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Don’t Make It Hard for People to Find Your Business

Posted at July 7, 2017 | By : | Categories : Market,Our Work,Plan | 0 Comment

Only people who get my business card in person can see the phone number!

By definition, business cards should 1) show we are serious about our business endeavors, 2) make it possible for the recipients to communicate with us and 3) convey a consistent image. If a recipient finds a card unreadable or incomplete, the card may be discarded rather than remembered. As business owners, we need to pay attention to these details!

Here are some common mistakes:

Minuscule font size.

o  Small type is hard to read, especially for anyone over 40 years old.

o  Use 9-point type as a minimum. Name and business name should be larger.

o  Use bold type to enhance visibility.

Illegible type face.

o  Visual considerations should never supersede legibility.

o  For example, script typefaces are often difficult to read.

o  The same applies to a title or logo. If people cannot read our name, cleverness and appropriateness are lost.

Visual chaos.

o  Too many different type faces. Use one excluding the logo.

o  Too many type sizes. Use two at most.

o  Too many colors. Minimize the number; they should be complementary.

o  Too much “stuff,” such as a background photo. Exceptions: professional photographer, graphic artist, etc.

Dark background.

o  Requires white text, sometimes resulting in blurriness. Check carefully.

o  Keeps recipients from adding relevant notes.

Too much information.

o  Include only the most important elements a card recipient needs.

o  Busy-ness can make the reader fight to continue reading.

o  If we need to list every social media option, move most or all to the back.

Too little information.

o  Name, business name and best contact method (e.g., email) are critical, but may not convey enough essential information.

o  If business name does not describe what we do, add a tag line or mission statement. To be legible, most mission statements should go on the back.

Back of my card, as used for a writer’s conference. A second version has a blank back.

No clean space.

o  Recipients have no space to add legible notes.

o  To aid future recall, I add the date and notes: context, topics of conversation, description.

Lack of visual interest.

o  Design should be inviting, but not complicated.

o  Any non-text should be simple and relevant. Include limited and appropriate color.

o  Many logos add sufficient appeal.

Incorrect use of personal facial photos.

o  In the business world, photos are not widely used on business cards.

o  Exceptions: real estate agents, writers conference attendees, etc.

 

Business cards need clear objectives. Start with these:

o  Include the basics.

o  Legibility via typeface, size and color.

o  Use a white or pale background on at least one side.

o  Exclude unnecessary information.

 

Right now, pull out your business card. If you had been given this card by someone else, what would you change about it?

Business cards are a marketing tool. Let’s make them as effective as possible!

 

Until we meet again,

The Entrepreneur’s Friend

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