The High Cost of “Free” Business Cards

by Tom McKay

Sometimes “free” is just too expensive. 

Take those free business cards you can get online, from Vistaprint and other places. While their quality and appearance can be quite nice, these cards can send subtle, negative messages about you and your company. Messages which can undermine your best efforts at marketing. Let me give you an example. 

At a recent outdoor event, I happened to meet a woman whose company provided technology services. One service, in particular, seemed like a potential good fit for one of my best clients. After a brief chat, we exchanged business cards and went our separate ways. Later, I looked at the back. It read: "Free business cards from Vistaprint." 

To me, this completely undercut her credibility. Three thoughts instantly flashed across my mind:

• If she can't even afford to buy business cards, how successful could her business be? 
• How professional are her services? 
• How could I possibly refer my clients to her?

Her “free” card created these doubts. Fairly or unfairly, they bothered me enough that I mentally crossed her off my list of possible service providers. Her “free” card was no bargain. It cost her a possible referral. 

Was it unfair of me to judge her that way? Maybe, maybe not. But the fact is, that’s the way the human mind works. When it doubt, don’t risk it. Better to go for the sure thing. That’s just human nature. 

(Aside: Years ago, when Apple and other operating systems were battling for market share, there was saying among IT and Purchasing Managers: “No one ever got fired for buying IBM.” Will they ever say that about Lenova?)

Besides, as a marketing consultant and professional copywriter, I treasure my clients. I feel very protective of them. I would never offer a referral that I wasn’t completely confident of. 

Online printing options

Now, I want to make it clear I’m not putting down the idea of using online print shops. There are plenty of excellent printers online. I regularly use several, including GFX, to print my clients’ brochures, business cards, postcards, etc. I (or a designer I recommend or hire) will create the design and layout, add the graphics, copy and photos, then ship the finished files off to an online (or local) company to be printed. 

That’s not what I’m talking about here. I’m talking about printers that require you to use their pre-designed templates and photos. This is a very bad idea. 

Why is this a bad idea? Because using their templates sabotages the integrated look and feel your marketing materials require. Design-wise, your business cards should look like part of the family. They should harmonize and echo the look of your letterhead, brochures, web site and all the rest of your collateral marketing materials.

No matter how much you customize your business cards, no matter how nice they turn out, they’re doomed. They won’t match or blend with the rest of your marketing materials. The colors, fonts and layouts will be different. The difference causes a lack of unity — something psychologists call "dissonance." This dissonance creates an uneasy, unsettled feeling in your prospect’s subconscious. They may not know exactly why, but somehow your disjointed marketing materials make them feel a little… uncomfortable. These nagging doubts mean they’re less likely to send work or referrals your way. 

Think about it. What kind of message do you send to potential clients or customers when your business cards, brochures and web site look like they came from three different companies? 

Like my recent acquaintance, do your free or low-cost business cards “gossip” about you behind your back? Do they whisper that you’re too new, too strapped, too unsuccessful, to hire a professional designer? If so, your business is in trouble.

Here’s the moral of the story. Don't cheap out on something as crucial as your marketing materials. They're the "best outfit" you wear when you meet with your most important prospects. 

Bite the bullet and write the check. A logo and unified design theme is not an expense. It’s an investment in your success. Hire a good designer (not all of them are expensive) to create your logo, letterhead, business cards, brochure layout. Make sure your web designer incorporates them into your web site, too.

Should you try to do it yourself? Let me put it this way. You might own QuickBooks, but that doesn’t make you a CPA. And owning Microsoft Publisher doesn’t make you a designer — much less a good one.

Along those same lines, consider hiring a good copywriter (ahem) to help create and articulate your sales message. A professional writer with business writing experience has the skill to turn facts and features into compelling reasons to buy.

Just because you can get business cards free doesn’t mean they’re a good investment for your business. Whatever you're shopping for, when you buy the cheapest, you’re happy only once – at the time you pay the bill. But when you swallow hard and buy the best, you’re happy every time you use it -- every time you hand out your card. 

Hire a professional designer, copywriter, printer. You’ll be glad you did.