Does Your Business Card Really Mean Business?

It's a ritual that happens millions of times a day, in millions of places - in airports, restaurants, hotels, shops, warehouses and street corners around the world. Two or more business people or professionals meet, talk, and then exchange cards. For networkers it's almost always the essence of their first contact with a new acquaintance.

How did this universally accepted business custom start? How important is it to networking? Are there etiquette rules for the exchange of cards? Are there ways to make your business card a more effective networking (and sales) tool? The answers to these questions can make a significant difference in the way you use your business card. It can give you and your business or profession increased visibility, sales and income.


Genesis Of Calling Cards

Sometime during the 18th century, English and French aristocrats began exchanging "calling cards." These social cards, about the size of today's business card were enclosed with gifts, used as mourning cards and given when someone in the family passed away, presented when making a social visit, or left behind when no one was at home.

Dr. Walter A. Ostromecki, Jr., an avid business card collector, suggests that the practice of distributing business cards probably grew out of this custom of exchanging one's calling or visiting card. 'This was a complimentary gesture of polite society during the 1700's and 1800's," he says. "Socialites who wished their attendance known at gatherings around the community left their cards with their hostess. She, in turn, catalogued them and sent thank-you cards or her own visiting card. She spread the news as to who had attended. It was, in a sense, an early form of networking, as many of the card passers were bankers, attorneys, industrialists, political figures, and so on."

But socialites and social climbers weren't the only ones using calling cards. Darrell L. Christopher, past-president of the United States Business Card Collectors Club, says, "In America in the late 1800's, the rural population used calling cards. The country roads of that era were rough and sometimes treacherous - making it difficult to travel to one's family, neighbors, or friends.

Most people worked long hours each day (usually on the farm) and visitors came by infrequently. When a caller arrived and no one was at home, the visitor left a card to show that he had been there. These calling cards came in all sizes and shapes. Many were colorful, filled with flower illustrations and often embossed. The card was printed with the caller's name, and usually carried a brief message such as, 'With my regards.'

Not much later, a rural merchant decided the sign over his shop did not reach enough people, so he asked a printer to make small, pocket-sized cards listing the shop's business and ad dress. This anonymous entrepreneur's idea turned out to be a winner, for his cards were passed on from customer to customer and even reached different cities. A trend was started and continues to this day. These early business cards, engraved or printed from woodcut dies, looked like miniature billboard signs. Some had elaborate ink drawings and most were cluttered with information about the merchant's wares or services.

Contemporary business cards vary in style and usage, according to the character, status or nationality of the giver. In some countries, they're used aggressively to generate business; elsewhere, business people simply use their cards as a means of introduction and later, recall.

What We Can Learn From The Japanese

In Japan the exchange of business cards is an extremely important business and social gesture. The exchange of cards, known as Meishi, occurs after a person has introduced him or herself and properly bowed. The receiver takes a few moments to read and carefully note the contents of the card, and then returns the bow.

The giver's title affects how he or she will be treated by the receiver. The Japanese attach great importance to titles and companies. Most often the more important the title the more attention and respect is accorded the giver. In some cases, however, junior officers of major companies may be treated with greater respect than senior officers of smaller companies. The ultimate success is to have a business card with no title - it's presumed that you are so well known you don't need one.

Meishi etiquette requires that you always have an ample supply of cards - it's inexcusable to run out. Cards should be carried in an elegant case (distinctive enough to tell something about you), and should be offered with both hands held palm side up - a presentation, not merely an exchange.

In the United States, the exchange of cards runs the gamut from the questionable to the outrageous - from pulling a dog eared bent, and sometimes dirty card from one's wallet to the antics of Joe Girard, the "world's best car salesman" (according to the Guinness Book of World Records). At sporting events, he often threw hundreds of cards in the air after touchdowns, home runs, and goals. Joe admits that it was a bit unusual, but it did bring him prospects that he turned into car buyers.

There is a middle ground between the very formal cards and their exchange as practiced in the Far East and the advertising business card of the Western world. For professionals and top executives in the West, the more formal and traditional cards - which include the person's name, title or degree, company name and address, and perhaps a corporate logo - are acceptable. In the tradition of the socially conscious Victorians and the Japanese, these cards should be carried in appropriate card cases and presented with an air of dignity. After all, they represent you.

Increasingly, small businesses, merchants, and even some professionals are turning to cards that really advertise their business or profession. The trend is definitely toward more creative cards that will attract attention and have long memory retention value.

How Effective Is Your Card?

The real test of a business card is if the recipient says, "May I keep the card?" Cards that prompt that kind of reply really have to be unique. Fortunately for networkers, with some extra thought, some extra effort, and perhaps, a little extra money, unique cards can be had. They are available through first-class printers or advertising specialty counselors who will be willing to work with you to design something special.

Some of the creative elements that can be tapped are: the material the card is printed on, paper and ink color, type, lay out, product or personal photographs and other unique elements of graphic design and texture. The one element that shouldn't be changed is size. Although European and South American cards are sometimes larger than the US standard card (which measures 3.5 inches by 2 inches), it's best to stick to the standard size so the card will fit conveniently into business card cases and filing devices.

Here are a few examples of really creative and unique cards. A New York City shop called "Clips" distributes a card printed on a see-through plastic bag that holds...yes, different colored paper clips. A direct mail consultant attaches his business card carefully to the front of a book of first class mailing stamps. An Indian lumber broker's card is printed on sandal wood and there is rubber manufacturer whose card is printed on rubber sheeting.

Business cards have been printed, engraved, or silk screened on almost every imaginable material. They can be embossed or die-cut. Many have drawings of the company's products or photographs of the owners or proprietors.

Have you ever notice how often the recipient of your card turns it over and looks at the back? Some people take advantage of the reverse side of their business cards and include useful information such as calendars, maps, appointment reminders, or a list of products. If you're traveling to Japan, printing a translation in Japanese on the reverse of your card is a must.

How Many Cards Do You Give Away?

Many business people (and networkers), however do not take full advantage of business cards as advertising or networking tools. When purchasing cards buyers have frequently exclaimed, "What am I going to do with 500 cards? They'll last a lifetime!"

Others never underestimate the power of the business card and can dispose of 500 cards in short order. An executive of a car rental company leaves them with virtually everyone he meets - colleagues at meetings or outings, everyone at a sales call or presentation, his seat partner on planes and trains. He even leaves his card with a tip at restaurants.

How Many Ways Can You Use Your Card?

In addition to exchanging cards from hand to hand, other means of distributing cards have come into vogue. Space can be rented for the distribution of your cards in wall racks or counter displays at retail locations with high traffic. And don't forget, if you have a business or profession with people coming to you, have a card holder on your desk or counter.

The use of business cards has become so popular in recent years that the concept of the business card format is being used on giveaway products and other specialty advertising items. The business card has been reproduced on such diverse articles as magnets, tape measures, calculators, coasters, and clocks. Cards have also been silk-screened on T-shirts and printed on tote bags.

Business Card Collecting

Business card collecting has become a hobby for a relatively small but growing number of collectors.

Darrell L. Christopher, a General Motors manager, founded the American Business Card Collectors Club. He founded the club after a co-worker gave him a gift of 800 cards, including some that were quite old. Christopher's 35,000 card collection is divided into some 90 categories.

Other members have even larger collections. Betty Martin of Warsaw, New York, has been accumulating cards since child hood. She has more than 250,000.

Gerald Berg is considered one of the nation's top collectors. His collection of rare and celebrity cards (including one of Adolf Hitler's) is reportedly valued at $250,000. Of course, most business cards have very little monetary value.

Take A New Look At Your Business Card

Is it time for you to review your business card habits? Does your card say what it really ought to say or what you want it to say? Does it include your fax number? Is there anything you can put on the back that would be helpful to the receiver? Do you have an ample supply? How about an attractive case to keep your cards presentable? In short, the big question is: Does your business card really mean business?