WHAT DO YOU LEAVE BEHIND?
Meeting people, either at a networking event, a social event or on a sales presentation, is part of your everyday routine. The important thing is what did you leave behind with the person you met?
I just pulled out a stack of business cards I received last week at a networking function. To be very honest with you, I not only do not remember who the cards belong to, but I am not sure exactly what many of these people do. Most cards have a name, contact information and a very short job description. A few say realtor, or attorney, or a clever business name; none tell me what the business does. Many of the cards have impressive titles, such as vice president or operations manager or VP of sales; again nothing very memorable.
When you have only a short time to visit and there are many people present, what makes you stand out from everyone else?
When you hand out any type of printed material, however small, it should contain an answer to four questions, or it should create a desire for the person receiving it to call and get the answers.
- What do you do?
- Why are you different?
- Why do you do it?
- How does your service/product benefit the recipient?
It takes careful planning and a lot of thought to convey this important message in just a few words. Consistency is a key word. This message should be shared on all printed material that you leave behind when time is of the essence.
Yes, design features and colors of your “leave behind” play an important role; but, without it giving a reason to the recipient to say, “I want to get to know you better,” it becomes another piece of paper.
Business cards are one of the least expensive marketing materials but also one of the most important. Take a look at your message. If it doesn’t convey the right story, re-order.
“Succeeding in business is all about making connections.” Richard Branson
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