With Your Business Card
Copyright © 2005 Bill Lampton Ph.D.
Let's say you attend a business function. You meet a top tier
prospect, and give her your card. Twenty other people do the
same thing. So what will make your card stand out from the
Here are twelve ways to assure that prospects will read your
card, and will become more likely to do business with you.
ONE: Keep your card "reader friendly" by providing ample white
space. Unfortunately, we are tempted to jam as much information
on the card as the printer can squeeze in.
However, people don't want to bog down by reading lengthy
paragraphs. Note how short this one is, and the one before it.
Easy to read, don't you think?
TWO: Display your photo on your card. Think what happens when
the prospect you met at the reception flips through the cards she
collected. Which people will she remember most easily? The ones
with photos, of course. For many years, real estate pros have
acted on this assumption, and they are right.
An important caution: Be sure to use a recent picture, no more
than five years old. The person who uses an outdated picture
raises suspicion. What else about them is obsolete or
Recently I had a photographer take a new photo of me, which I
will put on my business card and Web site soon.
THREE: Stick with a standard size. You want your card to fit
the card collections others maintain. An odd-shaped card might
be tossed away as too cumbersome to keep.
FOUR: Never economize on paper stock. The dollars you save
won't compare with the dollars you will miss out on because
prospects think you may be second rate, like your card.
FIVE: Spend what is needed to include color. Think about it-how
many of your potential clients have black and white TV, cameras
Avoid psychedelic colors unless you are a designer, artist or
entertainer. Your color photo will reflect a warm, vivid
personality, so there's no need to shock the senses of readers.
SIX: Include your slogan. My company slogan identifies my
purpose: "Helping you finish in first place!" Six words are
enough--if they are the right words.
SEVEN: If you have a logo, use it. Picture this in your mind:
"Golden Arches." Know the product? I am sure you do. Did you
salivate? Probably so. That's the power of symbols.
My logo is a winner's trophy, which fits my motto of helping
organizations and individuals finish first. Matches my company
name as well: Championship Communication.
EIGHT: Tell readers how to contact you by phone, fax, mail and
Internet. This sounds elementary, yet you would be surprised at
how many marketers omit this essential data.
NINE: Keep your card current, by printing new ones when you
change your office location, phone number or e-mail address.
When someone gives you a business card with a new number added in
pen, you rate their work second class, or worse.
TEN: Use both sides of your card for information. No need to
let half the space go unutilized.
ELEVEN: When you give your card to a prospective client, don't
offer just one. Instead, ask: "How many of these will you need,
to share with your staff?" You will be amazed at how many more
cards you will put into circulation with this simple question.
TWELVE: You may want to distribute more than one card, with each
card reflecting a different service you offer. Several years ago,
a retired executive handed me three business cards, each
representing a new venture he had launched, with distinct
Bill Lampton, Ph.D., helps organizations improve their
communication, motivation, customer service and sales.
His speeches, seminars, coaching and consulting share the
practical advice included in his book, The Complete
Communicator: Change Your Communication, Change Your Life!
Visit his Web site: http://www.ChampionshipCommunication.com
Call Dr. Lampton at 770-534-3425 or 800-393-0114.