Build a Better Business Card

By Stacy Karacostas

Recently, I have had a number of clients ask me, “What should I put on my business card?”

Good question.

If you work for a big company, then the answer is easy…

A basic business card with a logo, your name and your contact information is probably all you need.

But if you own or run a small business, and that is all you have on your business cards, I hereby sentence you to twenty lashes.

Why? Because you are letting an extremely valuable—and ridiculously inexpensive—marketing opportunity pass you by.

The reality is that small businesses need to make sure every piece of marketing is designed to do double or even triple duty. And business cards are no exception.

Plus, your business card often creates the first impression a potential client has of you and your business. So the last thing you want is for your card—and therefore your business—to seem boring, ordinary or unimportant.

You see a truly effective business card is way more than just a tool for delivering your contact info…

Your card can attract new clients. Start a conversation. Send people to your Website. Promote your services. Inspire action. Provide helpful information and much, much more.

So how do you turn a basic business card into a powerful promotional piece?

First, it should go without saying that your cards need to look and feel professional. So spend the extra money to have your card professionally printed on quality cardstock.

If you print your own cards on flimsy paper with perforated edges, or have free cards stamped with someone else’s logo on the back, you might save a few bucks up front. But, you risk making 500 bad impressions and losing out on a lot of business.

Speaking of look and feel, keep in mind your business card should also be designed to reflect the experience your clients or customers can expect to have when they do business with you. If you are a creative, you should have a creative card. If you are a personal coach, your card should feel warm and approachable.

And plain white or tan paper and black (or even colored) type is boring, and does nothing to make your card—or your business—stand out from the crowd.

That’s not to say you should go crazy and turn it into a modern art masterpiece. But don’t be afraid to splash on a little color or have a professional designer create your card for you.

Now that your business card looks fantastic, let’s talk a bit about what it should say…

Including your tag line, contact info and Website is a no-brainer. But again, your card can, and should, offer much more than that.

Quirky or creative titles for you and your employees are a terrific way to catch people’s attention or start a conversation. And an amusing or out-of-the box title can make you seem more interesting, real and likable.

After all, all other things being equal who would you rather work with…someone who is dull and boring, or someone who is fun and friendly?

Not sure what I am talking about? Let me share a few of my favorites…

President = Head Honcho, Big Cheese or Chief Whip Cracker
Sales Rep for a Kayak Company = Senior Lifestyle Technician
Bookkeeper = Professional Number Cruncher

But this is just a start. When it comes to marketing, the prime real estate on any business card is on the back.

So if the back of your card is an unending expanse of blank white space, you are missing the boat.

What can you put on the back of your card?

I’m so glad you asked! :-)

You can…

• List your products or services
• Mention the benefits of working with you
• Add an interesting or intriguing quote that is related to  what you (or your clients) do
• Provide a helpful tip
• Offer a free report claimable on your Website or via phone
• Advertise a workshop or seminar
• Offer a discount
• Provide a free product or service
• Promote an upcoming event
• Ask a thought-provoking question

Of course these are all just ideas to get your creative juices flowing.

You are really only limited by your imagination, the nature of your business and your client’s needs and interests. As long as the end result is professional, relevant and fits with your overall goals and marketing strategy—you’ve got a winner!

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