You’ve probably got a pretty firm idea of how a business card should look already, because you’ve seen hundreds… and probably even thousands of them in your lifetime.
They’re all basically the same, other than a few design elements that are created by business people who think they’re making something totally unique.
It’s usually has the following elements…
- A logo that takes up 50% of more of the card space
- The persons name and profession
- The contact details
There’s often a tonne of blank space or something cool that a designer made on there too.
Photographers tend to go a little more towards the artistic and design oriented side of the scale too, since photography is an art there is more effort given to make the card look really pretty or unusual.
This type of business card is fine, and I actually recommend it to be given out at certain times, but it certainly shouldn’t be your main business card.
The first question we must ask when looking at how to create a business card as a photographer is…
What Is My Business Card For?
Your answer should be “to bring in new clients!”
However the business card I’ve described above doesn’t do this at all.
Most cards are acquired from a very brief meeting such as when someone asks what you do and then says “oh, my daughter needs a photographer! Can I grab your card?”, or you’ll leave small piles with your joint venture partners, or on the counters of businesses who serve the same clients…
Think about it for a minute…
Imagine you are your prospect.
You ask for the business card because your wedding is in 10 months and you haven’t organised a photographer yet. The card your given looks pretty, but gives you absolutely no information other than the name and phone number, plus a big pretty logo.
This type of business card certainly isn’t going to entice you to call the photographer.
It’s what I call the “already sold contact card”, and it’s useless in these situations… which occur over 90% of the time you give out your card!
This type of card is only useful to prospects who you’ve already sold on your services. They’ve decided to use you for their job, and they simply need to grab your details so they can stay in touch or call your about any questions.
So if you only need the “already sold contact card” style business card 10% of the time… then what should you be using the other 90%???
Enter, The “Direct Response Business Card”
This is totally different to what you’re familiar with, but it’s proven time and time again to produce multiple times better results than traditional cards.
It’s not pretty… it’s actually quite ugly… but it gets you new clients. It’s like a mini sales person that works for you 24/7, and it’ll make the cards your competition use seem useless!
SO… What is the direct response business card?
It’s a business card that has a few key elements that will almost force your prospects to contact you quickly, ready to book in.
The Crucial Elements of This Photography Business Card
- The most important thing is the headline. This is what gets the attention of your prospect and gets them to read on. It should be in larger font, and a color like red or blue work well.
Your headline can be anything as long as it grabs attention. For example, if you’re a wedding photographer it could be something like “Proven Advice To Capture Every Moment at Your Wedding – By An Expert”, or “The Shocking Truth About Wedding Photographers”, or “Wedding Trial Shoot Free, Plus $150 Cash If I’m Not The Perfect Photographer!”.
- Next you’ll talk about a few of the benefits of your services. For example, if you have the latest camera and lenses you wouldn’t say only that… you would go on to explain that it means your photos will turn out more clear, allowing you to print larger copies, and have them look so real that you’d think it was 3D. You could say that you use every security measure to ensure that there is no chance of lost or corrupted photos etc. You need to speak in terms of how everything benefits the client! They don’t care that your camera is 23 megapixels or can shoot at 10 shots per second… tell them what it means to them!
- Make your offer! This can be anything from the free trial photo shoot, to a 100% money back guarantee if they’re not satisfied… maybe even 110% money back! You can me as unique as you like, but it must be compelling enough to get the prospect to take action. It can’t simply be “I’ll show you my portfolio”.
- Make it limited! It’s hard to get your prospects to take action, so ‘light a fire under their butt’. Let them know that your offer expires on the 15th of the month, or it’s only available to the first 12 clients. Stick to these limits because people hate seeing the same offer 3 months later that was supposed to end 15 days after they saw it! You can simply create a different offer when one expires to keep from making clients annoyed!
- Provide a way to respond. This is your phone number and/or email address.
- Include a coupon code if you want to make it really trackable, and increase response a little. A code in the bottom corner like “02MI7” that the prospect can quote when booking enables you to see exactly how that client found out about you.
On the back I recommend using as many testimonials as you can fit.
Here’s a quick example that I knocked up in about a minute, and it’s not perfect, but I can guarantee it would get a pretty nice response from brides-to-be worried about a shady photographer!
This card is full text, but it gets prospects so excited that they need to make the call and claim the offer.
Sitting on a table next to a bunch of other cards, it will stand out simply because it’s focusing on ‘plain-ness’ while all the other cards are screaming “look at me!”. It gives every prospect a REASON to call you, along with the information the need to be able to make that decision to call!
If you must include your logo, then make it small and put it down in the bottom right corner. You want your prospect to read your headline first, and not look at your logo!
What You Should Do
Create your new, ‘boring’, direct response style business card. Leave it in places where your clients will see it and keep a pile on your at all times.
If you are skeptical about doing this with your business cards, then do a simple split test…
On your direct response style business card create a response email like firstname.lastname@example.org, and on the fancy traditional card make the response email email@example.com – You’ll be able to see exactly which card gets a higher response by seeing how many inquiries you get to each email.
When it’s been tested, the direct response style card typically gets 500% or better conversion than the traditional card! Those are stats that you simply can’t ignore!
It’s cheap, effective and easy… so start using the direct response style business card in your photography marketing arsenal NOW!