A great business card won’t close a six-figure sale, but a bad one will take away any chance you have. First impressions matter, and while a business card contains only a handful of words, it nevertheless speaks volumes about your company. Here are tips for designing a lead generation-worthy business card.
- 1. Flimsy paper suggests cheapness and weakness — two qualities people do not look for in a supplier. Always go with a paper stock that has some heft. 2. A glossy finish looks great, but a matte finish makes it easy for people to write notes on your business card. 3. Along the same lines, dark print on a white (or light) background makes your card easier to write on — and easier to read. Are you letting fancy design get in the way of user-friendliness? 4. An odd-sized card grabs attention, but not always in a positive way. If a prospect has trouble fitting your card into a wallet or business card book, your first impression will be one of annoyance. 5. Especially if your prospects are 40 years old and up, fonts should be medium to large. If a prospect has to hunt for reading glasses to get your email address, that email inquiry may never be sent. 6. White space conveys organization, sophistication and reliability. A cluttered business card design conveys disorganization, crudeness and sloppiness. 7. Make sure all the pertinent information is on your card: Name, title, address, phone number(s), email address, website URL, business hours, area served and nature of your business (if not obvious from your company name). 8. Avoid adding information that is not pertinent. Your business card is not a substitute for a sales brochure. 9. If you feel it necessary to add a sales message, keep it short and sweet. Examples:
o Over 10,000 customers served
o Established 1968
o More than 250,000 items in stock
o BBB Accredited Business10. Avoid the temptation to overdesign. As we pointed out in a recent post, being unique is a bad way to sell. An ultra-creative business card runs the risk of confusing prospects or putting them off.
Over to You
What’s your design formula for a lead generation-friendly business card design?