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Winning Business Cards Tips

Tami Lancut Leibovitz

The business card is an indispensable tool in any type of business relationship and from it many things start to happen. Despite many technological innovations, nothing has been found that can fully replace the business card and it looks as though it will still be part of business world for many years to come.

The business card is your unique personal identity in the competitive dynamic and creative business world. Our world is characterized by multiple business opportunities that come along at any time and in any place which however tend not to return or repeat themselves. In this world, in which you continuously market yourself 24 hours a day, 365 days a year, a busy world full of opportunities that does not recognize the concept of “tomorrow”, the business card is a must. Every human encounter, whether it take place at the beach, at the supermarket, in the elevator or at a multi-person party is for us as business people a business potential.

 None of us, whether we are big or small business people cannot afford to miss the chance and opportunity of doing business and this especially by making the superficial assertion of “Sorry, I do not have a business card”.

Carrying a business card at all times is not a particularly heavy burden and it is for us to have it on us at all times, the business card must always be accessible and available at every hours and at each meeting.  The business card is also a source of pleasure and pride and is a great way to give expression to our inner creativity demonstrating our good taste and ingenuity. Those that love diversity can either keep several versions of the cards or frequently bring them up to date. It is important to remember that no matter how great and impressive your business card is it is of no value if you keep it locked in a drawer gathering dust. Spend time at the right events, give your business card to those present, and create real opportunities for yourself by using this tool.  

The first impression of the person standing in front of you is made up of several parts that complement and complete one another and eventually broadcast seriousness, reliability and a desire to make contact. The business card is the second part of the initial impression that you gave of yourself and therefore has to be completed in the same style and way as before and not in a different conflicting style. The aim of the business card is to pass on the relevant communicative information in the clearest, fastest and most professional way.

Business Card Design 

• The business card is a marketing tool designed to separate and individualize you from others.  Therefore, invest time and thought in its design. Try to convey your message not just information. Once the card is available, you have to think of the following question: What do you write on it? Words have great power so make sure that you carefully choose them and that they are strictly clear. Carefully look at your business card and ask yourself what you can learn from it? Which of the words written on the card straightaway jump at you in a meaningful way? Do the words describe you, your job and the service that you provide in an attractive, exciting and innovative way?
• Before you approach the card’s design, do a little research.  Threat the card design in the way you would treat the design and style of your wardrobe or to style of the garment that you would chose to wear on a special occasion. In the same way in which you walk around the shops, check the quality, investigate the service and are inspired by the things that you see so you must do when come to design your business card. Open your eyes and look around you. Collect business cards from your competitors as well as from other sectors that are not necessarily related to your business.
• Invest in choosing your logo; this is your personal seal that is unique to you. Consider whether it is worthwhile for you to add to your business card either an up to date photograph of yourself, or a phrase that you have particular affinity to, or an attractive picture or anything else that you may think is original.
• Be original in choosing the color, shape, graphics, and the type of material used and on the wording used on the business card. In this way you will be remembered more easily. Any change in the acceptable format used creates interest. There are those that choose a special color, or those that choose a non standard shape and size. There are those whose business cards are folded in a special way that allow changes while maintaining an acceptable size. This is the place where one can strengthen the business code that stands for prestigious simplicity and transmit personal and business power.  
• Traditional large established companies tend to determine a uniform way of printing on business cards, for the logo and for the writing. There is sense in doing it this way and it creates savings. The job’s description and status are known and clear. Here uniformity conveys power reliability and proper management practice.

What is written on the business card? Uniqueness and creativity.

On the business card you will usually find  the given name and surname, the academic title if it exists, job title and occupation domain, the company’s name, telephone and  facsimile numbers, and email address. A unique card will generate a greater interest than a standard one.  Here are some examples of the possibilities to combine the cards and to make them more personal, however be sure to remember that the card needs to fit you and the company that you represent. 

It is not customary to write the mobile telephone number on the business cards belonging to those in senior management positions. If you want to give somebody a more personal feeling, write the mobile telephone number in the space provided on the business card itself and add a sentence like “Feel free to call me if you have any questions”

Big traditional companies tend to use a uniform shape for the business card, for the logo and fir the writing font used. There is logic and saving in doing it this way. The job description and status are known and clear. This uniformity conveys power and proper management practice.

Winning Business Cards Tips

• Make a list of all possible details, such as name, position (function), title (degree), company name, telephone, personal extension, mobile telephone, fax, home telephone, logo, email address, languages known, address, internet web site, toll free number, quality prizes, business license, etc.  Is it starting to look like a book? That is the time to be choosy. Not all details have to be written on the business card. Think again and start screening. What is unnecessary? What is of less importance?
• After screening check again how much important information you have and continue screening until you have required amount of information available.
• You can then select whether to print on one side of the business card or on both sides of the business card if more space is needed. It is acceptable for instance to write on the back of the business card your internet web address, to add an enlarged logo with a sign on password, etc. (If you had chosen a double-sided business card, remember to draw the attention of the recipient to the two sides when you give him the card).
• The current international business culture, recommends that a business card be printed on one side only and in only one language.  
•  It is important to leave enough free space on the business card so that the person receiving it can write the information that will be needed to continue the connection process while maintaining the clean look of the card. A business card where too much information has been placed confuses and gives one the feeling of not being able to see the forest for the trees.
• Avoid from burdening with too many colors or types of font they cause overloading and distract one’s mind from the important details.
• Prepare the business card so that it represents you and your business faithfully and gives the right message and image in the best possible way.
• To complete the process equip yourself with a business card folder or a box specifically designed for storing business cards. It is worth investing in an attractive looking case that will keep and guard the cards properly, easily available and accessible for distribution and which will make a good impression. 
• If any one of the details on the business card has changed, such as the address, mail, telephone, etc – have new business cards printed. Erasures on an existing business card do not give a good impression of oneself.

Store your business cards in a high quality leather case specially designed for that purpose, it is not pleasant to give or receive wrinkled or stained cards. The ways your cards look reflect on the way you look.

International Business Cards.\ part 3

If your business affairs are international the language in which the business card is printed needs to reflect this:

• Instead if printing your name in Chinese, Cyrillic, Japanese characters under your name written in your language, it is possible to have one side of your card printed in your language and the other side of the card in the local language. Remember, to be sure to show both sides of the card to the person you give it to.
• Be sure that you proofread your card: Prior to having your card printed in a foreign language have it carefully examined by that country expert who will check the spelling, the wording and even the color used. Ask someone who speaks that language to translate the printed text into your language. This is preferable than having to discover mistakes once you are abroad and it is too late and you have no way of turning back.
• Check the meaning of your company’s or your product’s name in the local language: sometimes a particular connotation in a foreign language will suffice to bring down the whole business. For that reason, at times large companies operating on an international basis will change the name of their product in a specific country. 
• You can write the title or the name of your business in your country’s language, as a logo, and the rest of the details on the business card in the local (target) language. This option can also serve as a pleasant opening conversation starter, giving one the opportunity to explain the company’s name and its significance.
• The company’s slogan and its motto can be written in the local language on the business card so as to show ones readiness to do business.

Networking Through Business Cards

Prior to departing for a networking meeting make sure that you have plenty of business cards on you, never leave without them. We recommend that your cards are easily accessible to your free hand while you hold a drinking glass in your other hand. We also recommend that you give a thought to the right jacket to wear, preferably one having two pockets, one for your cards the other for the cards you will receive.

An important rule: you must be selective in distributing your business cards. Ask yourself if the person standing in front of you really needs and wants your business card and whether he really wants to contact you in the future. Also, ask yourself whether you are interested in further contact. If the answers are positive, the exchanging of cards process needs to be decisive and direct. Simply ask: “Can I receive your business card?”

When you want to give your card, act in the same way. “Here is my card. Feel free to contact me if you need any further information” or “Please send me the material to the address on the business card. I am really looking forward to receive it”. When you are interested in strengthening the contact with an old acquaintance, you may say: “Have I already given you my business card?” or “Here is my new business card.”

If for whatever reason you have no interest in giving your business card, it is not considered polite to say so directly. It is better to say: “I’m sorry but I ran out of business cards that I brought with me today” or “Unfortunately, I forgot to bring the cards with me”. One has to examine the business card before giving it and make sure that it is really his; that it is clean and has no comments written on it.  However, giving or receiving a business card in no way commits one to further contact with that same person. Take any business card offered to you, you can decide at a later date whether you want to make future use of it or not.

When you are given a business card and you take it, act as though having received a gift. Thank the person giving the business card; take a moment to study it and closely look at the information on it prior to placing it in the place you have set aside for storing business cards. One should comment on the card and the information on it, for example “I can see that your office is located in … is this not near the new offices of …”, “Your business card is impressive” or just repeat the name of the person that gave you the card. Keep in mind that the business card is a tool specifically designed to create an interaction and you must use it with that purpose in mind so as to obtain the maximum returns from it. If the business card owner has related to its purpose as required, he intentionally included on it items of information intended to provide the basis for discussion and therefore the business card is given at the start of the meeting not at its end.   If more than one person is taking part in the meeting, the business card is separately given to each individual present.

In a few instances it is possible and acceptable to give up on the business card exchange protocol:

*If you are present, known and identified to all, this rule applies to few people.

*If you think that another tool from the battery of materials available to you will do the job better: a catalogue, a letter, a book and so on. (This is applicable to a working meeting not to a multiplayer event)

*If you had given person your business card on a number of previous occasions it is worthwhile to weigh this again. At times persistence can pay off at other times you have to know when to give up.

*When you want to remain in control of the continuing relationship, one can choose not to give the business card. Obtain their address and mail them at a later date the requested material together with your business card (if the material sent contains your details, you do not have to send them your business card).

It is not customary to write the mobile telephone number on the business cards belonging to those in senior management positions. If you want to give somebody a more personal feeling, write the mobile telephone number in the space provided on the business card itself and add a sentence like “Feel free to contact me at any time if you have any questions”

Handling Business Cards

In different business situation, we are likely to receive many business cards in a short period. First, it is recommended that a personal organisation method of the cards received is adapted so that one is reminded to whom it is worthwhile to call, to whom one should send mail and to whom you should send business information. One can for instance, fold one of the corners of the business card, when each folded corner has a previously decided and known significance.  For instance you folded the upper right hand corner = you have to send mail, you folded the upper left hand corner = there is no need to bother; any continuation of contact should be as convenient to you as possible so that you may not lose a potential connection. 

Further, you will need to manage a method of control of the business cards in your possession. Conduct the initial screening according to whom they belong to: friends, business partners, suppliers, customers or in any other way that is appropriate to you or to the character and nature of your business. Later on it is advisable to sort the cards that you have received and to rank them according to your business interest and their importance to you. Write on the back of each business card its ranking, from 1 – 10, where 10 signifies a meeting that went well and that you are interested and willing to continue. Keep on behaving in a similar way in future meetings and you will be able to track and follow the development of the business relationship with the person that gave you his business card.

Filing and Activation of Business Cards:

You returned to your office following a successful networking meeting where you distributed and received business cards and even managed to make notes and comments for yourself on the back of each card. Now, what do you do with all the business cards?

The universal business culture combines the contemporary technologies with traditional technologies and recommends use of an innovative technology in three stages:

• The first step that you have to do is to update your contact list and categorize the people you have met according to the categories that are suitable for you (such as potential customers, future collaboration candidates, etc.)
• The second step involves the sending of a personal mail following the meeting. This needs to be in a similar format to: “Hello, Michelle, I was glad to meet you yesterday, we’ll be in touch on the subject we talked about”.
• The third step involves the storage of the business cards collected. They can be physically stored in a filing album or they can be digitally scanned to a computer. It is very convenient and easy to create a computerized database.

What not to do with a Business Card (No-no’s)

• A torn, creased or bent card needs to stay in your pocket or find its way to the waste paper basket. Purchase a business card case or folder is a must so that they can be kept as new.
• Cards with errors such as spelling mistakes, wrong telephone number, wrong address and so forth are cards that should not be used. Check your cards following the final proof reading and prior to printing.
• Cards that have deletions made with a pen whatever the reason – is a card unfit for use.
• When your current card looks old – faded, stained, yellow and has other signs of age, get yourself a new card.
• Do not give a marked card on which you have written in the past, even if the comment was innocently written since you did not have anything to write on. You never know where and who will get the card.
• A card that is stapled or has signs from a stapler, holes or any marks showing previous usage – do not use it.
• Never force your card upon anyone. Your business card is a mini resume (CV) and not everyone needs to have or know your personal details. The process of exchanging business cards should be a natural unforced one.

Business Cards around the World \part 3
 

China

§  Have one side of your business card translated into Chinese and incorporate a traditional Chinese element in gold, which in Chinese culture symbolizes good fortune.

§  Your position should appear on the business card and if it is in one of your country's big or well-established companies, the company's logo should also appear.

§  Present your card with both hands as you give it to your Chinese partner.

§  Don't write anything on the business card you received unless you're asked to.

India

§  If you have professional qualifications or a university degree, it should also appear on your business card.

§  Present and receive a business card with your right hand.

§  You don't have to translate your business card into Sanskrit because English is widespread and most people know it.

Japan

§  Business cards are exchanged with much ceremony

§  They should be reputable and of a high quality

§  Treat the business card you received with the same degree of respect as you treat your Japanese partner.

§  Always receive a business card with both hands, though it may be presented with one hand.

England

§    No particular ceremony accompanies the exchange of business cards.

§    Keep business cards clean; don't fold or stain them.

§  Don't feel obliged to present a business card to everybody you meet; present them only to chosen people.

Hong Kong

§  Great importance is attached to business cards in Hong Kong. The impression they make can either enhance or hinder the goals you have set yourself.

§  Business cards are a way of life and everyone keeps a large supply of them, from shop assistants to company directors.

§  Different people in the same company will give you their business card; you must accept it and, in return, give them your card, or else you risk your business.

§  Receive business cards with both hands.

§  Before going to a meeting in Hong Kong, take a larger supply than usual of business cards with you.

For more about the fascinating world of personal branding, you are welcome to explore my book, “The IBL Code”: The IBL Code: International Business Language. ,

Also, please feel free to ask any personal branding, etiquette and business-related questions on the Q&A section on my site at http://bit.ly/AskTami