What Does Your Biz Card Say About You? Anything?

Promotion-savvy colleague Rob Deigh has sent along another useful e-newsletter that makes a great point about business cards. (If you don't know Rob or don't get his emails, visit the RDC Communication web site to sign up and check out some of his articles.)


Rob's excellently made point:


"I am holding in my hand 57 business cards given to me at industry events in Washington, Virginia and New York over the past couple of weeks. Fully 17 of the cards offer no clue what the cardholder does -- just contact information. In terms of communication, they might as well be blank cards.

Now, I am a big believer in -- and user of -- social media. But face-to-face meetings, where business cards are the currency, are not going away any time soon. Make sure your business card is working for you, not killing your opportunities. It should tell a recipient, "Here is what I/we can do to solve your problem(s)."

With some exceptions (e.g., airline pilot, mortician, lion tamer) your job title is not descriptive enough. For example, if you are a "consultant," add a message line such as, "We help technology companies win government contracts." An attorney? How about, "Experts in wills and estate planning." Insurance agent? Add, "Small-business insurance experts." Benefits counselor? Try, "We can improve your employee benefits while cutting costs an average of 20%."

Even the fanciest business cards are cheap. Your time is expensive. Don't waste it by giving out "blank" cards."


After reading Rob's comments I checked the cards on my desk, all from professional communicators and from a wide range of organizations. Darn if he wasn't right. (Personal Boast: my own PRofessional Solutions, LLC cards say, "Public Relations Temporary Service" and list six tasks we handle for clients.)


The failure to identify what your company does or what you do isn't limited to business cards. Colleague Mary Fletcher Jones of Fletcher Prince took the time to respond with detail to our query about promotional items in swag bags (see September 26 post comments) and told of stuff she loves getting from a service provider company, even though she still doesn't know what they do. Now there's promotional money NOT well spent.

PLUG FOR ROB'S BOOK:
If you go to the National Press Club Book Fair (see below) be sure to look for Rob, whose book will be featured for sale there. A Christmas present for yourself, perhaps?