Three great ways to use the back of your business card
With digital print bringing down the cost of business cards, and making it easier to update your cards more regularly – perhaps it’s time that you thought a bit more clearly about what you put on the back of yours. Could it work that little bit harder for you?
Ok, so there are some must-have items for your business card – like your name, your company name, your telephone numbers, your email address, your Twitter handle and your website. Then there’s that bit of personality – like a photo, an image, a funky finish or shape. And, then there’s how to use the reverse. Here are just three ideas for making yours into a mini marketing tool.
1. Tell people what you do
Prepare a short piece of powerful copy that tells people what you do. You don’t have long – so make it count. If you watch someone receive a card, they usually read the front and then flip over… you have about 10-20 seconds to catch their eye with something. So, keep it short and punchy. Bullet points work well. At a networking event, this can be great for structuring a short conversation. Point them to the bullet point, then tell them a little story (ideally a case study based one) about each service or product you have listed.
2. Add a QR code that links to a testimonial video
A QR code is like a bit like bar-code. Readers are readily available for free on most smartphones. This can be used to direct people to a web destination of your choice. How about preparing a short interview with each of your key people, interspersed with testimonials about them, and popping it on You-Tube (as this plays on all smartphones). Add a QR code on the reverse linking to the video for that individual. Now, your business card can act as a little introduction to you, even when you’re not there.
3. Promote your latest offer or download
This is by far our favourite. If you’re running a decent thought leadership programme (What? Why not?!) – then you should have a steady stream of decent content. Typically, this will encourage data capture in return for deeper content. So, why not keep your print runs small, and replace your cards monthly or quarterly with details of your latest material. This makes a great talking point at events, and also gives people a natural next step on having received your card. Even better, why not have a few different reverses with more targeted content (by industry for example) – so that you can reach for the card that is spot on for the person you’re talking to.
Ooh, and before I finish, a wee note of caution on going design crazy… a bit of personality is great. But, think twice about plastic, laminated, or metal cards that have no white space. People, at networking events in particular, often like to make a note on your card as to where they met you and what you talked about. Make it easy for people to do this, it will help them to remember you and stay in touch – which is why you gave them the card, right?
So, imagine that every person in your business is out there equipped with one of these hard working cards. If just 1 in 10 take some action based on what’s on the back… being as you were paying for the print anyway, that’s effectively a freebie!
By Bryony Thomas | Chief Clear Thinker | Clear Thought Consulting Ltd | @bryonythomas | www.clear-thought.co.uk
If this blog is of interest to you, you my also like:
- Presentation: Squeeze every penny from every marketing pound »
- Blog: 10 ways to weave marketing magic into everyday activities »
- 3 part blog: Getting the most from business networking »
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
What’s on the back of your business card?
Please use the comment function below to share your tips on making your business card work harder.
Published on 1 October 2010
