• "Without promotion, something terrible happens - NOTHING!" – P.T. Barnum

• The Global Brain Awakens
• Peter Russell
• Published by Element Books

• www.guerrillagroup.com Orvel Ray Wilson & Don Cooper bring you a weekly dose of tried & alternative marketing tips & tactics.

What’s 950mm x 550mm, generally made of thin card, costs under 5 cents, and is one of the most powerful communications and marketing mediums available to you and your business?

No prizes for guessing. Your Business Card.

Like many other things in life, because they cost so little, they are perceived to have little value, yet I challenge you to find another area of business where you can obtain a higher return on your investment.

There are however several key points to consider to ensure that you receive that return.

It may seem like a statement of the obvious, but make sure your business card is up to date. How often have you seen business cards with phone numbers and addresses changed with ‘white-out’ and a ballpoint pen? With the proliferation of ‘quick print’ shops all over town, not having a current business card is inexcusable. It is also highly unprofessional.

Another obvious, but often overlooked aspect of business cards is to ensure that you have plenty on hand. Leaving them in your desk drawer or on your dressing table is of little value. A good idea is to have a back up supply in your briefcase, car glove compartment, home office, wallet, or purse.

The design of your business card is also important. Ensure that the card is easy to read. This is best achieved by keeping the card relatively simple with a reasonable sized font. Too much colour and creativity can confuse the reader. Remember that most of the advertisements that win annual Advertising Industry creativity Awards, fail to achieve the purpose for which they were designed, i.e. to sell the product or service they are advertising. Don’t lose sight of the purpose for having business cards. To convey information, period.

I am a strong advocate for having photos on business cards. Years ago I became aware of the immense value that people place on photos. My realisation came as a result of another key to maximising the potential of business cards. That is to include two business cards with every piece of correspondence you send out. The theory is that the receiver of your mail will retain one for themselves and forward the other on to another.

When I changed to photocards, people began posting back my business cards saying they "already had one thanks". Think about it. Most people when they get their photos back from being processed tend to keep them all, including those out of focus, with too much light exposure, and the ones with the heads chopped off etc. To throw photos in the bin somehow conflicts with their intrinsic value.

With your photo and contact details on one side, what about the reverse of your card. A quick check of my business card file reveals that less than 30% of people use the back of their business cards. What a waste of unused space. You’ll be surprised at how much valuable information you can fit on the reverse of your card. Information that may just be the difference between a potential customer doing business with you rather than a competitor.

Business cards are also designed to be given away. The more the merrier. They have zero value sitting in your desk drawer. In sales seminars I get participants to set a goal of how many business cards they will give out each week. What’s your goal?

Last but not least, be aware of the cultural differences in handing over your business card. To the Japanese in particular, your business card is regarded as an extension of you. It should therefore be treated with the utmost of respect. Simply tossing you business card on the table is both an affront to the other person and instant business suicide. The Japanese also place extra value on a business card that has raised ‘verco’ print. So if you plan on doing business with Japan, the small extra cost is well worth it.

Business cards may be cheap, but managed properly, they have the potential to make a big difference to your bottom line performance.

Many happy customer returns!

Graham Harvey APS

Next week: Brochures.