5 Tips to Optimize Your Business Card

As I do during or after conferences, I'm organizing to follow up with people I reconnected with and new people I met at SxSWi and the social media panel I spoke at in Philadelphia on St. Patrick's Day. Over the years, I found some things to be more helpful than others when it comes to the information you put on your business card.

However you handle the input of business card information into your database -- whether by iPhone bump, card scanning, or manual input -- the best way to be remembered is still to be memorable.

Given that I manage to still stay connected with a massive number of people, I'm happy to share with you 5 tips that will get someone quite busy to connect with you and not someone else.

(1.) Display your preferred direct phone number prominently

You may think that listing a Web URL is sexier and you might even be right. If compulsive Web browsers are your intended audience and you're not in a hurry for business, go for it. For the rest of us, a phone number does the trick, especially when we're looking to close a deal.

A direct line works best. Many smart phones cannot deal with an extension. Set up a redirect 800-number, instead. And you can be smart with direct lines and track your leads at the same time. Or get Google Voice if you're not spooked at the power of any one corporation over your information.

Make it easy for people to dial you with one touch on their address book. 

(2.) Put an image on the card

It will help people connect you with your information better, and humanize your business at the same time. I mention it because unless you said something really interesting and I wrote a note on the back of your card, I'm a bit foggy on who you are a week later.

We all meet many more people than we used to. Use a visual that connects strongly to what you do. If you're the product, consider using a photo of yourself.

This doesn't mean your card needs to look like that of a real estate agent, unless that is your business, of course. It just helps jog memory if you have a visual aid. You can see how I implemented the photo on my card above. Yes, I'm aware of the fact that my direct line is blanked out there. 

(3.) Give people your preferred ways of communication   

A business card is a communication tool, it can be as technical or as low tech as you want to make it. When you choose what to put on it, you're orienting others on your preferred ways to communicate. If, for example, email is the best way to reach you, just list that.

List three ways, if you intend people to use either one based upon their preference. However, remember that less may be more. If you have four telephone numbers, I do wonder about the efficiency of your system.

Take into consideration your customers' communication styles and needs when selecting contact details.

(4.) Include content that sets you apart

In addition to using a distinctive image, consider either using a well crafted tag line that expresses your mission or statement of purpose best. Even better if you hone this short phrase to be your unique selling proposition or value. Set yourself apart, by being yourself.

The line "connecting ideas and people -- how talk can change our lives" represents who I am, as well as what I do. And it's broad enough to encompass the many ways in which I help companies with brand strategy and marketing communications to connect with customers, communities, and social influencers.

Communicate your tag line across your online and off line presence. Compare yours to 45 creative, clever, and effective blog tag lines.

(5.) Exchange cards after talking/connecting with someone

The best way for someone to remember you is to actually have talked with you more than the time it takes to hand them your card. Some people are so popular that giving them your card will get you totally lost in their virtual assistant tracking software with no project attached to it.

In most cases, in fact, having the patience to connect the dots between your work ethics and trusted referrals and cultivating those relationships by being helpful over time make the card exchange the contract. You are going to do work together.

Develop big ears to figure those nuances out and you will close more deals, while using fewer cards.

***

These are my ideas, based upon what works for me. What works for you? What else would you recommend?

[image updated]

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Comments

[baldo]

the picture tip is a good advice, and can surely help. I'm thinking to the after-show time, when your pockets are full of business cards...
thanks!

[Jocelyn Canfield]

Valeria,
Good advice. I particularly like the idea of a photo on the card and did this on my own card for my graphic design and photography business. Being a visual person, I know how helpful it is to have an image in order to remember the human connection.

I would point out that many people use card scanners these days, so keep your card scanner friendly. Text over graphics, like the one you show for the real estate agent often renders the card unscannable to the OCR. Your card, however, would read in just fine.

[Peter Rodgers]

Conversations often start with a first impression, and continue with that first contact point afterwards. Many times, that's the card you give. The above advice is perfect.

One of the best online resources I've found for excellent quality, fast delivery and high value cards is: moo cards.
http://us.moo.com/en/

My advice, be creative, true to yourself, and original to be memorable.

[Carolyn Ann]

I've just started "Getting Organized in the Google Era" by Douglas Merrill (ex-CIO of Google) and James Martin. The first chapter of the book deals with how we remember things, so I thought "Wow, serendipity strikes again!" when I read this post. :-)

Once upon a time I used Act! to keep track of what made someone memorable - so often in a corporate setting, there's so little to remember someone by that memory aids are essential! (Especially with my memory for names...) Act! isn't available for the Mac, and I don't meet as many people in a year as I used to meet in a week, so I have no need of such devices, these days. (That brings to mind the few times I've tried telling Act! I'd like a Mac version. So far I've discovered that I get a better response telling my opera-singing cat to change the aria he's warbling. He pays not a blind bit of notice, as well.)

Interestingly (to me, anyway), I discovered, a few years ago, that a lot of woodworkers and other craftsmen/women don't carry business cards, never mind memorable ones! It's getting better, but so many artists and craftspeople don't think about the business aspects of their work. A wasted opportunity, really. That being said, I saw an increase in the number did have business cards or postcards at the latest Baltimore Crafts Show. Most artists at the show had some unique quality, but by the time you got half way through, you couldn't remember who had what. We collected the business cards of those we're interested in, and they remind of us of who makes what. Without those, I would never remember who that lighting designer was, or who made that really interesting sculpture or whom that wonderful art-clothing maker is.

Ah well. I'd better get back to my plumbing.

[Davina K. Brewer]

#4 is the biggest: Yes set yourself apart, but don't go overboard with the flowery, pie-in-the-sky imagery.

I get so many cards and have no idea who people/companies are, or what they really do. That's the cards job, make sure you know not only HOW to contact someone, but WHY. FWIW.

[Kathy Breitenbucher]

I prefer cards printed on just one side so I can write notes on the back. When I leave someone at a conference or meeting, I try to jot down a quick note on their business card of either something I'll remember or something I should send them or follow up on so our next communication is more meaningful. If the card is printed everywhere, it is tough to do that!

[John Heaney]

Great tips, although I would suggest one modification to your Tip #4: Create a tagline that sets you apart AND print it on the back of your card.

I'm constantly amazed how rarely people print on the backs of the business cards. It's a mobile billboard for you and is the perfect place to print your personal tagline so you become distinctive and memorable.

[Stephanie Wheeler]

I think some of these are great tips to add / take away from a current business card. Sometimes, I believe, more effective than the picture, is an enticing design. Nothing too extravagant, but something that is consistent with your logo, your website, your company colors, etc. Consistency and pleasing to the eye are two incredibly important factors that lead into successful business cards. If your website is green, your logo is orange, and your business card is pink, there is no consistency, no repetition. The human mind loves nothing more than repetition. It's familiar. It's memorable. And it will connect all of your mediums together. If your color is green - make it so across all mediums. Logo, Website, Business Card, Letterhead, etc.

Great suggestions and tips. I think this will definitely help improve all business cards of those who read this. Thanks for sharing!

MOS Website: http://www.moscreative.com/
MOS Blog: http://blog.moscreative.com/

[Greg Smith]

I disagree, slightly. Don't waste space. Make it double-sided. If you're a good PR person you'll always have a small notebook and pen, or phone with notes, on hand.

[Kaj]

A QR Code on the back encoded with vCard/meCard makes it super easy for receivers to import your details into their phone.

[Valeria Maltoni]

@baldo - I noticed last year at SxSW it was so much easier to find people with the photos on the badges.

@Jocelyn - great tip about card scanning. I know quite a few people who own one, too. In fact, overall keeping the design clean is helpful.

@Peter - more than once I've had great story-based discussions with people who had their ow photos of the back of a Moo card. Thank you for reminding us what a fun service they provide.

@Carolyn Ann - aiming to please :) Act! brings back memories. It was the first business database I worked with many years ago. Personal CRM systems will be available soon enough. There are many more small businesses and sole proprietors that could use it. In fact, I wouldn't be surprised to learn it already exists. Interesting that many artists and craftspeople would still not have cards.

@Davina - and stay away from templates. It's like PowerPoint, take templates as suggestions, then add your own stuff. Even better do your own thing altogether.

@Kathy - you would not like my cards. They're glossy and printed on both sides with rich colors. The tagline or my brand essence is printed on the back. Cards don't exonerate us from being interesting. Still a good idea to be a great listener and sharing person.

@John - have you seen my full card per chance? Good idea.

@Stephanie - indeed, we're visual creatures and images tell a story. As you can see, my card integrates with this site. So did the old one, which I promptly replaced when I rebranded.

@Greg - I agree to a point. Who likes busy cards? They're a visual indigestion.

@Kaj - a new way of transferring information. There will be compatibility issues with other lists to iron out. I have a very large database, for example.

[Ivan Walsh]

When in China… give the card to the person with BOTH hands.

And accept it the same way!

Business cards carry more weight/importance in Asia.

[Adrian Murphy]

I have broken most of rules when it comes to business cards.
As mentioned by Edwin van Rooyen above an online business card, with a dot tel address, is worth considering.
Here's a photo of mine;
http://twitpic.com/18y7uo

Most of our clients tend to be desk based, i.e. sitting on front of a computer a lot of the time. So I feel there is little risk to providing such a brief and direct means to contact us.

[Valeria Maltoni]

@Ivan - it's the same with Japan, plus slight bow, depending on the title of the person who is exchanging cards with you.

@Adrian - thank you for stopping by.

[Edwin van Rooyen]

Nice suggestions, but the ultimate business card of course is a .tel address i.e. a digital business card. On my hardcopy cards I only write down my edje.tel, and that's enough. It's easy to remember and very effective in communication: whatever you want to know, you can find it at http://edje.tel. If you want to call or email me via a mobile phone you're just one click away.

[LaTease Rikard]

I am happy to read this post, as I just placed an order for some more business cards that bring my social media blogging to the forefront. Saw this post on Twitter, thanks for the info.