Make your business card work for you
By Jean Murray, MBA, PhD

You have a valuable tool in your pocket that could help you recruit patients and assist with referrals, but you probably aren't using it to its maximum potential.

The tool? Your business card.

People use business cards because they work. Business cards:

• Help you with that vital first impression. You only have about seven seconds to make a good first impression. Handing out a great looking card can increase the possibility of the first impression being positive.

• Provide information about you and your practice. And do it in a compact, easy-to-read form.

• Have lasting value. Of course, you have to get people to hold onto them and use them when they need your services.

Business cards that go to work for you do an "outstanding" job. In other, words, they stand out among the others people collect.

When designing your card, make sure "outstanding" doesn't turn into a cheap or flashy look. You always want to maintain a professional appearance.

Regardless of the end design, your card must include vital statistics — business name, phone number, address, e-mail, and Web address. Use the back for a simple map or directions, to declare your mission statement, or offer a free consultation.

DESIGN OPTIONS

Here are some suggestions for "outstanding" business cards:

• Use a bright color. Consider red or black, but be sure you don't lose readability. Keep everything else very simple.

• Print vertically. Use the vertical to say something meaningful (about vertical "alignment," for example).

• Create a bi-fold card. This creates the look of a mini-brochure. Put your logo and catchphrase on the outside; use the inside for information; and print a map or coupon on the back.

• Use a different shape. Who says a business card has to be rectangular? Circles, ovals, or squares can make people notice. These cards are especially well-suited for magnetic cards. (See sidebar, "Magnet cards create 'stick-to-it' sales.") Be prepared to pay more for a special cut.

• Create a die cut, with special holes. One side of the card could be the outline of a spine, for example.

• Include a motivational quote on the back. Better yet, print several versions with different quotes. You might find that people take more than one, which is what you want.

• Create a sticker card. People can put them on their calendars as reminders for appointments.

CARD DISTRIBUTION

Once you have your cards designed and printed, get them out into the community. But don't just sprinkle them lavishly everywhere you go. Think about what you want people to do with this card.

You want prospective patients to call for an appointment, now or later. If you make an impression on these people, they may keep your card and call you.

(If you make an impression and your business card makes an impression, you double your chances that they will hold on to your card long enough to call you.)

You also want current patients to keep your business card and use it when they refer others to your practice. You can increase the chance they will keep and use your card by creating something interesting that they want to hold onto.

Team your card up with your ability to make an immediate connection with people. When you hand out a business card to someone, look him or her in the eyes, and firmly and confidently state your expectation: "Please keep this and give it to your friend who needs a chiropractor" or "Call me to discuss a free consultation."

One more suggestion: When you hand it out, write a brief note on the card, such as, "Pleasure to meet you," or "Call me." Writing something on the card increases the possibility the person will keep it. Try this: It works!

If referrals are your primary source for patients, spending money to support your referrals is a wise investment. So get your creative brain working, figure out a way to create a professional, lasting impression, and start finding meaningful ways to distribute cards to bring in new patients.

SIDEBARS:
Avoid these 6 mistakes
Magnet cards create 'stick-to-it' sales

Jean Murray, MBA, PhD, is a business professor at Palmer College of Chiropractic and principal of Planning for Practice Success (P4PS). She can be contacted at 866-940-7526 or through her Web site, www.dcpracticesuccess.com.