What to consider when designing my business card?
I was asked about business cards and what to be thinking about from a subconscious point of view when designing a new card
[Not much time to read this or watch the video? Read the summary at the bottom]
Number 1 Interrupt a pattern
The number one thing that came to mind when I was asked that question was the idea of interrupting a pattern. It’s one of the number one tools that I have in my toolbox. We’ve been conditioned, for a long time from childhood to fit in
Think back to school days, for many, it was required to wear a uniform
uni [one] form [unit] – basically taking a group of many and making it one unit
Whereas a business needs to stand out, to be seen, businesses need to get the attention of their clientele. You don’t want to be ‘in line’ and ‘uniform’ like everyone else, do you? In a few moments, I will explain some of the things I use within a business card to interrupt a pattern
Size – larger or smaller than the standard
Shape – A different shape that stands out. In terms of shape I opt for a square shape.
Material – we are sensory beings and so not everything just goes by the look. Many of the websites now that you can buy business cards from [and local suppliers too] offer the option of different thicknesses / different materials / different finishes [keyword is different]
I recommend considering very carefully which material and which finish best reflects the brand or the person that is looking to do business.
If you’re a builder or someone that works in the trades you may find a card that is a lot thicker and slightly rough to the touch would be a good reflection of a solid job whereas someone who maybe a counsellor or some kind of a therapist or change worker might think about using a softer touch a more gentle material because it reflects the type of work being done -also quality is very important there too
Number 2 Connection
Another thing that is often overlooked. It is not so much the idea of connecting and connections but how much to connect
If you think about it your business card plays a few of roles depending on how it is delivered
It’s used as part of a first time real human to human interaction/connection
Its being used as a vehicle through someone else as an introduction
It’s been left somewhere for people to pick up at will [not highly recommended]
Knowing this and its place within a typical customer/clients journey can allow for an opportunity to do that, only that, and do it well
In either of the above cases, it’s likely to be one of the first points of contact a customer will have with a business
It’s an early touch point and should be treated as such, not trying too hard with nothing too heavy in its message or salesy.
More of a ‘hello, how do you do?’ approach rather than ‘Hello there stranger, will you marry me?’
Number 3 KISS – keep it super simple
We’ve all heard of the kiss anagram – keep it super simple, it’s good to keep in mind for a lot of things as our minds work best when they are clear -when there is less noise, chaos and distractions. A Business card should reflect this.
A business card should have very minimal information with a clear call to action.
Number 4 Call to Action
Why should a business card have a Call to action? It’s a bit static if it doesn’t, Hypnotists use the power of suggestion to help bring about a desired transformation. A CTA is similar in the sense that it is a suggestion to take desired action.
An Interesting psychology-based fact: People are more inclined to take action once they’ve been given a reason to do so [Obviously, It should be appropriate and relevant to the situation]
A potential client who may have picked up the card at a point of interest might not know what might be the best next step for them and your business. It’s a good idea to make people aware what the next best step is and give a reason for doing so.
An invitation to a free stragety call to [insert reason]
Book your free 10 essential step checklist session [insert number or booking url] to find out how I/we can [insert reason- add value to your business/life etc]
Find out how much you could save with our [ product/service ] call [Insert number]
Did you know we have helped [insert number and/or type of client] save [insert amount – time/money/effort] by [insert reason – working with us, implementing our ‘insert name of stragety/process’]
Might simply be ‘lets connect’ with the @handle/url of your businesses most used social media platform, this is espically advantageous to further nurture your client along their journey through re targeting etc
[For more information about this directly and other aspects CTA’s and nuturing Customers -it’s best to speak to a great social marketer and consultant like @stephenmcgill ]
A good business card will follow suit with the rest of your branding regarding colours and fonts to re enforce brand recognition
Do not over think the design – a lot of business cards are going to be thrown out. The current statistic is that over 88% of business cards are thrown away, what is important to consider is did it serve its purpose is intended before it was thrown away?
The Rule of 5
When dishing out business cards consider adopting a rule of 5. What is the rule of 5?
The rule of 5 is basically commiting to only hand out a maximum of 5 cards to any one person, on the understanding that because there are only 5, this introduces an element of scarcity, the receiver might like to keep them safe.
Be sure to ask the person accepting the 5 cards to be thoughtful who to give each card out to, explain who is an ideal client/customer. When someone only has 5 of your cards and they are a good networker, they will do the ‘vetting’ for you minimising ‘tyre kickers’ and if they are just talking your cards to be polite, it’s likely they will throw them away…imagine what a waste it would have been if you handed over 10-20 or 50?
Interrupt a pattern i.e. stand out – refrain from standing in
Keep it super simple
Consider the rule of 5
Check out Steve Jobs and Einsteins business cards
Patrick helps people unlock their perceived mental blocks while pointing to their innate wellbeing, deep wisdom, resulting in more clarity and understanding, more ease, less stressful thinking. More action towards their personal desired goals and less faffing about
Patrick has helped numerous people with anxiety, depression, grief, additions, he has also helped highly stressed individuals discover a life with more ease and flow, other areas he has had an impact, weight loss, breaking habits, improving relationships, and helped souls with subtler areas of life
He is best contacted through the website Patrickdurey.com or through the E M E R G E community on facebook
This piece was originally put together for the Foyle business network