Expert View: Is your business card working for you?
At the Liverpool Chamber we meet a lot of businesses, both newly formed companies and long established firms with hundreds of staff. We go to a great many networking events and host over 90 of our own over the course of each year.
During this time, a lot of business cards are exchanged. So why do people give out their cards? You network, meet someone interesting that you’d like to speak to again or hope that you might be able to work with in the future.
You exchange cards with your company contact details on. Once your potential contact leaves an event with a pocket full of business cards, how do you maximise your chance of getting the follow up call that you’re hoping for? Is your business card working for you or letting you down?
Vague or misleading company name
Once a business is established it’s difficult to change your company name, so if you’re just starting out, think about this carefully. While it’s a trend amongst marketing companies to go for a wacky name, if you’re working in any other sector, think about how your name will sell your business. A & B Consultants, does what is says on the tin; Katsandkittens LTD, are they a pet shop? Supplying pet food? Or consultants with a confusing name?
DIY cards
Since desk top publishing software has became commonly available with desk top PCs, people have been tempted to save money designing their own stationery. No matter how good you think you are, your card will stick out like a sore thumb amongst those that are professionally designed. You will also give the impression that you are cutting costs.
Too much information
Your business card is not your CV! You just need to include your name, title, company name and address, telephone number and email address. Any more is overkill. Use the reverse of the card to acknowledge partners or if you have a very lengthy company address. Very few businesses use this space creatively and it’s a missed opportunity.
Make it easy to read
The point of your business card is to get a potential customer or business contact to call you, so make it easy! Mistakes are easily made with misread email addresses so keep all the information on your card a readable size, and avoid elaborate typefaces and reversed out text which some people find difficult to read.
Email address
Many people now follow up meeting with an email thanking you for hosting the event or sending you further information around a topic you may have discussed. Having an email contact is as important as a telephone number. What signal does it send if you don’t include it? Your business is not keeping up with the times, or that you’re forgetful. Even if you want to keep your personal address private, you can easily include a generic address such as sales@yourcompany or info@ yourcompany
Proof read!
Finally, before you get your cards printed, proof read them carefully. We recently saw a card where the town the company was based in was misspelt! Read the card in reverse order as mistakes will be easier to see and always double check by giving proofs to someone who hasn’t seen the design as they will spot mistakes more easily.
Happy networking.
Pamela
