Digital media has transformed the marketing landscape, which begs the question: Are printed business cards still relevant? The short answer: A resounding yes.
Tactile experiences absolutely shape relationships. Think about it. Our skin is our largest organ, and each tiny centimeter of its surface is packed with sensors that continually send signals to our brain. We have on average around 50 touch receptors for every square centimeter of skin. Exchanging business cards, and the resulting handshake that occurs, helps create that person-to-person connection so vital to forming a new business relationship.
The casual handshake that accompanies the exchange of a business card is also a time-honored custom that still proves worthwhile today, because we are relational beings. For one thing, the act of trading cards presents an opportunity to make eye contact. Remember the last time you engaged with a prospect in a sensory-rich face-to-face transactional exchange? You probably still remember the person’s face and will likely recall a snippet or two of the conversation that ensued.
So how do you make the most of that engagement? When you hand someone a business card focus your attention squarely on the prospect, smile and offer the person your business card. That simple physical contact is sending a wealth of subliminal signals to your prospect, helping the person perceive you as a real, live human being and not just another distraction in a busy day.
Also consider having a fun conversation-starter at the ready. People have an amazing ability to retain a memory of a story, particularly if it has an interesting twist.
As it turns out your business card’s appearance also reveals much about your company’s personality. Chances are you’ve been to a meet-and-greet where someone has handed you a business card with a quality graphic design that caused you to take a second look.
Most people are too conservative with their business cards. Granted, you don’t want a card that gives the impression of a three-alarm cacophony of clashing colors and fonts. Still, even an accountant should not come across as boring! Be noticeable in a fashionable, pleasing sort of way.
Various options can enhance the visual appearance of your card and many people choose an eye-catching design. Remember, when you create a new business card both design and color are a huge factor in the impact your card will ultimately have.
With an aging population, the legibility of the type is more important than ever. Twelve-point type may be appropriate if you’re often meeting with Baby Boomers, who are just beginning to don bifocals or reading glasses. Lastly, don’t forget to bring those cards with you. Always have one on hand.