If you are in business, you probably already have a business card. If you are just getting started, there are many options.

Quite simply, a business card communicates to everyone out there, who you are, what your company name and possibly the kind of business in which you are involved. It may also include your address, telephone number, fax number, pager number, cellular phone number and even your email and website addresses. The type on business cards is getting smaller and smaller in order to accommodate all this information, some of which may not be necessary.

A business card is an effective way of presenting your business to a large number of people. It is important to consider the various elements to be included and to ensure that the finished product is well thought-out, well-designed and printed. Your business card is a reflection, an extension of you and your business.

Manage the impressions carefully.

There are a number of things that have an affect on the overall impression -- things like the colour of ink; the colour and texture of the paper; glossy, smooth or linen finish all create different impressions. Even the thickness of the paper sends a message to your potential client.

A business card printed on thick card gives a feeling of strength and stability. The colours of ink and the colour of the paper are also important factors. Consider the market area you are entering before deciding on the look and feel of your cards. The typeface, the layout and your business logo, are also significant factors in how well you will be able to communicate in your market.

What to say on your cards is often a dilemma. Your name with an optional title -- if it feels right, or adds to the message, use a title, otherwise don’t. People new in business are often overwhelmed by the desire to put “President” under their name. Oh well, whatever?

A phrase describing your products or services on your card can take out a lot of the mystery about your company. Take a closer look at other business cards. Study them. Pick out the ones that best communicate the kind of message you are looking for. Select your personal favourites. This exercise will help you to get closer to the card that is right for you.

Some other considerations are whether the card should be read vertically or the more traditional horizontal format. There is no rule here. Some logos and business images work best on a vertical card; however, keep in mind there are some limiting factors. Vertical cards may not read as well in card files; on notice boards and in business-size ads they may require a different layout at additional cost to you.

Other variations include the folded card, which can be tempting, useful and appropriate. The folded card will stand up, providing an interesting display. However, the folded business card is more expensive to produce -- it takes up significantly more space in your purse, wallet or briefcase. When the folded card is placed in a card file or index, the folded portion is often removed, for ease of handling and if your logo is on the folded flap, there goes your business image!

Printing features, benefits, products and/or services on the back of a business card can extend its usefulness tremendously. Using the back of the card to increase your business can also be effective where referrals are significant. There are an infinite number of choices, even other languages and useful information which may be appropriate and innovative.

As well as exploring the many free ways to display your cards at various locations, there are also companies specializing in business card promotions. One of these companies is MarketSource who can be reached at 391-9534. They have business card kiosks at the ferry terminals, food stores and other locations around the city.

Select the look and feel for the impression you want to create. Decide what the necessary information will be. Don’t print your cell phone number unless you are prepared to have it ringing all the time. This can get expensive and may not be the best use of the phone or your time.

Before printing, check the proofs carefully. Sometimes the obvious gets overlooked. Print enough cards to get a good price break, but not a ten-year supply. What if you move, change offices or your email address changes. What if you get promoted from “President”?

I once had someone write their name and address on a piece of paper because they said that their business cards were too expensive to handout. Your business card is possibly one of the least expensive ways to market your business.

Always have a supply of cards with you. You never know when an opportunity will present itself. I always have cards with me, even when walking the dog. Be generous with your cards. Leave an extra card to be passed on to someone else.

And last, but not least, present your card with pride and enthusiasm.