Our first experiences of a new culture can be deceptive. We think we know how new culture varies from our own because we have observed outward signs: way people dress, food they eat, language, perhaps differences in way they work or worship. Yet these surface differences are not ones that cause real difficulty. It is hidden attitudes that can cause us frustration or anger and that can lead us to misinterpret people's behaviour. Some of basic cultural oppositions are outlined below.

Monochronic cultures are very time-oriented. People will be punctual, respect deadlines and resent any interruptions. They will set schedules and stick to them and they will be upset by lateness in others. In polychronic cultures, attitudes to time are very flexible. People are routinely late for meetings, they have flexible attitudes to working time, they don't mind if meetings are interrupted by phone calls or other people. They may not take deadlines very seriously and often will not be good at time management and forward planning, frequently leaving everything until last minute.

Some cultures are essentially collectivist while others are highly individualistic. In collectivist cultures people expect to conform to rules of group; they will probably observe strict dress codes and they will see idiosyncratic behaviour as disruptive and anti-social. When decisions have to be made, then a committee will have final say rather than one person. The individualistic culture is much more tolerant of eccentricity of all kinds and people are encouraged to take personal initiative.

· Your business card must communicate more than just your contact information. Make sure that your card includes a tag line that explains what you or your company do.

· Order them in large numbers. By ordering 1000 your cost per card will be significantly lower than if you ordered 500.

· Even if you can produce your business cards at home using an inkjet printer, have your business cards professionally made by a printing company. Your business card will be first impression your prospects receive of your business, so let them convey best possible one.

· Avoid using standard clip art as your business logo. A logo brings credibility and brand awareness, so before you invest in business cards have a logo professionally made for your business. Nowadays, there are online companies that can produce a professional logo for as little as $25, so there is no excuse for not having one made.

· Put up a website and use URL in your business cards. If you don't have a website, people will notice absence of a web address in your business card and, depending on business you are in, it may make you lose credibility.

· Keep all information in your business card current. If you changed address or phone number, don't scratch old number and write down new one by hand; get new business cards.

· Keep your business card simple. Don't use too many fonts or try to cram too much information in it. Try to use a pleasant layout and make sure that your main message (your tagline or your unique selling proposition) doesn't get lost.

· If you live in US, limit your business card size to 3.5" x 2". Anything bigger will not fit in standard card holders and your card may end up in trash. Business cards in Europe tend to be larger, but so are wallets and card holders.

· Make sure that your business card reflects your image. If you are an artist or a graphic designer, it is OK to use trendy colors and fonts. If you are an investment banker, a sober layout and colors such as blue or gray work better.

· Your business card is an integral part of your brand or corporate identity strategy. It should follow same graphics standards as rest of your communications material (stationary, brochures, letterheads, etc.).

· Find a way to make your business cards stand out. I've seen business cards with one of its corners cut in an angle, or with an interesting texture, all of which makes your business card stand out of crowd. The best one I've seen is from an interior designer, who used a hologram to show a room before and after a redesign.

· Make your business card easy to read: use high contrast between background and type. Light background with dark type works better.

· After your logo, your name should be largest piece of information on your card.

· Make sure that all information on your card is printed in a large enough typeface to be easily readable.

· Run your business card copy through a spell checker and double-check your contact information.

· Keep your business cards with you at all times. Keep a stack in your car, in your house, in your office, and in your wallet.

· Leave your business cards in billboards at supermarkets, schools, stores, libraries, etc.

· When giving away your card, give two or three at a time, so that your contacts can in turn distribute them to other people. This will not only help you distribute them faster, but will generate a beneficial "endorsing effect".

· Include a business card with all your correspondence. People may throw away letter, but will usually keep business card.

· Make your business card go extra mile: use back of card to print more information: special offers, checklists, schedules, etc.

· Throw in a business card in every product you ship.

· Send a business card with any gift you send, instead of just a card with your name.

· Scan your card and use it as an attachment to emails.

· Use your business cards as name tags. Get a transparent plastic cover with a pin, and attach it to your lapel. Wearing it on your right side tends to make it more noticeable.

· Use your business card as a name tag on your briefcase. Make sure that your company logo and tagline are visible. This way, your business card will turn into a "conversation piece" during plane rides, which may help you meet interesting people and good business contacts.

· Use your business card as an ad: many publications offer "business card size" classified ads. If you design your business card properly, it can double up as an ad in those publications.

· Don't give your business card too quickly. It may be perceived as pushy. Try to establish a conversation with your prospect first. For example, ask them what do they do. That will usually prompt them to give you their card. That is perfect moment to give them yours.

· Don't try to give your card in situations where many people are giving them to your prospect. Wait for a moment when you can capture your prospect's attention span.