Optimizing the power of your business card
By Jackie Powell

Business cards have the power to communicate your professional image, convey your qualifications, and promote practice growth. Because so much is communicated in such a limited space, it is worthwhile to put extra time and effort into designing your business card.

Listed below are seven mistakes commonly made on business cards and how to avoid making them.

1. No logo or clip art. Without a logo or basic clip art, a business card cannot express your unique qualities and set your practice apart from others. A professional image is portrayed with a professional design. Hire a designer to develop a custom logo that will distinctively represent your practice.

2. Using only one side. The back of your card can be a powerful marketing tool. Keep it simple: Add an appointment reminder, map, or company message.

3. Poor quality lettering. Raised, plastic lettering called thermography (used on most cards) falls short of conveying a distinct image. Metallic foiling and 3-D embossing with a textured card stock creates a noticeably different look.

4. Out-of-date content. Distributing cards with outdated information or handwritten updates implies disorganization.

5. Too little information. Give prospective patients your name, your qualifications, what you do, and several ways to contact you.

6. Faulty layout. Inefficient layouts make the information hard to find.

7. Flimsy card stock. Flimsy business cards are inconsistent with a professional image.

A well designed business card allows you to solidify the professional image of your practice, especially when you apply a uniform theme to all your print collateral, including business cards, magnets, recall cards, stationery, and folding cards — and your Web site. Make your card and practice image reflect your professionalism. Use premium quality business cards that convey your expertise and qualifications.

Jackie Powell is with American Business Card, 800-555-2234, www.americanbusinesscard.com.