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March 2011
6 Business Card Blunders
and how to avoid them
At conferences and networking events, exchanging business cards is a given. But many of the cards I receive make me cringe.
It seems I'm not alone. During a discussion on LinkedIn, several dozen business professionals vented about common business card blunders.
Their biggest rants? Cards with micro-sized type fonts, misspellings, and penned in corrections.
Your business card is the take-home impression you leave with prospects and customers. And you want that impression to be classy, professional, and informative. When someone looks at your card, they should immediately understand what you do.
Dig out your business card - right now - as we review six common business card blunders. You may decide it's time to invest in a new set of cards.
Blunder #1: Misspellings
Kevin Waldvogel, a printing account executive from Milwaukie, received a card from a banker who spelled his title, "bnaker."
I don't think I'd be investing my money in this bnak anytime soon!
It's easy to transpose phone numbers and addresses. Proofread your mockup countless times and ask several others to proofread your card for you.
Blunder #2: Information Underload
When someone looks at your card, they should be able to tell immediately what you do.
Judi Brown, owner of Getting Personal Imprinting in Seattle, says some of her customers insist on printing cards with just a website address. They intentionally exclude their phone number and e-mail address, making it nearly impossible for customers to personally contact them.
If customers can't get ahold of you, what's the point of having a business card?
Blunder #3: Information Overload
Many cards are cluttered with competing colors, images, and line after line of type so tiny that you need a magnifying glass to read it.
LinkedIn respondents expressed irritation about egotists who include a long list of degrees, titles, qualifications, and mysterious acronyms after their name.
Joe Knapp, owner of SEO Plan Now in the Philippines, says he's not impressed when the owner of a small business dubs herself "director of international sales."
Just the Facts, Ma'am
Every card must include the following essentials:
- Company name and logo
- Your name
- Your title or role (in five words or less)
- Your e-mail address
- Your office and/or cell number
- Website URL
The following items are important, but not absolutely essential:
- Branding tagline
- Your username at your most-used social media channel (such as Facebook or LinkedIn)
- Business address (if you work at a brick and mortar locale)
- Fax number (if you regularly do business via fax)
- Your photo (if you are the business - such as a real estate agent, photographer, consultant, or direct sales entrepreneur)
Got Your Back, Jack
I'm amazed that people neglect to use the back of their cards. Why waste prime real estate?
On the back of my Blogging Bistro cards, I include a bulleted list of my company's core services.
I've seen cards that highlight a person's competitive difference and cards that include a yearly calendar, product images, or an inspiring thought.
Can You Say "QR"?
Quick Response (QR) codes are quickly becoming a must-have business card element. People who receive your card can scan the embedded 2-D square bar code with their smartphone and instantly:
- download your contact information to their virtual address book
- view a video tutorial from your company
- receive discount coupons for your products or services
Blunder #4: Poor Design
The way your card is organized makes a huge difference in how favorably your customer perceives you.
Every element in your card's design - from the color scheme to the type fonts to the order in which you list your vital statistics - must contribute to the brand impression you want to make.
Some people use oversized or undersized cards in hopes that they'll stand out from the crowd. But off-size cards don't stack well and they don't fit in standard business card holders, wallets, or three-ring binder card sheets.
Guess where unusually-shaped cards end up?
In the recycling bin.
Blunder #5: Poor Quality
When I started out in business, I designed what I thought was a nice-looking card and printed it on perforated business card paper on my inkjet. Although I used heavy card stock, my business card looked homemade and felt cheap.
One of the best business investments I've made was hiring a graphic designer to create a full-color, two-sided card that includes all the essential elements (and hopefully, none of the non-essential ones).
I shopped around for a local printer, found one that was running a special, and had 500 cards professionally printed on quality business card stock. I paid a total of $130 for the design and printing.
My card design coordinates with the design of my company's website, sales flyer, e-newsletter, and custom Facebook page. My card looks great, feels great, and delivers a memorable brand impression.
Blunder #6: Letting Your Cards Collect Dust
Why order a box of cards if they're just going to collect dust? "Use it or lose it," says David V., a biotechnology professional from San Diego.
I carry a small supply of cards with me everywhere I go: in my handbag, briefcase, laptop case, wallet - even my car's glove box.
I always offer to give several cards to people I meet, and they usually request extras to pass along to others who might need my services.
What do I have to gain by handing out my card?
Business.
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