Relic or powerhouse?
Do you use business cards or do you consider them a relic of a bygone era? For me, they are a networking power tool.
I nearly ran out of them after a recent event which got me thinking a little more deeply about it. I often take them for granted and I use them everywhere. Now with a reorder looming, I’m asking whether they are doing what I want them to do. Do I need to make changes before I order them again?
Then there’s always the question of whether to forego a paper card altogether and use an app on your smartphone. This is the perfect solution for some, but not for me. My phone is a trap of distractions. Plus, adding new people to my address book is not memorable to me. It is already full of names of people I can’t remember. I don’t need to add more.
This doesn’t happen with a business card. Not only do they remind me of the name of the person I just met (and forgot already), but these little gems stick around. Even if only for a few days. And their physical presence reminds me of their owners. This is the primary quality of a business card: they are tangible. Holding one is an experience. It is an extension of the one who gave it to you. You feel the paper, whether it’s glossy or dull, smooth or textured, stiff or supple, and the look, colors, graphics, typography, type of paper, and finishing techniques all combine to convey an immediate impression using at least two of our senses.
What does the combination “say” about the company? Does it convey trust and security, or is it creative and memorable? Or how about “elegant and luxurious?” These are just a few of the brand values that can be captured and communicated by the design and features of your card.
At the minimum, a company logo and colors are common elements to include, along with names, titles, and contact information. For years, minimalist designs were standard. Now, a wide array of options, formats, and finishes are available. Even portraits are included for a personal touch and even greater memorability. All in living color.
My favorite business cards are practical. A blank back on a fine, uncoated stock is easy to write on–perfect for adding the date I met this person and any notes directly on the card. Following up with them later with a quick email is a breeze. And it helps me remember them next time. Networking mission accomplished! And all because of the sticking power of the humble business card.
I use them often and find them essential to my networking and outreach efforts. They are a tangible reminder of an exchange with another human being. And for that, I think it’s a small but mighty marketing tool. It’s not the only one you should care about, of course, but it has a rightful place in your marketing and branding strategy.
What do you think are business cards a relic or a relevant tool? Take this poll and let me know. I’ll post the results next month!
Until then, Happy Networking!
