“This is odd” she said, “I’ve got this card in my pocket but I don’t remember meeting the person. And looking at the card, I can’t really tell what they do for a living. If I can’t remember why I kept this card, I suppose it’s safe to toss it out.”
Do you understand what makes a business card powerful and effective? What if she had kept that card because she initially thought she knew someone the person needed to meet? Your business card is doing its job only when it sends a clear, focused message that demonstrates the problem you solve and the clients you serve. If someone can tell who your perfect client might be, there’s a good chance referrals could be coming your way.
How many times has someone looked at your card, days or weeks later, and not had a clue what you do? Think I’m exaggerating? Pull out a few business cards from your card file, those you've had more than a few weeks. What do you see?
Can you tell, simply by looking at the card, what problems they solve for their clients? Do you have a good idea who their clients may be? Could you send them a perfect referral simply by looking at the card? Unfortunately, people tend to spend more time thinking about font and colors for their cards and miss the point that it's the message on the card that's important.
It’s been my experience the best business cards are those that clearly identify who would be a perfect client. When someone asks “Who do you need to meet?” it’s best if you can immediately define that client in a way others can recognize. Same goes for your business card.
Here’s a tip: List your perfect client on your card. There’s a lot of real estate on the back of your card – use both the front and back wisely. Remember to leave enough space on the back for someone to make notes when they meet you. Also keep this in mind when choosing the color and finish of the back of your card -- not everyone carries a fine-tip marker for making notes when networking.
So, what do you say when someone asks “Who do you need to meet?” I’ve discovered my perfect clients are solopreneurs, entrepreneurs, and small business who build their business through networking, either online or in person. They are most often women and tend to be accountants/CPAs, attorneys, doctors, alternative healers, staffing firms and coaches.
Being able to clearly describe your perfect clients is paramount to finding them. Here are some other good examples of clearly defined clients:
• “Trade associations and non-profits with less than 30 full time employees.”
• “Contractors, plumbers, other home improvement firms with 25+ employees.”
• “Developers with land that includes coastal areas, floodplains and wetlands.”
• “Families in Northern Virginia that have children with special needs.”
• “Professional women who are five years on either side of retirement.”
• “Women undergoing a major life change such as divorce, empty nest or a change in job status.”
It’s important to mention that focusing on a perfect client does not mean you are passing up other business. I work with all types of businesses, I simply don’t spend a lot of time marketing to those that are not my perfect clients. The goal is to attract more of the types of clients YOU love.
Spend some time making a list of your favorite clients over the past few years. These are the folks who spend the most money with you AND the ones you enjoy spending time with. Now, look at that list and ask yourself what these clients have in common. Does a particular type of industry, profession or business pop out? Is there a specific gender or age group that emerges? Do these clients share a typical characteristic or symptom?
Once you have the characteristics identified, write it out in a sentence like the examples shown above. Be very clear and keep the words to a minimum. Be sure you only include your very best clients. Again, the sentence should be clear, focused and specific. Now include that statement on your business card.
In summary, be sure your card clearly demonstrates what your business does and who would be a great referral for you. Don’t leave it to chance that someone looks at your card a few weeks down the road and decides to toss it. If your first impression wasn’t sufficient to make them remember who you are, and who you need to meet, be sure your business card does its job.
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