Carolyn Howard-Johnson says:

I admit it. When I opened my first retail store in the 70s, I thought of business cards as too officious for my branding–you know, something that CEOs handed out, though I’m not sure they even called them CEOs back then.

At some point I realized that business cards are essential and even if you’re branding isn’t . . . mmmm . . . corporate, there are lots of ways you can jazz them up. Later, when I started writing, I became so firmly convinced that business cards are a must, I suggested that authors use them in my book on marekting.

The thing is, it never occurred to me there was so much to say and know about business cards until I read Reno Lovison’s book, Turn Your Business Card Into Business.

Lovison knows that business cards are still woefully underutilized in everything from the retail environment to their use by authors and other artists. And that they’re often designed poorly for their purpose.

Lovison says, “Think about it. Your business card–if properly designed–is like a small advertisement. You probably see the value of advertising in a newspaper or magazine or on the web where we often speak of “impressions.” That is to say how often the printed ad has influenced or made an impression on a potential customer.

A business card is no different. It is an opportunity to make an impression on a customer. If your customer takes the card and looks at it three more times in the course of the week that is three more impressions. Three more times that she is reminded of your business.”

Reno’s chapter on communications strategy is a perfect tutorial in helping people consider their branding when designing a business card.

Reno also reminds folks:

“A card is a better way to advertise than many others because it will probably be seen more than once and is far less expensive per impression.”

“Do not be concerned about the fact that the customer will eventually dispose of the card. Customers eventually throw away their newspapers, magazines , flyers and e-mail too.”

“Distribute your cards to friends, family and people you meet. Enlist others to be your sales staff by providing them with additional cards.”

Per card (and even better, per impression), business cards are very nearly free advertising. You can learn more about business card marketing in Reno’s book at [...]. In fact, you may not think something like business cards deserves the reading of an entire book. But it does. Lovison will tell you how to put your business card to work in dozens of ways other than the old traditional model.

This is the definitive reference on using business cards in your overall marketing campaign.

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The reviewer is the author of The Frugal Book Promoter: How To Do What Your Publisher Won’t.
Rating: 5 / 5

Peggy Kimmey says:

In this easy to read guide, Reno Lovison not only reminds us of some of the marketing ideas we’ve forgotten, he adds so many more that I will keep it handy as a quick reference on my desk at all times. But my favorite section of the book wasn’t the marketing (because that’s what I was expecting). It was the section he calls “Communications Strategy” where he gently guides you through exercises for defining your business and your market. Then he helps you understand design concepts and color considerations that many card designers don’t bother explaining to us. This little book delivers above and beyond the call to increase our business. Thank you Reno!
Rating: 5 / 5

DGerlesits says:

The “Distribution Strategy” chapter of this book motivated me to seize many more opportunities to hand out my business card and talk about what I do. More importantly, this book helped me to be much more concise and focused regarding my marketing strategy.
Rating: 5 / 5