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Moving Beyond
Marketing Rituals To Increase Profits
© 2004 By Charlie
Cook
You're at a networking meeting and someone
asks for your business card. You hand them a fairly typical
card with your company's name, your name and title, and
contact information on it. What happens next? Do they get in
touch with you? Do they become a client?
Nine times out of ten, the conversation ends when you hand
someone you've just met your business card, and you never
hear from them again. Wouldn't you like to use these
opportunities to generate interest, get a conversation going
and have prospects contact you?
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 All
of your marketing materials should be written
and designed to prompt prospects to take action.
When you meet potential clients or customers,
whether in person or through your brochure or
web site, you want to lead them to ask you how
you can help them and to call or email you later
for more information. A typical business card
does neither of these things. You don't have
much real estate on a business card to work
with, so use it well. Start by looking at the
basic elements of your card.
Most business cards include titles. Your card
may say, "Broker", "Consultant", or "Vice
President". What does this tell prospects about
what you can do for them? Titles only give
people a vague idea of what you do and rarely
explain how you help people. If you include a
title on your card, make it descriptive of
your role in the company or your work with
clients. |
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Instead of or in addition to your title, put
your marketing message on the card. This is a one-sentence
description of how you actually help clients. When prospects
read yourcard, they'll quickly learn the problems you solve,
and they'll want to know how you can help them or
someone they know. Your card then becomes a catalyst to
conversation and gives you an opportunity to learn more
about this prospect's needs.
Another way to use your business card to pique prospects'
interest is to include an offer on the back. You might offer
a free report or guide of interest to your target market.
For example, if you are a real estate agent you could offer
an article on "10 Simple Ways to Increase the Value of Your
Home", available on your company's web site through the link
provided. When prospects visit the site, ask them to provide
their name, email address and phone number, and then deliver
a well-written and informative article.
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The first step is to get a prospect's attention and their
contact information. Then you can stay in touch with them on
a regular basis, offering more helpful ideas and information
about your services. Building relationships in this way is
well worth the additional cost of printing on both sides
of your cards.
Before you rush to redo your business card, you'll want it
designed so it is easy to read and moves your prospects to
contact you. If you want it to look professional, hire a
graphic designer to help put your marketing objectives into
print.
Stop exchanging business cards as a ritual and start using
your card to attract new clients. Reconsider your title and
include your brilliant marketing message. Add a free offer
your prospects can't refuse. Your business card will help
you start conversations, generate more leads and grow your
business.
ABOUT THE AUTHOR:
The author, Charlie Cook, helps service
professionals
and small business owners attract more clients
and be
more successful. Sign up to receive the Free
Marketing
Guide, '7 Steps to Grow Your Business' and the
'More Business' newsletter, full of practical
tips you can
use at
http://www.marketingforsuccess.com |
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