Your business card should be easy to read and present the image and value proposition you seek to convey.
By Gil Cargill
September 24, 2013
Quick … Grab your business card.
I’m serious. Grab your business card and take a look at it. Does it present the image that you’d like? Does it communicate a unique value proposition with regard to doing business with you and your team?
I’m writing this because I came back from speaking at the recent ASCII Success Summit in Austin, Texas. During the course of the day, dozens of people handed me their business cards. One of my old-school habits is to review the business cards I collect at events like this. There are several concerns that this stack of business cards presented.
1. None of them, and I repeat, none of them communicated a value proposition. Remember, your value proposition must be based on the results that you deliver to your clients.
2. There were a number of business cards that proclaimed multiple degrees, certifications, awards, etc. While these are great and well-deserved I’m sure, they take up space that should be used to help a stranger understand what he/she will get when they engage you. Remember, everyone asks this question when considering a new service provider: “What’s in it for me?”
3. What is absolutely remarkable is the number of business cards that I reviewed that were difficult, if not impossible, to read. (Some required a magnifying glass and, although I’m old, my eyes aren’t that bad. LOL.) Make your business cards legible for your prospects.
4. Equally unbelievable is the number of business cards that had either a phone number missing and/or an email missing. Candidly, missing emails were more dominant than missing phone numbers. What’s the point in handing out a business card if you don’t make it easy for a prospect to get in touch with you?
5. Last, and this is truly unique, I received a business card that had no name or email on it, only a Web link. While that may be useful in the IT world, remember that we sell to people who do not possess your level of expertise and technical knowledge. Therefore, it’s vital for us to communicate our value propositions in a language “civilians” (nontechnical people) can understand.