Business Cards

an Overlooked Book Marketing Tool

© Can Stock Photo / iqoncept

The lowly business card. It has to be one of the most overlooked, and underused, tools in an author’s promotional arsenal.

Back in college, where I studied graphic design, one of my instructors taught us to think of a business card as a billboard in miniature. It’s an advertisement for the product or service you represent. Sadly, too many people don’t see it that way. Many of the business cards people hand me are so poorly done that I want to dump them in the recycling bin. It’s really not that hard to design a business card that helps promote your book. (Or your product or service.) So, here are a few tips for creating a more effective business card.

Use Easy to Read Serif Fonts

If you want your message to be understood then it needs to be easily read. As a graphic designer, I suggest using serif fonts, as they are easier to read than sans serif fonts. Common serif fonts include Times New Roman, Baskerville, Century Schoolbook and Garamond. All are attractive fonts which work well, and I highly recommend using them for your most important information, such as your name, phone number and email address. If a fancy, decorative font makes this information too hard to read your card may end up in the trash.

Use a Light Text on Dark Backgrounds

Someone once handed me a business card with tiny red text on a dark brown background. Both colors had the same value, meaning there was no contrast between them. This resulted in her phone number and email address being impossible for me to read. Her card went straight into the recycling bin.

Keep the Font Size to at Least 9 Points

I have been frustrated to no end trying to decipher phone numbers and email addresses printed with a 6 point, or smaller, font size. Even with my prescription glasses, the type is too small for me to see clearly. My graphic design instructors taught me that any font size smaller than 9 points is very difficult for people to read. If I can’t read it, the card goes into the recycling bin. No exceptions.

Don’t Look Cheap

I understand money is an issue for many of us, but you want to avoid cutting costs on your business card. A cheap looking card is like a cheap suit. It makes you look, well, cheap, and no one wants to do business with someone who looks like they don’t have any money.

One of the biggest no-nos is printing out your business cards at home. I once attended a business association meeting where someone asked the woman sitting next to me for her card, so she handed that person one of her home printed cards. The person she gave it to immediately called her out on it, and what could have been a good business lead instantly went sour. Don’t be that woman. A homemade business card makes you look like an amatuer.

Online business card templates have also become popular with those on a budget. However, the problem with using them is that other people are using them too. I have, on occasion, ended up with identical business cards from different people in different occupations who used the same background template, making it all too easy for me to pull the wrong person’s card from the Rolodex.

For you authors out there, I recommend a designing simple card, with your book cover or logo, along with your name, website and contact info. You really don’t need to use those artsy-fartsy Vista Print background templates that everyone else is using. A plain white, ivory, or pastel background should work just fine. If your budget is small there are plenty of online printing companies, such as PrintingForLess.com, who can print 500 4-color cards for around $50, including shipping. They can also help you design your cards if you need it.

Remember, your business card represents you. It’s often the first thing people will see about you, and you want to give them the best impression you possibly can.

Gayle Martin

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