Why You Don't Need a Business Card
by Clint Watson on 6/18/2007 8:06:30 AM
Conventional wisdom says that the design and branding of your business card is important to the success of your art business. Guess what? It's really not that important...it doesn't matter what you put on your business card. In fact, it's really not THAT important that you even have one. Read on and we'll show you a better way. . .
Why do we say this? Because the way people exchange little pieces of paper called "business cards" doesn't make sense to us. We get together and exchange them and, for the most part, nothing ever happens with them. Eventually, except for those who are ultra-organized, the business card ends up in the wastebasket and the name may or may not end up on a little-used mailing list.
So when you're at an event and someone asks for your business card, here is what we recommend you do:
1. Tell them you've just given your last card out and don't have a one with you.
2. Ask the person for THEIR business card or, if they don't have one, get them to write down their name and contact info on a little pad (you should always carry a little pad at events). Promise to send them your card.
3. Ask the person for permission to send them your email newsletter.
Almost everyone will say yes, and now you have permission to email them as often as you would like to send your newsletter. As anyone who reads us knows, email newsletters are a major key to successful marketing.
4. Ask the person about their interests (if you have time). If you're at a show of your work, ask them which one is their favorite. The idea is to learn more about what this particular persons likes and dislikes are.
5. Follow Up. Once your back in back in your studio - send the person photos of your work that match their interests, along with a personal note.
Now, don't you think that this method will be much more effective than just "giving out" business cards?
Sincerely,
Clint Watson
Software Craftsman and Art Fanatic
PS: If you still feel you need a business card, by all means, include a card with the photos and personal note you send in step five....after all, you did promise to send them one.
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