Bob Bly is Anti-Business Card

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In a recent issue of the Early to Rise newsletter, Bob Bly, marketing expert and author of 60 books on business, advises that business owners should forget everything they have been told about using a business card and adopt what he calls and anti-business card strategy. As is generally the case, I agree with Bob to a degree

From the Newsletter
1. Don’t worry about what you put on your business card. It doesn’t matter.
2. Don’t carry business cards or hand them out to people.

Instead, do the following …

When a prospect asks you, “Do you have a business card?” say, “I don’t have any on me. But give me yours, and I will put one of mine in the mail to you.”

Then, in conversation, qualify the prospect and find out his needs. When you get back to your office, send him the appropriate catalog, brochure, or other relevant literature on your products or services. Enclose one of your business cards with these marketing materials – fulfilling the promise you made to send it.

Much of what Bob says in this article is dead on. People spend a lot of time fretting over something that probably doesn’t get them much.

But, here’s one place where I differ with Bob on this issue.

What if you printed an offer on your business card and gave it away like a powerful direct mail piece – now, somehow, I think even Bob would have trouble arguing with that use. Create a free newsletter, report or audio download and promote that on your business card and you will have one great way to use a business card.

You should really make a point of stopping by Bob Bly’s blog too!

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Posted by: John Jantsch on Mar 10, 06 | 3:03 pm
Category: Direct Mail | Tags:

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Las Vegas Kids

While I can see some merit in his approach for me personally that would be a lost opportunity. Why? Because I don't have business cards. Let me give you an example. I was shopping for a new Digicam this past week. I liked the salesman and I asked for his business card. I made a note on it about what he had to offer. This is my way of tracking things. If he didn't give me his card the chance of me remembering his name out of all the others would be very small. And even smaller would be the chance of me getting home then searching for the company telephone number a week or two later. I think you are assuming your customers/potential customers intent with the above mentioned method. And I think it's more scholastic or educational than real world. Theory vs. Real World. Kay
bill hodapp

I put what I call a flyer on residential doors for business. It is a glossy two sided card with general info on the front and detailed offers on the back with a bunch of information. For $89.99 per 2000 I can advertise door to door with a ton of information on a masterfully designed business card that looks great and takes up little space. And people hang on to it for weeks and call me, unlike some bulky advertisements most of us just launch in the trash when we see them at our door.
Bob Bly: Anti-Business Cards

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David@Mokum

I'm not a great rap for these contrived tricks. In addition to Brian's comment that people are sick of being sold too, they are also sick of being tricked.
If you are too inexperienced in business to simply ask for their card in exchange for yours, chances are you're acting job of "oops, I ran out of cards" is not going to be too convincing either.

Don't start a relationship with a lie. Not even a small one.
Be honest. Be straigth. Ask for their card in return and hand out yours.

I love the idea of using the back as per the comments above. Just ensure what is put on the back is relevant to your image and customers.
Miriam Lawrence

I say, "Amen, Mr. Bly." What everyone fails to recognize is that people are sick of being sold to. They don't want your card, most of the time, just like they don't want to hear about your business. They want to tell you about THEIRS. You'll get a lot more mileage, make a much better connection, and make your eventual sale much easier for yourself, by keeping the focus on them, and asking tons of questions.

I blogged on this very same idea a little while ago: http://www.automatic-referrals.com/automatic_re...
Chris Brunner

I respectfully disagree with Mr. Bly and his assumption that business cards are a waste of time.

I think a new entrepeneur can get by without business cards, however, they are disabling their marketing campaign by excluding a vital parts of the advertising formula. I have news for Mr. Bly: not everyone is a self-made millionaire with a large network of contacts. New entrepeneurs need every ounce of marketing muscle they can afford. Business cards are only a small part of the overall formula for success.

Read more of my response at The Small Business Buzz, http://www.greatfxbusinesscards.com/news/2006/0...
Kristie Tamsevicius

Never leave the back of a business card blank.

You could:

- put a coupon on there
- list ways they benefit from your service
- list how they can get a free report on your website
- place a map to your office
- put your 30 second introduction
- put a list of your services
- put a calendar there
- put pictures of your products

That's great real estate on back - don't let it go unused!

Kristie T
www.Webmomz.com
Brian

I have to partially disagree with Bob on this. Given how the cost of quality business cards has dropped dramatically in the past five years, there is no reason not to give your card away to any reasonable prospect.

Assuming you still collect your prospect's card (as you should), you can still go ahead and mail you catalog, brochure, dealer kit, etc. when you return to the office. Now they've received collateral from you and have seen your logo twice - one more step on the road to recognition.
Brian Carroll

I suggest be prepared for both situations.

Tip if you use business cards and you blog:
If you have a blog, make sure you add your blog URL on your business card right above or next to your main web address.

Tip if you don’t have a business card:
Be robustly visable on the major search engines. When I don’t have a business card, I can say type lead generation in Google and you'll see my blog is the first listing on the first page. This is powerful on many levels. So if you have a high ranking for a certain key word on a major search engine, use it.
John Jantsch

Mary,

Love the biz card size handouts - mind sending me one? You can email a PDF is that works

John
Mary Schmidt

I agree with the theory (set up another touch point, opportunity for connection); however, seems to me that you're missing something by not giving the biz card and also sending them something else (of value)

I have biz cards and I also regularly print out biz card sized hand-outs specifically for meetings, doing things like promoting seminars and services (and tailoring it to the folks at the meetings.)

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