Every business card creates an impression that reveals a lot more than
you’d expect about a business. It exposes more than the printed words,
disclosing its health and priorities. Cards can often say unflattering
things, rather than the messages you intended. It can function as
your silent ambassador or as a spiteful gossip. So make sure yours
expresses precisely what you want people to remember.

The condition of the business is often reflected by the card, very much
like the health of a patient is revealed by an analysis of their blood
sample. Once you start to decode more of the everpresent messages
on business cards, you’ll avoid many self-defeating blunders.

You’ll also more accurately assess any company’s personality as it is
displayed on their other promotional materials. You’ll understand the
value of including emotional cues, which are faster and more reliable
than words, but they can lead to greater trust and long-term relationships.

Ways to think about your card—

• Your business card is the smallest package your business
  comes in.
• Ask yourself—if you knew nothing about your business except
  what shows on the card, would you do business with you?
• A positive perception in the first few seconds provides a 93%
  chance of making a sale; a negative perception gives less
  than a 1% chance. Avoid a negative perception at all costs.
• Your business card is a sample of your business and a
  sample of you—revealing who you are, what you offer, what
  your priorities are, and the quality of services you provide.
• If you are unclear about the goals and unique features of
  your business, how can your card possibly send a clear
  message? And how can potential customer be expected to
  figure it out? (Hint, they won’t bother)
• You have to give the customer a reason to care about doing
  business with you—that means creating an emotional
  connection.
• Developing your professional image and your business
  card are part of an ongoing process and evolves as the
  business does.
• Although the business card is small it is very powerful in
  setting the tone of a business relationship.
• Your card is a form of communication, but communication
  will not occur without making a personal connection with the
  other person, so there’s something for them to recollect later.
• The life’s work of a business card is to make you memorable.
• Never give your card—bestow it as you would a gift.

       Dr. Lynella Grant is an expert on the signals that make up the body
       language of a business. Author of The Business Card Book and
       Stop Looking Like Small Potatoes    http://www.giantpotatoes.com
       Off the Page Press (719) 395-9450