<P>Whoever said “you never get a second chance to make a first impression” must have been selling business cards and stationery. According to card expert Diana Ratliff, “Your business card is the handshake you leave behind. It should reflect your professionalism, your skills, and your ability to provide the product or service your prospects need.”
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Ratliff also claims that 90% of all business cards end up in the trash within 24 hours. Why? What makes our business card or letter head either pleasing to others or end up in the “round file?” Experts say our choice of card size, shape, color, font and content are extremely important:
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<li>The business card should reflect your business personality and help others find you – so include address, phone, fax and email on it.</li>
<li>Most common design mistake? An Overcrowded message with too much information. Stick to basics – keep it short – or, consider printing on the back of the card, too. </li>
<li>Stick with prevailing physical size. Oddball shapes and foldovers do not work well in Rolodexes or card albums. Avoid perforated edges.</li>
<li>List main talents but not too many â which virtually shouts “jack of all trades and master of none.” Consider two sets of business cards to distinguish between roles. </li>
<li>If your name doesn’t convey what you do, be sure to include a tag line that does</li>
<li>Consider a tag line if your business name doesn’t relay your line of work – Acme Outdoors, John Smith, outdoor writer / photographer. </li>
<li>Mention honors or awards. They’re most definitely testimonials.</li>
<li>Card Stock Colors â Plain white cards with black ink work fine but a touch of color makes your card stand out. Blues, oranges, browns and fluorescent cards don’t copy or fax well. Card, paper stock, and ink colors with high contrast make the transition from color to black and white best for copies or faxes. </li>
<li>Pick a typeface that is modern and translates well to the computer screen. Avoid font style extremes and choose type size that is easy to read without a magnifying glass. </li>
<li>Personal logo? Stock clip art is usually free but custom logos are available at affordable prices and add distinction. If you’re artistically talented, do it yourself. Use it on everything – your business cards, stationery, envelopes, web site and email. </li>
<li>Quantity: Cost is highest on set up but once the press is running, going from 500 to 1,000 sheets of stationery or business cards is an affordable and wise decision. </li>
<li>Self print? While you can print your own stationery, the work of a skilled printer adds a look of quality and professionalism.</li>
<li>Use holders to protect your cards. It’s unprofessional to hand out a dog-eared or dirty card. Placing cards you receive from others in your cardholder is a sign of respect. </li>
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Online research also offers many ideas for organizing and enhancing
your cards as well as proper etiquette when using them. A little preparation before ordering your new stationery and cards insures your first impressions are always good ones.
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Thanks to Mike Walker (Walker Agency,) Gary Gould (Gould Design Associates) and Diana Ratliff (businesscarddesign) for sharing their expert advice on the subject.By: Kathy Magers
