Turn Your Business Card Into a Top-Producer

If you’re like most business people who are active networkers, you probably have a business card collection that’s been built up over the years. If so, take this challenge:

Go through those cards and pick the ones that jump out at you with a compelling reason to call that person immediately.

Having trouble finding any cards that pass this test? It’s probably because most of the cards use the standard formula of presenting just the basic contact information, perhaps with a logo and a cute but ineffective tag line.

Now take a look at your business card. What about it, if anything, would motivate a qualified prospect to call you now? If it’s just your name and contact information, you may be missing an easy opportunity to turn your business card into a top producing sales rep for your business.

Many people may not realize that a business card is, or should be, an advertisement for your business. As such, it should contain the basic elements of a good ad.

Attract attention with a headline.

Yes, your business card should have a headline that addresses a key problem your target market has that you solve. Because you don’t have a lot of space, your business card headline should be short and to the point. It should be compelling, bold and could be controversial or outrageous. The more your headline stands out, the more people will pay attention to it.

Create interest with a targeted benefit.

Who is your target market? The most effective ads are designed for as narrow a market as possible while still having enough viable prospects to make a profit. You should consider naming your target market on your business card. What is the most valuable benefit you provide? Ideally, you should address a single benefit that appeals to your target market.

Motivate action with a desirable offer.

The most effective ads make an offer that stimulates people to take some kind of positive action on your behalf. Your business card should make such an offer, ideally for something that’s free. This could be an introductory special; a free consultation; a free special report; a free CD or DVD — something to get people to call you, visit your website or go directly to your place of business.

Create a card that’s professional.

Many business people—especially those who are just starting out—use desktop publishing software and sheets of business card stock to create and print their business cards. If you do this, you may leave the wrong impression—that you don’t believe enough in yourself and your business concept to make the small investment necessary to have your cards at least printed professionally. Your business card should reinforce your image. A self-printed card may give the wrong impression.

After all this, I would imagine you're wondering if I follow any of my own advice! I'll take this opportunity to give you my card so you can be the judge.

If you’d like assistance with any element of your print marketing, including that 2"x3.5" sales rep you keep in your wallet, Ben Edwards can help. Call Ben today at 617-670-1888, ext. 1 for an evaluation of your present card or to discuss a current marketing challenge.