By Jeanie Swisher
Newly in business, I had a rude awakening one day--I found my business card lying in the street.
And that hurt. I had spent a great deal of time designing that card. It had beautiful script writing and a really neat logo down one side and across the bottom. Most of all, it had "lots" of information on the 2" by 3-1/2 " card. And yet, there it was, lying in the gutter.
To avoid a similar disappointment in your business, consider the following when creating your business card.
1. A BUSINESS CARD MUST BE EASY TO READ--It is the cheapest form of advertising you can buy. In most cases, only a penny apiece. But if a customer can't read it, they simply won't hang onto it. And if your cards ends up in the gutter, the value is zero. You've wasted your time and money.
2. A BUSINESS CARD SHOULD LOOK VALUABLE--My business card today is "very" expensive. Because I cater to an affluent clientele, I have it professionally printed. It is black with gold lettering and I guarantee I don't find it lying in the street. The card looks valuable and clients keep it safe.
3. THE DESIGN SHOULD PRESENT THE MOST IMPORTANT INFORMATION--The card still has my two-sided logo down one side and across the bottom. But my personal name is not on the card because it takes up valuable space. On the front of the card, you'll find my company name, what I do, the address and the phone number in big, bold numbers. A second pass by the printer adds the hours for appointments on the backside of the card.
4. GET HELP--If you don't know what you're doing, hire an expert. But keep in mind that some graphics people are not skilled in marketing. Some will create "lovely-to-look-at" cards that will not sell. There is a science to designing a great business card. If your "experts" don't know what they're doing, contact me and ask for Article 1047--HOW TO CREATE BUSINESS CARDS THAT WORK.
Jeanie Swisher, management consultant and freelance writer, has written a series of articles on HOW TO SUCCEED IN YOUR OWN BUSINESS. A FREE catalog of available articles may be obtained by contacting Spectrum Publishers, P.O. Box 839, West Chester, PA 19381. The phone number is (610) 696-8162. You may also email Swisher--spectpub@bellatlantic.net Her web site may be found at www.spree.com
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