With the exception of your website, your business card is the single piece of your marketing literature that will be seen by the greatest number of your prospects. With this in mind, it never ceases to amaze me how many people seemingly put so little effort into the design of their business cards.
Certainly it must carry your name, usually also such essential contact details as phone number(s), postal and email addresses, and of course the URL (address) of your website.
But why stop there?
Your business card is a piece of marketing literature, so use it as such! Make sure it includes your strap-line, obviously, but you can go much further than that!
Your business should have a USP (variously Unique Selling Point or Unique Sales Proposition depending upon who you ask – but universally abbreviated to USP) so make sure that is clearly included on your card. And if you have any further sales messages or special offers that will reasonably fit on there, make sure you include them too.
If you use just one side of a standard 9cm x 5cm business card, then you have 45cm2 available, the majority of which will be filled with your contact details, leaving room for little else. If you use both sides though, you have 90cm2 available of which at least half can be used to sell yourself and your business.
In terms of production cost, printing double-sided may cost 10%-20% more than printing single sided, so the extra cost is negligible. Putting that into hard currency, Vistaprint will sell you 250 ‘free’ business cards for less than £10 ‘shipping’ (with 5,000 printed double-sided on heavy card delivered to your door for less than £100 – so ultimately a much better deal than the 250 ‘free’ ones!). So on 5,000 cards you could perhaps save £15 by printing single-sided …a supremely short-sighted move indeed!
The cost of getting your business card into the prospects’ hands remains the same regardless of what’s printed on it of course, and if you consider the time, effort and cost of getting your business cards into the hands of 5,000 prospects(!) then it’s a rare person indeed that wouldn’t benefit from having a sales message on there too (especially if it only costs an extra £15 across all 5,000 to achieve it)!
Why on Earth then would anybody want to go to all that trouble, and expense, to present somebody with a business card, and have 50% of it just plain white card? But looking through my business card file now, an awful lot of the ones I have been given are just like that!
So, with it agreed that double-sided printing on your business cards is pretty much a necessity, look out for my next article on this subject when I’ll talk about the design of the business card in more detail. If you wish to ensure you don’t miss either that, or any other marketing articles that I write, then either subscribe to the RSS feed or follow me on Twitter.
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