I'm confused: I am potentially one of your customers—so why don't you want my money?
At the last three e-commerce conferences I have attended, sadly I have encountered the same conversation over and over again:
"What do you do for a living?"
"I sell the best XYZ widget ever made!"
"Oh, I need one of those. Do you have a business card with your Web site on it so I can purchase one when I get back?"
"Sorry, I don't have any on me… but you can just go to www.myfavoritexyzwidgets.net and get them."
Again, don't you want my money? I'm not going to remember your URL and neither are other potential customers. If you don't care about my business, I am certainly not going to go out of my way to spend my money with you.
Now, some of the people I talked to did have business cards, but they still didn't get my money. Why? At the end of the day, I went through the stack of cards I received. Only a couple of them had enough of the right information for me to remember the conversation, person and product we had talked about.
I would love for this article to be about breaking out of the traditional business-card marketing path, about standing apart from your competition by using other ways to promote your business, but first we need to get back to the basics of promotional marketing and what success steps to take.
You can have multiple goals; just make sure you also have multiple cards
Call to action
What is the goal of your business card? Is it to get someone to sign up for your newsletter? See your class schedule? Promote your eBay Store? Pick one goal and make it great. One of the cards I received had all three of these on it. This distracts the potential customer and can dilute the power of conversion.
Make sure your goal includes a call to action. Just stating your goal, "Sign up for my newsletter at www.mynewsletter.com" won't entice customers to act. Use active conversion language like "99 percent of eBay Stores owners are set up wrong… Learn to be that 1 percent at www.OnePercentCoach.com."
Success Tip: You can have multiple goals; just make sure you also have multiple cards. I have one card for professional speaking, one for joining Rock Stars, another to promote the OSI Success Library, etc.
TMI: too much information
There is no rule stating that you have to include all of your information on one business card. Keep in mind your goal when choosing what information to include. Many of my cards don't have my name on them at all because that information won't achieve my goal for that card. This is also true for your address and phone number. What are the essential pieces of information your customer will need for you to achieve the goal you have set?
Give it 100%
So many of the business cards I see only have information on one side, with the back left blank. This surprises me. If you have gone to the effort of creating cards, and developing a relationship with a potential customer, why would you only offer 50 percent of your marketing to them when you could offer 100 percent? Take the opportunity to always sell to them, no matter what side of the business card ends face up.
In the next article, we'll talk about wowing potential customers with your giveaways and marketing materials (not to mention getting them to spend money).
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Janelle Elms is a best-selling author, inspiring educator and Visionaire of the OSI Rock Stars. You can hear her on wsRadio every Wednesday on Ask Janelle Radio. Learn the success information you need to grow your business at www.osiRockStars.com. For step-by-step training on how to set up an eBay Store for maximum exposure and profit, visit One Percent Coach.
Opinions expressed here may not be shared by Auctiva Corp. and/or its principals.