The Littlest Billboard: Turn Your Business Card Into A Marketing Machine

The problem with your existing business card is that it’s just an introduction…and a pretty dull one, too.

Leslie's original - traditional - business card

Traditional card: “Hi, I’m Leslie.”

(and the back is completely blank)

Well, that’s not marketing. Marketing always includes a call to action – a way to get potential customers to do something that helps them connect with your business.

The front of Leslie's card - skinnied down!

The back - with a call to action added

Says: “Hi, I’m Leslie. Get free help for your wellness business!”

Now, that’s a “next step” that helps potential clients explore how we can help them.

You can easily apply this strategy to your health and wellness business.

Business cards are cheap, so it’s easy to experiment. Just pick an idea from the list below and give it a try.

Now, two things to keep in mind as you look at this list:

First, skinny down what’s on the front of your business card.

You want to get rid of non-essential information that may distract the reader away from the call to action.

I dropped the website address because people can quickly find it from the email address.

Many local health and wellness businesses can omit their street addresses and website addresses, too. People know how to get to you – they rarely need to know your full street address, and if they do they probably won’t look at your card.

Do you need your fax number? Probably not. The main number plus your office plus your cell? No. Pick one. Full street address including suite number? Not necessarily.

Second, add a word or image to cue people to turn the card OVER.

Although I don’t include a cue on my card, an easy way to do it is simply to add a “pointing finger” or arrow graphic in the lower left corner.

That’s important, because most of these suggestions use the back of your business card. And no one looks there – because it’s usually blank!

Examples include a simple arrow or even just the head of the arrow, a finger in the lower right corner pointing the way, or simply the words “more….” in the lower right corner.

Stuff that makes your business card a marketing tool:

1) Invitation to sign up for your email newsletter

Include a very short, easy-to-enter web address (like my example).

2) Coupon for free assessment

Design the back of the card to look just like a tiny gift certificate.

3) Insert your normal card in this slotted envelope

These are different enough to get attention, but not ridiculously gimmicky, with a window pocket in the upper left corner that you slide your business card into.

Here’s an example with and without a business card inserted. Include an appropriate brochure or other sales collateral.

(Unfortunately, these clever envelopes seem to have been discontinued. If you spot them, let us know.)

4) Attach scratch-off sticker

Use scratch-off stickers for mystery discount promotions (“save at least 10% – scratch off to get YOUR savings”) or other scratch-to-win special offers.

5) Map and directions on the back

To your business.

6) Short quiz on the back

Keep it simple. For example

True or false?

Avocados make you fat.

Print the answer upside-down. Or invite them to a free seminar that debunks this and other myths.

7) Handy, useful or valuable information on the back

Examples include key dates, key measurements, key principles.

Example:

Dress size today________

Dress size in 3 months________

8) One-question survey

For example, “Do you ever skip breakfast?”

Provide a link where they can respond to the survey and enter a drawing or get additional useful information.

9) Invitation to event

For example, perhaps your wellness business offers free lunch-and-learns to generate leads.

Include blank spaces for date, time, brief description or use a rubber stamp.

10) Appointment reminder

Include blank spaces for date and time.

11) Recruitment invitation to potential new employees

For example, print this on the back:

“Great customer service! If you’re ever thinking about a professional change, give me a call. This could be the start of something great.”

Hand it to anyone who really impresses you.

12) Daily checklist

For example:

New Rules Of Healthy Living

__Eat a piece of fruit with lunch and dinner

__Walk for 10 minutes after dinner

__Play with your kids (or the dog!) for 10 minutes.

13. List one mistake, myth or misconception

Choose examples that get in the way of making lifestyle changes

Then invite them to call or click for the full list of 10 mistakes.

For example, “Myth #1: Exercise that doesn’t make you sore is a waste of time.”

14. Customer photo plus short testimonial

Use a real customer photo, not a slick stock graphic.

15. Ask a “food for thought” question

For example, “How will your life be better in twelve months?”

And last but not least!

None of this matters unless your business card makes its way into the hands of potential customers.

Order 2500 cards and give yourself a goal: to give them all away before December!

 

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Leslie Nolen, Radial's president, is the nationally-known expert on the art and science of selling health and wellness.

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