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How to Make Your Business Cards Work

Your business card is one of the most important marketing tools you'll ever create. You give your business card to prospects and customers so they have your contact information. You tuck your business card inside of presentation folders, drop it in letters, and use it in a variety of other ways to let people know who you are and what you do. Also, if you run ads in local newspapers, your business card can even double as camera-ready copy for the publication's "business card ad" pages.

No matter how you use your business card, it won't be the marketing workhorse it should be unless it looks professional, is easy to read, and helps customers and prospects remember what you sell and why they should buy it from you.

Making all that happen on a document that is only 3½ inches wide and 2 inches deep is a tall order, however, it can be done. Here are several suggestions to keep in mind before you design or redesign your business card.

Develop a one-line slogan
If what you do isn't immediately apparent from your business name, create a one-line slogan that will help people remember what you sell. Include the slogan on your business card.

Include your website address and/or email address
Customers and prospects will want to know your website address and your email address. If you're concerned about spam, have your webmaster set up two email addresses for you -- one to put on your business card and give out to the public, and another private email address that you only give to a few trusted business associates and friends.

Make your card readable
Use font sizes that are big enough to be easily readable without using a magnifying glass. Be sure the type color stands out against the background of the card, too. Light gray type on a white card makes it hard to distinguish letters and numbers. Remember, your goal isn't to produce a work of art. It's to produce a business card that clearly communicates what you do and how to reach you. If recipients can't read the contact information you'll lose sales.

Make your card stand out from the rest of the pack
Yes, your business card may wind up stuffed in a desk drawer with a stack of other business cards. Make it stand out from the rest by using bright colors or using high gloss card stock.

Have your business cards printed on good card-stock
If the card feels flimsy or looks like you printed it yourself on a cheap printer, it will leave people with impression that they are dealing with a small company that will disappear as soon as the owner finds a real job. Have your business card professionally printed on good heavyweight business card stock.

Although some of the preprinted paper that you can buy to create your own business cards is heavy enough to pass for a "real" business card, most people will get better results by having their business cards professionally typeset and printed. Professionally printed cards may cost less than the print-it-yourself variety, too.

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