Ah, networking! Lover it or hate it, you have to do it (at least if you want your business to succeed). I like to think of it as that secret sauce everyone talks about but few really understand (thus the secret part). You know, the kind of thing that can elevate your business (think skyrockets in flight) from obscurity to a household name (at least in your community)—if done right, of course. They are easy to over look. They appear dated and obsolete, but … Think of it as an advertisement for your brand, just with a bit more human touch. That last part is crucial. Yes, marketing is essential (and yes, I’m looking at you, newspaper ads and flashy online campaigns), but let’s not forget the real power lies in those face-to-face / one-on-one encounters—yes, the good old-fashioned personal connections. The ones you actually remember.
We see around a hundred faces a day, advertisement weighs in at about the same (thedrum.com puts it in the range of 93 ads per day, we see 93 ads per day) and unlike the faces in the crowd they are fighting for our attention. SO why is it that we need to see them three times before we even start to take note? They lack personality.
That’s where the human touch comes in to play.
Now, if you’re anything like me, there’s something electrifying about meeting potential clients or partners in person (or you actually fear this part). There’s a magic there (regardless of which camp you’re in’), making eye contact and saying something like: “Hey! Let’s chat about how we can work together.” It feels genuine. It feels real. Because? It is. And let’s be real for a moment ourselves—there’s no substitute for that moment when you hand over a business card and see the light bulb go off above their head (maybe it goes off above yours too when you receive one). Those little pieces of cardstock (cheap, affordable, and in every color of the rainbow)? I’ve said it before (here). But they really are tiny cut portable billboards–yet, they encapsulate who you are and what your business represents in a bite sized document. Genius!
Business Cards or Paper With 600 Years of History
Did you know the history of business cards dates all the way back to the 15th century in China (that’s 600 years ago), where they were referred to as “visiting cards” meant to indicate someone’s intention to visit, or in other words announce themselves. You can still see this being done in the HBO series The Gilded Age. Over the years, this idea transformed, and by the 17th century in Europe, trade cards began to appear (what we would today call the business card), ultimately leading to the contemporary card designs we see now.
Just like then, they need to capture the reader’s attention like those other pieces of advertisement don’t.
While I was writing I felt a need to find some sort of business card that just screamed brilliance. That is a card that took everything I have always said, converted that into a design and stuck it out their. Do you think a card like that exists? Sure I do too. Still, I didn’t find it (in the five minutes I spent looking). I did find some interesting business cards, ones that were close to what I had in mind, and other designs that weren’t. But I think that there was too high of expectations on my part by not knowing exactly what I wanted to actually go out and find that perfect business card.
Good business cards are like that. You know them when you see them.
Now wait! Before you start hurling business cards at everyone in sight (which I fondly refer to as “business card bombing”), let’s get one thing straight: quality trumps quantity here. Though I am a proponent of having two sets, the daily use ones and the special occasion cards. Instead of scattering your cards like confetti at a parade—which, by the way, most people won’t appreciate (now branded candy is another matter entirely)—focus on forming valuable connections. Real connections. Connections where people remember you. Here is a though experiment: you meet someone interesting during a networking event organized by your local chamber of commerce or trade association (yeah, they do this sort of thing). You engage in meaningful conversation about mutual interests or challenges (both good talking points) faced in your respective industries—and then comes the moment (the cherry on top): “Let me share my card.” That connection might just blossom into collaboration down the line! And what did it cost you? A business card. Well worth of the couple of cents they cost if you ask me.
Speaking of which, chambers of commerce and trade associations are true champions for small businesses (check yours out locally if you’re) seeking networking opportunities. These organizations work sort of like hubs where entrepreneurs converge to swap ideas and form alliances. Both of which are valuable. Look around; they often host mixers or workshops designed specifically to foster these sorts of interactions. By attending such events, you’re not just filling up your calendar (though for the lonely among us they might be well needed social interaction)—you’re investing time into building relationships that could pay off handsomely.
And sure, while we’re at it, don’t shy away from using flyers or social media promotions; they definitely have their place in your marketing toolkit. But remember—their strength lies elsewhere (use the right tool for the job); they communicate broadly rather than personally (you will have a much smaller ROI <- Return on Investment). Business cards, their job is being personal, they excel when it comes to those intimate exchanges where trust forms and intentions are laid bare (well as bare as they’re ever laid bare in such meetings).
So what do you do with these tools? Use them wisely! Make sure you have them handy, make targeted appearances at networking events that align with your niche rather than trying to cover all bases indiscriminately (you can use my term “business card bombing” next time you’re at one of these meet and greets, you’ll be the life of the party)—it’s about being deliberate here folks! When engaging face-to-face with someone who shares similar goals (remember, not indiscriminately) or interests—a little spark ignites that can lead to incredible opportunities.
Now here’s where it gets even better, at least I think that it does: Most successful businesses didn’t thrive solely on traditional advertising; no, they grew because of their owners. People who understand how critical these connections are to cultivate growth within their communities (think local, then grow). After all, people prefer doing business with those they feel connected to on some level (and community members have that built in).
I have been typing for what seems like forever, you’ve been reading the fruit of that, so I will say in closing—embrace networking like you’d embrace an old friend waiting eagerly at a coffee shop (minus the awkward small talk). Whether through chamber events, local groups focused on entrepreneurship, or chance encounters where they arise—you’ve got avenues ripe for exploration right at your fingertips! So grab those business cards (no, not those—the real ones!) and step out into the world alert and ready to connect—not just promote—but build lasting partnerships that foster both personal and professional growth along this wild journey of ours called entrepreneurship!
Now get out there, I’ve kept you busy long enough—there is probably an event tonight. Oh, and don’t forget to follow up after those initial chats; nothing seals deals quite like maintaining momentum post-networking! Happy connecting!