Better Business Cards

handshake01Ah, the ubiquitous business card. Often, designing a business card is a tag-along service included with creating a new logo. Regardless of whether your company or look is new, hire a professional designer. Once hired, trust them, but not implicitly. Skills and attention to detail vary, so ask questions until you’re settled with the answers. Follow the steps below.

Don’t go cheap. 
Business cards are inexpensive by nature, but keep in mind they carry your name and an experience to your prospect.
Heavy stock (100# cover or 14 point are both a good choice). Gloss finish is fine, but on 1 side only, please. A gloss finish can make colors “pop”, but it also makes taking notes nearly impossible. Using a gloss finish on both sides will ensures your card is remembered for frustration.
Professionally done, NOT off your desktop-printer. Printing on 1 side or both is a matter of opinion.
Stick to the traditional 3.5″ x 2″. It fits everything out there made to hold business cards. If you want to produce something else – GREAT! But that’s a promo-item, not a business card.

Know your audience.
If your customers are often over 40 years old, most typefaces under 6 point are, well, pointless. Keep your audience in mind when communicating to them. Making it hard to read will also make it easy to throw away. Annually, business cards by the millions are produced, distributed and recycled. If you’d like to avoid yours landing in that third category, use this checklist.


  1. Company Logo
  2. Street Address
  3. Website
  4. Representative’s Name and Title
  5. Representative’s Phone # and eMail
  6. What the organization does

Harping on #6.
Prospects are everywhere. And if you’re fortunate to have someone (other than you) share your card, the stranger holding it needs to understand WHAT you do when you aren’t there to be suave and debonair in-person. Tell him/her in plain language.

TRUE STORY: I consulted for a company with a name that could have implied anything from sports equipment to executive coaching. Their card displayed no qualifying statement or definition of industry. When I pressed for an explanation, the answer was “Well, we do so many things we don’t want to limit ourselves.” Listen Champ, when your prospect has passed your card to a C-Level executive and THEY don’t know what you do, you’re limited.

Specific is Terrific.

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