Make an impression with your business cards

When it comes to business cards, many Acupuncturists just throw something together while others will spend endless hours designing a card that is just right. No matter what the approach is, a business card is one of the most direct ways to hand over all your contact information, and thus, should make an impact to the person receiving it. So how do you get your card noticed and kept for future reference (in case they want to make an appointment with you), and not just thrown away as soon as you turn your back?

10 guidelines to make the impression you want with your business cards:

1. Keep it simple!

While you want all the relevant information on the card, you certainly don’t want to overdo it with extraneous information. Relevant information includes the preferred means of contacting you or finding out information about your practice: business/practice name, contact name, address, phone numbers (voice, fax, cell), email address, website. Including a logo and short slogan or tag line can be helpful, too.

Include the phone numbers you would really like to be contacted at. Don’t list all if you’re not willing to take calls at a particular number. The style in which you write your phone number is up to you, but be consistent.

A list of what you do can clutter up a standard size business card, but how can you inform people about acupuncture? See #2.

2. Use both sides of a card!

Since many people do not realize the extent of what acupuncture and/or herbs can do, listing your specific services and some conditions that Oriental Medicine can treat on the back of the card - just to make it crystal clear for others - is a terrific way to extend the usefulness of your business card. Keep it as a bullet list or in clearly defined columns to make it easy to read.

Yes, while printing on the back will cost extra, it IS empty space left unused. If your card has a color front, keep the back simple and with black text to minimize cost.

Other ways to use the back of the card (or to use bi-fold cards):

• Include a map (see #3) of your office location
• Make the back an appointment reminder card
  • you can usually fit 1-4 lines so that the patients can bring back the same card to fill in their next appointment time (a good way to recycle the card!)
  • Make sure you leave enough space for you to legibly write in a day, date, and time!
• Print an offer or special that you’re running - hand card back side up so it can be seen first.

3. Which way is North?!

Placing a map on the back of your business card is a great way to pinpoint your clinic’s location right off the bat. One of the biggest mistakes I’ve seen on maps is the lack of a compass (N,S,E,W directional pointer)! Without an arrow indicating the North direction, this can be confusing: 1) if the map isn’t drawn in the same direction as the text and the recipient will have to turn the card to view the map (for example, a horizontal card front, but a vertical back), and 2) for anyone who is new to the area who doesn’t automatically recognize how cross streets run.

4. Use font large enough to read.

Using a tiny font (8pt or smaller) for any main text should be avoided! Most people over 40 years of age comment on the difficulty of reading text that is too small on a business card. I have found that using 9pt or 10pt for the majority of the vital information works well, with the main pieces of information (such as business name or contact name) in a larger font, and less important information in a slightly smaller font (8pt, but 6pt or 7pt fonts should really be avoided on a business card!) If you’re using a small font to make information fit, then you may want to re-evaluate and prioritize the information.

5. Try not to go the cheapest route.

Free! We all like free items, don’t we? But when it comes to business cards, having the word “free” on the back of a business card doesn’t present the most professional image for acupuncturists and it further indicates that you cannot afford proper business cards. It may be a way to get started, but you may want to consider upgrading your cards as soon as you can to have the “free” removed.

6. Pick an appropriate cardstock.

Do try to pick a cardstock or cover stock that is firm enough - the immediate feel of your card does speak volumes, whether we think it does or not. As acupuncturists, we need to portray professionalism, right? Can you imagine handing over a card that feels like it’ll disintegrate or tear when a potential patient tries to shove it into a pocket or wallet so that they can set up an appointment later? And compare that to a card that feels like it can last through the washer and dryer. Okay, so cards - unless plastic - probably won’t last through a load of laundry, but the point is made. All cards don’t have to be thick, but it should feel like a business card.

7. Include your website address and E-mail address.

In today’s world, a web presence is vital to small businesses such as ours. In our field, there are many who still bypass the internet and opt not to take advantage of a website. Our potential patients are interested in reading and researching about our practice, style, philosophies and the practitioner before making their choice. Okay, so that is my opinion on having a website - and if you have one, don’t forget to include it, along with your email address on your business card. Remember, people want to read about you and what you do, as well as have a means to contact you with questions or to set an appointment.

8. Make sure people know exactly what your profession is.

If your practice name does not clearly convey what you do, a slogan, tagline or brief description can be useful. You want potential patients to know exactly what you do - if it isn’t clear, there is no incentive for someone to keep your card or follow up with you.

9. Be unique with your logo!

Consistently using a logo is a great way to establish your identity. If you don’t have a logo (yet), and choose to use generic or stock images to help reinforce what you do, please do not use an image that everyone is also using in our field!

10. Never use outdated info.

Unfortunately, information can change at any time. And many people think that it is more cost effective to cross out information than to print new ones. But honestly, what image do you think it conveys when you hand a business card that has crossed out and handwritten information on it? Not very professional, right? Or it says that you don’t care enough or cannot afford to spend the extra money to get accurate cards. The likelihood of bringing in patients with accurate & professional cards is much higher (and will end up covering the cost of the new cards) than handing out inaccurate cards that fail to make the right impression to bring in any patients.

I hope these suggestions help to ensure that your business card gives the impression you want it to about you and your practice. I wish you all the best!

The Classical True Acupuncture & Chinese Herbal Medicine clinic is conveniently located in South Denver, Colorado (Centennial), minutes from Aurora, Castle Rock, Cherry Hills Village, DTC, Denver Tech Center, Englewood, Greenwood Village, Highlands Ranch, Littleton, Lone Tree, and Parker, Colorado.

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