Would you agree that the quality of someone’s handshake matters?
Goldilocks had it right. Not too hard (or you look insecure) -- but definitely not too soft -- (ladies that goes for you too). The right degree of squeeze, the vigor of the shake and a heap full of eye contact goes far huh?
However primal this ritual may be, even in this, the second decade of the third millennium, we still use the handshake as a cue to judge people -- professionally and personally. So the question is, do you think the rules are any different for that little item you give someone after you shake their hand, or when you say goodbye?
For a while there, I was one of those who forecast the demise of the business card. Circa 2000, the infrared beaming of contact info from Palm to Palm was catching on. That feature has since gone the way of the T-Rex for reasons I don't grasp. As for today’s iPhone Bump application, I just don't see new business acquaintances finishing their lunch with a cute little tap tap of their Apples, unless that’s what they were doing with each others shoes underneath the table.
Which leaves us with an old fashioned solution for the foreseeable future -- one that never crashes, loses power or needs updating --- paper business cards.
- Cards date back to 15th century China.
- They were used in Europe in the 1600’s as a “visiting” or “calling” card with all kinds of etiquette attached to the practice. (To this day, formal Asian businesspeople present their card to you with two hands like it is a gift. Oh and never, ever write on their card -- it is seen as rude.)
- In the 1700’s cards started to be designed with directions and maps to help people find merchants since there were no addresses or street signs.
- Those early business cards were printed using woodcut or letterpress methods and then in the early 1800’s lithography became the norm.
- Eventually the personal calling card stopped being used and the business card evolved from simple black type on white or ecru paper to all the choices we have today.
A card is the sum of its parts:
- The graphic design - balancing form and function to represent your brand.
- The amount of content and the messaging
- The potential for using both sides
- The quality of printing
- The quality of paper stock
- Selecting the correct printing and paper for the needs of the design you selected.
- The economies of scale with press time and printing materials. If you order more you save. If you order less your per unit cost goes up.
I don’t write code or develop complex budgets. I don’t develop HR policies or best practices for logistics and operations. I leave that for the experts, like you. Please pay me the same courtesy. Trust that my recommendation to spend X dollars on cards is more than a discretionary whim from the creative guy. Remember, a few extra pennies per unit might save you a few pennies, but that might cost you a lot more.
The choreography of choices that make up a card create an impression no different from a handshake. How can you expect someone to entrust their valuable account to you, if subconsciously your card feels flimsy? If the paper bends and dog ears easily? If it gets smudged and scuffed within days? If it’s hard to read? If it doesn’t convey the right message? Dare I say, if it’s just plain ugly? Don't you want your card to win the competition when your prospect comes home from the trade show and is sifting through all the cards she received?
It's really simple. The first (or lasting) impression of your card can get you in the door and help you earn more business. Find some other place to skimp -- like that eighth person in accounting.
You know how you can tell a real marketing person? When you hand them your card they will, more often than not, subtly (or not so subtly) flick the corner of the card with their thumb. If it makes a snapping sound, it passes the test of substance. If not, they try to hide their pity.
It’s very rare when I think conformity is good marketing, except when it comes to the shape and size of a business card. Just the other day I found a card modeled after a stick of gum someone gave me at an industry conference. It had been lost for over a year, playing peek a boo with all my other cards. The most unique, if impractically practical, card I’ve ever seen? Made out of metal and plastic, one end is a real, functional bottle opener.
There’s lots of ways to make your card stand out while still ensuring that it meets its entire job description. Just like you or your business. Start with quality and expertise.
