BUSINESS CARD BINGO
(Is Your Business Card a Winner?)                                                                    
- By Joyce Hansen

You would think we would know how to effectively use business cards by now since this type of communication has been around for centuries.  Visiting cards first appeared in China in the 15th century (also known as calling cards).  Then trade cards appeared at the beginning of the 17th century in London, England.  Business cards, as we have come to call them, evolved next.  The etiquette for the use of this branding tool has dramatically declined.

I was at a networking session last year and was appalled with how business cards were being exchanged.  A board was provided for people to insert their cards for others to take if there was an interest.  When I went by to look at the cards to see what types of businesses that were at this event, I found the cards all mixed together and strewn all over the table.  One individual took all of his competitors’ cards from the slot and replaced them with his own.  Talk about poor business etiquette!

At the same event people were approaching me, immediately giving me their business card without the benefit of any relationship being established.  They then rushed off to the next group of people to do the same thing.  They were definitely into the numbers game of giving out large numbers of business cards hoping to hit the jackpot – somebody who expressed an interest in doing business with them.  When they finished giving out all of their cards, they left the event, not even staying around to hear the guest speaker.  What a waste of their time and money. 

I have had people hand me wrinkled cards with writing on the back and even cards that weren’t their own.  Often, people do not have business cards with them to exchange.  It is time that we paid more attention to one of the most valuable promotion tools available for you and your business.

Once you understand that business cards are essential to promote your brand and are the first printed impression people often have about you and your business, you will then embrace the value of dedicating time to produce quality, meaningful cards that people will want to keep. 

Try using some of these suggestions to gain brand recognition and sales utilizing your business card as the promotion tool:

1. Leave space on the back of the business card for people to write notes about your conversation.  A business card printed with excessive information on the front and back often gets a person frustrated with trying to find out what they want to know which can lead to the card being tossed.  
   
   
2. A good quality card stock is worth the investment.  Remember you want people to think of you as prosperous not penny-pinching.  Free business cards can be tempting to have printed but they don’t give the impression that you are serious about your business.
   
   
3. Handwrite a privileged telephone number or e-mail address on the back of the card before you give it to someone.  They will tend to keep it longer because of the special information on it.
   
   
4. Place business cards and bookmarks with your contact information on them in specific library books for people in your target audience to take when they are browsing through the books.  The surprise element really works and often people will keep them for reference or give you a call to ask more about your services.
   
   
5. Wear your business card – this is one of my favorite promotion ideas.  I often wear a nametag holder around my neck.  It draws attention and often people ask me what my business specialty is. It sure tops searching around your purse or wallet to try to find a presentable card to give to people.  This also increases your opportunities of exchanging more cards.
   
6. Keep a supply of cards in your car, your jacket pocket, laptop case, day planner, home, office, reception area – anywhere you can think of.  I can’t remember the number of times I reached in my purse to give someone a card and couldn’t find any because I had changed purses that day.
   
   
7. If you are a facilitator, have your participants exchange cards before they leave the session and ask them to write a compliment about the person on the back before they hand them out.  Everyone will tend to remember each other and it will permeate a warm feeling and will heighten the chances that business will be conducted among the attendees.
   
8. Include business cards with everything you mail out – even with the cheques you send to companies for services they have provided you with.  You never know who might open the mail that day and who they might give it to. 
   
   
9. Smile when you hand your card out.  Make the person feel that you really want to maintain contact with them and encourage them to call you for any information that they might need – not just about the products and services that you offer.  Extending yourself to help others may mean your business card keeps getting circulated, not tossed.
   
   
10. There is business card etiquette followed in different countries.  Learn the protocol of the use of business cards for every country you would like to do business with.  Learning about how different cultures conduct business is essential - this could make or break a business transaction for you.
    
11. Pictures on your business card are beneficial.  A picture can help people to  rapidly connect.  This is especially important when you have received a lot of cards in a short period of time and there is minimal information on the card about what their product or service is.

There are many more creative ways to use your business card and it is important that the way you use it is compatible with the style in which you conduct business.  Flashy cards aren’t for everyone and are not suitable for certain types of businesses.

Now on to some tips of what not to do with a business card:

1. Don’t use them to arrange a personal meeting with someone.  Have a personal calling card printed to hand out for that purpose.  Parents now print cards with contact information on them to hand out for the purpose of arranging social gatherings for themselves and for their children.
   
   
2. Don’t give a person a handful of cards to hand to others unless they ask for them.  This makes them feel obligated to you and often the whole handful of cards goes in the garbage.
   
   
3. Don’t use the information from the business card to immediately e-mail the person with your latest Newsletter and other sales information.  Ask if they would be interested in being informed about specific specials you may be offering, etc.  Establish how you want to maintain contact with each other and respect their wishes.
   
   
4. Don’t put a lot of information on the card to clutter its appearance.  You want the person to know your name, your company name, mailing address, telephone number, e-mail address, website address and cell phone number if you wish.  Fax numbers, office locations, degrees and titles are optional.  A few words to help people remember your specialty are also useful.

Be creative with how you hand out your business cards but be professional. Remember that business cards are one of the most important success building tools you have at your disposal.  If used correctly, your cards can result in your sales and profits being increased without incurring extensive additional advertising related expenses.  If used incorrectly, your cards can result in a lot of wasted effort and money expended with no ROI.

Joyce Hansen, a public relations specialist and President of Class Act Connections helps her clients to manifest their success.  She can be reached at 905-278-0952 or joyceh@classactconnections.com