Marketing Begins With Your Business Card

A functional, attractive business card is an important first step to boosting your company's image, according to marketing consultant Debbie Allen, author of Confessions of Shameless Self Promoters.

She suggests looking at your business card as if you were a prospective customer. See if your card suffers from any of her l0 Most Common Business Card Mistakes:

(l) Scrambles messages with inconsistent design elements

(2) Does not clearly define your business services and/or products

(3) Does not make you memorable (in a good way)

(4) Indicates unflattering things about your business

(5) Does not generate added business

(6) Creates a cluttered impression

(7) Omits essential information, or filled with non-essential information

(8) Looks out of date, or information no longer applies

(9) Difficult to read or confusing to the eye

( ll)) Lacks a point of interest. image or theme

Now, take the test below and check all that apply to your card:

Features a positive, interesting and professional image

Attention grabbing and professionally designed logo that is unique to your business

Logo "visually" defines what you sell in your store at a glance

Benefits and features described in branded catch phrase

Font and text size easy to read

No more than two typesets are used in the design

Good use of color image that represents the image of your business

Color design consistent with other marketing materials

E-mail and Web site address are featured

Updated and improved within the past year

Back of card used for additional information

Features all services you offer to your customers

Each staff member has own personalized business cards

You seek out and act upon every opportunity to present your business card

Receive comments from others such as, "What a great cardl"

Have others often ask more about the business after viewing your card

Count all checked items to see how your card ranks:

. 16 to 13 items checked: You have a professional and effective card. You should be proud to present it!

12 to 9 items checked:

Your business card needs some work. Redesign your card for effectiveness.

8 or less items checked: Get to work! Start out by reevaluating and completely redesigning your card. Add a stronger visual logo, catch phrase and emotional brand throughout all your marketing materials.

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