What is the primary goal of handing someone your business card? In the grand scheme of things, the exchange lasts about 10 to 15 seconds.
That's enough time for them to take a cursory look at it, make a comment or two, and politely tuck it away somewhere in the stack of other cards they've recently received.
Sounds about right, doesn't it?
However, at some point, you have to ask yourself what these exchanges really accomplish, and whether or not they produce the results you're after. The true goal of the exchange for any business owner or service provider is to build traction within your target audience.
If you can attract and compel potential customers to take a closer look at your business, or take the next step and contact you or make a purchase, chances are good they will become returning customers and clients.
So, if your business card isn't building traction within your industry, then it isn't helping your business move forward and grow. That's where printing on plastic makes all the difference.
Sitting at the Intersection of Profit & Loss
Printing on plastic not only introduces your business in a memorable way, it extends the amount of time people spend exchanging business cards.
People who network spend a lot of time giving and receiving business information. After a while, they fall into a certain rhythm. They may look at a business card and say something nice about it or offer encouragement, but unless the connection proves beneficial, that's usually as far as the interaction goes.
Printing on plastic breaks people out of that rhythm. They feel compelled to take notice of the card, comment on it, and remember it later.
A plastic business card isn't something you see every day. It's the perfect introduction, but it's important that the attention-getting element becomes a hook. When used properly, that hook is what brings people to your business over your competitors.
Plastic makes the card noticeable. Now, it's your job to make it worth noticing. To do that, you need to bring three things to any plastic card you design:
- Knowledge of your target audience
- A one-on-one pitch
- Focus
The next section of this article will look at these thing in more detail.
The Hook, the Line, and the Sinker: Card Designs that get Traction
Hopefully, you know who the target audience is in your industry. And hopefully that audience is very specific.
Have you noticed that when you ask someone who their target audience is the answer tends to be broad? People tend to err on the side of caution when defining their audience. For example, they'd rather say that their target audience is small businesses instead of startup businesses in a particular industry with 10 employees or less.
In this case, staying broad is usually a mistake. More and more potential customers are gravitating toward niche markets. They want to know exactly what they're getting and exactly why they need it.
Knowledge of your target audience: Don't be afraid to niche down. You are better off focusing on your audience with a resonating message then you are casting a wide net. Other audiences will find you if you offer products and solutions they need, but your core audience is the one that gives you traction.
Chances are the person who has your card in their hand got it through a one-on-one interaction with you. Even if they didn't, you still want to make it feel like a personal interaction.
Research has shown that people respond better to written communication that is relatable and personal. When you choose the text for your business card, make sure it has an individualized, conversational feel.
A one-on-one pitch: By speaking in terms your core audience can relate to and connect with, you stand a better chance of converting them into a customer. Choose your business card text wisely.
It would seem calls to action are everywhere lately. One promotional item could include options to:
- Log on for more info
- Like us on Facebook or follow us on twitter
- Opt-in and use this code to claim a discount or prize
- Live chat available on our website right now
- Present this card for a free complimentary service
That's like taking five shots in the dark and seeing which one brings in customers.
Focus: Multiplying the number of your CTAs is not effective. It's too much information on a business card. Instead, focus on one clean, unobstructed, and beneficial CTA.
Printing on plastic is the first step that will introduce your target audience to your business. Following three more steps will turn that audience into your customer base. If you need help designing a card that speaks to your core audience, contact Plastic Printers today.
Our staff has had over two decades of experience helping businesses define and attract a customer base by designing promotional items printed on plastic. For more information on our services, visit our website www.plasticprinters.com.
