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How
to Make Your Business Card Stand Out by Debra Traverso, M.A. Make no bones about it-business cards are more than a formality. An effective card (emphasis on the word effective) is arguably the best marketing tool you can use in building a business. Besides being a succinct reference tool so clients can easily recall and reach you, business cards have evolved into being the perfect visual aid to enhance in-person introductions and, done well, serve as a mobile, one-dimensional, mini reflection of their owner. As such, business cards should be created with the same care and thought that you put into creating your entire career. Read Between the Lines Just because your card worked 10 years ago, doesn't mean it still works. As you've seen, commercials on TV and radio have matured through the years, and so must the commercial on your card. When prospects read your card, they don't just glean information anymore. Marketing progression has taught them, however subliminally, to assimilate cues about:
Phew! Who'd have thought that so much was conveyed on a business card? Think about it-when you look at cards from other service providers, regardless of the service, you can tell a lot about how those providers view their work and how customer-focused they are (or aren't). The 'Must Haves' Include all your contact information: name, company, company's logo, address, e-mail, phone numbers, and Web page if you have one (and you should!). However, before concluding that "I do all that," let's take a closer look:
You should also include your unique selling proposition (USP), a tagline, or some brief mantra that explains how you differ from your competition. To the general public, REALTORS all look alike-make it clear how you differ so prospects will want to work with you and only you. Fortunately, because you've cut down on your telephone numbers (above), you now have room to add your differentiation (but limit it to 7 or fewer words). Use color stock or color ink. And Yes!-use your picture. Prospects have an easier time remembering a conversation or encounter when they can tie it to a face. Capitalize on that recall opportunity by adding your picture. Little Things Mean A Lot Once you've established the basics that you must include, it's time to jazz 'em up. Why? Because people remember clever people. For example, who could possibly know every street in your town? Make it easy for clients to find you-Enhance your address with a landmark, placed in parentheses: (Beside Route 70) or (Behind K-Mart.) Another example: Now that you've adopted one powerful phone number rather than four weak ones, give it an explanatory name: "Find-Me-Fax-Me," or "Reach Me 24/7" or "Reach Me Instantly." Let's Hear It for the Backside Savvy REALTORS have a compelling and well-thought-out 30-second commercial prepared for first and unexpected encounters. Then, they supplement their introductions with a visual aid-their business card. Hopefully, they've also used the back of that card to reinforce information that they verbalize during introductions, or tidbits that support their marketing focus. Other back-of-the-card information that might fit your marketing focus includes: a pithy mission statement, testimonials, a brief (but unique) bio, a calendar, interest rate guidelines, facts about your town. The idea is to make the information worthy of saving and referencing. (For more ideas, check out this article by "The Idea Lady" at: www.idealady.com/otherside.htm.) The Never Evers
Compare Cards Final piece of advice: Collect and compare cards. Years ago, this author had to do just that for a huge marketing project in graduate school. Results: Her initial impressions were the very same as her final assessment. The only difference was that her final assessment involved hundreds of hours of review, debate, analysis, surveys, interviews, and study of graphic elements. So, go with your immediate reaction and save yourself the drawn-out study. Spread your collected cards on a table. You'll know almost instantly which ones are winners and which don't work. Debra Traverso, M.A., is the author of hundreds of articles and five books (published in eight languages), a speaker, marketing consultant (for Fortune 50 companies), regular lecturer at Harvard University, and vice president of One Call whose Mobile Manager service for Realtors she describes as "quite simply the best marketing and communication tool I've ever used. No exceptions. That's why I hang my hat here." She can be reached directly at dbtraverso@AOL.com.
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Read the following from real estate professionals who are using Advanced Access' Marketing Tips to their advantage: Bob O'Connor says:
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