What are the eight words that (should be) music to your executive ears?
“May I have one of your business cards?”
Here’s why:
A business card is your best friend.
A business card is your ticket to becoming UNFORGETTABLE.
A business card is your most valuable marketing and networking tool.
Unfortunately, too many professionals have business cards that simply blend into the multitude of cookie cutter garbage.
And they’re missing out.
What about you? Is your card SO good that people immediately show it to their friends?
If not, here’s a list of five ways to maximize the memorability of your business card.
1. Evaluate Your Current Card.
When was the last time you heard one of the following remarks?
o “I showed your card to everybody in my office!” says a hot prospect.
o “Can I have another one? A friend of mine will LOVE this!” exclaims your tablemate.
o “Oooh! I want one too!” begs the person in looking over your shoulder.
o “Hey…can you show my friend Paul your business card!” asks a colleague of yours.
o “You know, I’ve never thrown your card away!” says one of your customers. ((
If the answer is either “not recently” or “never,” you need a new card. This is a great opportunity for you to increase your memorable presence.
2. Start from Scratch.
As you brainstorm the design of your new card, ask yourself the following design questions to motivate your melon:
o Could you change the size or shape?
o Could you make trading cards for your entire team?
o Could you commission a customized cartoon?
o Could you include a related table or chart?
o Could you enshrine your card with an award or other credibility booster?
o Could you die cut the card, i.e., a hole, heart or tooth mark?
o Could you write an original quotation (not someone else’s!) on the back?
o Could you make one side of the card into a sticker?
3. Brainstorm Bad Cards
Although your design options are endless, here is a quick list of business card pitfalls to avoid:
o No email address. Come on. It’s 2007. People aren’t going to look online for your email, or worse yet, guess what your email is.
o Mismatched email. You have a website, yet your email is mike233@aol.com. Where’s the consistency? Furthermore, using AOL, Hotmail or Yahoo takes your level of professionalism down a few clicks.
o TMI. Too much information. (That’s what websites are for!) Pick a few important things and keep it simple.
o Folded cards. I understand the allure of folded cards: more surface area and it stands out in people’s stacks. But I have to be honest, every time people get a folded card and it doesn’t lay flat on their stack, I either throw it out or rip it in half.
o Referrals. One man who works in real estate has a little heart on his card that says, “I LOVE REFERRALS!” Well DUH! Who doesn’t? And once again, maybe it’s just me, but seeing that little icon makes me NOT want to give him referrals. Almost like he’s desperate.
o Ironic. I remember one card that was particularly unattractive: flimsy stock, bad colors and hard-to-read lettering. Take one guess what that woman’s job was: graphic designer. Ouch.
o Quote. One person’s card had a quote from Oprah Winfrey. I don’t remember what the quote was, and I also don’t remember whose card it was. All I remember was Oprah. So my question is: WHY WOULD YOU QUOTE SOMEONE ELSE ON YOUR OWN BUSINESS CARD?! Remember: If you don’t quote yourself, nobody else will!
4. Include a Noticeable Number
If you want people to remember you and your card, you’ve got to quantify your remarkability. Examples of Noticeable Numbers include:
o Used in 137 countries!
o Over 3,000,000 copies in print!
o 205 billion units sold!
Whatever your Noticeable Number is, here are the seven benefits of including it on your card:
o Remarkability. People tell their friends about it. Because it’s cool. Because it’s intriguing. And because it’s worth making a remark about.
o Memorability. It stands out. During a conversation, for example, a Noticeable Number tends to be the most memorable item.
o Credibility. Which comes from specificity. For example, which sounds more convincing: “I’ve read a whole lot of books on stress management,” or “I’ve read over 1800 books on stress management”?
o Commitment. Your Noticeable Number is an observable way to reinforce your dedication. And in a business culture where trust and integrity are at an all-time low, actions that validate your commitment are priceless.
o Differentiation. It distinguishes you in an otherwise crowded marketplace.
o Expertise. It’s the answer to the question, “So, what makes YOU the expert?” This is especially valuable when working with (and attracting) the media.
o Revisitability. Noticeable Numbers make customers want to check in with you (or your website) every once in a while (or, hopefully every day!) just to see where your number is at now. REMEMBER: websites are like newspapers – customers don’t want to read it if it’s two years old.
5. Have a Philosophy Card
All of my books, speeches and training programs are built on the philosophy of approachability. So, when someone asks for my business card, I hand them a two-sided, laminated nametag that includes my personal philosophy. Amazingly, this unique card has made me tens of thousands of dollars, simply based on its value.
See, business cards don’t deliver much value. Philosophy cards, however, are unforgettable. Here’s why…
People want to do business with (and be around) other people who have their own philosophy.
Their own unique approach.
To business. To life.
A way to treat customers.
Online and off.
How they carry themselves.
Alone and in front of others.
So, since having your own philosophy is such a great example of approachability, I’ve been challenging my readers and audience members to take it one step further by creating their own Philosophy Card.
Ready to create yours?
All you have to do is ask yourself one question: “If everybody did exactly what I said, what would the world look like?”
If you can answer that question with 3-5 bullet points, you’ve got your philosophy, and you’ve got your unforgettable Philosophy Card
Your business card is your best friend. As an executive, you MUST leverage it as a powerful marketing tool. So, remember to consider these five practices when reworking your branding efforts.
Who knows? Maybe our paths will cross one day in the airport or in one of my seminars. If so, be sure give me one of your cards!
LET ME ASK YA THIS…
How unforgettable is your card?
LET ME SUGGEST THIS…
For the list called, “46 Marketing Mistakes Your Company Is (Probably) Making,” send an email to me, and I’ll send you the list for free!