The Awful Truth About Business Cards
11. May, 2010 
12 Comments
Michael Masterson, ETR Guru, and Bob Bly, expert copywriter, have pointed out much of the nonsensical advise given on the subject of business cards.
One writer suggests giving everyone two business cards instead of one… the logic being the recipient will then have one extra one to pass along. We’re also told how to transform a business card from its conventional form ( name, company, and contact information only), to a powerful billboard by adding unconventional elements such as a strong position statement, a list of services, or clever graphics and slogans.
But the truth is, spending any significant effort worrying or thinking about business cards… is an absolute waste of time.
That’s because most people who receive your business card throw it away without a second glance. So…what should you put on your business card…and how should you get it into people’s hands so they pay attention and file it for future reference?
My answer may surprise you…
1. You shouldn’t worry about what you put on your business card-it doesn’t matter.
2. You shouldn’t carry business cards or hand them out to people.
INSTEAD, DO THE FOLLOWING-
When a prospect asks you, ” Do you have a business card?” say: “ I don’t have one on me. But give me yours, and I will put one of mine in the mail to you.”
Then, in conversation, qualify the prospect, find out their needs, and send them the appropriate catalog, brochure, or other relevant literature on your products and services. Enclose these materials with one of your business cards-keeping the promise you made to receive it. But what if your prospect doesn’t carry a business card?
Then have him/her write their contact information on a piece of paper ( you should always carry pen and paper for this purpose). You see, if you readily give you card to a prospect, you eliminate the need for them to give you their contact information…which means you have not captured a lead and have no way to follow up with them.
But by strategically withholding a business card, you almost “force” the prospect to give you their contact information… and almost no one will refuse you.
This will enable you to capture them in your data base, follow up to qualify them further… and convert those leads that are qualified into sales.
Result: instead of swapping little pieces of paper ( business cards ) you start a process to convert leads into sales and revenue.
But, there is an extra step I left out.
After you get the prospects business cards or contact information written on a piece of paper, say ” We also publish a monthly online newsletter on (TOPIC). Would you like a free subscription?” When they say ” yes “… and most will… you can now communicate with them, virtually at no cost, as often as you like = both with your monthly online newsletter as well as e-mail marketing messages sent to your newsletter subscriber list.
You can send the e-mail marketing messages because as subscribers they have “opted in “. They know you… have agreed to receive e-mail from you… and it’s perfectly legal to send promotional e-mails to them. All this from not giving out your business card too soon!
You’ve done it once again. Great writing.
Really great article. Honestly!
You’ve done it again. Amazing read.
If only I had a quarter for every time I came to http://www.constructionmarketingmachine.com! Superb writing!
If only more than 16 people could hear this..
If only more people could read about this.
If only I had a quarter for every time I came to http://www.constructionmarketingmachine.com! Superb writing!
If only more people could read about this.
My cousin recommended this blog and she was totally right keep up the fantastic work!
Thanks for the write up, how about a follow up for those of us that read this 10 years too late. You never cease to amaze me!
yeah my dad will like this
hey your blog design is very nice, neat and fresh and with updated content, make people feel peace and I always enjoy browsing your site.
- Norman