Writing and Design: Alan Saltz

Guaranteed Marketing, Inc. 473 FDR Drive, Suite K707

New York, NY 10002

http://www.BusinessCardProfits.comalan@BusinessCardProfits.com

1-877-243-9612

2009 Guaranteed Marketing, Inc.

Copyright Notice

Copyright 2009 by Guaranteed Marketing, Inc. All Rights Reserved

This publication is protected under the US Copyright Act of 1976 and all other applicable international, federal, state and local laws and all rights are reserved, including resale rights:

You are not allowed to give or sell this Guide to anyone else.

No part of this publication may be reproduced in any form or by any means, including photocopying or recording, or by any information storage and retrieval system, without the written permission from the publisher.

Published by: Alan J. Saltz Guaranteed Marketing, Inc. 473 FDR Drive, Suite K707 New York, NY 10002

Email: alan@YellowPagesProfit.com

Disclaimer and/or Legal Notices:

While all attempts have been made to verify the information provided in this publication, neither the Author nor the Publisher assumes any responsibility for any errors, inaccuracies, or omissions. All of which contained herein are purely unintentional.

This publication is designed to provide valuable and accurate information on the subject matter. It is not intended as a source of legal or accounting advice. If expert assistance is needed, the services of a professional should be sought.

The purchaser or reader of this publication assumes responsibility for the use of this information. Adherence to all applicable laws and regulations is the sole responsibility of the purchaser or reader. The Author and Publisher assume no responsibility or liability whatsoever on the behalf of any purchaser or reader of these materials.

Furthermore, the Author and Publisher make no guarantee, representation, or warranty of income potential resulting from the strategies outlined in this course.

2009 Guaranteed Marketing, Inc.

Table of Contents

I. Introduction ......... 4 II. WARNING: Your Business Card Isnt a ______. Its a ______! . 6 III. The First Key to Transforming Your Business Card . 8 IV. The Second Key to Transforming Your Business Card ... 13 V. A Referral Generating Secret Weapon? .... 21 VI. What Should Go on Your Business Card? A Handy Guide and 12-Point Checklist . 24 VII. 11 More Winning Techniques & Helpful Hints .. 28 VIII. Got a Great Idea? Share It! ... 40 About the Author . 41

Introduction

Ahhh. the mighty business card. A tool in virtually every business owners arsenal. But the question is, how do use yours? Do you leave them tucked away in a drawer collecting dust with only the rarest of exceptions? Or do you hand them out every chance you get? Believe it or not, someone I met actually admitted to standing in front of his mirror practicing what he called his business card delivery." Now you may not get the same strange satisfaction he gets by uttering the words, heres my card, but if youre reading this you obviously understand the value of that little 3.5 x 2 tablet. You know that its an easy way to tell someone how to reach you You know that a potential referrer might one day hand it to a hot prospect You know of its ability to remind someone of what you do of a conversation you once had of an expressed want or need that your business was the perfect solution for. But while the value of a business card is measured by all of these things, at the end of the day all that really matters is how much business it actually delivers. You see, giving out a business card is only half of the battle. The other half lies in keeping it out of the garbage and in front of a prospect long enough that it can fulfill its intended duty. And thats where many of us business owners go wrong. We assume that people will keep our card just because we gave it to them. We think theyll think its as cool as we do, because we just had that awesome logo designed or because we spent 5 hours and $550 working with a local designer to have it put together. And we think theyll call us, just because our company provides what they say they needed.

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Perhaps worst of all, we assume that if we hand it out when we can, drop it in outgoing mail when we can, leave a stack where we can, tack it up where we can, and give it to potential referrers when we can well we start to believe that weve done all that we can. What we often forget to consider is how much of our business card success depends on whats actually ON it! Not just the design, but what our business card actually SAYS is what dictates how many people ever get around to using it.

Great business cards do more than just list contact details. Great business cards have more impact and are more memorable. Great business cards avoid the garbage can and are kept close at hand. Great business cards encourage more people to refer you to their friends. Great business cards get more people to contact you to do business.

So what makes a great business card? Well if the title of this book is any indication youre about to find out!

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WARNING: Your business card isnt a ________. Its a ________!!!!

Look at 98% of business cards out there and youre bound to see the same old thing.

A company name.

The card owners name.

A phone number and email or web address.

Maybe a job title.

A logo or image of some sort.

And lots of white space.

That may be okay if youre working at a big corporate job, with a salary, and a marketing department, and no real reason or financial incentive to be a rainmaker (someone who brings in new business).

In that case, your card probably isnt going to be used for much more than recording your contact information so someone who wants it doesnt have to take the time to write it down.

And chances are you wont have any input into what your card says anyway - because its been designed for you and looks like everyone elses in your company only with your information on it.

But I suspect that kind of person isnt the kind of person reading this kind of book!

You must be different. When you create a business card, you have a goal in mind: to generate hot prospects and leads, and ultimately to have new customers, clients, or patients waltzing through your door.

Well then its time to flip the switch. When you do, you instantly (and dramatically) enhance the business generating power of your business card.

Which brings me to the cardinal sin of business card development

Your business card is NOT a contact card!

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ITS A SEDUCTIVE LITTLE AD! In the paragraphs above, I outlined the basic content of 98% of business cards in circulation: a company name, a persons name and title, and basic contact information.

That is not an ad!

None of those things will convince or even encourage someone to contact you. It merely lets them know how you can be reached should they decide they want to.

Why stop there? Why assume thats all a business card can do for you?

Thats almost like placing an ad in the Yellow Pages, and assuming that just because someone turned to the plumbing category, all you need to get them to choose your company is your contact information.

Even if you did hand your card to someone who expressed interest in hiring (or buying a product) from a company like yours youre still just one option among many.

You may not be the option they know the best.

Or the one thats closest or most convenient to their home or office.

And they may not need you now but sometime in the future.

By that time, a drab contact card will probably be lost or forgotten - tucked away in a wallet or drawer never to see the light of day again.

Would you like to change that?

Would you like your card to have more impact be more memorable and more likely to elicit a response?

Great.

Then lets flip the switch and transform that contact card into a seductive little ad.

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The First Key to Transforming Your Business Card.

As weve already discussed, a business card can be a powerful tool for generating new business, but typical card content has virtually no IMPACT.

Now that's honest!

After all, how effective of a marketing tool can this piece of paper be, if nothing on it has the ability to ENGAGE, IMPRESS, CONVINCE or SELL a prospect on your company? Its no wonder the vast majority of business cards are thrown away (or recycled) before they ever get to work their magic.

Lets look at this from an advertising angle once again, and imagine that youre advertising your business in a newspaper.

Would you ask the newspaper just to print your name, company name, address and telephone number in the ad? Of course not.

Would someone reading those details even know what it is that you do?

Im guessing youd probably want to do a better job at grabbing someones attention and convincing them that youre deserving of their business.

Well, your business card should be no different.

Thats why when you begin to see your business card as a small yet powerful ad; possibilities begin to open up before your eyes.

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One of the best ways to provide a strong and memorable benefit of doing business with you is with a headline.

Think about it.

When someone looks at a card youve handed them inserted into a letter you mailed out or that was given to them by a referrer, if all they see is contact information they dont have any incentive to read it before they put it in their pocket.

On the other hand, if something grabs their attention when they first look at your card, you earn yourself an opportunity to make a strong impression and perhaps even convince them youre the right company for them.

You become instantly memorable. You plant a seed so to speak.

That way, whether your prospect needs you now or sometime in the future, theyre more likely to pull out your card as they make their decision.

Good headlines make strong and positive impressions.

See for yourself with these examples and imagine the impact of each compared to standard contact information. NOTE: Examples reflect point of discussion not a complete business card. Also, these cards were designed to standard business card sizes. You can adjust your PDF viewer (zoom in or out) so that they appear at standard size.

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Each of these cards has a message a hook; something that engages the recipient and sticks in their memory. They highlight a benefit of doing business with you a reason to prefer you over other options.

Whether thats a compelling level experience or expertise, a powerful guarantee, a testimonial, an award, a curiosity provoking question, or anything else that stands out about your company, a little message can go a long way towards turning your contact card into a SALES TOOL, with the power to convince a targeted prospect youre just the kind of company theyre looking for.

(And you still have more than enough room for your contact details.)

Another benefit of a headline is that it can clarify what products or services you provide. This is important. Especially because many people will stick your business card in with a stack of others, or in a business card book.

They may not remember your name when they go to look for it, so you want your card to be easy to find with little mystery as to what you offer.

Would you believe Ive seen business cards where the company name gives NO indication whatsoever of the companys line of business -- and nothing else on the card does either?

What an awful mistake! In fact, it practically guarantees the card can have no impact in generating new business.

So make sure its clear what kind of business youre in, and make an immediate impression with a powerful, memorable, attention grabbing, and trust-building headline.

Um You do what exactly?

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The Second Key to Transforming Your Business Card.

Now, youre off to a great start. Youve grabbed your prospects attention. Youve made yourself memorable. You may have even sold a prospect on your company. Which means youre well on your way to unleashing the full potential of your business card. But before you start to marvel at how much youve accomplished with so little effort, theres another small change that can pay huge dividends for your business. It must first be stated that there are TWO kinds of prospects who will come across your business card: the one whos already in the market for what you provide... and the one whos not a prospect now, but may very well be sometime in the future. First, lets consider the one thats already in the market for what you provide and theyre looking at your business card this very minute. Bingo. A guaranteed new customer, right? If only it were that easy. For one thing, they may have called or met with your competition as well which means your card may be mixed in with 1 or 4 or 12 others. The other reality is people get lazy. We procrastinate every now and again. Which means

Just because your prospect has had back pain for the past 3 days, doesnt mean he wont put off calling a chiropractor for weeks on end.

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Just because she liked the car in your lot, doesnt mean she wont also search the internet for hours or page through newspaper listings before she finally pulls into a used car lot and buys on a whim.

And just because they need to hire a photographer for their wedding in 3

months doesnt mean theyll get around to calling you before a friend brings over their recent and beautiful wedding album, stealing them away from you forever.

Given the chance, hot prospects cool off. And for each one of them who need you now, there are probably many more who will have your card that dont need you right this minute -- but at some point down the road. Either way, you stand to benefit when your business card clearly outlines WHAT TO DO NEXT. You see, the average business card with no call to action or involvement mechanism of any kind is the equivalent of saying here you go, call me if you decide you want to. It leaves the ball entirely in the other persons court. And other than maybe serving as a gentle reminder if its not already tucked away in a drawer your card is essentially functionless unless (and until) they decide to call you. Why leave the ball in their court when you can be proactive and try to influence their next action? Why not give them a reason to keep remember refer to and actually use the card? The fact is, the more likely someone is to keep, remember, and ACT on your business card the more clients it will deliver. So it stands to reason that your business card should engage your recipient in some way, and provide a meaningful incentive to make contact and to take the next step! A call to action. A special offer or discount. Access to an instructional video. An invitation to receive an informative report or CD. A free gift.

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Something! Heres why First, lets look at the hot prospect thats in the market for what you provide right now. As weve already admitted, sometimes the reason they dont call or visit is because theyre busy or they forget or they procrastinate. Frankly, everyone needs a gentle nudge from time to time.

Who says your business card cant provide it? A call to action is just what it sounds like. Its a directive to do something. In the case of a marketing piece, that means its a directive to call or contact you, to request something or to visit you or your website paired with a good reason or strong incentive to do so. In other words:

Call now for ________. (a special offer or discount) Call now and ask about ________. (our better grades guarantee) Call now to learn _________. (how we get you on the 1st page of Google) Visit our website to _________. (watch our injury law video) Present this card and _________. (get a free ink cartridge with a printer)

A call to action is PROVEN to increase ad response. By nature, people follow instructions. Were programmed at an early age to do so, and telling someone what to do with a good reason to do it triggers the response toward that action. After all, these are prospects that already want/need what you provide anyway! It also gives them something to do, ask about, or refer to when they call or visit, rather than leaving it up to them to decide to just call. That can reduce resistance. Finally, in the case of an online video, report, or more information, it gives you an opportunity to pull prospects deeper into your sales funnel to impress them, engage them, educate them, or sell them further. In other words, it allows you to expand your influence over their decision beyond what you can fit on a business card.

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Think about what call to action or engagement mechanism is appropriate for your business.

You can even up the ante by placing a deadline on your offer to create greater urgency.

If you reprint cards often enough, or if youre creating a card for a particular promotion or event (for example, a trade show or networking opportunity) you can print the deadline directly on the card.

If not, you can buy a red date stamp and stamp it or even write your special offer and deadline on the back of the card.

A few scenarios to consider Imagine youre a restaurant owner and youre chatting with the person in the seat next to you on the local bus. You tell them about your restaurant and hand them a card from your wallet with a little handwritten note, and an offer for a free appetizer on the back any time this month.

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What a great way to push your prospect along, and really motivate them to give you a shot. That prospect is a lot more likely to keep, and remember that card than a plain old business card. Plus, because of that hard to resist offer and urgency component youve got a real shot at a new client who could bring you business for years to come. If you work in an industry where repeat business and referrals are common, the business generating power of an irresistible call-to-action is even greater. Or perhaps youre at a trade show with a stack of cards on your table. Why not create a special offer for the event with an expiration date clearly noted on the back? That way, youre not just encouraging more people to take the card but youre creating urgency for them to remember it and use it as well. You can use dated business cards in direct mail promotions to encourage people to respond to a particular offer or to come to your store or office by a certain date. Or attach them to invoices or customer receipts with the goal of encouraging repeat business or up-sells. Like this

Current customers are a relatively overlooked source of additional business, yet theyre far more responsive and less expensive than marketing to new customers. Now aside from eliciting a now response, theres another reason a call to action can make your business card more effective. Remember that other group of not so hot prospects we were talking about those who dont need necessarily need you now, but that might in the future?

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Your business card should cater to them too. Including a special offer on your business card does something very important. It encourages people to KEEP it. In effect, entitling the bearer to something valuable turns your business card into a coupon. People hold on to coupons. They clip them together in a place they often turn to. They tack them up on the fridge or on an appointment board. They stash them safely away in their cars glove compartment for the next time they happen to drive by your shop. And that means more of them get used. Not a bad alternative to the bottom of a trash can. Alternatively, a compelling call to action or engagement device can also turn a lukewarm prospect into an active one by convincing them to learn more than they otherwise might. I may only be considering the thought of expanding my closet, but if Im directed to an online video where I learn I can double my closet space in about 96 hours and see an impressive before and after slide show, I become much more likely to do it. An average business card would probably never get me to take that step. The bottom line? Think about what kind of call to action or engagement device is appropriate for your business. Think about where and how you distribute your business cards (or how you could), and the best way to ensure those prospects respond today or in the future. Then develop a strategy that fits your business. Or spend a little extra to develop similar business cards that can reach different segments of your target market. Here are a few more examples to help you think about offer placement, structure, strategy, and design

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* An Offer on Back message might be appropriate if you leave cards on display and want to encourage more people to take one. When handed a card, most people will turn the card over by themselves.

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Heres another interesting concept to consider. Its not a call to action or offer per se but making the card itself a valuable source of information certainly makes you or your company more memorable, and encourages people to keep your card longer. This card to the left answers an FAQ for computer owners using an enjoyable and memorable Ask the expert concept. A series of business cards can be used (ie. same front, different back) to address different questions. And of course, the last line on the card brings the recipient to the website, which engages them and sells them further. Even if they dont need computer repair right now, when theyre faced with a problem they dont know how to handle, who do you think theyll call?

There are countless variations on this concept:

A dog trainer could feature 3 secrets to better behaved dogs An auto repair shop could focus on little-known secrets for better gas

mileage A restaurant or bakery can give away recipes! A dentist can highlight new technologies her office invested in that make

visits faster, easier and more gentle (ie. digital x-rays use 75% less radiation, lumineers require no shots)

Think about the impact this can have on those who you share your card with! It encourages people to take more than one card; and to share them with other people (You know, my friend is looking for a dentist. I bet hed like to hear about getting his veneers without shots.); it shows you want to help your customers; it can give you personality; or it establishes your credibility and expertise. Whatever your goal, whatever your line of work, theres a way to make your business cards more valuable, engaging and more memorable. Best of all, it reflects highly on you and your company as well.

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A Referral Generating Secret Weapon? My wife and I recently bought an apartment in Manhattan, putting us in the market for a homeowners insurance policy. After choosing a company and getting my policy, I received in the mail a thank you letter from the gentlemen who I had the pleasure of working with. That alone was impressive. After all, how many businesses send you a heartfelt thank you letter?

TIP: Believe it or not, the Guinness Book of World Records worlds greatest salesman used a similar strategy with greeting cards to all of his customers. In addition to thank you letters and referral letters, he sent cards at predetermined intervals and on special occasions. It made him the #1 car salesperson in the entire world for 12 straight years, and built him a business that was almost entirely referral based. Theres now an online service that automates the sending of customized greeting cards -- many businesses use it to dramatically increase customer loyalty and referrals. If youre interested in testing it out and sending a free card to anyone you choose click here.

Well, enclosed in his letter were 3 business cards.

Its not what was on the front of the business card that impressed me, but what was stamped in black ink on the back

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In case its difficult to read, it says, The finest compliment I can ever receive is a referral from my friends and customers. Thank you. Surely my insurance representative is on to something. While its not the most compelling referral message Ive ever seen, its a smart idea nonetheless. Ive kept that card and if anyone ever asks me who I insured with, Ill surely recommend him. (Ive already recommended my mortgage guy so this is definitely a possibility). NOTE: To strengthen this exact concept and encourage people to hold on to the card, I would recommend a slight change to something like this:

The finest compliment I can ever receive is a referral from a satisfied customer. Would you keep this card in case

I can ever be of more help to you or a friend? Thank you!. At pennies per piece, you dont have to be the only person distributing your business cards. Why not toss a few extras to your happy customers? You may be able to trade a stack with related, but non-competing businesses in your area as well. After all, there are businesses in your area that share the same client base as you, but that dont compete with you (ie. a pet store and a veterinarian, a hotel and nearby restaurants, a spa and health food store, etc.) These can be perfect referral partners. Why not contact a few companies that are a great match for you, and ask them for a few their cards to share with your customers? (It can go something like this Some of my customers ask if I know of anyone who does XYZ. I know you do great work so I was wondering if you have some business cards I could give to anyone who asks?) In that way, it looks like youre doing them a favor (which you really are) and of course, youll be sure to leave some of your cards with them as well! So, choose partners who can clearly see the value of a relationship with you too. Now, what about using your business cards as the foundation of a complete referral program? Heres what I mean: When youve completed a job or a sale, consider handing your satisfied customer a business card or two (or include them in a thank you letter just as my insurance agent did).

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Tell them youve written their name down on the back of card (you might want to initial it as well) and if they have a friend or associate who is ever interested your services, your card will earn the friend: $500 off new cabinetry a Buy One Get One Free ice cream cone 20% off lawn mowing for the summer or whatever other gift will work for you.

The better the offer, the more likely they are to share your business card, so really think about what makes a compelling referral incentive. You can also take this concept a step further. Tell your referrer that when you get the card back, youll reward them as well. You can give them a gift certificate for use on your services or products, a discount off their next order or even give them a gift like a pair of pre-paid movie tickets. In this way, the strategy doesnt just serve to increase referrals, but repeat business and customer loyalty as well. Not bad for a tiny piece of paper. Incidentally, if youre interested in more ways to generate referrals without having to ask for them, check out this great resource. Dont miss the short video at the top of the site.

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What Should Go on Your Business Card? A Handy Guide and 12-Point Checklist.

Now that weve covered some of the non typical business card elements to consider like headlines, calls to action, and other engagement mechanisms it pays to go back to basics and answer: What else goes on a business card? Heres a handy checklist that should help you round out the rest of your business card. Keep in mind youve got both the front and the back! 1. Your name Of course. What shall I call you when I decide to call? 2. Your company name Also a no brainer. 3. Job title/Position Job title or position can be helpful to list on a business card if it clarifies how, specifically, you can help the client and what role youd perform in a transaction. Especially if your clients wouldnt have the same conversation with a sales agent, technician, or designer, as theyd have with the owner. Its not always necessary, but generally helpful to have. 4. Address Years ago, mailing address was an automatic inclusion. Today, with the internet and a global economy thats not necessarily the case. If youre a local business serving local clients if they visit you, or you visit them if proximity is important to who your clients choose to do business with then by all means put your address on your business card. If it doesnt really matter because your business is primarily conducted through phone, mail, and internet youll probably have much better use for the space.

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5. Phone number Office phone? Mobile phone? Both? Really it depends on when and where you want and need to be reached. Generally, youll choose one number to list on your business card, the exception of course being situations (like emergencies for example) when you wont be reachable at your standard business phone, but still want people to have a way to get in touch with you quickly. 6. Fax number Nowadays faxing is a much less common mode of communication. Unless you have a real good reason to list your fax number, leave it out. 7. Email Address Businesses of every shape and size use email to communicate with customers and prospects today. If you regularly use email in your business, or if you believe your clients may be more likely to contact you or send you questions over email than by calling, its a worthy addition. If you prefer that your customers call to initiate contact with you, or you rarely have the time to check or follow up on emails then choose your preferred method of communication instead. 8. Website If you have a website, it should be on your business card. Its a great resource for an interested prospect to refer to for more information; especially when you consider how little you can fit on your card. There is one exception. Ive seen some pretty dismal websites that are in desperate need of updating. A website is a reflection on your company! So while it doesnt need to be graphically beautiful, it should be professional and a good sales tool. It should not give your prospects pause for concern. So if youre not proud to show your website to someone considering doing business with you, leave it off your business card for the time being and make a real commitment to work on it. Theyre becoming more and more important to business success by the day anyway. 9. Tagline or Bullet List It needs to be crystal clear who you are and what you do. If the name of your company doesnt make it totally evident (ie. Carpet Kleen!), then you should

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include a tagline or a bullet list to elaborate. That said, the best taglines dont just tell a prospect what you do, but why youre a great option as well. (review headline chapter for ideas. 10. Logo or Graphic In addition to the copy (text) on your business card, youll also have some degree of design. That can mean anything from a logo to basic colors and patterns to complete photos or images (or some combination of the three).

If your logo is consistently used in your marketing, signage or overall company image, it should probably be on your business card. It should also influence the color scheme of your card to avoid having to many colors (making it overly busy to look at). Looking for great images and background designs that could provide the backdrop for your business card? Here are two killer resources:

Crestock (They sometimes give you 50% off first order.) BigStockPhoto

The images cost only a few dollars each and theyre royalty free. You can search by keyword (ie. plumber, dentist, or background design) which makes it easy to find industry-specific and idea-specific images. Both are a fantastic resource for any ad you or your designer puts together. 11. Headline or Overall Message/Grabber/Hook As has already been covered, ideally your business card should have some sort of headline, grabber or hook; something that has the ability to demand attention and create preference for your company, build trust, or create interest. Since it has been shown that nearly 2/3 of business cards dont really get looked at because they dont engage the recipient; you want to be the exception, not the rule!

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So whether by the photo or design, or by your big, bold headline, or by some gimmick like the shape of your card or the material its on, your first goal is to have a business card thats nearly impossible for your prospect to put in his pocket without really looking at it. This will vastly increase its exposure. If that headline or hook also extends a strong and memorable benefit of doing business with you, it increases conversion as well. 12. Call to action / What to do next Weve also covered this idea, but a quick recap: dont leave the ball entirely in their court. Think about the action that YOU want your prospect to take next and say so! Either tell them where to get more information and make it compelling. Instruct them to call and give them a great reason or incentive to do so. Or engage them, and make the card something valuable that people want to keep, share, and use. Theres no better way to influence the actions of your prospects than by telling them what to do next!

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11 More Winning Techniques & Helpful Hints

1. Extra Space? You want your business card to be easy to read with a clear message. That means you cant afford to clutter it up with information that isnt vital, and you certainly cant be listing every product or service you offer. But you might find that theres an important detail that you really do want to mention, or youd like to list a few of your primary product or service offerings to clarify what you do without it taking up the whole card. In that case, a great option is to use a reverse bar at the bottom of the card. Doing so uses up a surprisingly small amount of space leaving the majority of the card for other content. Like this

2. Change the orientation Who says a business card has to be wider than it is tall? Why not go vertical? Rotating your card 90 degrees is a simple change that can instantly help it stand out from the pack. Best of all, its an option that shouldnt cost you any extra.

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3. Change the material Just as the content of a card can help it stand out from the crowd and encourage people to hold on to it, so too can the material. Business cards are readily available on different materials like:

Fabric Leather Plastic Transparent (see through!) Plastic Metal Stickers Magnets Rubber bands In pouches Dog tags CD-Roms 3D print and moving images And many others

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While its generally more expensive to print on material other than paper, sometimes its an attractive option to consider. Especially when theres a particularly strong tie-in to your industry. Like fabric business cards for an upholstery cleaner or furniture dealer dog tag business cards for a dog walker or kennel. I just read about a jigsaw puzzle maker who sells custom puzzles with photographs of local landmarks, families, pets, and specific themes related to the stores that carry them. His business card? A puzzle piece, of course guaranteed to make a lasting impression. Ive even seen business cards made out of get this chocolate; beautifully packaged in a clear case with a slot for a real business card in the back. It may not be cheap, but that doesnt mean there arent occasions where it would be a brilliant way to stand out. Think about a real estate agent who might reserve these for her strongest prospects or major networking opportunities. A new client can be worth thousands (to tens of thousands of dollars) in income, so even at more than a dollar a piece, that could prove to be an enormously profitable promotion. Definitely food for thought. (Pardon the pun ) 4. Change the shape Who says business cards have to be a standard shape and size? Ive seen smaller and bigger versions of the mighty business card Ive seen square cards and circle cards too. Its a great way to encourage people who receive your card to really look at it, and of course, remember it. One note about this approach, however, is that many people store their cards in a book or holder, and many non-traditional business cards may not fit. So think about how this impacts you. That said, you can choose a different shape that does fit within the standard dimensions. A great example is an otherwise normal card, only with ROUNDED corners This changes the shape just enough to make it more memorable, is readily available and doesnt up the cost very much and it will still fit in standard business card holders and books.

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There might also be an industry-appropriate shape that works for you. Like this ticket shape for a theater or playhouse

Or this card with a bite taken out of it for a bakery, ice cream or candy shoppe

Or an envelope for a stationary store or pack/ship store

You get the idea. Think about shapes that might make a statement in your industry. Alternatively, you can also invest in fold-over business cards that afford you much more room for content. They turn your card into a memorable and informative mini-brochure of sorts that go a longer way towards making a sale.

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5. Lets Face it Do you often hand your business card to people after a face to face conversation? Do you offer an interpersonal or specialized service where people hire you for you - like hypnotherapy, real estate agent, motivational speaker, model, attorney, hairdresser, etc? Are you in a relationship based business where an image of you may make you more identifiable, memorable, or trustable? If you said yes to any of these questions consider putting your picture on your business card.

An approachable picture builds trust and helps with recognition. It stands out visually as well.

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6. Using both sides As business owners, we often get used to single sided display ads. Perhaps thats why most people leave their business card blank on the back, and never think to use it. But, as youve already seen, the back of a business card can have as much impact in generating a sale as the front (if not more). So be sure to think about how and where you use your card so that you can develop a strategy that utilizes all of the space you have. If you leave your cards in a stack or holder in your place of business, you can alert your card recipients that theres something on the back with a small text turn card over, please see reverse, or special offer on back. Or, you can just tell them verbally or hand it to them back side up!

7. Site Unseen? In todays internet world, a web presence is becoming more and more important to businesses of every shape and size. If you have a website, it should probably be among the contact information that you list on your business card. But its not enough to just list your home page and expect prospects are going to run to check it out. Thats why you might want to reference a special page on your site, perhaps on the back of the card along with a special offer, report, or other information that may be of interest to your potential clients.

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Because your business card is relatively small, your website is a great place to pick up where it leaves off presenting other information, imagery, etc. that you dont have room for. Earlier, with the Texas Guide to Bankruptcy, you saw how a business card could promote a free DVD, or CD-rom, or report of interest to your prospects. Or, the chiropractic example guiding prospects to learn about a new procedure thats available. But there are so many other great ways you can leverage this idea. Here are a few to consider

Go to www.yoursite.com/video for a video presentation of how our new live video duct cleaning cleans up to 67% better and reduces energy bills

Visit www.yoursite.com/locations for a list of locations Weve been written about in x,y, and z. To find out why so many experts

praise our work visit www.yoursite.com/featured_in Visit www.yoursite.com/faq for the 15 most frequently asked questions

about immigration law and for a copy of our greencard checklist See www.yoursite.com/examples to see our list of clients and to view

some of our successful ad campaigns For more customer testimonials head over to www.yoursite.com Check out our monthly repair specials at www.yoursite.com/specials

Something else to think about: You might want to reference a webpage on your card that is ONLY referenced on your business card. (In other words www.yoursite.com/unique_page) This is especially the case if youre using your business card at a trade show or event, for a particular seasonal promotion, or in conjunction with a special offer thats only available to recipients of the card. Doing so, will help you track the response of the promotion. 8. Go Classy If youre in a professional services or luxury industry then you may be going for a classier look or texture, as the case may be. Visit a printer in person. For one thing, some card stocks exude more class than others and youll definitely want an opportunity to see and feel the different options that are available.

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The same is true for raised lettering (you can actually feel the ink or the embossed text and design) which is another option you can ask about. There may also be classier inks available gold and silver, for example that may deliver the look youre going for. Finally, the classier your card needs to be, the more likely youre going to want to skip the templates available online or at your print shop, and look into having a graphic designer put a concept together for you. 9. WHERE you use your card Want to get the most out of your business card? Use it more often and in new situations. Many ideas have been discussed already -- like attaching business cards to invoices and receipts, including them in direct mail promotions, referral promotions, or thank you letters to customers. Where else are there potential customers out there? Can you leave them with other business owners? Tack a few to community posting boards in supermarkets, residential buildings, libraries, Laundromats? Can you tuck one into your actual product before you ship it (either targeted to the customer, or in the case of a gift, to the recipient)? Drop one in the envelope every time you pay a bill? Leave one on the table after you leave a restaurant? Every business is different, but chances are there are some great business card opportunities youre currently overlooking. 10. Who says you can only have ONE? Maybe you like some of the ideas and strategies in this book, but they wouldnt really work in all of the situations in which you use your card. For example You may be a business owner that keeps a stack of business cards in your office, or place of business. And that means your card may regularly be seen by people who are already doing business with you or who are already in your

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store. For that reason, I can totally understand why you might not want to extend an introductory offer to this group of people. Or why you may not want to sell them like you would a prospect. I can also see why you might want to leave the back of these cards blank so you can continue to write the date and time of your clients next appointment on them. Or model numbers and dimensions. Or any other notes you jot down for your clients so they can refer to them when they go home. These are all valid points. But one to which I have to ask the question Who says you can only have ONE set of business cards?? Why limit yourself by trying to create one card that works in every situation? So many different uses for business cards have been explored in this book. From attracting new customers to soliciting follow-up, or repeat business from current customers to referral generation to collaboration with direct mail or other marketing pieces to unique events and situations like trade shows or other networking opportunities. Business cards can also be used for specific promotions tied to holidays, news, and events or for customer loyalty programs (ie. stamp a card each time your customer buys a cup of coffee and give them the 8th one free) or to highlight recent, newsworthy advances for your company or within your industry (just like in the chiropractor example). Surely, Im not suggesting this is always a one card fits all scenario. For you, it might not be. Heres something else to think about. Different cards can also be used to more effectively target segments of your market! Heres an example: Someone whos been hurt in an auto accident will respond better to an attorney ad focusing solely on injury law, than to a more general ad focusing on criminal defense, injury law, workers compensation, and estate law.

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Why? Because the ad and the attorney is more specific to the need of the prospect. Which means if youre an attorney that handles injury cases, criminal defense, divorce, and wills having one card to hand to any and every client may not be the right approach. In the same way, a customer looking to remodel their kitchen will respond better to an ad focusing on kitchens and cabinetry, than to a general contracting ad that highlights painting, add-ons, construction, carpentry, and remodeling. Again, thats because it has more to do with them and because someone looking to redo their kitchen may feel more comfortable with a kitchen expert than a jack-of-all-trades! Regardless of how much kitchen experience the jack-of-all-trades actually has. And someone looking to cater a party for 75 people will respond better to an ad thats specific to catering, than one advertising the restaurant itself. Well, the same goes for a business card! If your market is segmented, you may not want to dilute your message by trying to cover everything you do. Instead you can have a second or a third business card thats more tightly focused to the different customer groups you serve. After all, the specific offers, guarantees, bullet points, and other targeted content, will render the prospect more likely to keep, remember, and refer to card. And that results in more business. This doesnt have to be a bank breaker. In fact, if you shop online you can get yourself 250 fully customized, full color, double-sided business cards for about $10 to $20. VistaPrint is one such site where you can usually get 250 business cards for free (plus shipping), and fully customizable, double sided cards for just a few dollars more. Thats peanuts compared to virtually ANY other marketing medium I can think of. With such inexpensive production cost and a list of uses limited only by your creativity why diminish the flexibility, versatility, and number of uses for your card... by trying to come up with one card that appeals to everyone? You dont have to. One last note. Printing multiple cards doesnt have to be a big production either. Much of your card can remain the same, altering but a few copy points, a special

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offer, or the web page you reference, depending on how -- and with whom -- you intend to use it. 11. How UNFORGETTABLE can you be? A standard white card flecked with a name and contact information in black text is about as forgettable as a business card can be. How UN-forgettable can yours be?

Imagine getting a reaction from every person you hand your card to. Imagine having people ask you for extra cards because they cant wait to

show their friends, associates, or officemates.

Imagine content that cancels out the competition and seals the deal.

Imagine earning a customer from someone you handed a business card to 4 years ago, because they simply couldnt bring themselves to throw your card away!

A business can do this! Its a mistake to underestimate how powerful of an opportunity your business card represents, and just how much creativity can go into it. So be sure to take some time to ponder the unforgettable, and think about how you might be able to summon reactions like this. Now, it needs to be said that creativity purely for creativity-sake is NOT the right strategy. >> Your message has to resonate with your target market. >> It has to present you with the level of professionalism your industry demands. >> And it must encourage people to hold on to it and refer to it for the right reasons. After all, printing a business card on chewing gum might turn heads and have people asking for seconds, but that doesnt mean its appropriate for your company.

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The right formula depends on you, your industry, and how and where you use your card as a tool for generating new business. Just know that putting in the extra time to make sure your business card is a seductive little ad -- working its magic everywhere it goes -- is time well spent! Wishing you the best of success.

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Got a Great Idea? Share it!!

Have a great idea? I want to hear it! Have a great business card? I want to see it! If you have a unique business card that youd like to share if you use your business card in a unique way if one of your ideas works especially well or gets a lot of comments (or even if someone handed you a business card that really caught your attention) Id like to hear about it! My goal is to compile more winning ideas, clever strategies and business card examples so I can share them with the readers of this book. Just email ideas@BusinessCardProfits.com Also, if you have any feedback, Im grateful for your comments, suggestions, gripes, or praise. Just send me an email at alan@BusinessCardProfits.com

If you enjoyed this book, please recommend it to your friends

and associates! Send them to http://www.BusinessCardProfits.com! Thank you!

For questions or help with any other marketing project please contact Alan directly at alan@YellowPagesProfit.com or call toll-free 877-243-9612.

Print Ad Design Yellow Page Ads Direct Mail Copywriting Web Marketing

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About the Author Alan Saltz is the President of Guaranteed Marketing Inc. a company that helps business owners realize greater returns through more effective marketing. He founded Guaranteed Marketing in 2001, a year after graduating with high honors from the nations top business school Wharton at The University of Pennsylvania. Over the past 7 years, business owners coast to coast throughout the U.S and Canada have turned to Alan who relies on proven direct response principles and his extensive copywriting experience to help them develop more compelling and more effective marketing pieces, including print ads, web sites, direct mail promotions, email campaigns and various other copywriting projects. Also the owner of http://www.YellowPagesProfit.com/ , Alan is widely regarded as one of the foremost experts on the subject of Yellow Pages Advertising. His books have sold in over 25 countries. Alan resides in New York City with his wife Sharon and they are currently expecting their first child.

Guaranteed Marketing, Inc. 473 FDR Drive, Suite K707

New York, NY 10002

2009, Guaranteed Marketing, Inc., All Rights Reserved.

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