EVERY serious businessperson should always carry a business card. You never know when you will need to whip it out.
The other day I received a card that was essentially scribbled on all over. The information the card had become outdated, but the company had not yet printed new cards.
Consequently, the owner of the card took it upon himself to make the necessary changes by cancelling the obsolete information and writing the correct information in pen. You can imagine what the card looks like now.
It did not make the right first impression. I know most of us are guilty of this. I am equally guilty as charged. While a business card is used as business networking medium, it is essential to understand its purpose.
In this article I will highlight some of its purposes.
- Conveys contact information A business card is a tangible object that you can use to provide your contact information to potential customers. Consequently, the card needs to be well presented but have clarity. Most business cards contain your business name, your name and title, your telephone number, an e-mail address, physical address, as well as a website. So many times I have come across business cards with no e-mail address. For me that just reduces your credibility. Resist the temptation to place more information on your card than necessary.
- Helps customers remember you “No you did not just do that! You took my business card and popped it in your back pocket without looking at it!” Have you had this thought before? A business card serves as a way for customers and colleagues to remember you after a first meeting. Because of this, you need to ensure the recipient looks at it before they throw it into their “business card abyss”. Consequently, put something on your card that will ensure it is looked at and subsequently helps customers to remember you. For example, print your brand promise or tagline on the back of the card so you can hand it to someone with that side facing up (as you say the brand promise out loud).
- Reflects your company’s values A business card is a piece of your company’s marketing plan, so it should work with existing materials, such as letterhead and envelopes, to portray your company’s values. Because of this, design the card to convey the spirit of your company’s culture.Secondly, the quality of paper and print speaks volumes about your organisation. That too says a lot about your values.
- Differentiates you from your competitors Your customers receive several business cards from your competitors. A smartly designed business card helps your company stand out among the crowd.
Nonto Masuku is an executive partner of an image management consultancy firm
