Why are high-end business cards important?
Today, so many of our business interactions are managed digitally: you can save someone’s details in seconds and send literally thousands of messages to prospective contacts every single day. But in many ways, we’re increasingly sacrificing a quality personal touch for convenience. High-end business cards play a crucial role in creating an impactful and memorable impression amongst all that noise.
Traditionally, business cards served a practical purpose: by offering someone a small card with your name, role and phone number, you provide them with the means to contact you after an early meeting.
Now, well-designed business cards offer that same practicality, but with a range of added bonuses.
Modern design and printing techniques have transformed the business card from a simple memory trigger to a highly impactful piece of marketing collateral. Today, your business card plays a far greater role than simply listing your professional contact information.
Here’s why high-end business cards are important:
1. You only get one chance to make a first impression.
If you’re handing out a business card, it’s likely you’re in the early stages of a sales process or client engagement. At this early stage—when a prospective client is analysing your organisation and potentially comparing you with a range of potential suppliers—every minor interaction, whether positive or negative, is critical. Your first impression is significant, and your business card plays a huge role.
If you work in a professional services industry—like graphic design, legal services, consulting, or similar—your business card is usually the first tangible impression of your service offering. If your card is flimsy, poorly designed, aesthetically unpleasant, printed on discernably cheap stock, or visibly outdated, it’s possible that will create an impression in your client’s mind. From that point on throughout the rest of your engagement, your service may be perceived in alignment with those same qualities: cheapness, carelessness, lack of finesse, or worse.
Obviously, there are far better qualities to seed in the mind of a prospective client. Cutting edge design, understated elegance, robustness, an appreciation for quality: you can easily convey these qualities through a high-end, well designed business card.
2. Your business card creates a crucial point of difference in a digital world.
Once you’ve moved past first impressions and you’ve established a rapport with your potential client, a quality business card provides an on-hand, tangible reminder of who you are, your services, and the interactions you’ve had.
Many people will immediately reach for their phone or add a prospective contact on LinkedIn. This is common practice for a reason; it’s vital to connect and establish a two-way stream of communication. But some people receive hundreds, even thousands of LinkedIn contact requests per day. There’s every chance you’ll get lost in the chorus meaningless or tenuous connections.
That is, unless you’ve made a connection and offered up a well-designed, highly impactful business card. Research suggests that objects can trigger more powerful and meaningful memory recollection than experiences. Additionally, the Von Restorff effect is a psychological phenomenon that suggests ‘when multiple similar stimuli or experiences are presented, the one that differs from the rest is far more likely to be remembered.’
You’re in a competitive industry and every meaningful client interaction is critical. Why not give yourself a competitive edge and create an impression that resonates well beyond your first interaction, and rises above the oversaturated crowd of digital contact requests?
3. A high-quality business card reflects a high-quality business. So, a low-quality business card…
Picture the scenario: you’re feeling unwell, so you head into a doctor’s clinic. Everything’s going well in the appointment: your doctor runs some tests confidently, handles things professionally, and you feel good. Then, as you’re leaving, you notice the doctor is wearing muddy gumboots or a mismatched pair of sandals. Would you still consider the appointment a success?
If not, you’re recognizing the impact of ‘brand incongruity’.
Brand incongruity is based on the idea that brands are holistic; they encompass product, customer service, sales processes—everything. If a customer experiences brand incongruity and one small component of the experience is found unsatisfactory, the entire brand or service is deemed equally unsatisfactory.
A high-quality business card is typically a strong indication of a high-quality business. It highlights that your organisation is willing to invest time, money and effort in creating a positive impression for prospective customers.
A poorly designed or low-quality business card is like the doctor’s muddy gumboots: it’s a minor touchpoint in the context of your wider brand, but it can prove critically damaging to the way customers think about your service, reputation, and overall capability.
4. High-quality business cards show you’re invested in your prospective clients.
If you’re willing to go to the effort of designing a custom card, selecting stock, choosing elegant and impactful typefaces, and using creative techniques like matt printing, gloss, embossing, foils, or spot UV design to articulate your business and service offering, it shows a prospective client that you’re seriously invested in securing their business.
Remember, for many people, a business card is a window into the wider experience a customer can expect once they sign a contract. What does your current business card—or lack thereof—say about you?
Looking for assistance in creating a high-quality business card that sets your service ahead of your competitors? Call us now on 1300 663 120.