As a serious, or is that serial, networker I see many business cards daily.

The more cards I look at, the more I see, or don’t see!

Who sees your business card? Why do you exchange business cards? How do people get in touch with you? What information do you want the recipient of your business card to have about you/your business? Do you have a business card??

Scanning several business cards from a recent networking event has prompted me to put technology’s pen to paper.

4 Basic but Essential elements of a business card 1) The type of card – shiny v non-shiny When you exchange business cards, always make notes on the card itself, eg the date, where you met, maybe something personal such as “tall, fair hair” so that you also have a note to help you recognise that person when you next meet.

You can’t write notes on a card with a laminated or shiny surface. Also try to avoid dark backgrounds which make it impossible to read any handwritten notes.

2) The size of card It’s appealing to have something which is visually different. But if that card is larger than standard size, where will the recipient keep that card, is it too large for a pocket or business card holder? Will it pass through a business card scanner? Probably not.

3) Content – side 1 a) Logo b) business card owner’s name c) company name d) telephone number / mobile number – including area/country code e) and in these days of companies using mobile numbers and non-geographical landline numbers, then include the company address f) fax number if appropriate g) web site address h) email address Why promote another company in your email address? Your own company domain name used for both the web site and your email address indicates a serious, professional business and serves as a free advertisement for your company whenever used.

i) All on one side in a clear, non-fancy legible font. Of course keeping to corporate identity and branding but again I’m thinking of the business card scanner and its text recognition limitations. I was once handed a stunning business card, but the contact details were so tiny I almost needed a magnifying class to read them!

4) Content – side 2 a) A strap-line, or something brief and descriptive about the service/product that your company offers/your USP – remember you need space for the recipient to write their notes about you/your business Why do you exchange business cards?

Because you want that person to remember you and contact you. It is essential to include all of the above to give a picture of you and your business and to indicate you are a legitimate business. They have taken your card because they are interested in you.

Your business card is a very powerful sales tool for you if used properly – don’t waste the opportunity.

Jackie Groundsell – co-founder of 1230 The Women’s Company