Michael Masterson has often pointed out in his online newsletter Early to Rise that much of the conventional wisdom you read about business and entrepreneurship is pure nonsense.

Much of this pap, as Michael has noted, is produced by misguided consultants, ignorant marketing advisors, and business journalists who have never run a successful business in their lives.

Take, for example, the nonsensical advice given on the subject of business cards.

One writer suggests giving everyone TWO business cards instead of one…the logic being the recipient will then have an extra to pass on.

Yet you never hear a Steve Jobs or Donald Trump say, “Yes, I built a billion dollar business…I used the ‘hand out two cards instead of one strategy’ to do it too.”

We’re also told how to transform a business card from its conventional form (name, company, and contact information only) to a powerful “billboard” by adding unconventional elements such as a strong positioning statement, a list of services, or clever graphics or slogans.

But the truth is, spending any significant effort worrying or thinking about business cards…or strategizing their usage…is an absolute waste of time.

That’s because most people who receive your business card throw it away without a second glance.

In fact, most of the self-made millionaires I know don’t have business cards…or if they have them, they don’t carry them.

In the “good old days” before the PC, most people actually had Rolodexes into which they would copy the information on your business card…or actually insert the card itself.

But now, your prospects keep their “Rolodexes” in Outlook or some other PC application.

Yes, I know there are devices sold that scan business cards and import them into PC databases. But their use is far from widespread.

Do you use one? Have you seen one on a prospect’s desk lately?

That’s what I thought.

So…what should you put on your business card…and how should you get it into people’s hands so they pay attention and file it for future reference?

My answer may surprise you…

1. You shouldn’t worry about what you put on your business card—it doesn’t matter.

2. You shouldn’t carry business cards or hand them out to people.

Instead, do the following…

When the prospect asks you, “Do you have a business card?” say, “I don’t have any on me. But give me yours, and I will put one of mine in the mail to you.”

Then, in conversation, qualify the prospect, find out their needs, and send them the appropriate catalog, brochure, or other relevant literature on your products or services.

Enclose with these marketing materials one of your business cards—fulfilling the promise you made to send it.

But what if your prospect does not carry a business card (many busy people don’t remember to carry them)?

Then have prospects write their contact information on a piece of paper (you should always carry a notepad and pen for this purpose).

You see, if you readily give your card to the prospect, you eliminate the need for them to give you their contact information…which means you have not captured a lead and have no way of following up with them.

But by strategically withholding a business card, you almost “force” the prospect to give you their contact information (almost no one will refuse you when you ask them for their card or to write down their contact information).

So you can capture them in your database…follow up to qualify them further…and convert those who are qualified leads to sales.

Result: instead of swapping little pieces of paper (business cards), you convert contacts into sales and revenues.

But there’s one extra step I left out…

After you get the prospect’s business card or contact information written on a piece of paper, say, “We also publish a monthly online newsletter on [TOPIC]. Would you like a free subscription?”

When they say “yes”…and most will…you can now communicate with them, virtually at no cost, as often as you like—both with your monthly online newsletter as well as e-mail marketing messages sent to your newsletter subscriber list.

You can send the e-mail marketing messages because, as subscribers, they have “opted in.” They know you…have agreed to receive e-mail from you…and it’s perfectly legal to send promotional e-mails to them.

Note: Of course, to use this strategy, you must actually publish an e-newsletter related to your product, service, or area of expertise.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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