It’s that time of year. Once a year I “bite the bullet” and take a hard look at my printed marketing materials to evaluate how I’m presenting my business and myself to existing and potential clients. What does your business card say about you? Go on, take one and look at it. Does it properly represent your professionalism, experience, and expertise? If it is less than perfect, this month’s column will help you turn it into a more effective business tool.

It always hits me in the fall, just before I attend the annual IVAA’s Summit for Virtual Assistants. Since my business is writing and marketing, how can I show my face if my own materials are less than perfect? Simply put…I can’t.

The fall is “conference” time for many industries – and the NAR conference is just around the corner. Now is the perfect time to ensure that you have effective cards in time to distribute at your own fall events.

A business card is:

• A quick, easy, and universally accepted method to introduce yourself to clients, potential clients, professional contacts, and peers
• A marketing tool to indicate your preferred method of contact and direct individuals to call you, e-mail you, or visit your website
• A literal way to get your name and contact information into the hands of your target market in a format they will opt to keep for future reference

Less is More

Many people try to include everything possible onto this tiny 2x3.5 inch canvas. Resist that temptation!

When deciding what to include on your business card, less is ALWAYS more. Powerful, effective business cards take full advantage of the blank “white space” to frame and accentuate the text on the card. Cards with clout aren’t cluttered. They have a name and a couple contact options—that’s all. To give your business card clout:

• Don’t spend valuable space on your card stating the obvious
• Make sure it projects the image you want others to see
• When writing the content for your card, remember that the more you include, the less powerful your statement
• Don’t use every field offered in the standard business card forms
• Write each word carefully and if it’s not essential, omit it

If you list all your designations, professional memberships, and affiliations on your card, your basic information will be lost. Most of your clients won’t be impressed by all the acronyms after your name, since they won’t even know what they mean. Save this information for your website or brochure, where you have space to elaborate on what your credentials mean and how they benefit your clients. Keep your card simple.

Start with the End in Mind

Before you begin, determine what you want the card to accomplish. Many people miss this essential step. They forget to target market with their business card. Instead, they create an overwhelming volume of content that buries essential information.

Business cards are a first contact and primary information tool. My own card doesn’t include my multiple e-mail accounts, my IM handles, or even my physical address. It only includes the information required to reach my goals:

1. Get people to my website to learn more about my business and the services I offer. This is accomplished by the logo. To include my URL again would be redundant and would crowd my card.
2. Be interesting enough to encourage a call. My toll free number was selected to match my business name and be easy to remember (1-800-Wicked-8).
3. Present my business and my own name in a format that is aesthetically pleasing enough to keep. This is accomplished with rich printing effects and high quality paper rather than something run-of-the-mill and “slick.”

My card has my logo (which now includes the “dot com” for cleaner marketing materials and a super-short tagline), name, office phone, 1-800 number, and primary e-mail address. That’s it.

I made the decision to eliminate my fax number – that information is on my website and most first contacts aren’t made by fax. And, even callers staring at my old business card while talking to me ask me for my fax number and then say, “Oh, I guess it’s here on your card” when I give them the number. Most people confirm a fax number before sending anyway, so why clutter your card?

The Art of Writing Your Business Card

Like any writing project, the art of creating the perfect business card is not determining what to include. The art is in determining what can be removed to make the remaining message crisp, tight, and effective.

A business card should be:

• Memorable – it should make a statement
• Clean and uncluttered – a good representation of your organization skills and professionalism
• Easy to read at a glance - offering essential contact information

A business card should not be:

• A wallet-sized resume
• A compendium of every possible contact method
• A miniature billboard

If you include a business phone, extension number, home phone, cell phone, pager, fax, toll-free, and voice mail number on your card, you have cluttered the pristine canvas of this would-be marketing tool leaving your potential client wondering how to reach you.

Too many numbers are intimidating—not professional. Too many options make your card less customer-friendly. Use your card to direct clients to your preferred contact method. Simplify a potential client’s contact options, rather than increasing them.

Include a single number or (at most) a local and a toll free option. If your main business number is on your card you can forward it to your cell when you leave the office, and set up voice mail to automatically answer if you don’t. Clients won’t call a multitude of different numbers trying to reach you. If reaching you is difficult, they won’t bother.

No Place to Cut Corners

I believe in cutting corners wherever possible. I know the best marketing is publicity (achieved through community and professional involvement) and excellent referrals (achieved by going above and beyond to keep clients happy) – neither of which requires cash layout. I recommend and utilize methods to cut costs in many areas of running a business. However, I will not cut corners on business cards. I’m spending more on my business cards this year than most small businesses will spend on a three-year supply of letterhead, and as frugal as I am about many things, I spend this money with a smile.

Business cards are far too essential to just “throw” together to get them done, and too important to ignore any detail. Personally, my cards are simple and elegant with an extra punch of embossing and a touch of foil on thick, rich, textured paper. They are appealing to sight as well as touch. Since that small card is often a potential client’s first (and lasting) impression of you and your business, don’t skimp. Don’t be tempted to “print them yourself” on a computer printer. Consciously or not, people associate the quality of your service with the quality of your business cards.

Now, realizing that your business card is an extension of your professional persona – check your card again. What does it say about you? Does it represent you well? Are you proud to distribute it to anyone, anywhere? If not, it’s time for a business card facelift.

Angela Allen is our WORD MAGIC columnist and a RESS Certified VA. You can visit her website at Wicked Wordcraft and contact her via e-mail at angela@vacentral.com