How To Turn Your Business Cards
Into Marketing Tools

Make your business cards turn tidy profits

One look at Randy Shaw's business card proves that this NASE Member isn't shy about promoting his company, Assemblies Unlimited. The Bloomingdale, Ill. company specializes in contract packaging and assembly, offering a long list of solutions for customers. "We provide a large number of services, and our business card shows our full repertoire," Shaw says.

The inside of Shaw's fold-over card states his major areas of specialization along with a menu of specific services offered in each area.

The front cover of the card gives the company's full complement of contact information-from telephone and fax numbers to physical, e-mail and Internet addresses. On the back of the card, Shaw smartly offers prospects a free quotation for services, followed by his telephone number.

"A business card can be and should be a marketing tool," says Shaw. "Our business card is the vehicle that customers use for a reference. It's a mini-brochure."

Guerrilla marketing guru Jay Conrad Levinson would no doubt give Shaw's card high marks. In his book Guerrilla Marketing Weapons: 100 Affordable Marketing Methods For Maximizing Profits From Your Small Business (Plume, 1990), Levinson writes that business cards should be "powerful selling tools, marketing vehicles that set you apart from the competition." He advises, "Don't worry about the cost if one business card can net you a tidy profit."

So how can you turn an old-fashioned business card into a fresh advertising and marketing tool? Here are five ideas for improving the effectiveness of your business cards.

1. Fold it
By folding a card, you double the space available for your marketing message. Cards should fold to the standard business-card size so they fit in wallets, Rolodexes and card storage files. Use the outside of the card to print contact information. Inside, turn your card into a mini-brochure by listing or describing products and services.

2. Update design
Use a type style and type size that's easy to read. Choose high-quality paper that gives prospects a good first impression about your business. Raised lettering can be effective. Printing with two or more colors can be classy. Leave at least a little space on your card to jot a personal message. For instance, Shaw left room to write "Thanks" or "Best Wishes" on the front or the back of his card.

3. Sell yourself
Include as much descriptive information as possible on the card to help sell prospects on you and your business. Print your company's motto, mission statement or slogan. Include your business hours or provide a map to your store's location. Make an offer to prospects, such as a free estimate or free initial visit. If you're an image consultant or public speaker, printing a photo of yourself on the card might be appropriate.

4. Create different cards
If you operate several different businesses, consider printing individual cards instead of trying to jam too much information onto a single card. A corporate motivational speaker who also freelances articles to magazines and offers seminars to the general public would be a good candidate for three different business cards.

5. Distribute, distribute
Be generous with your new cards. Always carry cards with you and make sure employees carry them, too. Hand cards to everyone you meet at business functions, community gatherings and networking groups. Distribute your cards creatively. Post them on bulletin boards. Leave a card every time you leave a tip. Your new cards are marketing and advertising tools. Use them at every opportunity.


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Ways to $ave On Business Cards
You don't have to bust your marketing budget to make your new business cards look their best. Here are a few resources that can save you money on design and printing.

Small Business Ink
For ordering information call 1-800-232-NASE.
www.sbshow.com/tx/smallbusinessink

As an NASE Member, you can get great discounts on quality business cards and stationary from Small Business Ink. The company offers more than 200 standard paper and ink combinations, and 1,000 business cards start at a cost of only $15. Matching stationary for brochures and envelopes is available in popular stock papers.

Idea Art
Phone: 1-800-433-2278
Fax: 1-800-435-2278
www.ideaart.com

Idea Art gives you professional results from your desktop printer without the professional cost. You choose from more than 1,500 designer papers, add your words, then print out the final product on your computer printer. Idea Art offers a complete image package of 100 letterhead sheets, envelopes, brochure paper and business cards for less than $100.

PaperDirect
Phone: 1-800-272-7377
www.paperdirect.com

PaperDirect's new ProEdge Business Cards let you create custom cards on your computer. The cards feature heavy paper stock, non-stick adhesive backing and precision-cut edges to eliminate perforations. A box of 500 cards costs only $23.95. If you want help designing your cards and prefer not to produce your cards from your computer printer, check out PaperDirect's ImageDirect. ImageDirect offers custom creative services for design, layout and printing-all at budget-friendly costs.

Printovation
Phone: 1-800-386-7127
Fax: 1-800-386-7128
www.printovation.com

Printovation is an online printing service that lets you order professional printing direct from your computer. You design your business cards or brochures using Microsoft Word or Microsoft Publisher for Windows. Then you get online with Printovation to choose paper, ink colors, even folding. Price quotes are available on screen 24 hours a day, and 250 full-color business cards can cost as little as $65. You can download Printovation software for free from the company's Web site.

ProVenture Custom Business Stationary
Phone: (415) 473-3600
Fax: (415) 325-0873
www.mysoftware.com

ProVenture Custom Business Stationary allows you to generate professional business cards and coordinated stationary from your desktop computer. This easy-to-use software gives you a gallery of more than 5,000 graphics or you can import your company's logo. You then enter your business information, and with a click of the mouse, it's automatically laid out on coordinated business cards, letterhead and envelopes. The software works with color inkjet printers to print full-color, pre-designed backgrounds on white paper. Or you can use a standard laser printer to print on colorful specialty papers. ProVenture Custom Business Stationary costs $34.95.

 

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