Sellsius real estate marketing blog

Business cards are a marketing must for any professional. A good business card will help make a good impression and promote your business. But what makes a good business card? What makes a bad one?

A Good Business Card Makes a Conversation Memorable

Robert Scoble once wrote that a good business card starts a conversation. That may be, but I think ending a conversation with a memorable business card is more important. You will rarely get a client because of your business card (you could lose one though–see below). However, if you engage someone in a great conversation, your outstanding business card, delivered at the end, will reinforce your message—and you.

Personally I prefer not to start a conversation by sticking my business card in someone’s hand—just as I don’t like one foisted on me at the git-go. I brace myself for a sales pitch. But that’s just me. I’d rather have a conversation and toward the end, if the feeling is right, exchange cards with a smile.

Elements of a Good Business Card

• One that stands out from the crowd, but not too much (2 rounded corners, unique texture or surface (leather?)— but not over or undersized, or folded). Scoble advised against non-standard sizes because of card holders (no round cards?). Try a vertical card.
• Promotes your brand (avoid flimsy stock and don’t forget the logo)
• Has easy-to-read contact information (avoid small or unusual fonts, script)
• Contains a professional looking email address (will you trust fasteddie@hotmail.com to sell your mansion?)
• Uses negative space (white space)—you won’t stand out if your card is crowded
• Clearly defines what you do. If you are not one of the top dogs (founder, owner, CEO), tell of your specialty/expertise, along with your professional title (Associate Broker–Senior Housing Specialist)
• Eye catching–this is one of those “I know a good one when I see one”
• Declares your USP (we rebate 90% of our commission to you)
• If you use a shiny glossy card, only gloss one side (so you can write on the other)
• Make sure the card is scannable (certainly helpful, if not essential)
• If you speak a second language, indicate that (but not in English)
• Use your photo (just get a good one)—I believe it’s a useful visual reinforcement. Maybe I hang around too many real estate agents
• Color—why be white? Even a colored line will stand out
• Two-sided cards are OK but I prefer the same info on both sides (saves a flip)
• One you hand out–they do no good in the box

Avoid These Business Card Blunders

• Typos, misspellings, grammatical errors, or misuse of punctuation!
• TMI–too much information (the dreaded wall of text). Your card is not a resume.
• Dark backgrounds that interfere with reading the type
• Leaving out email, website or blog URL
• Be careful with script, it can be hard to read and may not scan
• Two sided glossy (oops)
• Flimsy stock or shoddy homemade cards often hit the trash
• Small print

The Future of Business Cards? Multimedia
I see the business card evolving into a multimedia communication tool. With advances in technology, it won’t be long before you can imbed a video clip or wav file into a thin card—-a “video or voice business card”. Push a button and you come to life. There are talking postcards from the Talking Card Facotry:

EnSky has a flash video business card you send via email.

(screenshot)

So that’s my opinion. What’s yours?

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