Written by Sean McPheat |
We’ve often spoken about your marketing and advertising, and how important it is to keep your name in front of your prospects, especially when the time comes for them to want a solution to a challenge that you can help them with.
Well, how can you differentiate yourself from your competitors in a way that will make you, personally, stand out from the crowd? If you can find a way, you are marketing and advertising all the time.
What have you got in your armoury that all your competitors have, but can prove your differentiator? It’s your plain old business card.
Yes, that give-away that you don’t even think about can be the very thing that makes you stand out. And I don’t mean with colour or attractive embossing or anything like that.
Take a look at your business card now. Go on. Take it out of your wallet or purse and have a good look.
OK. Now, turn it over.
What’s on the back? Is there anything that could bring you business on there? No? If not, you’re wasting 50% of your business advertising and marketing!
Why do most companies only print on one side of the card – because that’s the way it’s always been done. Imagine having other things in your company that are being done the same way because that’s the way they’ve always been done.
Think about what you could put on the other side that would be interesting to a prospect or client, something that adds value to your proposition.
Here’s some ideas:
* You can print your personal vision or mission statement. This will tell your prospect every time they think of you exactly what you stand for
* You can print your differentiator. This is what sets you apart from your competition, your USP
* You can print reasons why your customers are loyal to you. These are not boasts, they’re genuine reasons
* You can print how long you have been in your business, how many customers you’ve worked with, and what percent of your business is repeat business. Like this;
15 years . . .
590 customers and counting . . .
81.3% repeat business . . .
There’s no end to what your card can do for you on the other side. It’s interesting and unusual. It’s impressive. It’s memorable. It keeps you in the prospect’s mind. And that can only be good for business!
Originally published: 6 September, 2010
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