Small But Mighty! Business Cards Pack a Wallop

by: Lillian d. Bjorseth

They measure about 2" x 3 1/2."

They weigh less than 1/4 of an ounce.
They cost about a nickel or a dime.
And, they pack a powerful punch!

They are business cards, and they are your most effective, least expensive form of
advertising. You can carry them with you day and night, on the ground and in the air, and
they are always in a presentable format.

Because business cards frequently create your first impression and because they also
have permanence, you need to design them with as much detail as you give to your personal
image. After all, they represent your corporate image.

The initial image people consciously and unconsciously conjure up about your business
card and other printed materials are based primarily on design, colors and stock type and
weight.

Use the following guidelines in designing your business card:

1. Make it attractive and pleasing to the eye. While computers and software packages can
make desktop publishers out of almost anybody, there's real merit in hiring an experienced
graphic designer to give your card a professional look. It can become your winning edge!

2. Include the necessary information. Today, that translates into a lot of verbiage. It
means your name, company name, title, phone, fax and pager numbers, e-mail and web addresses.
This alone often calls for professional talent since so much information has to be arranged in
an easily read and understandable manner. Most people will automatically call the first
number you have listed; therefore, make sure it is your phone number.

3. Use a heavy card stock.Unless you are using parchment paper, stay away from lightweight
stock, especially the kind that will easily run through your printer. My research has shown
that people say lightweight cards leave an impression of a business that is temporary and
cheap ... certainly not building blocks for a new undertaking!

4. Use additional information if you company name is not descriptive of your business. Since
Duoforce Enterprises, Inc., for example, does not describe my training and speaking business,
I added the phrase, "the impetus for personal and professional growth" to my card.

5. Use the back of the card, if appropriate.A doctor, dentist or therapist may want to use
it for appointment listings. A motivational speaker can print an inspirational message. A
health club can use it as an invitation for a free visit. Anyone can use it as a calendar or
as a discount on products or services. Don't, however, put information there that is vital to
your business like your web site address or e-mail, which I have seen done ... ineffectively.

6. Use the front as an enhanced marketing tool.A photographer friend of mine turns his
originals creations into four-color business cards. A gift-basket owner does the same with
baskets she has created. Professional speakers and Realtors often include their photos to
increase recognition.

7. Stick to the standard size. Cylinder desk-top business card holders are pass�. Avoid
fancy cut-outs. Make sure yours fit the vinyl cardholders most people use. Spend the extra
money on design.

Now, share your business card with someone and ask them these questions:

1. Does it make a positive first impression?
2. Does it tell them the nature of your business?
3. Does it clearly tell them how to reach you?
4. Does it pack a wallop?

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