Networking events can be disappointing when you walk away with a stack of business cards and no new client leads. It is too easy to come home throw the stack of cards on your desk and never follow-up.
This is a common problem that many business owners face. However, there is a simple solution to this problem that can help you turn your business card into a lead generation machine.
Firstly, it’s important to realize that your business card is the most overlooked form of lead generation.
You need to create a business card that gets your prospects to take a specific action rather than simply providing contact information just like your website.
To achieve this, there’s a formula to follow that involves Interrupting your prospects with an attention-grabbing headline, engaging them by promising a solution to the problem the headline presented, educating them by providing compelling information that highlights the value you offer, and making them an irresistible offer with a specific call to action.
Need help learning how to write a good headline? Check out our blog on how to write copy that creates sales for your business.
For lead generation your business card should have an attention-grabbing headline, promising a solution to a common problem.
The front of the card should look like a typical business card, with your logo, business name, your name and title, and your address with city, state, and zip code. However, the last line on the card should be in red type and say, “see opposite side for special offer.”
You can easily design your own cards using Vista Print but we also offer business card design as a service. Check option 1 here or a higher end product here.
When your prospects turn the card over, they should see another headline that engages them by promising to solve a major problem, frustration or concern they tend to experience when doing business with a company like yours. Since the business card itself isn’t large enough to effectively educate them on what you do, the offer must do double duty by educating them about your product or service as well as compelling the prospect to take a specific action.
You can achieve this by making the offer an informational offer such as a report, case study, webinar or strategy call or possibly a useful download.
But what if your business card could educate your prospects?
You can add a short video clip of yourself being “interviewed” about your area of expertise on YouTube. Then add the wording “Check out my expertise for yourself!” below your contact information and add the video URL for them to enter into their browser (or this could go to a landing page with a simple easy to remember URL). This video should be someone interviewing you “Larry King” style and automatically positions you as an “industry expert.”
The second approach is to create a video of approximately the same length, and on your card, insert this phrase… “Here’s how I can help you now!” Add the video URL for this video, and it should be you looking directly into the camera and offering them a compelling reason to take a specific action.
Combine video and a helpful resource to turn business networking into lead generation
The best approach is to combine both of these ideas into one creating a sales page that will generate leads for you.
You will embed the videos on the page and the free download. This will allow you to capture their contact information and follow-up.
The best way to set this up is to take the URL of your page you created on your website and have a domain you purchase directed to that link and mask it. (This means they won’t see your long URL just the domain you purchased)
This is easy then to add to your business cards and keep it updated with your latest offer.
All of these suggestions can turn your business card into a lead generation machine.
Your business card can be one of your most versatile lead generation tools for your business’s product or service. By following the formula and structure mentioned above, you can turn your business card into a lead generation machine that will help you attract new clients and grow your business.
The cost to you if you fail to act…
When your clients can receive compelling information about what you do in a non-threatening way, they are much more likely to respond to your offer and eventually become a client.
- So are you using your business card to generate leads?
- Do you know how to structure the message on the card so it generates results?
- Are you aware that every marketing piece, including your business cards, should always contain what is referred to as “persuasion architecture?”
- Do you have the knowledge and skills to effectively create all of this?
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