A smart business card is a “tool“--a device that aids in accomplishing a task. The information it presents should encourage your contact to keep your card within reach--it should add function to form.

Though it seems obvious, I'm guessing there are billions of business cards printed each year with blank backs. They represent countless numbers of intelligent business people who are surrendering half the real estate, on what is often their most widely circulated print piece, all for the want of a better idea.

The better idea is to add worthwhile information to your card. Information that is worthwhile whether or not your prospect buys your products or services immediately. After all, the goal is to keep your name in front of your audience for the long haul.

What type of information? Build on what you think your prospect hopes to gain from you--the problem you promise to solve. For example, a designer who works with small businesses might include "Five fundamentals of marketing." A copywriter who seeks work with corporate communications departments might include a link to a finely tuned piece about interviewing experts for writing projects. Or a photographer who is in search of freelance work with an agency might include thumbnails from their portfolio.

Your hook could be a list of tips or insights, a conversion chart, a table of measurements, a glossary of industry terminology, and so on. Some general business examples:

A bike shop proprietor incorporates a metric conversion table:

A copywriting teacher provides a list of proofreader's marks:

A guitar teacher includes basic chord diagrams:

A cafe shares a recipe that has brought it acclaim:

A pastor provides a list of local help line phone numbers:

I promote my design books and web by take the same idea one step further (below). Side one of the postcard I distribute includes inch, pica, millimeter, and point rulers, a basic color palette with CMYK values, charts of line values and shades of black and information about ideabook.com. Side two features “Brainstorming: Create an idea” and “Evaluate an idea,” a list of sometimes confused characters, a fraction to decimal conversion table, and a collection of interesting font combinations.

I offer to send as many as are requested for free to anyone who has a large group of people who are realistic prospects for my books--to teachers and trainers, user groups, and so on. You could use the same concept to promote yourself or your organization.

Here is a list of prime elements to consider including on your business card:

PEOPLE
Name of person
(Nickname) in parentheses
Title
Affiliations
Professional/academic designations
PLACE
Pronunciation of unusual names
Department/division name
Organization street address
Floor/suite/mail stop
Alternate P.O. box address
City/state/state abbreviation
Zip+4/postal code
Country
Home street address
DETAILS
Office hours
Time zone
Appointment fill-in
Map/directions
COMMUNICATION
Voice phone/extension number
Toll-free phone number
Mobile phone number
Pager number
Fax phone number
Home phone number
E-mail address
Web site address

ORIENTATION
Name of organization
Defining phrase
Product/service categories
Resource info
Special offer
Invitation
Illustration/photo
Logo
Organizational affiliations


Chuck Green is the principal of Logic Arts Corporation -- a design and marketing firm -- and the host of ideabook.com -- a popular center for the exchange of print and online communication ideas.
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Comments

Meryl K. Evans
August 10, 2007 - 9:00am

I love the stuff on the back, however I had to learn the hard way that it may not be wise to have anything on the back. One of the best ways to make a business card more effective is to put notes on the back based on your meeting the person.

James O'Reilly
August 11, 2007 - 12:10am

Nice article, it seems like a clever idea and the example business cards you've included really illustrated the point.

Terre Spencer
August 11, 2007 - 6:57am

Great article, Chuck! Let the IBM's of this world squander the backs of perfectly good business cards. As was once declared, ‘There is gold in them thar hills!" Thank you for mining this treasure and writing such a well-constructed and illustrated article for your fellow graphicians---my term for those of us in the graphics/commercial arts business.

Your writing is inspirational in content and enjoyable to read in construction, what awinning combination. I will be looking for more of your articles and materials. . .

Again, thank you and job well done!
Terre Spencer

schutzsmith
August 14, 2007 - 9:29pm

I agree..great article Mr. Green! I am revamping the Graphic Define cards right now as I type this.

Sebastian Auer
August 15, 2007 - 6:47pm

This is a very good idea. Now my questions is: may I have one of your useful post cards?

Kirk Roberts
August 27, 2007 - 2:53pm

This is an interesting idea. Thanks for sharing your take and examples!

To play devil's advocate (and to reiterate Meryl's point) it can be good to have blank space for notes. Of course, the blank space doesn't necessarily need to be the entire back of the card!
I know the concept of someone writing on your business card creation might sound heretical, but that's how they are often used out in the real world.

Also, it should be noted that sometimes backs are blank for financial reasons. But this is a good idea for times when two-sided is an option.

Graphic designer
December 1, 2007 - 4:48pm

Nice article, it seems like a clever idea nice works ...

Anonymous
January 9, 2008 - 2:52am

Brilliant! Form should follow function -- these cards really add value in addition to being memorable. Great article and the examples and "list of elements" really help focus on what's important. I'm working on a set of cards and this will help break through the creative block...

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