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Make Your Business Cards Work


What's the cheapest, most under-used marketing tool you have?

The answer's no secret ... it's your business cards. If you aren't making them work for you, you may be missing an excellent opportunity at leveraging a cost effective marketing tool.

By the time you have read this article, you'll know several ways in which you can increase your profits by wringing every last cent of value from the advertising power of business cards.

Business card content

Everyone knows what a business card contains, so I'll keep this brief and focus on what some people don't have on their cards.

Cost effective advertising

The last supply of business cards I bought cost me 0.07 cents Australian per card; the last classified advertisement I lodged cost me $72. While the newspaper advertisement will get much more coverage for a day or two, I have no control over who reads it. Among those who do, thousands will have no personal interest in my offer and still others might never get to the classified advertisements pages. Many will throw out the paper in a day or so and my three line ad will be gone forever from their houses and minds.

With my business cards, however, I can target where and when I leave them or to which individuals I hand them in order to get the greatest advantage. Of course, there is never a guarantee that where I leave them will result in sales, but at least people do keep business cards. The idea is to increase probability ... the probability that the recipient will want my goods or services. Here's an example.

Target marketing

Recently I attended a workshop about Email Marketing which was also attended by about 50 others. As the products I sell include three high capacity email management software systems, this was an opportunity I couldn't miss. I left a card at every place mat on every table.

If the target audience was interested in email marketing, wasn't there a probability they might also be interested in email software? Sure enough, I received 11 enquiries within a few days of the workshop and sold three copies of the software.

Had the workshop been about 'The Metallurgical Use of Sodium Cyanide' how successful do you think I would have been?

When you use target marketing, you may have to offer a financial incentive for someone to distribute - or allow you to distribute - your card. If someone asks for a commission to distribute my business card, I'm happy to oblige, but I also expect to be allowed to leave a brochure. The incentive I offer is this: If you agree for me to leave my sales brochure, I'll use a code within the brochure that lets me identify a sale as coming from your workshop, shop, seminar or whatever. For every sale I'll give you a percentage commission.

If you do this often, you can set up an affiliate program through Clickbank, Sharesale or someone else who provides affiliate management programs. But I don't create affiliates for short-term ventures that may last only a few weeks, it's too much work.

Depending on the goods or services you sell, you can leave your business cards at business offices. For example, when I visit a real estate office I see business cards for insurance brokers. When I go to the insurance brokers, I see cards from real estate businesses. This can be a mutually beneficial arrangement that costs nobody. If you do it though, you must ensure you don't neglect your business card holder ... keep it stocked.

When you get a chance, identify those businesses whose customers may also want your complementary products or services. Talk with the owners/proprietors and see if you can arrange to leave your cards there. Remember, nothing ventured, nothing gained.

Even your friendly Chinese Cafe may be a good place to get some exposure. A cafe I visit every couple of months has a cork wall board bristling with business cards. Every time I go there I leave three or four of mine. They always need replacing, so someone is taking them. And let's face it, they aren't good for much else but reading.

Ask your friends to pass your cards to people they know -their sphere of influence - referral is an excellent method of marketing. Hand them out to people you meet at work - at play - anywhere if you feel they are prospective clients.

At the end of the day, you need to use every conceivable method to keep your firm's name in front of as many people as possible. After all, if they don't know you exist, why will they call you when next they want a new batch of widgets?

The cheap, humble business card can be a very effective marketing tool if you use it wisely. How well are you using yours?

Copyright Robin Henry 2005

Robin Henry is an educator, human resources specialist and Internet marketer whose firm, Desert Wave Enterprises, helps individuals and businesses improve their performance by using smart processes, smart technology and personal development. He lives at Alice Springs In Central Australia, but his online presence is available worldwide eg, lately he has been assisting US-based firms deal with Australian Government under the US-AUS Fair Trade Agreement.

Visit Desert Wave Enterprises.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. March / 03 / 2021

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How to Start Creating the Change Advertising Needs  MarTech Series

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New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

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Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

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Maryland Digital Advertising Services Tax Delay Likely  The National Law Review

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ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

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Retail advertising's growing pains  Business Insider

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Roku’s advertising ambitions just got even bigger with new Nielsen deal  The Verge

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Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  PRNewswire

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Targeted perimeter advertising for live TV broadcasts thanks to AI  Innovation Origins

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4 Marketing & Advertising Lessons Inspired By Dr. Seuss Classics  Digital Media Solutions

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Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions  MarTech Series

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Instacart Raises Millions To Accelerate Advertising And Retail Marketing Services 03/03/2021  MediaPost Communications

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Carriers quarrel over 5G advertising  RCR Wireless News

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Broadcasting tech swaps stadium ads for regional advertising  New Atlas

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Disney Advertising Sales Unveils New Disney Real-Time Ad Exchange (DRAX) During First Tech Showcase - LaughingPlace.com  Laughing Place

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Rare Vintage Advertising Signs and Petroliana Selling at Auction Conducted by SOLDasap Auctioneers  PRNewswire

Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium - Yahoo Finance
Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium  Yahoo Finance

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China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China  MarTech Series

Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee - Milwaukee Business Journal
Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

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Amazon has been advertising its $15 minimum wage. It’s still driving down pay across the warehousing industry.  The Counter

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Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising  MarTech Series

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Digital Advertising Platform Cardlytics Set to Acquire Dosh For $275 Million in Cash & Stock  Crowdfund Insider

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Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game  Science Daily

AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM - AiThority
AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM  AiThority

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UHV NewsWire - UHV takes home three advertising awards  NewsWire

What Maryland's Digital Advertising Tax Means for You - Lexology
What Maryland's Digital Advertising Tax Means for You  Lexology

Cardlytics to Acquire Dosh to Bolster Digital Advertising Offering - GlobeNewswire
Cardlytics to Acquire Dosh to Bolster Digital Advertising Offering  GlobeNewswire

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What is programmatic advertising and how does it work?  Kenosha News

Supervisors advertise a 2-cent real estate tax increase - Inside NoVA
Supervisors advertise a 2-cent real estate tax increase  Inside NoVA

AC media students capture American Advertising Awards - KAMR - MyHighPlains.com
AC media students capture American Advertising Awards  KAMR - MyHighPlains.com

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

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Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers  healthaffairs.org

Walmart is looking for a new ad agency - Business Insider
Walmart is looking for a new ad agency  Business Insider

Quick Viewership & Advertising Insights for the Golden Globes - TVRev
Quick Viewership & Advertising Insights for the Golden Globes  TVRev

Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com - Business Wire
Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com  Business Wire

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FTC issues orders to e-cigarette companies seeking sales, advertising data  KFGO News

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AC Students Earn American Advertising Awards — The Amarillo Pioneer  The Amarillo Pioneer

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Paul Potratz took his advertising and marketing company fully remote, here's why - Albany Business Review  Albany Business Review

New co-presidents at Adelaide Advertising & Design Club - AdNews
New co-presidents at Adelaide Advertising & Design Club  AdNews

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge - JD Supra
Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge  JD Supra

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JOE BURTON, LEADING NATIVE ADVERTISING EXPERT, AND FOUNDER & CEO OF ROI MARKETPLACE, ZOOM INTERVIEWED BY  EIN News

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Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra  JD Supra

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After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising  Fort Worth Star-Telegram

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Molly-Mae Hague breaks advertising code for Instagram giveaway  This is Money

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Digital Advertising Platforms Market 2021 Strategic Analysis, Growth Drivers, Industry Trends, Demand and Future Opportunities till 2026 |Amazon, Aol, Baidu, Facebook, Google, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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TV Advertising Is Usually Not Worth It  Kellogg Insight

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Hear that roar? U.S. Hispanic advertising agencies are on the rise at the Cannes Lions  AL DIA News

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Klarna establishes Influencer Council after falling foul of advertising watchdog  Finextra

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Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

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Huskers take home 12 Nebraska advertising awards  Nebraska Today

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Former Kantar head of advertising research joins Cubery  AdNews

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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Women ad film makers: Is advertising unable to #ShareTheLoad?  ETBrandEquity.com

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Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters  Adweek

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Advertising on Race Cars - What Do You Need to Know?  The Sports Bank

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The Next Era of Digital Marketing: IBM Watson's Stipes on AI Advertising – Beet.TV  BeetTV

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Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

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Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

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The 6th Wave of Advertising Technology: Privacy  AdExchanger

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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What advertising's biggest industry events will look like in 2021  AdAge.com

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With Veto Override, Maryland Becomes First U.S. State to Enact Digital Advertising Tax  Sidley Austin LLP

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl will welcome some new advertisers that had a great year during Covid pandemic  CNBC

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17 big advertisers that are looking for new agencies right now  Business Insider

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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Public Schools Are the Best Advertisements for Homeschooling  Reason

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

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‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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From The Experts: Media And Advertising In 2021  Forbes

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Marketers Underuse Ad Experiments. That's a Big Mistake.  Harvard Business Review

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Is Amazon About To Take Over Online Advertising?  Forbes

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What Big Tech’s scrutiny means for luxury advertising  Vogue Business

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Facebook's advertising integrity chief leaves company  Reuters

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Why Authentic Marketing Will Replace Advertising  Built In

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Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

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The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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2020: A Record Year for Political Advertising  Bowdoin News

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Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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College advertising during COVID-19 draws criticism  Inside Higher Ed

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