An Unexpected Opportunity
I want to circle back on something that I know I’ve talked about in some way, shape or form over these past few months. It has to do with business cards.
Now, before you hit the “Delete” button, hear me out …
On the surface, a business card's purpose is to deliver simple contact information. You want someone to know everything from the correct spelling of your name to your phone number, email address and website. I can remember when fax machines were common and people wanted them listed on their cards, forcing graphic designers to scramble to find the space. These days, there is even more information to share.
Business cards have an additional goal these days and you need to be aware of this both as someone who sells business cards and as someone who has one. The new goal of the business card is to start an immediate conversation.
I’ve had a temporary card since November of last year when I went back out on my own. The task of redoing it has been on my to do list but I didn’t get around to it until just recently. We started with a landscape version and put the basic information on one side:
It’s a striking design, no? But it’s not the conversation starter that I want. My designer added some copy to the back but I had a different idea. Check it out:
Correct me if I am wrong but I think this is pretty cool. So far, everyone - and I mean everyone - who has been handed one of these cards has reacted very positively and then either asked me about my business or asked me about the design. Then, and this would be great if I was a print salesperson, about how theirs is boring and how much they’d like a redesign. Obviously, no one’s going to retire off of the production of one small business card order, but I can tell you lots of stories of major accounts that have started something with something as seemingly insignificant as a business card.
The point is, a good business card design is an extension of the sales pitch. Have a boring look and prepare for a boring result. Put some “Wow” into your card, and get ready for the positive response.
What’s in your wallet?
Need sales? Of course you do. Who doesn’t?
To talk about what I can do for your sales team in the form of a live presentation, workshop, or individual training, either call or hit this link and jump on my calendar.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.