We all use business cards, but there are some things you should know about business cards to make you a more effective networker. Most of the impact of using a business card is lost unless you follow a few simple rules.

First thing you should realise is that a business card has two sides. Of the last 50 cards I have collected 60% of them do not use the second side. Why do you leave the second side blank. This is a valuable piece of 'real estate' on which you can advertise what you do. Have one side for all your contact details and the other side advertising what you can do for a potential customer.

Second, when you give away your business cards, most of us just give one card. If you really want some business out of giving away your card you should give your new contact one card for her file, and several cards for her to give away to potential customers of yours.

Next, when you hand your cards to a new contact I make a thing of giving the contact one card. I ceremoniously hand him one card with both hands holding the card like it is a prized possession. Then, after he has taken my card, I then hand him three more cards and I make a point of saying what they are for. “Here is another 3 of my cards. Perhaps you could give these to other people who might like to know about my services/product.”

Also, make a point of getting three or more cards from your new contact also. Tell her that you are going to find some people to give her cards to. Now this now means not only have you set the expectation for your cards to be handed on, but also that you are going to do the same for your new contact. It also gives you a reason to call the new contact after a week or so. Call her and tell her that you have given her cards away to prospective clients. Then you have the perfect excuse to ask about your cards.

You should also make a point of printing a low print run of your business cards, and print more often. The reason is that contact details do change and what you offer also can change from month to month and quarter to quarter. When you have printed a new run, make sure you look up all your contacts and give them an updated card, and also don't forget to give another three cards to be given away. By printing often it gives you an excuse to keep your contacts warm.

So there are five things you should do with your business cards to make them more effective. Your business card is the only promotional item that your potential customer will see. So make them work well by printing something interesting on them. ++

by Dr Elwyn Jenkins
Infotraack Pty Ltd