5 Tips to Making the Most of this Powerful Marketing Tool

So what do you think would get you the most business? A Super Bowl commercial? A full-color ad in a high-end magazine? A black and white square in the classifieds? How about billboards? Well, you probably wouldn’t guess, but the best dollar for dollar return on your investment is the business card. It’s amazing how a tiny 3½ x 2 inch piece of card stock can influence your business success. Not only is it economical, but it’s low-tech, compact, and can have a lasting impact on those you give them to. Here are just 5 tips to making the most of this powerful marketing tool.

1. Always keep them handy.
This little piece of your business has all the information a potential client needs to contact you. And ANYONE can be a potential client; anyone can pass your card on to a potential client. So you should keep your business cards at-the-ready. Carry them in your purse or wallet, keep them in the glove compartment of your car, put some in the bureau by your front door, and slip a few in your laptop case. You never know when you might meet someone to give one, two or ten of these traveling advertisements. And be sure to take note when you need to order more. Being cardless for days at a time allows countless referrals to walk away without your contact information and could result in losing that account that can make all the difference.

2. Give them freely.
Don’t hoard your business cards. The funny thing about this marketing tool is that it’s only effective when it’s out of your pocket and in someone else’s. Never second-guess a potential pass-off. You can send them with your bill payments, give them to the cashier you see regularly at the bank, or hand them out to your neighbors. Just be sure to use a low pressure approach. Say something like, “Could you do me a favor and refer my services to your friends and family?” That doesn’t put anyone on the spot and only leaves your contact with the ability to help you out; and who doesn’t want to do someone a favor every now and then?

3. Put yourself in exchange-friendly situations.
Once you see the potential of the business card, you’ll begin to recognize exchange-friendly situations. Seek out conferences where you could present on tax preparation, consider volunteering for your community teaching a tax preparation class, attend social gatherings. Your local Chambers of Commerce, and regional leads clubs are excellent ways to get that card out. Even local Toastmaster groups, entrepreneurial associations and conferences are good to hand out your card. See each correspondence as the opportunity to present your business card.

4. Practice business cardiquette.
Your main objective is to distribute your business card. But it’s also important for you to take others’ cards graciously. And the manner in which you receive a business card speaks louder than words. In Japan it’s considered rude if you take someone’s business card with just one hand. A truly respectful exchange is two-handed and comes with a bow; that’s how you show your respect for an individual and their occupation. While American cardiquette isn’t that severe, it does require you to respond appropriately when given someone’s business card. You should take a few moments to look at the card rather than shoving it into your planner without a glance. Ask a question or two of their business, perhaps they are a potential client but don’t yet know it! And you shouldn’t jot any notes on their card unless it’s notes about their business; you wouldn’t want to know someone was using your card as scrap paper. Give others the same courtesy.

5. Be creative.
Think of new ways to distribute your business card. Ask local businesses, especially those that might attract potential clients, if they would let you keep a stack at their front desks. Pay for someone’s parking and tell the attendant to give the driver your card as they follow you in. When you hear of someone receiving special recognition, send them a congratulatory letter with your card.

In addition, utilize the whole card. By being creative with your card, using phrases, colors, promotions, or any other design ON BOTH SIDES of the card you double the space on which you can leave a lasting impression on those receiving your cards, take advantage of the whole marketing ability of the business card!

There are many ways to get your card from your own pocket into someone else’s. Once you realize the power of this tiny piece of paper, you’ll begin to think of new and exciting ways to distribute more of them. So until you can afford that Super Bowl commercial, consider the business card your best bet.

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