Before approving any design for your next business card, be sure to assess how well you accomplish the following elements:
1. Personal Name & Position/Title
While some generic business cards can be effective for mass responses (e.g. to a toll-free number), nothing connects a customer to your company’s product/service better than a specific person. These days, custom business cards are so affordable that the incremental cost (of adding the names of company representatives on their own cards) is negligible. Also, the more descriptive you can be in defining that person’s role in the company, the better you can reassure the customer that the representative can handle their needs. In small companies, use titles that will impress clients (i.e. CEO, Managing Partner, President). It goes a long way.
2. Company Name
While just about every business card has the name of the company feature prominently, it’s important to determine how you want to project the company name. Are you branding it for effect? Recall? Humor? Credibility? Comfort? The fonts and sizes you use tell much of that story. Be sure that the name of your organization is presented in a way that is consistent with your strategic goals, including how your customer may perceive you. Perhaps, your company is associated more with a logo or a photo of an individual – in which case, you may want to focus less on the actual text of the company name.
3. Company (or Representative’s) Address
Unless you absolutely do not want customers to know of your actual location, companies should avoid listing post office boxes only. Reason being, it removes the personal touch, placing an often unnecessary barrier between you and your customer. Physical addresses create a sense of comfort with a customer, especially in a business where they may want to always be able to reach you during business hours. If you contact most of your business through phone or online transactions, then a physical mailing address might not be necessary (especially if you don’t have a brick-and-mortar headquarters). Just be sure that you compensate in some other way to keep a personal appearance on your business card. If you can offer both a physical address and a separate mailing address, be sure to distinguish the two for the appropriate channeling of information.
4. Main Phone, Direct Phone, Cell & Fax Numbers
When creating bussiness cards, the best thing you do for your customers is create options and accessibility. Main phone numbers may be important for general information. But do not underestimate the power of affirming your availability via a direct phone line. Customers want that type of access, even if they rarely take advantage of it. Cell phone numbers are great for business inquiries that cannot wait or where you’re constantly out of pocket. Faxes have become outdated as a form of routine business correspondence, but the still serve a valuable purposes for sending hard copies (i.e. with signatures, certifications) that cannot replicate something online. And remember, some customers will prefer the use of a fax. Be sure that all area code and/or country codes are specified, as well as any extensions (if applicable).
5. Email Address
It’s true that e-mail has become the most preferred medium of frequent business messaging. Be sure that you print an e-mail address that you’re likely to check reasonably often. It’s an essential for any Internet company, as well as for most others. Just be prepared for a huge influx of spam as more customers have access to it – it’s inevitable.
6. Website URL
Websites should always be listed if your business benefits from an informed customer. If you list your website, you should expect customers to take advantage of the information you share on it. It should be sufficient to start your URL with “www” (e.g. www.company.com). In our opinion, the best place to get information on building a website is Go Daddy.
7. Logo
Placing a logo on your business card is essential if, and only if, it is directly intended to brand your company (whatever the reason may be). Logos can serve to describe your products/services, convey a particular image, or enlist specific emotions/reactions. Just remember that it’s likely to be one with which you will be associated for many years to come, so choose your logo design wisely.
8. Graphic/Decorative Image(s)
If you are not in need of a logo, consider a decorative design (if applicable) that sends a message consistent with what customers can experience with your company. If you’re a florist, you some appealing background colors (or a photo of roses). If you’re a dentist, show a picture of healthy smile. SOHO professionals tend to get creative in this area, and rightfully so.
9. Company Tagline/Description
A slogan or tagline that describes what you offer or promotes what you’re all about (in a catchy way) can often work well for certain businesses, especially those in a saturated marketplace. Don’t be afraid to use phrases that differentiate your products/services in a personalized way. You can highlight what you want to offer customers, or how you want your customers to benefit from you. Here is where a healthy balance of promotional language and authenticity can go a long way.
10. List of Products/Services
Business cards do, in fact, need a reasonable amount of “white space.” At the same time, there are some businesses (especially small to medium-sized enterprises) that can benefit from enumerated their suite of products/services. It triggers ideas for your customers, and it can lead to increased consumption patterns. Some business list this information on the back of a card (along with the tagline) or on a folded card. Just remember that this information is only important if you need to convey all that information upon the point of actually handing a customer your card. Otherwise, there are other ways for customers to learn about this information (e.g. company website).