I have only one question about the standard, run-of-the-mill business card – Why would you want one? Do you have a standard, run-of-the-mill business?
Branding, by definition, sets you apart from the crowd by making you memorable, distinctive and magical. A standard run-of-the-mill marketing piece is simply a waste of time and money for any company that is working on developing a vital brand.
Business cards are used in over 94% of successful business-to-business transactions. It is the hub of the “high-touch marketing” that Orbit Design promotes. It’s not only a great feeling when potential clients say “wow” when they get your card but you are immediately instilling positive thoughts and impressions in your contacts, like:
- If you put this much into a card – you must put even more into your product or service.
- You probably standout among others in your industry.
- I will remember you because your card was memorable.
- You are not afraid to be different (this makes my defenses go down)
- I get you –not just your core capability, but what makes you exciting.
- If your card is this different, I am curious to see what your website looks like.
- Your card has buzz and is worth passing on to others.
The Objection to the “Non-standard” Business Cards:
- Your card doesn’t fit into my plastic page slots, or my rolodex, or my wallet, or my…you name it. Your card sticks out.
My question is always – Do you really want to be in your page protector slot or rolodex? You definitely don’t want to be in the wallet you sit on all day. The aforementioned are just places where you bury the person and the business card – they are marketing morgues. I want a living business relationship, therefore my goal is to be in your:
- Outlook/Gmail/CRM or whatever contact software you use
- In your PDA/Blackberry/iPhone/Android
- On your telephone speed dial list
If I am not in one of these, we are probably not doing business together.
Here are some quick tips for creating an “alpha” business card:
- Never Do The Standard Size – 2” x 3.5” – The only exception is if there is some other aspect of your card that wakes up your customer’s attention.
- Use Professional Design – People can tell the home-made look a mile away. An amateur card made unconventionally can lead to disaster.
- Explore Different Materials – Look at different types and textures of printable materials, especially if they are “associative” with your brand (i.e. an aluminum card if you make aluminum products).
- Explore Different Shapes – It’s a definite crowd-pleaser and not as expensive as you might think. Folds can also create an interesting twist.
- Use Your Auto-responder or Your Referral Program – Try to drive prospects to your web.
- Use Both Sides – The more room you have, the more opportunity you have to support and inspire your prospect.
- Don’t Keep Your Business Cards In Your Wallet – You sit on your wallet all day, every day, so by the time you have the opportunity to swap business cards, yours will look like wilted lettuce. When networking, always keep your cards fresh, crisp, and handy.
Brand well and prosper!
Andy Cleary