Does your business card pass the flick test? Apparently, it’s not unusual for many of us to gently bend the corner of a just-received business card. Although this might seem innocent, it’s not, says Steve Klein, president and CEO of Marketing Breakthroughs Inc. in Ottawa. Rather, he says, this tactile compulsion is just one of the many ways we pass judgment on a professional through his or her card.

“If it’s made out of [low-grade] paper, it presents a cheap image,” he says.
“Whereas thick card stock conveys the impression of solidity, strength and someone who is substantial and who will be in the business for a long time.”

That’s a lot to read into a seemingly harmless habit. But Klein is a believer in what he calls “power cards” — business cards that go beyond providing contact information and into brand-building.

“They’re the cheapest and best form of advertising known to mankind,” he says. Yet business cards are an underutilized marketing tool because many advisors put little thought into what goes on them, he adds. So how can an advisor ensure that his or her business card is building a brand rather than destroying credibility?

“The card has to talk to the target market, it has to convey a sense of importance and it has to beat the competition hands-down when it’s handed out,” he says. Anything less is a waste of card stock, quality or otherwise.

Here are some considerations to keep in mind:

> Use your space. Klein recommends a fold-over card. “It allows you to double your information,” he says. The card can be folded — tent-like, vertically or horizontally — and all four panels should be used.

> Come up with a slogan. “What you want to do is position yourself,” he says. By having a phrase that describes how your services differ from others — and one that hits home with the target market — you’re making it clear why a prospective client should choose you.

> Don’t be afraid of lists. The specific services you offer should be listed. Again, says Klein, think about what makes your business special and highlight these factors on what is essentially your “mini-billboard.”
However, Klein stresses, the font size must
be large enough for your audience.
Telephone numbers should be listed on at least two sides and should be a bit larger in font size than other copy. “Most people don’t make the number obvious enough,” he says.

> Don’t delude yourself. Branding is critical, so logos and images make sense. But Klein recommends advisors avoid homegrown versions. “You’ll see some people in the investment business attempt to turn themselves into a one-day graphic designer or use cheap clip art, all of which terribly detract from the presentation.”

> There’s rarely such thing as picture-perfect. In this age of digital cameras, advisors might consider putting their best mug shot on their card. Bad idea, says Klein. “People seem to think they can go out and be an instant Yousuf Karsh.” Unless you’re willing to hire a professional photographer who’s skilled in the art of personal branding and imaging, Klein strongly advises against using photos.

> Stand out. An advisor might do well to use a different shape or format for his or her card. This can make your brand stand out among the rest if done properly, says Klein.
For example, miniature CD/DVDs, with teaser lines on the plastic covers to encourage use, can provide the target audience with more information on a particular product, he says: “These are very unusual. But for the investment business, they would work well.”

> Hand out cards liberally. “You want the cards to be an ambassador for you and your business,” he says. They should be everywhere: in your car, on your desk, in your BlackBerry case. Never present only one card to an individual. Providing two or three is an instant — and inoffensive — way of asking for a referral.

> Know your true colours. Klein
recommends using more than one colour and aiming to use “power” colours that match your brand. “You want to use colours that attract attention without being over the top,” he says. Avoid trendy colours — it will just mean costly rebranding efforts when the colours become tired. And he’s a big believer in the positive impact of metallic colours, particularly potent in financial services. “If you’re average, you use corporate blue,” he says. “But if you’re Royal Bank of Canada, you use blue and gold.”
IE