A business card should deliver the most important facts about you and your business in a clear and concise manner. That’s your card’s primary job. Be sure it does that well; then you can add something to the job description.

The Eyes Have It

Business card design is way beyond ink color and font selection but professional designers aren’t just artists, they’re commercial artists. Meaning they know they have to consider their audience – and the audience is getting older. Because Baby Boomer eyes ain’t what they used to be, savvy designers always consider the readability factor when they create an unusual card. (Suffice to say pink text on red card stock isn’t ideal for the over-50 crowd.)

Say It Right

Conventional wisdom says you have to put certain things on your business card, and in most cases, we’ll go with conventional wisdom. Just about any card should contain a business’s name and contact information of some sort. Political affiliation? Church membership? Not so much. But some business owners get a little extra mileage from their business cards by having them carry a “no downside” message.

Things like: “Smoke detectors save lives”, “We Support Junior Achievement“, “Proud Buckeyes” (or Badgers, or Broncos), and “We Support Junior Achievement” work for almost any business. “We ID” and “Have You Checked Your Tire Pressure Lately?” are somewhat more limited.

People who subscribe to the “no downside” theory say it creates a warm feeling in many clients and prospects, or none at all. Therefore, it’s a message with “no downside.” (As long as your prospect can read it!)

Keep it On the Up and Upside

Whatever your card says, a sloppy presentation can dilute your message. Like your mother’s best advice, you’ve heard all of this before…and it bears repeating:

• Present your card so the recipient can read it (text facing your prospect, right side up)
• Offer a clean card, not only wrinkle-free and literally clean (no smudges!) but also with current information – hand-written additions or updates mark you as disorganized, unprofessional, or both.
• Offer the card, don’t push it. “Here’s my card” can sound pompous, but “Maybe I could help you sometime, would you like my number?”  makes you sound like a partner with something to offer.

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