How to Add Value to Your Business Cards
by Diana Ratliff
An old marketing adage goes something like this:
"He who has a thing to sell
And goes and whispers in a well
Is not as apt to get the dollars
As he who climbs a tree and hollers."
Most business cards whisper. If they speak to your prospect at all,
they do so quietly. Many don't say much at all. And because of that,
a potential customer never learns about your award-winning service
department, or your extended hours, or your playroom area for the
kids. Instead, your card is tossed into the wastebasket and your
competitor's card is carefully tucked into a Rolodex.
True, business cards do more than convey the information that's
printed on the card. A card that's ugly, dirty, printed on
perforated paper or full of corrections screams loud and clear that
you're an amateur. No matter how many wonderful services you offer,
if your card brands you as unprofessional, you lose business. A
clean, creative, professionally printed and visually attractive
card, on the other hand, conveys a positive first impression that
lingers long after your initial meeting.
Still, a savvy businessperson knows that adding marketing-oriented
text to a business card in addition to contact information pays off.
One strategy is to add text that gives specific customer
benefits.
For example, your card can tell people how easy you are to do
business with by adding a slogan or tagline such as:
- Easy to PAY "Credit cards and competitor's coupons
accepted"
- Easy to FIND "Located next to ___ in the heart of
___"
- Easy to VISIT "Walk-ins welcome. No appointment
required."
- Easy to BUY "Express check-in and check-out."
- Easy to get EXPERT ADVICE "Pharmacist on duty around
the clock."
Better yet, turn your business card into a marketing tool that
actually asks for your prospect's business. Asking people via
your business card to visit your store or log onto your website is a
great idea. But in order for this strategy to be effective, you need
to be specific, and you need to give people a reason to do what you
request.
Consider the following often overused phrases found on business
cards:
- Visit today
- Stop by and see us!
- Customer service is our priority
- In business for 25 years
The first two immediately raise the question, "Why?" Why should I
visit your store? Your prospect is busy and knows you want her to
come into your showroom, fall in love with the latest model, and
walk out thousands of dollars poorer. You need to give her a REAL
reason to come in.
These calls to action are much more powerful:
- "Present this card for a free watch battery" or
- "Ask for Fred to receive your first oil change free!" or
- "Log onto YourCompany.com for current discount coupons!"
The key here is to evaluate what you are saying. Are you providing
enough information for your client to make an informed decision?
Make a list of the services you provide and the "perks" that come
with it. You may be surprised at how many perks you offer your
customers without thinking twice about it.
Consider the following often overlooked perks:
- Returning phone calls in a short amount of time.
- Providing a late-model loaner car while a client's car is
being serviced.
- Jewelry repair that is done on-site by a certified
technician.
- Offering a complimentary two-year extension to a
manufacturer's warranty.
- Including a special upgrade not typically included with your
competitor's product.
Your business cards can be the most portable, affordable and
versatile marketing method you use - but not if it's quiet about
your services or shy about your accomplishments.
Contact LB Printery today to discuss your
full color business card printing needs. |
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