8 Reasons Why People Retain Business Cards... How to Get Them to
Keep Yours
by Diana Ratliff
Do you remember how proud you were the first time you saw your name
in print?
Most entrepreneurs feel that same flush of pride when they gaze on
their new business cards. That small piece of paper represents years
of planning and effort and hard work and dreams. The thrill of
seeing "your name in print" on a business card is hard to beat.
Unfortunately, other people couldn't care less. Your business card,
the one you're so proud of, is just another advertisement... another
piece of clutter to file. It's no more or less important than any of
the many business cards that cross a prospect's desk at any given
point in time.
The psychology of business cards
How do you make sure that your card is one of the few that attracts
attention, gets kept, filed, and actually used when your prospect
needs your product or service?
It pays to think about the reasons people keep cards to begin with.
Often, it's not for the reason you expect. Understanding this
critical concept can dramatically affect the design and ultimate
effectiveness of your card.
Let's say that you install and maintain swimming pools. You meet
Nancy Newcomer and have a great conversation about landscaping
around in-ground pools. You're eager to conclude the conversation by
giving her your business card because she certainly displays a lot
of interest in your service. She's a "hot prospect" for sure -- Not
necessarily.
Nancy could just as easily be asking because her neighbor has a
pool, or because her mom had a bad experience when they installed
their pool, or because she's always liked to swim and loves plants
too, or because she collects business cards and doesn't have one
with a pool on it, or because she's new in town and you're the only
friendly person she met today.
In fact, according to Dr. Lynella Grant, author of "The Business
Card Book", there are eight reasons that someone may decide to
keep your business card.
1) As a link to a potential customer or client.
Let's say you're in network marketing, and John Johnson mentions
that his wife used to be in MLM, too. She liked the business model
but just wasn't happy with the company. Odds are you'll keep John's
card because it's a means of contacting John's wife about your own
business opportunity.
2) As a link to a resource or a supplier.
If you're in the construction business and meet someone who sells
hard-to-find lighting and fixtures, you'll probably keep their
business card.
3) As a link to a colleague.
Many business people keep business cards of colleagues and
competitors. Perhaps you refer business to each other during busy
periods, or work together as members of an industry association.
4) For social, non-business reasons.
Maybe you couldn't care less that Kelly sells car insurance. She's
awfully cute, though...
5) For referring business - it may be passed on to someone else.
If your neighbor has had a hard time finding someone who washes
windows, and you meet someone who's just started a residential
window washing service, you'll probably accept their business card
and pass it on to your neighbor.
6) To update information they already have.
Maybe they have an old card of yours with your old phone number on
it, or without your website address.
7) Just in case.
Some people have a hard time parting with anything because they
might need it someday.
8) Something likable, unusual or useful about the person or their
card.
I kept the business card of a police officer named "Sarah Justice"
just because I think she's got a great name for her line of work
(it's called an "aptronym"). Other people keep business cards that
contain useful information such as amortization schedules or lists
of emergency phone numbers.
Keep these reasons in mind when designing your card. Make it clear
what you do and who you do it for. Your card may be passed on to
someone else, or the recipient may be trying to remember you later
after a long day of meeting people at a convention.
More marketing strategies:
- Add useful information to the back of your card.
- Get in the habit of jotting notes on the back of business
cards ("Likes football. Send catalog.") Encourage card
recipients to do the same.
- Ask people who receive your cards to pass them on and reward
them for referring business.
- Develop and memorize a catchy tagline to say as you hand out
your card, especially if your card isn't particularly unusual or
useful.
Now that you know why they are retained, use this knowledge to
create business cards that will be noticed, kept, and used for years
to come.
Contact LB Printery today to discuss your
full color business card printing needs. |
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