What are the eight words that (should be) music to your executive ears?

“May I have one of your business cards?”

This is why:

A business card is your best friend.
A business card is your ticket to becoming UNFORGETTABLE.
A business card is your most valuable marketing and networking tool.

Unfortunately, too many professionals have business cards that just blend in with the trash crowd.

And they are missing it.

And you? Is your card SO good that people immediately show it to their friends?

If not, here’s a list of five ways to maximize your business card recall.

1. Evaluate your current card.
When was the last time you heard one of the following comments?

or “I showed your card to everyone in my office!” says a hot prospect.
or “Can I have another? A friend of mine will LOVE this!” your tablet exclaims.
or “Oooh! I want one too!” pleads the person looking over your shoulder.
or “Hey…can you show my friend Paul your business card?” ask a colleague of yours.
or “You know, I’ve never thrown away your card!” says one of his clients. ((

If the answer is “not recently” or “never,” you need a new card. This is a great opportunity for you to increase your memorable presence.

2. Start from scratch.
As you think about the design of your new card, ask yourself the following design questions to motivate your melon:

or Could you change the size or shape?
o Could you make trading cards for your whole team?
o Could I order a personalized caricature?
o Could you include a related table or graph?
o Could you enshrine your card with an award or other credibility booster?
o Could you die cut the card ie a hole, heart or tooth mark?
o Could you write an original quote (not someone else’s!) on the back?
o Could you turn one side of the card into a sticker?

3. Brainstorm Bad Cards
Although your design options are endless, here’s a quick list of business card mistakes to avoid:

o No email address. Go. It’s 2007. People aren’t going to look up your email online or, worse, guess what your email is.

o Email mismatch. He has a website, but his email is [email protected]. Where is the consistency? Also, using AOL, Hotmail or Yahoo lowers your level of professionalism in a few clicks.

or TMI. Too much information. (That’s what websites are for!) Pick a few big things and keep it simple.

o Folded cards. I understand the appeal of folded cards: more surface area and it stands out in people’s stacks. But I have to be honest, every time people get a folded card and it doesn’t lie flat in their stack, I throw it away or rip it in half.

or References. A man who works in real estate has a little heart on his card that says “I LOVE REFERRALS!” Well DUH! Who does not? And once again, maybe it’s just me, but seeing that little icon makes him NOT want to give you referrals. Almost as if he was desperate.

or Ironic. I remember one card that was particularly unappealing: flimsy paper, bad colors, and hard-to-read lettering. Guess what that woman’s job was: graphic designer. Oh.

or Quote. One person’s card had an Oprah Winfrey quote on it. I don’t remember what the quote was, and I also don’t remember whose card it was. All I remember is Oprah. So my question is: WHY WOULD YOU QUOTE SOMEONE ELSE ON YOUR OWN BUSINESS CARD? Remember: If you don’t quote yourself, no one else will!

4. Include a remarkable number
If you want people to remember you and your card, you need to quantify your awareness. Examples of notable numbers include:

o Used in 137 countries!
o More than 3,000,000 copies in print!
o 205 billion units sold!

Whatever your Notable Number, here are the seven benefits of including it on your card:

or Remarkability. People tell their friends. Because it’s cool. Because it’s intriguing. And because it is worth making a comment.

or Memorability. Stands out. During a conversation, for example, a notable number tends to be the most memorable item.

or Credibility. That comes from the specificity. For example, which sounds more convincing: “I have read many books on stress management” or “I have read over 1800 books on stress management”?

or Commitment. Your noticeable number is an observable way to reinforce your dedication. And in a business culture where trust and integrity are at an all-time low, actions that validate your commitment are priceless.

or Differentiation. It sets you apart in an otherwise crowded market.

or Experience. It’s the answer to the question, “So what makes you an expert?” This is especially valuable when working with (and engaging with) the media.

or Revisitability. Remarkable numbers make customers want to check in with you (or your website) from time to time (or hopefully every day!) just to see where your number is now. REMEMBER: Websites are like newspapers: customers don’t want to read them if they are two years old.

5. Have a philosophy card
All my books, speeches, and training programs are based on the philosophy of accessibility. So when someone asks for my business card, I hand them a double-sided laminated ID tag that includes my personal philosophy. Amazingly, this unique card has made me tens of thousands of dollars, simply based on its value.

Look, business cards don’t offer much value. The philosophy cards, however, are unforgettable. This is why…

People want to do business with (and be around) other people who have their own philosophy.

Your own unique approach.
to negotiate. To the life.

A way of treating customers.
Online and off.

how they behave
Alone and in front of others.

So, since having your own philosophy is a great example of accessibility, I’ve been challenging my readers and audience members to go one step further and create their own Philosophy Card.

Ready to create your own?

All you have to do is ask yourself one question: “If everyone did exactly what I say, what would the world be like?”

If you can answer that question with 3-5 bullet points, you have your philosophy, and you have your unforgettable Philosophy Card.

Your business card is your best friend. As an executive, you MUST take advantage of it as a powerful marketing tool. So remember to consider these five best practices when you rework your branding efforts.

Who knows? Perhaps our paths will cross one day at the airport or in one of my seminars. If so, be sure to give me one of your cards!

LET ME ASK THIS…
How unforgettable is your card?

LET ME SUGGEST THIS…
For the list called “46 Marketing Mistakes Your Company Is (Probably) Making”, email me and I’ll send you the list for free.