How To Turn Your Business Card Into A Power Marketing Tool
Wednesday, October 25, 2006
First impressions are everything when it comes to image marketing. Take a moment to consider the message your business card is sending to potential clients. Does it make a silent pitch for your company's products or services? Does it create a lasting memory in the customers mind? Bottom line: does it sell?
Standing Out In The Crowd
A business card that stands out promises outstanding service. Vibrant colour, eye-catching graphics and attention-grabbing slogans all add up to a corporate image.
For maximum impact, opt for an oversized, folding business card. With twice as much space to promote your company, folding cards go a long way to making a lasting impression.
When folded in half and set on a table, the front portion of the business card will act as your own personal billboard. Carefully consider the elements of size, colour, content and style to bring out the best in your card. Enhancing a sizzling slogan with head-turning graphics and bold colours, for instance, is a surefire way to grab and hold your client's attention.
Getting Down To Business
The back of your business card should feature any important information, such as your name, job title, telephone number, email address, fax number and mailing address. Double-check all numbers and postal codes to verify the information is accurate. Finally, ensure all wording is large enough to be read at a glance, even by those with poor eyesight.
Putting Your Best Face Forward
A picture is still worth a thousand words. In fact, a professional, high-quality photograph can actually help form an emotional bond with a prospective client. For best results, be sure the portrait features a genuine smile, a complementary background (dark for fair-haired individuals and light for dark-haired individuals), and the appropriate dress and setting. Note the camera angle of potential marketing photos as well; some may be more flattering than others.
For something different, why not try a black and white photograph? A unique, black and white shot may be just what it takes to set you apart from the competition.
The key is to hire a professional photographer, rather than a part-timer or a friend of the family. Nothing less than a high-quality image will do when it comes to making your business card the best it can be.
Making Your Sales Pitch
The interior of your folding business card is the perfect place to display your sales pitch. In this space, list the reasons why a client should buy your product or service. This brief, yet compelling, summary should use colourful adjectives and adverbs, and feature easy-to-read copy that is presented in a graphically pleasing way. Remember: don't compromise when it comes to hiring a graphic artist. Visual images make a powerful impact, so you'll want to consult a professional.
When it comes to creating a winning sales pitch, it's not how much you say, but how you say it. Don't bog down your readers with too many details; keep it simple, with prose that whets their appetite for more information about your company's product or service.
It goes without saying that your business card should not contain any spelling or grammar errors.
In addition, be sure all wording is easy-to-read, and use plenty of descriptive language to give your words wings.
Creating A Colourful Impression
Colour creates a strong visual impression, so it's important to choose the colour of your business card with care. First, be sure the colours you choose complement your business image. In the case of business professionals, gold, platinum and silver inks are your best bet, since these are both formal and elegant, while suggesting an air of success.
Consider using warm colours, such as burgundy, red and green, to create a warm and inviting business card. Cool colours like blue, teal and grey, on the other hand, should be avoided, since they make less of a visual impact. Likewise, avoid standard blue and black ink on a white background; while these colours may be considered "traditional," they may also be interpreted as a lack of imagination.
For best results, use at least two colours on your business card. A glossy sheen may also be added by highlighting your card with a special varnish; this service is available at most reputed printing companies. Never compromise on quality when it comes to your business image or it will come back to haunt you!
Adding The Finishing Touches
The thickness of your business card can create both a visual and tactile impression. For best results, use 12-point card stock. Avoid raised printing cards, since this traditional form is considered pass, and not in keeping with the late 90's image.
What is the late 90s image? A business professional who is warm, friendly, on the cutting-edge and always ready to do business. Know what you're selling and why people should buy from you. Exude confidence -- and be sure that your marketing tools do the same.
Don't Leave Home Without It
A high-quality business card is a vital part of any marketing kit. More than simply a piece of paper to be filed, it is a visual statement that helps promote your business image among potential clients.
With this in mind, always carry plenty of cards with you wherever you go; you never know when the opportunity could arise to make a new business contact! And make it a habit to hand out your cards in pairs, so people can pass them on to their friends.
Folding business cards may cost more than conventional cards, but when you add up all the benefits, the card more than pays for itself. When you consider that the folding business card doubles as a brochure, the price is actually very economical. In the long run these pocket-sized promoters will pay off with big dividends.
Marketing Breakthroughs Inc., is a breakthrough marketing, branding and advertising company specializing in helping businesses grow and succeed. For more information, phone 613-721-3335 or send an email to steve@marketingbreakthroughs.com.
"R.G. Packman & Associates not only provides top-quality service, but also employs top-quality people who know the insurance business and are extremely good at what they do."
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