Ever picked up a copy of one of those “Best of Business Card Design and Printing” books? The ones filled with glossy photos of business cards made of “special materials” using “innovative printing techniques”? While I admit it can be fun – and occasionally instructive – to peruse these award-winning business card designs, I think these books often confuse more business owners than they help.
How?
By fostering the notion that a business card printing has to be radically different, trendy and expensive to be effective.
It’s time to get real!
“Cool” doesn’t sell your product. “Trendy” doesn’t pay the bills. And “Wow, what a great card!” is flattering, but hardly an income guarantee. Ever seen one of those expensive Super Bowl TV ads, where afterwards you can remember the commercial but haven’t the foggiest idea what product it was promoting?
Same principle. Business card printing can be a masterpiece of graphic design and do you absolutely no good as far as convincing someone you just met to give you a call, visit your website or drop by your store.
The truth is that a fairly ordinary business card printing can be an extraordinary marketing tool, if used wisely.