By Dominic Donaldson
They do say that it is a dog eat dog world out there when it comes to competing for business. From window cleaners to Ferrari dealers, there is a need to beat your rivals and be top of the game. Any savvy business person knows that marketing a product or service is the way to the top of the business ladder, but that can be a hard task when there are so many ways to advertise a product. Word of mouth and product placement are important factors, and to do that effectively, having suitable business cards to hand out could be the best way to trump your rivals.
Picture this: You are at an exhibition where you are promoting your product or service along with your competitors, those in attendance are potential clients wanting your particular services and they will spend the day chatting to you and your competitors; how do you make sure these people come back to you and not the other people. By using well designed business cards, and these are the reasons why.
Having business cards that are aesthetically pleasing, striking and suitable to the particular industry you specialise in will have a strong psychological impact on someone interested in your service. Handing a card to a potential client personally will also help cement the association between you both. It is essential to engage the prospective customer in conversation; use positive body language techniques of openness by gesticulating and smiling to encourage them to open up too. Once you have their attention you will already be making an impact and this can be sealed by ending the conversation with handing over your business card.
To increase the effect of this networking technique, suggest exchanging business cards, that way when the prospective client goes home at the end of the day with a handful of cards, it will be your one that he or she remembers. This technique can be used in other networking situations. There are many events where you can meet prospective clients and others that work in a similar industry such as corporate events, trade shows and the like. By swapping business cards, there is a clear visual anchor for the situation; compared to swapping numbers on a mobile phone there is a physical reminder and the potential for using marketing techniques with business cards is as good as with any other form of advertising.
Business cards speak volumes about the company they are promoting, and the style you choose for yours should reflect your business attitude and be eye catching for the clientele you are targeting. Sleek, crisp and clear for accounting for example, colourful and fun for a children’s entertainer. It is important to enlist the services of a graphic designer as they will have the knowledge about design aesthetic in marketing. Logo placement, font size and style, and the mix of colours on a palette are all part of a delicate balance that a graphic designer can get right.
Although there are do-it-yourself machines for creating cards, it is not recommended that these are used in serious business circles. There may be infinite combinations to choose from, but the logos, fonts and colours are too generic to make a significant impact in networking situations. Ultimately, your business card design and quality should reflect what you think you and your business is worth.
Dom Donaldson is a marketing expert.
Find out more about Business Cards and other business stationary that can be designed and printed to order at Need A print.
