Module 2, Step 5:
Building your best business card
Your business card needs to qualify your prospects on its own
If most of your clients come from a 5-20 mile radius around you, then there’s a good chance that your business card is going to end up in the hands of many of your prospects via networking and social events or simple chance encounters, so it’s important that it represents your brand in its best light.
Goals of your business card:
- Provide clear contact information. This has been the main goal of the business card since there have been business cards, but it is worth stating that this is the #1 purpose, so make your contact info clear and legible (not under 6 point type).
- To qualify your prospect. In other words – make sure people readily understand what you are offering. I’ll show you how. But, you’d be amazed by how many people overlook this important opportunity.
- Entices them to check out your website and/or social media. You can only fit so much information on your business card (CLEARLY), so be sure to give them a taste of your brand and Value Propositions and lead them to your online address.
Anatomy of your business card
When I’m working on a new brand identity the business card is usually the second thing I design after the logo because it further establishes the colors, fonts and (usually) key services. Don’t be afraid to be unique or inventive with your business card, just make sure that you fulfill the above goals. However, I rarely stray far from my tried and true methods…
I almost always use the front rather traditionally
For the sake of clarity, I typically structure the from of the business card much like people have done for decades:
- Logo (usually with slogan)
- NAP (Name, Address, Phone)
- Email and website URL
I will note that it is quite trendy to keep a very clean front — like only your logo. It looks striking, yes, but, then you have to use the back for your contact information and not take advantage of that advertising space.
I ALWAYS take full advantage of the back of the business card
Before digital printing, cards were rather expensive. We printed on one side in 2-color just to keep the cost below $100 for 500. Today, we can print in full color, both sides for $25/thousand, so I tend to treat the back like a small magazine ad, and you’d be crazy not to.
With most companies, I feature three main products or services to represent the offerings and use photos or art with short descriptions or just keywords.
Sometimes, I’ll just use the slogan, value proposition or mission statement if these accomplish our goals (as stated above).
Printing your business cards
When your business card is finished, you or your designer will need to export a copy as a Press Ready PDF with crop and registration marks.
Most “common folk” I know use Vista Print to print their cards. They seem to have decent quality for the very low price. Myself, I use Zoo Printing and I love the quality, but you have to be qualified as a reseller to order from them.
The bottom line
If your primary audience is local, then your business card will be seen by quite a few of your prospects and customers, so it’s important we capitalize on using the best of our brand messaging that we just developed.