| I've never been a big fan of business cards and in | | | | They are valuable for a number of reasons. First |
| Part 1 of this series of articles I outlined why | | | | and foremost, they give you an almost instant |
| most massage therapist business cards simply | | | | boost in credibility. They do this by upscaling your |
| were not a useful marketing tool. But I had a | | | | business in your prospect's eyes. Let's face it - |
| change of heart and in Part 2 of this series, you | | | | they look more professional; they look higher |
| found out how to add a direct response element | | | | class. |
| to your card to get people calling you for | | | | This is particularly important in an industry like |
| appointments. | | | | massage where we are selling an intangible |
| Now there is one further very important element | | | | service. Potential customers can kick the tires |
| that every massage therapist business card | | | | when they're checking out a new car, but they |
| should have. It doesn't seem like a big thing, but | | | | can't kick you. They have nothing to judge you |
| studies have shown that people will hang onto | | | | on but the visual image that you present. So the |
| your business card longer and are more likely to | | | | materials that represent you must be of the |
| respond... | | | | highest quality to represent the quality of your |
| ...if you upscale your image by having them | | | | service. |
| printed in full color on glossy stock. | | | | Another benefit is that people hold on to glossy |
| Use full color business cards. Test after test has | | | | full color business cards much longer on average |
| shown them to be worth much, much more than | | | | than black and white ones - ten times as long |
| the extra expense to print them. | | | | according to one survey. I guess because they |
| It's true that glossy full color business cards are a | | | | look more expensive, people are just hesitant to |
| little more expensive than a regular card printed | | | | throw them out. |
| on ordinary paper, but the cost is inconsequential. | | | | So if you're a massage therapist, business cards |
| Does it really matter if the cost goes up three or | | | | you create should always be full color, glossy |
| four cents per card? That's hardly going to break | | | | ones and should always have a direct response |
| your bank account. | | | | element to them. |