Cottage-Sales.com
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Looking for a cottage or summer home in
Canada? You've come to the right place. We have valuable background
information on cottage sales and what to look for in a summer home. If you've
done any searching for cottages or summer homes, you know this market changes
daily. Cottage-Sales.com is a member of the Linknet network of websites.
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Put your Most Important Sales Message on Your
Business Card
You need a business card. So now you have to decide
what it should say and what it will look like.
Before asking the inevitable questions about the design of your
business card, you should ask what its function in your overall
marketing plan should be. Above all you want to make
sure it communicates the most important things about you and your
company.
Include Your Most Important Sales Message
We all know a business card should contain basic contact information:
your name, address and phone number. But probably even more important is conveying your Most Important Sales Message. If
you don't have an "MISM", you should create one. It is a brief,
succinct statement of what your company is about. It is the answer to
the question: "What does your company do?"
Sometimes this kind of answer is called an "elevator speech". You're
on an elevator and somebody asks you "What does your company do?" You
have six or seven seconds to give a memorable reply. Good elevator
speeches go beyond hackneyed answers like "We do web marketing" or "We
make bowling balls." They are confidence-inspiring marketing
statements: "We create websites that sell tons of products for
people." or "We make the world's most beautifully balanced bowling
balls."
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Your MISM (Most Important Sales Message) may very well be a "product"
(as in the bowling ball example above), but it should always be
accompanied by a "pitch" of some kind or another. Often this will
essentially be a "slogan".
For your elevator speech you need a seven second slogan. For your
business card you will need the same slogan boiled down to an string
of words that not only sounds good, but looks good on the card:
"Websites that Sell Like Crazy", "The World's Most Beautifully
Balanced Bowling Balls", "The Discount Real Estate Guy", "The Source
for Cottages and Summer Homes", "Beautiful Color Vinyl Banners."
Consistency has its place
It is always good to make your business card consistent with your corporate image and the
rest of your marketing materials. Usually this boils down to basic
things like your choice of colors, typeface, and layout style. And of
course you will want to include your company logo.
Usually your marketing consultant or graphic designer will want to
plaster your logo on all your marketing materials, sometimes using the logo as a
substitute for real marketing design. "A lot of work went into
creating that logo, and we must convey a consistent
corporate image" is the usual mantra. What ever you do, don't ask
"Why is consistency so important?" That question opens the way for tedious theorizing about "the
long term importance of developing a corporate image."
You would be better to agree. "Yes, by all means, we want to present a
consistent corporate image." And then add, "But I want this
business card to do
some selling for me, so I would like to give the sales message a bit
more prominence than usual."
In other words, use the usual corporate colors, typeface and layout
style on your business card. Include the logo too, because it IS
important. But every business card should give prominence to the sales message.
Show a picture of your product. Or if you think you are the
product (as most real estate agents seem to think), then include your
own picture on your business card. But don't forget to enhance the photo with that slogan we
talked about in the previous section.
And now that you have a business card worth handing out, get out there
and start doing it.
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