Most personal communication has been replaced by a variety of high tech gizmos. Now we have voice-mail, junk mail, fax mail, beepers, pagers, Blackberries, Blueberries, digital greeting cards and cell phones, and text messaging. Is all of this high tech stuff rendering the business card extinct? Definitely not! Business cards will remain what they have always been: “people linkers.” Business cards will continue to be used in networking, schmoozing, prospecting and selling. They’re NOT going away. Over the years I have never ceased to be amazed at how “casual” many small businesses treat this very important marketing tool. Let me give it to you straight: your business card is a reflection of you and your business. You are what you hand out! Here are eight absolute “no-no’s” that you should avoid at all costs as regards your business cards: 1. “Dog ears,” creases, and bent edges. Consider carrying your cards in a case. Be 100% certain they are fresh and clean. If your cards are showing signs of age, toss ’em and get new ones. 2. Incorrect information and/or “typos.” Take a very careful look at your cards before you start passing them out. Typos make you look stupid. 3. Cross outs of any kind. Tacky is as tacky does. 4. Stains, smudges. NEVER pack soiled business cards. Never. Remember what mom used to say: “Be sure to wear clean underwear in case you’re in an accident!” Mom was right! 5. Cards with any kind of writing on them. If your “last” card has been written on, tell your contact you will send them one in the mail. 6. Cheap paper, especially if you’re doing a 2-sided card. “Bleed through” makes your card look dirty. Most cards printed on a desk printer give the impression to the recipient that “this person won’t be around long.” Spend the money. Have your cards professionally printed. 7. Stay away from anything that is off-color. Your drinking buddies may think it’s funny but you have no control of where your card ends up.
Think about it! 8. Staples or paper clips. If your card looks like it is re-cycled, so do you and your business. “People linking” has not changed and probably never will. Business cards can make you and your business stand out. Business cards need to be personal, gracious and mark you as “world class.” An effective, professional business card will work for you beyond those few moments when you and a possible client cross paths. As with all impressions, you rarely have a second chance to make a good one. Take a hard look at your own business card and investigate the possibilities that are available to improve this seven square inch billboard. A word of caution! I am not advocating that you transform your business card into a “work of art.” Not at all! Simple, tasteful and informative are the rules. There has never been a better time for your newspaper to pubish a small business column that speaks directly to SMALL merchants, entrepreneurs and professionals about the marketing and advertising roadblocks they encounter daily. Most of the releases from the wire have little relation to challenges faced by the honest-to-God small business owners in your community. Enough already on corporate bail-outs and rescue plans. The butcher, baker and candle-stick maker on Main Street need some guidance and advice they can actually use. REAL small businesses are the true backbone of your economy. Talk to them! Let them know you know they are out there. Their numbers are increasing daily.
