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What Does the Back of Your Business Card Say?

by Mike McDaniel

Business cards with nothing on the back are wasted opportunities to sell.

Use the back of your card to expand and reaffirm your selling sentence (which should be prominent on the front of your card).

If your selling sentence is "Where You Save 20% on Power Tools Everyday", use the space on the back to list the brands on sale every day. Another solid impression about you and your business.

You can use the back of your card to explain the high points of your business, quote happy customers or list the products you offer. If you quote, be sure to get permission. Implied permission is when you use a sentence with quotes around it and no attribution.

No need to fill the back edge to edge, but put something there that will work for you. Judicious use of white space front and back is the mark of a professional. Ever notice the aisles in an expensive store are wider than Wal-Mart?

Find a way to work your name into what you put on the back. The back is an ad for you, a mobile marketing piece. Without your name there, the close is lost. Don't repeat anything else from the front, but be sure your name is on both sides.

You can offer a quiz (or checklist) that will stimulate thinking and prompt a call to you.

Some folks put valuable information on the back (police, fire, hospital phone numbers, a calendar, or a football schedule). Some cards use handy tips or conversion tables or charts.

Turn the back of your card into a coupon. When they redeem the coupon, give them another card.

Another clever idea is to print the back of the card with enough space for you to give your prospect your direct number or your private 800 number by handwriting it in the space on the back.

"Here, let me give you my PRIVATE number" indicates in not so subtle tones not everyone gets that number or you would have printed it on there for all to see. The chance of that card making it back to the prospect's desk are 10 times better than a ho-hum card.

If you use color on the front, the back can be done in black and white. Information is usually presented in black and white. Nice physiological touch, and less expensive too.

Dig out that pile of cards you have saved from meetings, conventions and networking. Few utilize the back for anything, let alone planned marketing. You stand out from the crowd when your business card is a professional marketing piece, both sides.

2005 © BIG Mike McDaniel. All Rights Reserved.

BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience. Visit his website at http://BIGIdeasGroup.com. Subscribe to "BIG Mike's BIG Ideas" Newsletter.

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