Top Ten Ways to Waste Money on Business Cards

Found two links on Matthew Homann's blog, Non-Billable Hour (which is a fun read and full of interesting ideas even for those of us not in the legal community). Link: the [non]billable hour: Another Great Business Card Idea.  These links contain ideas for "more effective" uses of your business card (you be the judge).

These ideas prompted my thinking about business cards and how we sometimes become enamored by the newest design schemes and forget the core function of the business card - which is to convey basic information about your firm (name/logo/tagline) and you (title and contact information). 

Your business card should enhance your brand and be welcomed by your target market which is easy to accomplish.  However, people often miss the mark. Remember that business cards are but a tool in your marketing arsenal.  Many people needlessly waste money on business cards - money that could be put to better use in other areas of your marketing and business development.  As such, here is my list of "Top Ten Ways to Waste Money on Business Cards".  See if you recognize yourself or your firm:

1. Use a black or dark background on the front AND back of your business card.  This is form over function and it is a pet peeve of mine.  Dark backgrounds on both sides indicate that you don't care if you are making it hard for me, your client, prospect, or referral source to take notes on the business card (as so many of us do) and possibly take follow up action after meeting you.  If this is the message I get from you, I'm not that interested in doing business with you.
2. Print your firm's mission statement on the back of your business card.  This takes up valuable room and, really, who cares?  We know that your firm's mission is to provide exceptional service, quality products, treat the client like a king/queen ... yada, yada, yada.  Unless your mission statement is short, unique, and compelling (which they never are), don't waste the space and incur the extra cost for the reverse-side printing.   
3. Use folded cards.  The fold-over flap might be a nice design element, but again, who cares?  I'm looking for basic information designed well.  It doesn't communicate anything to me (but maybe I'm too cynical) if you have a fold-over flap other than you're paying too much for your business cards.
4. Use your business cards as your brochure.  I, along with a group of CEOs, heard a presentation by a consultant/professional speaker on the topic of unleashing the power of your mind.  One of her points concerned business cards and how little time we pay attention to them when handed one.  She went on to say that her business card, which was accordion-folded and contained 8 panels (front and back), solved that problem because of its design.  Her "business card" contained a brief bio, info about her books, her speaking topics, and everything except the name of her dog.  I thought, how interesting and how utterly useless.  It was TOO full of information.  It was also TOO crowded.  And it was a bit TOO cheesy.  It was viewed as unprofessional by the market she was targeting.  While her presentation was interesting and well-delivered, I and the CEOs in the room were polite but in 100% agreement that this "business card" would likely head straight to File 13.
5. Use a confusing design.  If I have to struggle to find your name and e-mail address, then the design flawed.  Remember: good design enhances.  Bad design frustrates.  Pick your designer carefully.  The design should be focused on the recipient, not you.
6. Print your business cards at home.  Simply said, business cards are cheap.  Have them professionally printed.  Those printed at home look like they are printed at home and you are pegged as bush-league before you even open your mouth.
7. Use hard to read fonts.  As I get older, I appreciate clean and easily readable design.  Serif fonts, especially those that attempt to mimic cursive writing, are almost unreadable.  Do yourself and those that receive your business card a favor and use a sans serif font in a type size that your parents can read.
8. Use glossy paper stock.  I understand that colors "pop" better on glossy stock but it can be a hindrance to note-taking if I don't have the right kind of pen with me.  Sometimes, I have a flair pen and the ink from those pens just wipes away on glossy stock which is frustrating to me and potentially costly to you.
9. Use cheap paper stock.  Again, business cards are cheap but don't get crazy by choosing a cheap, light weight paper stock.  While this choice of paper stock might not be a big deal in isolation, when this card is part of a stack of business cards I have collected from a conference, it's obvious.  The subtle message is "I'm too cheap to invest in a proper business card" which is not the message you want to convey.
10. Use heavy weight paper stock.  We've all been given business cards that are printed on stock so heavy that the card won't bend.  Why?  This is just a waste of money.

And a bonus:

Put your picture on your business card. Unless you are a real estate agent, 'nuff said.

If you have any other "waste of money" ideas or pet peeves or if you think I'm way off base, let me know. 

Comments

[Matthew Washburn]

I completely agree - I love good design, but a business card is definitely one of those things where function should always trump form. The best business cards effectively split the difference between the two.

The only exception, in my opinion, is a company who specializes in selling creative services (i.e. graphic design or advertising firms). In that situation, a business card becomes a miniature portfolio - an instant snapshot of their style and personality - on which they can, and will, be judged.

But for the rest of us, less is truly more.