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By Catherine Franz
Many people hand me their business card with an apology for
something that is wrong with it. In fact, I read from multiple
studies that 81% of business people are embarrassed about their
marketing materials. Many business cards have the phone number or
e-mail crossed out or they are handed off with an apology.
I was at a conference recently when one lady, after make a very
powerful verbal presentation of her services to me, digs into and
mulls around the bottom of her purse, pulls out a raggedy business
card, wipes it off against her skirt because there seemed to be some
"stuff" on it and presents it to me. All the time apologizing for
forgetting to bring her "really good cards.”
I declined to accept it. She looked puzzled.
"You may need that for someone else. Keep it," I said while
keeping my hands to my side. A few minutes later, I handed her my
business card with a proud smile and tall stature and "why don't you
call me tomorrow.” She looked at it and commented on how nice it
was while flushed from her embarrassed.
She never did follow-up. Probably out of embarrassment.
Actually, I am glad she didn't. She had the right answer to my
problem too.
Let me say that if this happens, it's a huge turn off for me. I
am sure it is for anyone on the receiving end. You don't have to be
kind and accept such a poor gift. I don't want a "dragged through
the purse or wallet" business card. Nor do I want one that you
can't hand me with pride.
If you aren't proud of one of the cheapest business tools
available, how are you going to be proud of the service you deliver
to me? What does this say about you? About your business? What
does it say about the start of our relationship?
This conversation isn't just about the business card either.
What about handouts, flyers, and anything else that exits your
business?
It takes pride to order new business cards when something changes
on them. It takes pride to reprint a flyer that has a mistake.
Have it! Ask for it! Deliver it!
Every time I need new business cards, I get a new design. It
peaks people's interest and they want one even if they already have
others of mine.
Don't make homemade business card. Not even if you sell crafts.
Don't push them through your ink jet printer. Not even if it’s a
color ink jet.
Does your brochure make you tingle? What about the rest of your
marketing materials? Did they tingle last year but don't this
year? Are you giving them out just because you printed too many
out? Take this as a learning lesson. Never overstock your
marketing materials. They are like a car; they are outdated as soon
as they are driving off the lot. Only print what you estimate you
are going to use. Not even to save a few bucks on the reprinting
charge.
If you are ashamed of any of your marketing materials, redo them
or don't give them out. Not even with or without excuses. Not
even, you have the luck of the draw and Donald Trump is standing in
front of you.
Deliver the best. Display your best.
When you tingle, the receiver will too. That begins a
relationship!
(c) Copyright, Catherine Franz. All rights
reserved.
About the Author:
Catherine Franz is an International Master Business Coach, trainer,
speaker and author as well as a syndicated columnist, producer and
host of the "Let's Talk Marketing" radio show. She was also named
by the Washington Post as one of the top ten millionaire coaches.
Clients include business owners from New Zealand to Hawaii. Radio
show information:
http://www.LetsTalkMarketingShow.com
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