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Like most business owners, I find myself exchanging business cards with other professionals throughout the week. I get some that are very creative looking and some that are just plain dull. What I find missing in about 99 percent of these cards however, is something no website, no brochure, or any other piece of promotional material should be without. It is the one thing that will determine whether or not your prospect will hold onto your card and eventually call or visit your site or simply drop it straight into the trash bin.
This one missing piece of information is a “Call to Action.” Before I explain what this is, let me back up and share my thoughts on most business cards. There is a pattern to most of the ones that I see. They tell me the name of the person, the name of the company, contact information and occasionally a catchy slogan that’s suppose to impress you enough to call them up.
The problem with this approach is it’s not focused on what the customer wants. Most people are not interested in reading about who you are, how long you’ve been in business or why you think you’re number one.
Customers are always focused on their problems. They are constantly tuned into that classic radio station WIIFM (What’s In It for Me).
Four key ingredients
In order to get your prospects attention, I believe your business card needs 4 key ingredients:
1. Your contact information
3. A free offer
Almost all business cards I see at least have number one on this list: Contact information. Some might even have a USP. Your USP is your Unique Selling Point. This is a statement that separates you from your competition. Statements like “Same Day Service,” “Free Consultation,” or “Free Trial” are all great USP statements.
A free offer is what I mentioned earlier as your Call to Action. It asks the prospect to do something like visit your website or call your 800 number. In order to get them to take action, you want to make them a free offer. A free offer can usually be in the form of a special report that you give them for coming to your website and signing up with their name and email address.
This ptus them on your email list which is really your main goal. A report can be as little as 7-10 pages which addresses a specific problem that most consumers in your industry face. As a professional detailer, you might provide a report titled, “7 Secrets to Maintaining Your Car’s Beautiful Shine.” This is something that catches their interest and causes them to take the next step. Your report could be in written form or maybe even a free DVD.
This one strategy of eliciting a call to action is one of the most powerful yet underutilized strategies for building getting prospects to call you back or visit your website.
The last element of your business card should be testimonials from customers who have done business with you in the past. This is another powerful, yet seldom used strategy when it comes to business cards.
Many business owners use testimonials on their websites, but seldom on their cards. This is just baffling to me. You have plenty of wasted space on the back of your card; why not used that space for two of your best testimonials from previous customers.
Don’t forget these ourf key elements for your business cards when you get ready to order your next batch.
If you’re going to spend the money to have business cards printed up, why not make them powerful, attention getting sales tools for your business?
Jonathan Taylor is the owner of Strategic Marketing Solutions. You can reach