, with *A* being a hot prospect
and *C* a lukewarm lead. Write the rating on the back of their card.
-
Develop a system for carrying and collecting business cards,
and file them the way you remember them (by company name, person's
name, or industry.)
-
A cigarette case or compartmented coin purse can be used to
temporarily organize business cards.
Set yourself a goal of giving out 5 or 10 cards daily, and very soon,
you'll be getting the attention (and the money!) you wanted.
And that's why you went into
business, isn't it?
ABOUT THE AUTHOR:
Diana Ratliff (diana@businesscarddesign.com)
is a nationally-published writer, entrepreneur, and BizCard Guru. Browse
the web's largest (and growing) collection of business-card-related
information at
www.businesscarddesign.com, and grab your FREE business card
design guide. Then order gorgeous, full-color cards at
www.bizcardguru.com
The opinions expressed
in this column are those of the author. All answers are intended to be
general in nature, without regard to specific geographical areas or
circumstances, and should only be relied upon after consulting an
appropriate expert, such as an attorney or accountant.
|
Sometimes people WANT your business card but don't want the sales pitch
that they think will undoubtedly come with it. Vehicle
Card Pockets is an ideal, non-aggressive way of getting your business
details in the customer's hand... |
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