Every time you hear someone say “May I have one of your business cards?” you should get excited. I know I do. That’s because I LOVE my cards. I spent thousands of dollars on printing, several hours on designing and went through 10 different layouts until I got them right.
And it was all worth it.
A business card is an entrepreneur’s best friend, his most valuable marketing tool and an essential element to becoming UNFORGETTABLE. Unfortunately, too many people have business cards that simply blend into the multitude of cookie cutter crap. And that’s a shame, because a business card is more powerful than you think.
Of course, it’s impossible to know this unless you actually have a card that’s really, really good. Therefore, this article will examine The Four Corners of Unforgettable Business Cards:
1. Stacking Up
2. Standing Out
3. Creative Enhancement
CORNER #1: How Does Your Card Stack Up?
Think back to the last trade show, networking event, seminar, convention, social hour or association meeting you attended. How did people react to your business card? Did they compliment its design? Quickly shove it into their pocket? Show it to someone else? Rip it up?
Whatever the response was, your card made some type of impression. But only the most creative, unique and memorable business cards make UNFORGETTABLE impressions. And those types of cards elicit reactions like…
“I showed your card to everybody in my office!” says a hot prospect.
“Can I have another one? A friend of mine will LOVE this!” exclaims your tablemate.
“Oooh! I want one too!” begs the person in looking over your shoulder.
“Hey…can you show my friend Paul your business card!” asks a colleague of yours.
“You know, I’ve never thrown your card away!” says one of your customers.
If you’ve ever heard a compliment along those lines before, congrats! You’re on the right track.
That reminds me of Gus. He and I sat next to each other at a sales seminar a few years ago. During the program, the facilitator asked the audience members to exchange cards and get to know each other. Gus’s card was amazing: thick, colorful, double sided, bold, shiny and best of all, simple. (That was no surprise – he was in advertising!) But it was one of the best I’d ever seen. So we introduced ourselves, exchanged cards and talked for a few minutes. And that was about it. Nice guy, I thought.
Now, here’s the cool part: although Gus and I didn’t really keep in touch, I’ve never thrown his card away. I show it to everyone! In fact, I even use it as a prop in some of my networking workshops! His card was just that good.
Is yours that good? Keep that question in the back of your mind as you read on. Now let’s move into the next section and find out why certain cards stand out more than others.
CORNER # 2: Standing Out
Recently I took 66 business cards I’ve collected over the years and spread them out on a table. I closed my eyes for 30 seconds, opened them and took note of which cards stood out the most. And here’s what I noticed:
Red: every card that had red on it stood out.
Picture: only a few cards had pictures of the cardholder. This not only made them stand out, but helped me connect faces with names and companies.
Vertical: several cards were formatted vertically, which caught my eye.
Black Background: most cards have a white background, so the black ones REALLY stood out.