“What’s in” and “what’s out” is a term often coined with fashion. However, nothing could be more accurate for business cards. Once upon a time, the business card was as important as today’s mobile phone; more than accessory, it was a small piece of one’s corporate identity, concealed inside a wallet, taken out at with every new greeting. Twenty years later that ‘piece’/valuable card sits amongst two hundred of its clones, concealed in the same box it was delivered in. But that doesn’t have to be so.
This article shares the modern rules of business cards; which in fact details why they are still so fundamental. I am not a sorcerer but my rules do resurrect the business card from its box, and has them walk into your ‘dream’ client’s hand.
RULE 1: Use your business card before your phone.
Imagine you are at an event, engaging in 10 minutes of conversation with an ideal client. Your heart begins to race as you realise there is approximately 1 minute left until you part way to continue circulating the room. At this time you have to do one of two options; either take out your phone to transcribe your details over to them or hand them your business card.
In this case, paper beats the rock, or more directly, a business card trumps a phone. Why? Your phone requires your potential client to create a new contact manually or needs you to do so. In both instances, there will be a sizeable break in eye-contact throwing momentum off course. Your brain, too, will become distracted in skimming the recent text messages on your lock screen, then onto closing the apps floating in the background. At some point you will then concentrate on locating the address book. One of you will be faster at doing this than the other and you hope speed is on your side because the alternative is leaving your potential lead staring into the distance as you get your ‘shit’ together. (Pardon my language)
When you hand over a business card, it’s one move (primarily if you store them in your pocket for easy access). Your potential lead can digest and transcribe the information from your card in their own time, rather than in front of you.
If you are thinking, “what if they lose my business card?”, then I welcome you to RULE number 2!
RULE 2: Have a modern, clever, one of a kind – business card design
Why do we need business cards? Because they are a great marketing tool for formal introductions as well as being a convenient memory aid. But this small piece of unremarkable text on a bit of thick stock paper often becomes unmemorable in a matter of hours. How do we change this effect, so that in 24 hours, 48 hours and even into the following week, your interaction is still top of mind?
First create a strong brand identity; a personality type that highlights whether your business is bold, elegant, sophisticated, nerdy, creative etc…
Like building a house, personality traits are the foundation of a business card. Everything that makes the façade; the layout, texture, colours and materials are decided as a result of the foundation. A branding expert can assist with the creation of a brand identity if you do not have one.
A graphic designer will then create an excellent avant-garde design that reflects your company’s personality.
An example of a fun, clean and simple business card that grabs small businesses and entrepreneurs attention is B.KIDDO’s card. Firstly, we identified our own personality traits – Primary traits are “out of the box” and “creative”; followed by modern, quirky, playful, revolutionary and entertaining. This meant we had to say goodbye to the 8.56 cm X 5.4cm card and conjure a design that would symbolise B.KIDDO’S ‘imagination’.
Our big idea was to redevelop the origami fortuneteller into a business card. This meant that the person operating the fortuneteller would also be the person manipulating the business card. Based on the choices on our fortuneteller, it would entice our prospect playing the game until finally one of the hidden messages are revealed. The hidden messages in the B.KIDDO fortuneteller are the company’s details: Business Name, Role, contact number, email, web address and social network sites.
As a branding agency, we turned the archaic practice of handing out businesses cards, into a conversational piece. Creative and modern designs are the cornerstone to marketing effectiveness.
If you are considering a business card, think about how you can make the most perfect advertisement for you and your business. Go to any networking event and you’ll still see many people handing out business cards—so with a modern, clever, one of a kind design, yours will work.
RULE 3: Only hand your business card to strong leads
What is a strong lead?
Let’s say you have invited a potential client to your office to sign a contract of service. These people do not need your business card. Remember, your business card is a marketing communication piece to a relatively unaware lead. The people who are about to do business with you, know you; in fact, you probably sent them a Google or Outlook invite, so they have your email. They know your website because they found you via some ad on Google or social media platform which directed them there. They know your phone number because it’s in the footer of your email signature. Name and job title should go without saying.
Your new client or customer won’t be expecting a business card. If they were handed one, the chances are it will get lost amongst their papers or politely discarded in a bin on their way back to the office.
Best to save the money you spent on your cards to a person desperate to know you better. What signs should a person show for you to surrender your business card? Firstly, they are the person you met a networking event, weekend drinks or even a birthday dinner. When asked “what do you do for work?” Your answer shouldn’t proceed with a “oh that’s nice… *next topic* ” from your new acquaintance. Rather if your listener becomes engaged, actively asking questions about your business operations, then this person will likely say they need help in the area of your expertise or know of someone who does. The minute they surrender this detail of ‘need’, is the moment you place your modern, mesmeric card into their hands. As mentioned, they will coo over the design, be conscious not to misplace it, and best of all, they will be in touch.
RULE 4: Not everyone in your organisation will need a business card
As a receiver of a business card, you will want the contact information of the person with all the decision-making responsibilities. Therefore, if you mirror this scenario to your own organisation, consider whether a potential client would need the contact information from every role inside.
The first step is to consider who within your business has the highest product/service knowledge and authority to assist a potential lead. These are the only roles within an organisation that will actually be asked for their business card.
Having business cards developed for the right people will save you money, time and … environmentally use less paper. Don’t establish business cards for everyone just because there is a chance a junior employee will feel left out. Keep the focus on your objectives; you want business cards to be disseminated – not disposed of.
Successful business cards are underpinned by some fundamental best practices. These four rules will lead you on a path of successful networking and lead generating outcomes. The design needs to be spot on, while serve its purpose as a functional marketing tool.
Now, we do have time for a few questions ...
Yes! Inventive, wacky or conventional – we do it all. Just shoot us a message.
Absolutely! We love branding; so we offer logo design, establishing tone of voice and visual identity. Outside of branding we produce everything from posters, flyers, content marketing and digital marketing.
To see our full range of services visit: www.bkiddo.com.au/services.
No. We are very affordable – our quality reflects that of top agencies without the inflated prices. Reason being is that our clients are small businesses to entrepreneurs who are finding their feet and often have limited budgets. We would hate to see a great business idea have mediocre branding because of financial restrictions. That is why we have ensured our prices reflect and respect the early stages of business. All services are affordable, tailored to you, without compromising any quality.
speak with us
- 0437 756 246
- ashleigh@bkiddo.com.au
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