How to Turn your Business Card into a Marketing Machine

By: Carol Dorman

The humble business card is one of the most powerful marketing tools available. Inexpensive, convenient to carry and yet, arguably, also one of the most under-utilised. Every time it is handed out is an opportunity to market to a new contact. Turning your business card into a marketing machine isn't terribly tricky. Here are some tips to get you started:

- Make sure your name and logo appear on the front of your business card. This may seem like a "no-brainer" but surprisingly, many business cards simply display the cardholder's name and contact details.

- Explain clearly and simply what you do. If the purpose of your business isn't spelt out in the name, add a short phrase. For example: H. G Smith & Sons doesn't tell us much about the business. Adding the phrase "Builders specialising in hillside dwellings" not only explains what H.G. Smith & Sons do, it also defines their target market.

- Give people a reason to contact you instead of your competitor. Do you offer a discount on certain things? Free quotes? Like me, perhaps you give away a free report to every newsletter subscriber. Put it on the card! Tell everyone, lucky enough to receive one of your business cards, how much they will benefit from using your service or product.

- Design your card to be easily read. A "busy" design full of fancy graphics and bright colours will draw attention away from your message.

- Make it easy to contact you. Your details should be in plain sight on the front of the card. If the cardholder has to spend time looking for your phone number or website, the card is not working for you.

- Finally, don't be afraid to hand it out! Give a card to the plumber when he fixes your sink, to the mechanic when she fixes your car. Ask local businesses for permission to leave some at their front desks. You never know how many times one of your cards will change hands and how many leads it will generate.

Ah yes, the days when a business card was simply a name and phone number are truly gone. It is now every business' portable marketing machine.

Make it work for you!