Networking and marketing both have their pole position in business and nestling side by side is the common business card. Most expert leaders in their fields will agree that, despite the boom of the digital age, there really is no alternative that has boomed into replace them.
It’s not enough to keep your pocket, purse or wallet stuffed full of these small pieces of usually rectangular card, there to cover every eventuality; you still need to consider a balanced business card strategy that will be effective and do the right job – to bring you in more business. This may sound simple but too often people dish out their cards like Smarties, thinking more about giving out their contact details than actually why they are giving the cards out in the first place.
Whilst there are certain style taboos, some of which are well known, it mainly comes down to design and delivery. The downside of this is that many tend to concentrate on one or the other. In making sure their business cards look good at all costs, they forget all about the way in which it is presented. Others will forego emphasis on style, on the mistaken premise that within reason ‘anything goes’ so long as the contact details are correct.
Yet unique design and engaging delivery should be there in equal proportions – and the best that you can do. The wittiest and snazziest of business cards aren’t going to bring you much business if handed out in a mundane, distracted and indifferent manner. Similarly, even with the warmest of pleasantries, bursting forth with wonderfully imaginative and persuasive ideas, a badly designed card is going to undermine the offering.
On the assumption that the person receiving the card must have at least a modicum of general interest in what you do, it surely requires an equal, if not greater, modicum of sensitivity when handing it over?
Then there are the extremes: a well designed card doesn’t have to shout out razzamattaz in a garish, gawdy splash to get noticed. Nor should you have to be aggressively pushy to show energy, verve and panache in your engagement.
As with most things in life, striking the happy balance means a card that reflects what you do and your unique personality or ethos, together with essential information. Let it effortlessly speak company identity; make it memorable, and easy to share around. Hand it out in a friendly and engaging manner with professionalism, self worth and confidence woven in between and you may have the winning formula: your card brings in the desired business, your company grows and you win popularity and contacts.
