By Sarah Easley, M.A.
With the power of digital marketing at our fingertips, it’s easy to question whether print materials should still be part of a modern marketing strategy. When you walk into a roomful of potential clients these days you can safely bet most, if not all of them, have mobile phones in their pockets that can bring up your credentials with a few taps of the screen.
So, why bother with a business card?
You may be able to make a strong case for your expertise on a LinkedIn profile, a portfolio or testimonial page, but when you’re standing there, face-to-face, convincing them to look these things up can be challenging. If you’re well-equipped, though, you’ll be better prepared to win their interest. Handing them a business card can be just the clincher you need.
Whether or not you have a business card can instantly make or break a potential client’s opinion of you. They’re useful in that they put all the information a client needs in the palm of their hand, but a business card also symbolizes your professional persona. When you whip one out, you are demonstrating several important and extremely attractive traits clients will gravitate toward.
Like spotting a wedding band on your finger, a business card immediately tells a client you are dedicated and serious about your undertakings. They see that you’ve invested in your business, come prepared, and are willing to put yourself out there. In far less time than it would take to have the potential client pull their phone out of their pocket, you’ve given them everything they need to connect with you and demonstrated your professionalism in a small but powerful gesture.
Print materials such as business cards, brochures, and rack cards can also function very much like your website. While your digital profile does the work of promoting you online 24/7, your print marketing will do the same offline.
Consider where your ideal clients might visit and see if you’re allowed to post promotional material at these locations. If you’re a plumber, ask about putting your business cards or brochures at hardware stores. Talk to the store manager and some of the plumbing and hardware associates so they’re aware you’re offering services and have provided material they can point customers to. If they meet someone who could benefit from your services, they might just send them your way.
Be aware that print marketing can still fall flat if your materials fail to embrace your brand in an appealing way. The key is to put time and careful planning into their design. Work with a graphic designer to create something that is unique to your business, representing your brand with clarity and style. Ensure your information is accurate and will make it easy for clients to communicate with you. Finally, select fonts, colors, and designs that will make your business cards and brochures easy to read and engaging.
Check out Forward View Consulting’s design services to equip yourself with powerful printables that will take your brand further! We can manage everything from the design decisions of paper weight and gloss to the printing and delivery of your marketing materials.
By Sarah Easley, M.A.