Top tips for a great business card

great business cardRecently I was asked to say why business cards are important and how to create a great business card. In a recent post, you can read about the pitfalls you should avoid Top 5 business card mistakes. Here I will provide a list of 10 top tips to ensure that your business card looks the part and works for you.

Make it memorable. Flash your card to someone for 5 seconds or so. Can they recall something memorable about the card, such as colour, logo, text etc?

Make your cards a standard size. Yes, you can create a non-standard size or shape. It will be both expensive to produce and may not fit into a cardholder or pocket. You can ignore this advice but you need to know what you are doing.

Use good quality card. If you use thin card or paper then you will not impress the people that you give it to. The card will not look good (if at all) for very long.

Design using CMYK. This is a tip for those designing their own cards. Please do not be tempted by all of the different colours that your design software might produce. You might notice that when you look at a design on your screen and print it out you see slightly different colours. This is because on the screen we see an image made out of Red, Green and Blue (RGB). When you print you see an image produced using 4 or 6 colours. Printers usually print using (up to) 4 colour printing (Cyan, Magenta, Yellow, Black). Designers will also use Pantone colours. You can convert between all of these systems but remember printers will use CMYK, the 4 primary colours for pigments. So if someone else does your design, ask for a sample that uses CMYK.

Allow room for bleeding. You should ensure that images other than a logo or photograph extend over the whole face of the card. To ensure that there is no unwanted white border, make sure that the image (or solid colour) extends into the bleed area (usually around 3mm). This allows for any  inaccuracy in trimming. You should also be aware of the protected area within the card boundary so that none of your text is cut off!

Allow some white space. Having said that we want a nice memorable image or log which covers the card, you should ensure that there is some white space somewhere. Many people like to add a note or to after meeting you. Place this on the back of the card if you like.

Employ a designer. Yes you can do this yourself (I have) but it might take many years and several iterations. Find an expert and you will save time.

Images must be of good quality. You should ensure that all images are greater than 300 dpi or else they will look grainy when printed onto your nice new cards. Please also check that you use either royalty-free graphics or that you have the required license.

Proofread everything. I know that you will check but get someone else to do it too. Once the print button is pressed you will have to pay to rectify any mistakes.

Make sure that your shiny new card is congruent with your business. Are you one nice consistent brand, do you believe in what your card says or shows?

Take care of the above and you will stand a good chance of creating a great business card. The image shown at the top of this post is a great example. It also has the advantage that being a stand-up design, people will naturally play with it and hence notice more of the writing on it.

 

 

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Top 5 business card mistakes

business card mistakesI was asked to provide some guidance on how to create a memorable business card and also to highlight my top do’s and don’ts. So here are my own ideas for the top 5 business card mistakes.

Many designers will give you a long list of design principles. Before you get that far you really do need to satisfy some fairly simple usability criteria.

But before we get even that far let’s take a look at what your business card should do. It must be consistent with your branding and vision and be memorable (for the right reasons). So before I reveal my list why don’t you try the following.

Take your business card and show it to a) someone you already know b) someone you have just met at a networking event (best explain this bit first) and then hide the face that you showed to them and ask what they remember about it. Don’t show the card for more than 5 seconds. My guess is that the person you showed the card too will most likely remember nothing at all.

Here my top 5 list of the mistakes people make that you should avoid:

Make it memorable for the wrong reasons. Just take a look at the picture at the start of this post. It is a rubber business card. Novel, yes but completely impractical. If you need two hands to stretch it how do you call the number?

Use poor quality paper or card. Thin stationery is excellent for folding in half or tearing to put underneath the leg of a wobbly table. You will not impress the receiver with the poor quality and the card will get dog-eared very quickly. You should not be tempted to print cards onto materials such as plastic. They are novel but the receiver will probably leave it in the glove compartment as they make excellent ice scrapers or implements for breaking and entering!

Make it too big for a cardholder or pocket. If someone gave you a card that was too big, what would you do with it? Enough said.

Missing contact details. I have seen cards with no contact details at all. Make sure that you have at the very least your name, email address, telephone number and website details. You can also add social media details if you wish. Please do not waste valuable real estate on printing QX codes. Most people will not scan them. Use the space wisely.

Says who you are, not what you do. Your card says ‘Fred Smith, CEO’. So what? If you are an accountant, say so either by keeping it simple or saying you help people to pay less tax. For a larger company, then at least say what your company does.

This may sound a little negative but please keep an eye out for my blog article on the top things that you should do to create a great business card for yourself.

 

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Newsletter – Do we still need designers?

Dear Reader,

Slowly but surely things at HQ are getting back to normal although the UK’s weather (we Brits love to talk about it) has resulted in a little less doing and a little more thinking! This will be the last newsletter for the summer as I skip August when most people take a holiday.

The series of short videos which I am gathering together under the title ‘Rough Cut Creativity’ are being added to but are not yet published. If you have not had a peek yet then you can find them via YouTube by clicking here.


#justdaydreaming

What is the purpose of a door? Many see it as a negative object and talk about not banging on closed doors or referring to doors that are left open or ajar. In practice, a door is a lump of wood that fills a hole. We pass from one side to the other. It would seem that a physical door has a different meaning to a door that we think about. What other metaphors might we be incorrectly applying? Some might be harmless and some not.

#justthinking

I’ve been hearing an awful lot about customer service lately but not seen much of it in practice. I’m not sure that it is a lack of action, maybe more of a lack of understanding. Many authors, speakers and trainers sell you their version of how things should be. You buy it and it is different but it doesn’t really work. This is just best practice (probably taken out of context) and if everyone did the same nobody stands out which is surely the point of good customer service. So if you are going to embark on doing something different then please make sure that someone understands what you are doing and why. In fact, keep on asking ‘Why’ and you will soon get to the bottom of things.


‘Now, back to the point, designers …

Do we still need them? Of course we do, so why am I asking the question?

I have written from time to time about the usefulness of something that is known as ‘Design Thinking’ when related to Innovation. In a (very small) nutshell, this means to start with we think in a broad fashion, without judgment and possibly a little ‘off the wall’.

In order to make the results useful, I proposed that we use a set of questions that should be asked of ourselves, customers and other stakeholders so that we get the maximum amount of information to work with. The more questions we ask, and the more people involved, the richer the knowledge that we acquire.

Somebody either read my article and didn’t fully understand it, or more likely, saw the title and thought that I was suggesting we disband the brotherhood of designers. His comment was ‘surely we just leave it to designers?’ The answer has to be no since all designers are not the same. And even if we are talking about a new logo, we all want design input.

Even companies that we think of as designers are staffed by actual designers (graphic, product, industrial etc) and lots of other people who ask questions and gather information. No matter what we do in our day to day jobs, we are all designers in some way.

So ‘design’ and ‘design thinking’ are actually processes that we can use to help make our products and services better and more appealing to customers. In turn, this helps to improve the profitability of our businesses. Designers are really specialists in functionality, aesthetics, usability etc that help us to achieve our design aims.

What the gentleman who commented on my article might have meant to say is that it is often a false economy not to spend money on design and try to do it yourself. Whatever you do, ask lots of questions along the way. And if you want to know how Design Thinking could help your Innovation efforts then please get in touch.

Please do get in touch or provide feedback by replying to this newsletter, or using any of the contact methods listed on the website derekcheshire.com.

Happy reading,

Derek Cheshire

Can I help you to find the difference that makes the difference?

Derek is a Fellow of the RSA, a speaker, facilitator, award-winning radio presenter and Adjunct Professor at VIT University, Chennai. He has been working in the field of Business Creativity and Innovation since 2002.

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Newsletter – The Electrification Of Fruit

Dear Reader,

Once again I would like to say that the autoresponder on my website should now be working as intended. If you signed up for my newsletter at the tail end of 2017 but you never received your free download then please let me know.

The series of short videos which I am gathering together under the title ‘Rough Cut Creativity’ are being added to but are not yet published. If you have not had a peek yet then you can find them via YouTube by clicking here.


#justdaydreaming

At what point did someone realise that the Earth was not flat? That is one big change in thinking. Try thinking ‘What If?’ about more everyday things (or even in your business) and see where that takes you. What if chips had never been invented? What would we be eating with fish or burgers?

#justthinking

Travel Agents are just Travel Agents, right? Wrong! Since I talk about finding The Difference That Makes The Difference, how about this? For all you business people out there, did you know that you can actually book flights months in advance (guaranteeing that seat and that price) but not have to pay until much closer to departure? Similar things can be done with hotel rooms too! It makes business travel much easier. For more ways to find out how the pain of travel can be taken away get in touch with Daniel Reed (email danielr@travel-pa.com or visit the Reed Travel website).

Banish boundaries


Now, back to the fruit ….

Whilst standing in the shower I let my mind wander a little (well quite a bit actually) and it settled upon the electrification of fruit as a topic. I began to wonder what electrified fruit might look, smell and feel like. What functionality would it have, what consumer needs would it fulfill? My sensible, logical side then said ‘don’t be silly you can’t electrify fruit’. And it might be right but flip this on its head, what if fruit could supply electricity?

Many of us have at some time created a ‘potato clock’, a device powered by a potato. That will not save the energy problems that we have because it produces very little current but the subject of fruit & veg together with electricity is a very interesting space for ideas (biomass etc).

This led me to think a little more seriously about assumptions and boundaries. Many people might assume that fruit and vegetables have no place mixing with electricity. Someone has created an arbitrary boundary there, a fence that says ‘do not enter’ to your brain. This might be a good idea but what if …?

Another interesting subject is that of stereotypes or categories. Do you remember when the EU first started meddling in food products? In Portugal, they produced Carrot Marmalade. I’m sure that it is a fine product and the EU obviously thought so too. They had previously decreed that marmalade must be made from fruit and so redefined carrots as fruit rather than vegetables.

This arbitrary and silly categorisation has far-reaching consequences but it is entirely unnecessary. It now forces EU bureaucrats to think of the category of fruit as containing carrots whilst the category vegetables does not contain carrots. This might mean that carrot growers are treated as exactly as fruit growers or excluded from obtaining grants or subsidies aimed at farmers or vegetable growers.

How often does our categorisation of objects or behaviours prevent us from solving problems or taking a potentially advantageous course of action? Instead of being controlled by labels, we should focus on what works and what does not. Maybe one day we will electrify fruit, who knows? Until then, let us trample over the arbitrary boundaries that are created.

Please do get in touch or provide feedback by replying to this newsletter, or using any of the contact methods listed on the website derekcheshire.com.

Happy reading,

Derek Cheshire

Can I help you to find the difference that makes the difference?

Derek is a Fellow of the RSA, a speaker, facilitator, award-winning radio presenter and Adjunct Professor at VIT University, Chennai. He has been working in the field of Business Creativity and Innovation since 2002.

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What is ‘The Difference That Makes The Difference’?

Making the differencePeople often ask HOW do I find this mystical difference but they do not actually ask WHAT the difference actually is! Here is something that might shock you. I do not know either!

It is different for every business but here is an example that I experienced today. We are going to stay at the Shangri La Hotel at the Shard in London this weekend (it is our wedding anniversary). We have stayed in Shangri La hotels previously. They are not cheap but you get a good level of service along with great facilities. You expect this because of the price you pay.

Today I received an email from them. They are getting in touch ahead of our stay, finding out more about our arrival time and asking in advance if we have any preferences that they should know about. The email is, of course, automated, but I shall reply and see how well they can accommodate our preferences.

It does, however, make guests feel welcomed and excited about their stay. So what difference can you create that makes customers feel more excited about your offering compared to your competitors?

It might only be thicker paper for letters or invoices but it could make the difference. Are you a trainer that simply prints out copies of your PowerPoint slides on cheap paper? Perhaps it delegate’s notes could have their name and company printed on the front page for a start!

One of the key features of this difference is that it is not expected. It is not something that could be predicted because of the price you charge or by comparing your offerings to your competitors.

The other key thing to remember is that you or your business already have this information, it may be buried but it is there. You know your customers (individual or business), you know what would make them smile or even excite them.

If you want some help in discovering the difference that makes the difference then I can help. Simply make contact using any of the methods outlined on my website or click on the handy tab that appears on the bottom of every page.

Find that difference!

 

 

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