What's
cheapest, most under-used marketing tool you have?The answer's no secret ... it's your business cards.
By time you have read this article, you'll know several ways in which you can increase your profits by making better use of advertising power of business cards.
Business card content
Everyone knows what a business card contains, so I'll keep this brief and focus on what some people don't have on their cards.
Every possible way to contact you. Don't just give your address and telephone number - give it all; fax, phone, mobile, email, street address, postal address and if you're keen, an after hours contact.
Your Internet site URL. If you have one, put it on EVERYTHING. In Australia your Australian Business Number or Australian Company Number. People may not deal with you if they think you are not equipped to handle Goods and Services Tax or are too small to have an ABN or ACN
Use back to advertise. This can change each time you print or you can summarise - in dot point, services you offer which are not always obvious from your name.
A byline. If you don't want to advertise on back, think of using a byline, a short statement about what you do, 'Producers of best hamburgers in Australia'
Colour and professional design. People like colour. They like attractive design. Make sure your cards have both. Cost effective advertising. The last supply of business cards I bought cost me 0.07 cents Australian per card; last classified advertisement I lodged cost me $72. While newspaper advertisement will get much more coverage, I have no control over who reads it. Among those who do, thousands will have no personal interest in my offer and still others might never get to classified advertisements pages. Many will throw out paper in a day or so and my three line ad will be gone forever from their houses and minds.
With my business cards, however, I can target where and when I leave them or to which individuals I hand them in order to get greatest advantage. Of course, there is never a guarantee that where I leave them will result in sales. The idea is to increase probability ... probability that recipient will want my goods or services. Here's an example.
Target marketing
Recently I attended a workshop about Email Marketing which was also attended by about 50 others. As my product range includes two high capacity email management software systems, this was an opportunity I couldn't miss. I left a card at every place mat on every table.
If target audience was interested in email marketing, wasn't there a probability they might also be interested in email software? Sure enough, I received 11 enquiries within a few days of workshop and sold five copies of software.
