THE 1 ST STEP OF MARKETING: HELLO, HERE'S MY CARD . . .

Don't feel challenged by the term marketing, because chances are you've been an active participant in the doing just that for some time now. One of the first things you did after opening your business is to have cards printed - and from the first time you handed your card to someone, you've been marketing.

What you are actually doing when you hand out your card is you're telling people who you are, what you're selling and where they can purchase it. Now today's website - much more elaborate, of course - is basically doing the same thing. But, let's get back to step one - that little piece of printed material that you always carry on your person which so many people take for granted, and shouldn't.

FIRST IMPRESSIONS COUNT

Remember: You never get a second chance to make a first impression! And, in addition to your own personal appearance, your business card is an integral part of your initial introduction to a potential client or customer. Make it count! Too many of us take the business card for granted and accept whatever some local printer, who may only know marketing as a place to buy fruits and vegetables, gives us. Wrong! That gives people the impression that we don't care enough about our business. Others, who seem to demonstrate a latent Steven Spielberg complex, produce a business card worthy of a Hollywood premier -- an extra-large, multi-fold, Technicolor extravaganza complete with photograph, and which would include flashing neon lights if they could figure a way to get them in there. Wrong, again! This gives the impression of waste, extravagance, exhibitionism and overselling. You're not going to impress anybody with a flamboyant card --quite the contrary, you'll probably turn them off.

SIZE DOES COUNT

The best size for a proper business card is 85 X 54 millimetres - and it shouldn't vary more than a few millimetres each way. If your card is any larger it will be difficult for recipients to place it in their wallets or special card holders. Just as bad are those mini-cards that some people hand out. Keep to the standard size for best results.

When it comes to the typeface and font sizes, don't try to get too fancy. Except for your logo, of course, use a crisp, clear font such as Arial or Courier and keep the size no smaller than 8 point. It is of the utmost importance that your card is readable at a glance.

Don't get too wordy - all you need is your basic information: company name (and logo if you have one), location, and your name and title. You should list no more then three telephone numbers: office, mobile and fax (if necessary). Then, of course, you must have your email and website addresses. That's it. And make sure that you proof-read it. If there is an error don't accept it under any circumstances. Some printers, after making an error, will say: "Okay, just pay me half price." Don't be tempted to take them, even for free.

When it comes to colour, except for your logo, remember "black is beautiful." One colour is all you need, two colours are okay. Anything more, especially full-colour, is just a waste of money and usually shows bad taste. There is nothing that says "I'm serious about doing business with you" better than tasteful black printing on a clear card. And speaking of that card, it should be white, but a light pastel colour is also suitable in most cases. Use a premium quality card stock of at least 225 gsm, but no higher than 300, with a matte finish. Glossy stock is not needed, and is just a waste of money. Other things that are a waste of money, and should never be considered in connection with a serious business card are: double-sided printing, raised lettering, photographs (especially of yourself), and cards made of metal, plastic or any new space-age material which may come along.
And handing out cards with magnetic backs, or those that are laminated, could be serious to the health of you business.

GOING TO "MARKET"

Now that you have your professional business cards, you're ready to put them to work. Plan to attend as many conventions, exhibitions, receptions, cocktails parties and so on where potential clients or customers congregate. Circulate, and when you meet someone you may wish to make contact with, start by asking about the person's function. When there is a match between your business and their function, introduce yourself and present your card in a respectful manner, always maintaining eye contact. Extend the card, with the printed information facing the receiver and wait for them to receive and glance at it before continuing with conversation. Keep a pen handy, for writing points of information on the back.

Never apologize for your business card. Too many times, people apologize for either not having a business card, or for some error on their card. When this occurs you have lost your personal power, and it sends a signal that you are not ready to do serious business. As was stated in a preceding paragraph, never accept cards from a printer which have a mistake. Crossing out a misprinted phone number, and writing the correct one above it, is equivalent to signing a death warrant for your business.

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