In a past series of commercials, Andre Agassi used to say, “Image is everything.” In the business world this couldn’t be more true! The quality of your work, your marketing materials, your services, your clothes and your website are just a few of the items on an extensive list that influence your company’s image. Many of the items are overlooked or undervalued. Each month I plan to share some advice on how to improve and maintain your company’s image.
I was recently going through my rather large pile of business cards and I was amazed at the wide range of quality. It reminded me of a story I recently heard from a good friend of mine. He had met a man at a business networking event. This gentleman was well put together, clean cut, new suit and polished shoes. The man introduced himself and after a firm handshake, my friend was impressed. Next, the man reached into his pocket for a business card and pulled out what looked like a wadded up tissue. Needless to say my friend’s impression had taken a bad turn. After the meeting he couldn’t remember the clean cut man’s name or business. All he remembered was receiving one of the poorest business cards he’d ever gotten. It was ratty, wrinkled and nearly illegible.

Business cards are one of the most important investments anyone can make in their business. Even if you get the most exuberant business cards available, they are still not all that expensive. Saving a few pennies per card will almost certainly cost you business. I’ve heard it argued that business cards are a waste because we are all inundated with marketing materials. Business cards just get buried along with all the other stuff or thrown away. I don’t necessarily disagree, but I am adamant that your business card acts as an extension of your image. Just like the man in the above example, he wrecked any of the credibility he had developed by being well put together. When you meet a potential new client, whether you are remembered or forgotten may depend on your business cards. Don’t let your business suffer because you won’t invest a little more money and get some really nice business cards!