In the Cards... by Jeffrey Gitomer
your (business) card right could mean the difference between
success and failure.
Tear up your business card. That order may offend you, but
less than one card in 500 is worth the paper it’s printed
on. This probably includes yours.
what?" you say. "It’s just my business card."
Yeah, you’re right. It’s just your image. Just your
identity. Just a reflection of you and your company, Your product,
your service. No big deal, right?
C. Hanson, Head Buckaroo (best title I ever saw on a card) of
FlexCorp. Extraordinary Business Card Co. in Charlotte, North
Carolina, designs and manufactures business cards, extraordinary
and I collaborated on a list of the top 11 advantages, opportunities
and situations great business cards create.
It’s a reflection of you. A great business card shows
you’ve taken the time to market and position yourself.
It suggests your company has a leadership position; it suggest
you’re a leader.
It speaks for you. It says "We’re special" before
you ever say a word.
It speaks about you. It’s a sample of the kind of work
your company produces. Great card; great work. Ordinary card;
It sets the right tone. If you give out your card at a networking
event or on an appointment and get a "Nice card" comment
from the prospect, it sets the tone for a positive discussion.
You get multiple impressions at a low cost. If you have 10 employees
who each use 1,000 cards a year (four a day), that’s 10,000
business impressions a year. If your card is good enough to
be reshown to others, the number of impressions could multiply
It’s the most potent form of lasting advertising you’ve
got. A good card is kept and shown to others and reinforces
the claims made by your other forms of advertising. Not every
card you give away results in an immediate sale. But if your
card is great, people will keep it around until the day it’s
It’s victory at "hand to hand" combat. The right
card captures attention, disrupts competition and wins the battle
for attention and respect.
It’s like getting married. A spouse will bring you 90
percent of life’s joy or 90 percent of life’s misery
- depending on your selection. It’s the same with your
It’s a competitive advantage. Especially when two cards
(yours and your competitor’s) are in the hands of a customer
trying to make a decision.
It’s identity and image. That’s worth everything.
It’s your corporate and personal signature. It makes a
statement. It sends a message. Are you proud to offer it?
Here are a few examples of real-world business cards that make
a creative difference:
Card card. Richard Herd, President of Continental Advertising
in Charlotte, North Carolina, designed his business cards to
look like playing cards. He’s used them for the past five
years. His business has grown 2,000 percent. Coincidence?
bland card with a twist. Take your ugly card and make it better
by adding to it. Phil Raymond at The Financial Group-Phoenix
Home Life in Charlotte, North Carolina, has an insurance and
investment sales business. Raymond has laminated his bland card
with two postage stamps on the back - a 10 cent stamp from 1975
and a 32 cent stamp from 1995 - a creative way to show how costs
go up over a 20 year period of time. His objective is to get
people to think about what might happen to their investments
20 years from now.
creative title. In our office, Angela Brown "runs the place."
That’s also the title on her business card. At the Jack
of Hearts Screen Printing Co. in Charlotte, North Carolina,
owner Bill Roberts’ title is Jack".
cat card. Lito Gitomer, my cat, is our company’s "corporate
mascot". Her card, bearing that title, has become famous
in the sales world; she gets mail requesting it every day.
business card may be the only thing left for the prospect to
remember you (or not remember you) by after you’ve gone.
When your great sales presentation about your amazing product
is over, your card remains behind. What good does it do to make
a presentation about quality when your card says "cheap
and ordinary"? If you’re offering top quality services,
your card must mirror that image.