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How to Use Your Business Card To Get More People Excited To Refer You To Their Friends and Associates.

by Alan Saltz

Business Cards.  Everybody's got them. 

But the question is -- how do you use yours?  Do you leave them tucked away in a drawer collecting dust?

Or do you love handing them out?

Believe it or not... someone I met actually admitted to standing in front of a mirror practicing his business card delivery! 

As a small business owner - your card is a vitally important business building tool.  And it's so rarely used to it's full potential that a considerable amount of good business is lost.

Your business card is an incredible way to earn new business, but... most people design it so it hardly does a thing!
 

now that's honest!

More than you know, after you hand someone your card, that little piece of paper gets tucked in a wallet never to see the light of day again. 

It's pocketed, creased and worn.  It's drowned in the laundry, scorched in the dryer.

And yet... a simple change to your card can actually keep it out of the trash and make it very likely to generate new customers and referrals.

What's the secret? 

Your business card is NOT a contact card.

It's a Seductive Little Ad!

What's the difference?  Basically just a headline and an offer.  Let me explain.  I'll get to the referral technique in just a minute.

Every ad you run - a sales letter, a Yellow Pages ad, a flyer, a magazine ad - needs both.

As a small business owner, your business card is no different. 

You need to give the person who accepts your business card a reason to WANT to keep it.  Offer them the same great deal you advertise in the Yellow Pages... the same free report, the same 15% discount, the same free appetizer.  You'd be amazed how much of an incentive it is to keep your card handy. 

It's like a coupon... and... people KEEP Coupons!

They stick it on their fridge, tack it up in their office.

Not a bad alternative to having it stuck in a drawer, thrown it in the trash... or befriending pocket lint!

The words "call now for _____", or "this card is good for _____" can literally multiply the amount of business your business card generates.  And every time you hand out the card verbally extend the offer.  Tell your prospect why they should keep that card handy.  

If you're handing out cards to the right people (targeted and in the market for what you sell) you'll be amazed at how many more people actually get back to you.

Oh... and replace that slogan with a headline.  One major benefit your company offers over the competition - whether it be a guarantee, your superior selection, your promptness or pain-free techniques, your price match policy. 

Give them one more reason they should keep that card and call you first.  Because your name, logo, and telephone number won't make the phone ring... and... that's where most business cards stop!

Select the benefit your clients respond to most favorably, and work that under your company name instead of that cute slogan.

Your Business Card Can Do Even More For You...

When a customer leaves your office, showroom, restaurant, shop, or you or your employee leaves their home or office - get in the habit of handing them a card or two.

All you (or your employee) needs to say is, "Here is an extra business card.  If you know of anyone else looking to have lawn work done, this will get them $20 off their first treatment.  I've written your name on the back and when your friends give us a shot, we'll give you $20 off the next job we do for you too."

It's that simple... Come up with whatever terms (customer offer and referrer incentives) you're comfortable with depending on your business.

It costs you only a couple of pennies every time you do it.  And it 1) encourages referrals, and 2) stimulates repeat business from your satisfied customers.

Naturally, a business card is only simple referral program you can implement.

If your business is such that you earn a solid percentage of new customers from your current customers -- referral marketing is something you can't afford to ignore.

It will prove far less expensive - and far more responsive - than many of your current advertising promotions.

To learn more about referral marketing, have a look at this.
 

About the Author

Alan Saltz is a the foremost expert on effective Yellow Pages Advertising content. He teaches advertisers how to boost their response and return on investment using simple, but extremely powerful techniques. For unbiased Yellow Pages Advertising advice and "tricks" that any business owner can implement, visit:

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