Having just returned from speaking for the American Disc Jockey Association (I love these guys!), I thought I’d review a few questions that keep coming up with entrepreneurs concerning business cards:
Question: Why can’t I just put my website and not my e-mail address on my business card? After all, I want people to visit my site.
Answer: If people want to contact you electronically, they want to do it quickly and easily. Making me go the extra step decreases your chances of turning prospects into customers. Further, I went to many sites after the conference and the only “contact us” information was a form. Again, do not make me do extra work by first getting out of my email program and then switching over to your site.
Question: Should I use the second side?
Answer: Business cards are inherently two-sided, meaning that precious real estate is going to waste if you leave the back side blank. This is your golden opportunity to sell! Add value in the form of a promotion (free glass of wine, free check order) or simply as a reminder: “your next appointment is….”
Question: What do you mean by having a “scanable” business card?
Answer: Many folks like me using CardScan to input and organize our contact information collected from business cards. Therefore, if your card doesn’t scan, it might never make it to my database resulting in lost business and referrals. Remember: People must remember you in order to do business with you.
Question: What’s wrong with having an AOL, Gmail, or Yahoo email address?
Answer: If your goal is to build your brand, you don’t want to be promoting someone else’s brand. And, these type of emails imply a “fly by night” mentality perhaps subtly communicating that you are just doing this business temporarily until a real job comes along.
Question: If I have my own domain, can I use my first name and last name separated by an underscore?
Answer: Absolutely not! Underscores are the kiss of death in emails since the hotlink feature automatically underlines the entire email address making it impossible to see. Further, hyphens, numbers and letters also lead to confusion. Make your email simple: liz@refirebranding.com. It’s perfectly OK to simply use your first name reinforcing your personal approach to business.
Have more questions? Fire away!
Until next week…..Liz
Branding speaker and expert Liz Goodgold has over 25 years of experience working for clients such as Quaker Oats, Times Mirror, and Arco Oil as well as with small business owners and start-up. Her specialized, one-on-one branding and coaching programs spark new ideas that deliver sure-fire results. To find out how Liz can help you, contact her at liz@redfirebranding.com.
Liz is also the author of RED FIRE BRANDING: Create a Hot Personal Brand and Have Customers for Life and DUH! Marketing.
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{ 15 comments… read them below or add one }
Twitter: heathall
July 20, 2009 at 10:49 pm
Hi Liz,
As usual, great post. While I agree with you about not promoting someone else’s brand with a Gmail, Yahoo, AOL address…having a Gmail address makes life very easy for a busy mom entrepreneur like myself because I can use Gmail from anywhere–my PC, laptop, iPhone, etc. I love Gmail and it’s integration with Google calendar, tasks and chat.
However, I do have a @themogulmom.com email address too.
Thanks again for another wonderful post!
Heather
Now that I understand why I need a business card that is scannable, what exactly is a scannable business card? im confused
Twitter: heathall
July 21, 2009 at 1:36 pm
I was a little confused about that too–Liz, would you tell us a bit more about scannable business cards?
A “scannable” business card means that if you use an optical scanning device such as CardScan, all of your information is readable to the computer. In other words, a dark photograph with small lettering won’t work. A good, scannable business card uses fonts that are big enough and clear enough to translate directly into the correct fields.
I have tons of business cards that come across as one big, black blob because the image is too cluttered and the type is not a strong enough contrast.
Given the number of people that I meet, I must scan all of the info; how are you others inputting your database?
Great post with interesting pointers…as the current ones run out and I reorder, I will definitely take the time to fill the “real estate” on the back of my business cards as well — never before thought of it as space going to waste.
As for business card storage believe it or not, in this age of technology I am actually still using a rolodex…hahaha…a bit antiquated I know, but I just have not taken the time to seek out an electronic alternative and then sit down and get to scanning. But, that’s definitely an option and something to think about for the future as my collection continues to grow.
Thanks again for the great insight!
So, there goes our artsy fartsy business cards with pictures and logos.
No, no; you CAN do an artsy, fartsy business card; just do the acid test to make sure it scans. My 2-sided biz card has my photo on one side (the Nuancing Group), and the Red Fire flames in brilliant red and black and it still works.
The key issue is: Test, test.
I can’t agree more with what Liz said there, I would like to add one thing. Figure out a way for your business cards to stand out. I am an artist and run a business that is very creative, therefore I went to moo.com and ordered “mini” cards. On one side I chose a colour lovers theme (being an artist I thought this was a perfect fit) and the other side I put this info:
Stephanie Lindquist
Flourish Enrichment
Stephanie@FlourishEnrichment.com
(303)641-5909 cell
That’s it! Check it out, it has me url (in my email), the best way to contact me (my cell) and my business name. I did not put a title, for me it doesn’t matter, I know I run the company and that’s good enough. The critical thing for me was that the size of the “mini business card” is edgy, artsy and makes mine stand out. Plus, the minimalist information seems edgy to me too. Ok, had a lot to say on this one but I am just passionate
Thanks!
Stephanie,
that is AWESOME! I just clicked through your post to the MOO website and already LOVE what I’m seeing. Thanks for the tip, you’re definitely paying it forward with this one.
Twitter: heathall
July 21, 2009 at 5:21 pm
Thanks for the great tips everyone! Back in my 2 Virtues days, I always ordered my cards from http://www.streetcards.com.
I read Peter Bowerman’s The Well-Fed Self-Publisher (back when I was thinking of offering The Mogul Mom in book form.
and he has a great idea for anyone who has written a book–have business cards made with the book cover on one side and your contact info on the other. Very clever way to further your brand. He tucks them into every book he ships and they’re awesome.
Liz–have you met anyone using Poken? http://www.doyoupoken.com
It’s a pretty cool idea and probably easier than carrying stacks of business cards. I haven’t gotten one yet but I’m thinking of it. I’m trying to get in touch with the company to see if they’ll do a giveaway on The Mogul Mom!
Thanks, ladies!!
Heather
Yep, I know Poken. BUT< it only works if the other person has one. It's in their best interest to promote and give away thousands of them so that the elite pulls along the rest of us.
I'm not buying it.
Awesome timing. Just about to place an order for business cards due a change of address and I’m excited about including one of today’s tips, i.e. printing on the backside. I always thought the simpler the better, but the wasted real estate analogy makes so much sense.
P.S. Cute photo Liz
Thanks for all the great information. I never thought about a “scannable” card, but you are absolutely right. I use my logo on the front and back of the card so that it stands out and hopefully leaves an impression in the receiver’s memory.
Ok, more info based upon questions I’m receiving.
If you already have a Yahoo, AOL, or Gmail account and want to switch over to your own domain name e-mail, there is a fear of losing your email, right? Wrong! You want to set up “email forwarding.” Just like with snail mail, your mail will follow you wherever you go.
There are services that will help and even Google shows you how to do it step-by-step: http://mail.google.com/support/bin/answer.py?hl=en&answer=10957
Some of the domain hosts such as Go Daddy also offer this service.
Bottom Line: change your email e-mmediately to promote your own brand!
Hi Heather!
I agree and I LOVE Gmail. SO easy!! You can actually get your themommogul.com emailhosted through gmail though! I have my bellaziza.com and bellazizasfavorites.com hosted through gmail and it works effortlessly. If you need help figuring it out, I could ask my web designer what to do. Just email me:).
Great article too Liz! Keep them coming!