10 Tips for Contemporary Insurance Business Cards

Nostalgia flash: Remember fax machines? Scanners, PDFs and e-mails have pretty much done them in. How about all those agency brochures you stored in your closet? Most have been supplanted by Web sites. Yet, the traditional business card is still popular, having been supplemented, but not replaced, by today’s social networking sites. Leading the way for business professionals is LinkedIn (www.linkedin.com). It’s a powerful networking communications site that allows you to choose and interact with a selected group of contacts, and to the world at large, all without leaving your desk. It even allows you to feature verifiable recommendations from people in your network. But, this column isn’t about LinkedIn, it’s about that classic 3.5″ x 2″ piece of paper that every insurance professional still needs to grow their business.

1. Point the way. The modern business card limits prospects, insureds and others to the ways that you choose to be reached. Your card might reveal selected phone numbers, plus your office address, e-mail address, Web URL, and LinkedIn URL.

2. Extra real estate. With all of the contact methods available today, don’t hesitate to use the back of your card or go with a fold-over format. Either approach gives you plenty of extra space.

3. Picture this. If you want to peek out from your business card, make certain that you periodically change the photo on it. An outdated pose, hairstyle or suit can make you appear to be behind the times. Tip: You can always post a recent picture on LinkedIn, so you don’t have to include one on your card.

4. Never do this. Don’t ever print your own business cards (unless you are a commercial printer in your spare time). Laser or inkjet-printed cards not only look unprofessional, some that I’ve seen look downright pathetic. Also, forget about those “free” business cards offered on the Internet if they include an ad from the printer on the back. Would you happily entrust the protection of your personal or business assets to someone who seemingly can’t afford to buy some decent stationery? The few hundred dollars that are “saved” on cheap business cards can cost plenty in lost commissions.

5. Always do this. Have a design professional lay out the look of your cards. Your printer may offer this service. If not, go to a Web site like 99designs.com, where you can run a contest. Graphic artists compete for your business and display their entries online where you select the winner.

6. Targeted cards. If you heavily solicit one or more target markets, have specialty cards designed and printed for that specific niche. Include a targeted URL, such as www.xyzagency.com/trucking and feature a relevant graphic. Target-only cards reinforce your dedication, in the mind of the buyer, to their industry.

7. Stick it. Magnetic “business cards” serve a billboard-like function only. They aren’t a suitable substitute for the real thing.

8. What day is it? If you like to give out calendar business cards, do so mainly in December and January when new calendars are needed. Always offer recipients a choice: regular or calendar. Then hand out traditional cards the rest of the year.

9. Electronic cards. There is an accepted electronic format for business cards. It’s called the vCard. Some professionals employ them as attachments to their e-mails. They are able to key themselves into the recipient’s e-address book without any typing. The downside is that many recipients don’t know what they are and might delete them for fear of a virus. Plus, vCards lack the powerful networking benefits of LinkedIn.

10. Gimmicky cards. Mini-CD business cards were popular in the days immediately prior to the Internet. They still exist and now include DVD versions as well. The issue with these is that they require you to include a PowerPoint or other visual show on them. Plus, with many PCs now equipped with slot-loading CD/DVD drives, many people won’t load them up. Another gimmick is to add the image of scorched edges to your card to remind people and businesses why they buy P/C insurance in the first place.