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Friday, 05 Sep 2008
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What
Does the Back of Your Business Card Say?
by
Mike McDaniel
Business cards
with nothing on the back are wasted opportunities to sell.
Use the back of your card to expand and reaffirm your selling
sentence (which should be prominent on the front of your card).
If your selling sentence is "Where You Save 20% on Power
Tools Everyday", use the space on the back to list the
brands on sale every day. Another solid impression about you
and your business.
You can use the back of your card to explain the high points
of your business, quote happy customers or list the products
you offer. If you quote, be sure to get permission. Implied
permission is when you use a sentence with quotes around it
and no attribution.
No need to fill the back edge to edge, but put something there
that will work for you. Judicious use of white space front and
back is the mark of a professional. Ever notice the aisles in
an expensive store are wider than Wal-Mart?
Find a way to work your name into what you put on the back.
The back is an ad for you, a mobile marketing piece. Without
your name there, the close is lost. Don't repeat anything else
from the front, but be sure your name is on both sides.
You can offer a quiz (or checklist) that will stimulate thinking
and prompt a call to you.
Some folks put valuable information on the back (police, fire,
hospital phone numbers, a calendar, or a football schedule).
Some cards use handy tips or conversion tables or charts.
Turn the back of your card into a coupon. When they redeem
the coupon, give them another card.
Another clever idea is to print the back of the card with enough
space for you to give your prospect your direct number or your
private 800 number by handwriting it in the space on the back.
"Here, let me give you my PRIVATE number" indicates
in not so subtle tones not everyone gets that number or you
would have printed it on there for all to see. The chance of
that card making it back to the prospect's desk are 10 times
better than a ho-hum card.
If you use color on the front, the back can be done in black
and white. Information is usually presented in black and white.
Nice physiological touch, and less expensive too.
Dig out that pile of cards you have saved from meetings, conventions
and networking. Few utilize the back for anything, let alone
planned marketing.
For more about business cards, get
my article "What's on Your Business Card?"
You stand out from the crowd when your business card is a professional
marketing piece, both sides.
2005 © BIG Mike McDaniel. All Rights Reserved.
BIG
Mike is a Professional Speaker and Small Business
Consultant with over 30 years experience. Visit his website
at http://BIGIdeasGroup.com.
Subscribe
to "BIG Mike's BIG Ideas" Newsletter.
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