By Suzanne Richardson
As Michael Masterson has pointed out many times, business cards are not a necessity for most businesspeople. But if you feel that you do need them - or if you just like the idea of having them to hand out at networking events - make sure they represent you in the best possible way.
"Think of your card as a way to sell yourself," says Michael, "and design it like a tiny space ad."
He forwarded me an example of what NOT to do on a business card:
- The name of the business - a graphic design studio - is printed in an artsy type that's hard to read. The name of the designer is similarly artsy and illegible
- There's a question of credibility. The card lists all of the following services: graphic design, direct marketing, logo/layout design, airbrush work, Web design, illustration, fine art, and photography. Can one person really provide expert service in all these areas?
- The copy - an explosion of different shapes, figures, and text going in three different directions - gives no indication of what to read first.
"This card," says Michael, "is a perfect illustration of why less is more."
For a more successful card:
- Choose sales copy that emphasizes one and only one benefit or skill that you want to sell.
- Always keep the graphics simple. The purpose of color and design is to emphasize the copy, not to show how creative you are.

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