I'm sitting here at my desk with 100-plus business cards scattered across my table. I just got back from a conference in Florida, and I also have cards from conferences in California and New York. Now, what am I going to do with all these business cards? Who am I going to call? Whose business card is actually going to grab my attention?
I'm embarrassed about certain business cards that I've handed out in the past. They didn't describe me or my business properly. So, I want to go over some tips I've learned that have helped me make a better business card. It’s all about standing out. First, here are some ways to differentiate your business in general.
How To Use Biases To Make Your Business Stand Out
Charlie Munger, Warren Buffet's partner at Berkshire Hathaway, identified 25 biases of buying. I have broken his 25 down into the top five that I feel are most important for my business and most other businesses.
The Reward Bias: People buy when there's something in it for them. Whether it's a discount or a positive emotion, people are enticed to buy when they get something in return. Are you green certified? Are you doing the right thing? Do you have a great product and service? There's something that's going to make them say yes, and that's the reward for doing business with them.
The Likability Bias: As an entrepreneur, I consider likability an important part of my personality. Your likability and your passion for your business need to come through. Make yourself a part of your business card. Use a picture so they can relate to you and know who they're doing business with.
The Authority Bias: This is about establishing credibility and showing your expertise. People will do business with you based on your authority. They want to feel good about who they're buying from. When people trust that you know what you're doing, it makes it easier to spend money on your product or service.
The Association Bias: This is about who you associate with: organizations, sports figures or celebrities. People will buy from you based upon your association with others. Start thinking of who you can associate with your business.
The Social Proof Bias: This bias is about doing things that other people do. For example, if your business has a hundred five-star reviews, promote those reviews. People want to patronize a business where others have had good experiences. This allows them to follow the pack and be part of the conversation.
How To Make Your Business Card Different
Once you differentiate your business, make your business card stand out to reflect why you're different.
Weight: Use a heavier weight of paper for your business card. This makes a big difference. It stands out in somebody's pocket or among other cards.
Shape/Size: Using a non-standard shape and size for your business card. This, along with the weight, will make it stand out among other cards.
Personalization: Leaving some white space on your business card is very important. This leaves space to write a personal note. People will respond to a note saying, "Nice to meet you, John. Met you in Florida at this XYZ show." That goes a long way.
Event-Oriented: It’s a good idea to have custom business cards run in small batches for specific events. If you know you're going to an expo or trade event, have a special run of maybe 500 cards, and use it for that show specifically. This allows you to cater your card to your specific audience.
Logo: Make sure your logo represents your brand and is congruent with everything else. Your logo is extremely important. Don't throw things off with a bad logo.
The Kitchen Sink Approach: Don't try to overload your business card. When you do this, everything gets lost, and people don't want to read it. Focus on the main point in the sales line. This is like a billboard. You have to catch the reader's attention, and you have to catch it quickly. Don't make them work to see the goods.
Alternative Options: Maybe you just need to forget the business card altogether. Or, use a business card with other promotional items like pens. I've been using pens for over 15 years in my business. Everyone who comes to my restaurant, from customers to delivery drivers, is encouraged to take a pen with them. People tell us, "We love your pens. Can I take another pen home? It's my favorite pen to write with."
People have short attention spans. So, when your card is stacked up with many other business cards, you need to have something that will make your card jump out. Applying these tips can increase your sales, generate views and spark conversation.
