If not, can you AFFORD to keep using them? Think about what your current card is costing you, not in pennies but in terms of lost sales and missed opportunities. Are you being out-classed by your competition? If so, take action immediately!
If you haven't updated your cards in the last year, if you're using generic "printer's special" cards, or, heaven forbid, if you're using pre-perforated cards, it's time to take a fresh look at your most powerful marketing tool. And YES, your business card is a marketing tool, and like all your other advertising, it needs a makeover from time to time.
First things first. Look at the OBVIOUS information on your card.
ACCURACY: Is the information on your card up-to-date? If you've added a website, changed locations, changed phone numbers, or earned new designations, redo your cards to reflect the changes. Passing out cards with crossed-out phone numbers is a sure way to lose credibility with prospects. Also, using a poor quality or outdated photograph is not good if your client doesn’t recognize you. Keep it current.
CONTENT: Describe what you do and what makes you unique. Give people a reason to do business with you. Are you exceptionally skilled (awards, designations, experience)? Easy to locate? Do you offer a guarantee or exceptional service? (Design hint: Don't drop the font size and cram all that information on the front. Use the BACK of your card to double your advertising space.)
Now take a step back and look at the SUBTLE messages your card is sending. Remember you only have one chance to make a first impression. Make sure it’s a good one.
USEFULNESS: Is your business card useful? Almost ANY business can add something relevant to their business or industry which prospective customers will find useful. You might add a mortgage calculator, or most used numbers when moving into a new home such as electric, garbage and phone companies. Also, never underestimate the power of a thank you. Have you ever thought to write a personal note and have it printed on the back of your cards?
UNIQUENESS: Is your business card different from your competitors? Use professional graphics and quality printing to stand out from your competition. There are simple ways to add a distinctive touch. For example, rather than a standard photo of yourself, try graphic effects like a cutout photo, or even display a photo of you selling a dream home. Try a photo of a nice house for your background. Use anything that helps you stand out and helps people quickly identify what you do and that you are good at it. Add a quote that will convey trust and integrity.
QUANTITY FACT: Top selling realtors pass out more business cards than the rest. Do they pass out more cards because they are top sellers or are they top sellers because they pass out more cards? The simple point here is to pass out as many cards as you can because it means you are getting in front of more people. Don’t be frugal just to save a few pennies. More exposure will lead to more sales.
SUMMARY: Don't ruin chances for a good first impression with a bad business card. Approach your cards as one of your most important advertising tools. Use a professional company that understands your market, provides excellent graphic design, marketing advice and quality printing. Good luck in your business!
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