Expert: Peter Gabany - 11/8/2007

Question
I am having a new business card printed up.  How do you feel about the person putting their photo on the card?  Seems a lot of people do it.  If you like the idea I was wondering if you could look at the pics to help me decide.  I have gotten opinions of friends and family, but I would like to hear from an expert in the industry.  If you don't mind helping me I could email the 3 pics.  Thanks so much! (I am a Mortgage Loan Officer)

Answer
Diana,

The business card originated in the late 1800's as Carte de Visite. It was a photo, taking up most of the card with the name on the bottom. Remember photography was only invented in 1826 but portraiture came later as exposure length was reduced from about 8 hours to only a minute.

(http://en.wikipedia.org/wiki/Carte_de_visite)

Real Estate sales people are big on placing their image on the card. It fits the context of real estate but the question in marketing is this… why would you want to look like everyone else?

This does not mean that you can't put a photo on the card.

A business card should do three things. 1./ hold the most valuable information of how to reach you. 2./ and I hold this as the most important - be a card that people will truly look at and remember. One that they will want to keep because they not only need the contact info but because it is intriguing. 3./ It should remind the people of the business you are in but it should say - WOW - this person must be the best that there is.

You design a card like this and you have a winner.

So it comes down to some fairly subjective questions. Will your image on the card add to the business case?

Are you so attractive that even women will want to carry it around or save it? Seeing you on the card - will it say something about the quality of service you will receive?

Does it add anything to the chance of getting more business?

If not - simply use the other 3 guidelines in the design of your card. Make it distinctive. Make it memorable. DON'T use a printer to create your card - hire a professional designer to design that distinctiveness to this ambassadorial piece of marketing.

And lastly, have that same designer create all of your marketing tools to have this distinctive and consistent look.

Let me know how you make out and please send the 3 images if you wish a review - promote@limelight.org

Pete