You spend many a sleepless night worrying about the presentation of your business, your image, what sets you apart from everyone else and trying to keep one step ahead of the competition. We all know that to succeed you need a unique angle and a great deal of our efforts, as entrepreneurs, are spent developing this thread and in constant search for that special edge. Isn’t it amazing, therefore, that very many of us neglect to put as much effort into the creation and design of one of our most crucial marketing elements – the humble business card.

Networking is an important part of every business and even though we spend a lot of time in virtual communication, there are many opportunities to personally pass our message across to others. We interact for any number of reasons and a point of contact with someone can lead to many different opportunities, not all of which are necessarily to do with a direct sale.

While we tend to apply the least thought to the design and creation of business cards, arguably we should apply our most creative talents here. We know that first impressions are everything, yet after we create that first impression through a contact with a stranger, the business card will be the extension of the memory and can often prompt an action from the other party.

Think about all the ways that you could portray your business and keep its image alive. Don’t be stuck in the rut of thinking that a business card has to be a conventional size, shape, material, format and presentation. It does not and often if you’re creative enough the card itself can create its own “buzz.”

Remember that while conventional thinking tells us to create a standard sized business card as it will be included within a desktop business card holder, this is becoming less the case as time goes by. People use business cards in a variety of ways and can often staple or attach to a file, scan electronically into an online database. Remember that if your card looks much like every other, it is likely to get lost in a sea of “sameness.”

Whatever line of business you are in, the chances are that you could design your card to reflect an element of it. What is iconic about your product or service? If it has certain characteristics, try and incorporate those into the makeup of the card. It does not have to be made of paper, it could be a very thin plastic, a metal of some kind, a fabric. Remember to think this through – weigh up your options. If you have a really “cool” card, either through presentation or makeup, then the chances are that it will be retained because of its novelty.

Many people and organizations only use one side of a business card. Put a creative graphic on the back, referring to an element of your business and always try and think outside of the box. Be tasteful, but create a conversation point.

If you want potential clients to retain your card, consider making it into a redeemable item. This could be a coupon of some kind, with a code, which would prompt people to get in touch with you. If it is something that you want to be used more than once, remember to make it from a sturdy material.

If you’re in the information business, what are people often looking for? Incorporate the answers to commonly asked questions, solutions, tables, equations, shortcuts – whatever will prompt the recipient to hold on to it.

If your business could benefit from the distribution of as many cards as possible, consider creation of tear off tabs. While you will not be able to use conventional card stock, you should nevertheless apply creativity to the design and retention factor for the tear off to be retained. Place these pads in heavily trafficked areas, on community bulletin boards, supermarket notice boards and so on.

Why not create a cartoon? People love humor and if you are relevant and to the point and pertinent, people will remember you for it. However, do not be tempted to be too minimalist as the main purpose of a business card is to give people a means of contacting you. You might not feel that you have to include your street address, your fax number or other such information and may feel perfectly confident just referencing your website or e-mail. Remember that you do not have the luxury of waiting for someone to work out what your card is all about. The impact must be immediate and your message obvious.

Remember that you can access any number of great desktop publishing software suites these days and you are only limited by your creativity. Your print shop will be able to apply a variety of effects to your finished item as well.

Think outside of the box, certainly, but don’t be tempted to be just too “cute,” there is a fine line between.

How have you made your business card stand out from the crowd?

Adam Toren