Is Your Business Card a Flop?

After your logo and USP has been established or reinvented, it’s time to move on to your first marketing piece – your business card.

Most business cards don’t accurately represent what someone’s business is all about. And if there is a problem with the business card, then the rest of the marketing is likely to be a disaster too.

Your business card may be the first visual connection a prospect has to your business. Your card will either promote or deflate your professional image. As an expert, you can’t afford to get this wrong. People will be judging you at first glance and the image of your business card will quickly showcase the level of success you have in your business.

If a prospective customer views your business image as unprofessional or confusing in any way, they simply won’t show interest in what you have to offer.

Very few business cards send a very clear message that would make someone jump at the chance of doing business with this person. Most business cards are simply used for contact information and miss the mark on marketing all together. Most lack a strong visual logo, branded image or benefit-rich statement, plus a strong call-to-action.

Having effective marketing is critical to building your expert brand

The goal of your business card is to make a powerful first impression. It must showcase what you do visually, share a message that sets you apart from the competition and offer a call-to-action to get the prospect to your website.

Most of us are so close to our businesses that we don’t see the most obvious mistakes that could be costing us in lost business. The reason for this is that we don’t always look at our business through our prospects’ point of view. We often view it from a very narrow focus – our own.

A great place to start improving your business image is to take a close look at the business card you already have as if you were a prospective customer that knew nothing about your business. Compare it with the top ten business card mistakes below, and then take the quick “Business Card Improvement Quiz” below.

The 10 most common business card mistakes

1. Images are scrambled with inconsistent design elements.
   
   
2. Services and/or products are not clearly defined.
   
   
3. It does not showcase what’s unique about you or your business.
   
   
4. The expert brand and/or tagline doesn’t stand out or is not professional.
   
   
5. It indicates unflattering things about your business.
   
   
6. There is no call-to-action to connect a prospect to your website.
   
   
7. Shows a cluttered impression with mixed messages.
   
   
8. Filled with non-essential information or omits important marketing content.
   
   
9. It looks out of date or unprofessional.
   
   
10. It lacks a point of interest and doesn’t easily connect to the prospect

How does your business card rank?

Answer these 16 questions below to see how your business card ranks. Simply answer YES to all that apply. Be honest with yourself as you reply. Then count all your YES responses and score your business card below.

1. Does your business card present a positive, interesting and professional image overall?
   
   
2. Does your business card feature an updated, professional designed logo?
   
   
3. Does your logo fit your business image and does it make a good visual connection?
   
   
4. Do you have a USP or marketing message that best describes your business?
   
   
5. Is the font and text size easy to read at a glance?
   
   
6. Do you offer a call-to-action to get prospects to your website?
   
   
7. Do you extend a free expert offer to get prospects to your website?
   
   
8. Are all of your marketing materials consistent with your business card image?
   
   
9. Is your website featured in bold text to stand out?
   
   
10. Has your business card been updated in the past year?
    
    
11. Are you utilising the back of the business card for additional marketing information?
    
    
12. Do you feature your expert tagline that describes your unique expertise?
    
    
13. Do you feature your photo on your business card to make a personal connection?
    
    
14. Do you often receive compliments on your business card?
    
    
15. Do prospects show interest right away and ask you more about your services?
    
    
16. Do you act upon every opportunity to proudly pass out your card?

Now count all of your YES answers and see how your card ranks below:

16 – 13 YES responses

You have a professional business card that will help you turn more prospects into buyers.

12 – 9 YES responses

Your business card needs some work. Redesign your card to help you stand out as a professional expert.

8 or Less YES responses

The business image you are projecting is costing you opportunities. Get to work! Re-evaluate and redesign your business card and all of your marketing materials to improve your prospective opportunities and income.

SOURCE: ZenBusiness