Feature:
7 Deadly Sins of Business Cards

I. Appearing Too Cheap
Frugality is good. Miserly is not. Here are some common mistakes that broadcast "cheap" loudly:

• Perforated edges - you made these at home? Your potential customers might think, "If you're that cheap with your essential marketing materials, how cheap will you be getting the job done for me?"
• Two names on the card - this works when it's a husband and wife team. Otherwise, your prospective new customer really wonders what's going on.
• Someone else's name scratched off and yours is written over it. You can do this for about a week after you start work at a new company. After that, your potential new client will wonder.

II. Not Appearing Serious
You want the reader to look at your card and see that you are a real player, someone they can trust. When you include irrelevant extraneous items on your card, like a picture of your pet, you send the opposite message. Hey, I love my pet jabberwocky, but you won't see him on my business card.

III. Too Many Phone Numbers
I have business cards with ten, count 'em - ten, phone numbers on them. Ow! Just tell me how I get you - easily.

IV. No Address
When prospective new customers see a business card without an address they probably think one of two thoughts: "are you a fly-by-night operation?" or "are you working out of your house?" There are a few cases where it makes sense to work out of your house, but put an address on to reassure those reading your card that you are a real player. You can always get a mailbox at a mail store - it'll be called a suite!

V. Unreadable Card
This commonly happens when you have dark print with a dark background. One of the key tasks of your business card is to convey information about you to the other person. If they can't read your card, then it fails in its primary task.

VI. Glossy coating on both sides
Gloss looks great - it has that extra kick that says high quality. But if both sides of your card are coated, the recipient can't make notes on it. If they want to make a note about you - perhaps place an order - they can't.

VII. No Email
Imagine what you would think if you received a card with no phone number on it. Pretty strange, wouldn't you say? These days email is just like the phone - everyone needs an email address to communicate. Luddites excepted, of course.

You don't have to have the most expensive business cards. But you do have to make a good impression in order to succeed. A small amount of money, wisely invested in your business cards, makes for a strong impression. And that builds the foundation for your success.

Kris Dekom is the owner of Business Partner of Pinellas – Your One Stop Marketing Shop – in St. Petersburg, Florida. For more info, contact Kris at kdekom@businesspartner.com or 727-573-9515.

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