Creating a business card is more intricate than you think.
It’s a delicate balance of design and printing that
delivers a message and creates an image. Here are the secret
ingredients for making a great card;
in a logo. Pay a designer to create you mark of distinction.
Logos from graphic designers cost between $500 and $2,000.
in design. Graphic layout is as critical as your logo. Let
your designer work magic from your criteria.
color. Ask the designer to suggest distinctive colors. Select
a color that punches up your logo and card design.
the best materials. Quality paper can set you apart. Paper
stock and style are an important part of your image. And
remember, you aren’t limited to paper. Plastic, metal,
wood and other substances can make your card outstanding.
Match the card with the business.
printing styles that set you apart. Printing can add distinction
and color at the same time (for a surprisingly modest cost).
Blind embossing (raising a portion of your name or logo)
and foil stamping (shiny metallic material in a variety
of colors) are the current rage. More traditional and professional
firms use engraving. It’s similar to blind embossing,
but it adds ink to the raised letters.
Get samples of everything, lay them out, and see what works
best for you.
a top-quality printer. Printers are the link between design
and reality. The difference in price between good and the
best is minimal. Select the best. Remember, this is a one-time
investment in your image, so make it count.
something unusual. A different size, a fold, your mission
statement on the back, a creative title - these can be the
final touch that sets you apart from the competition.
opinions before you go to press. Show your ideas to friends,
customers, prospects, people you respect. Let them give
you feedback, but don’t let them make your decisions.
In the end, go with your gut feeling.
approximate costs before you begin. Get estimates from everyone,
or you may be in for a billing shock.
Beware of the pitfalls of business cards:
Don’t do thermographic cards. This is a type of printing
process. It feels cheap, and the cards stick together in
Don’t hurry. If you can’t wait a few days or
a week for your cards, something’s wrong. Print a
few makeshift cards while you wait for your masterpiece.
I’ve never seen a good "rush job".
Don’t try to tell the history of your business on
the card. Less is more.
Don’t try to save money by cutting corners. You aren’t
spending money on business cards; you’re investing
in your image and your business.
Don’t ever say "That’s good enough".
That attitude leads you to mediocrity.
new card can be a business face lift. It shows you’re
new and improved, revitalized, up to speed.
even if your existing card is tops, you may need more than
one design. Have a special card just for trade shows. Revolutionize
the cold call with a hot card.
your biggest prospect mulling over the decision to select
you or your competitor. He’s scrutinizing your card
and your competitor’s. Look at your card - who would
you hand your card to someone, you only want to hear three
words: "Wow, great card!"
by Jeffrey Gitomer