Are you proud of your business card?

A friend handed me his brand-new business card the other day. I examined it carefully and nodded approvingly.

I could tell that he was proud of the card. It’s a look I see with some frequency.

The business card is hope. It’s freedom. It’s the physical manifestation of the dream.

For brand-new practices, the business card represents the creation of the new business. For older practices, the new business card represents a shift, a change, a new direction.

Why Your Business Card Doesn’t Matter

Sadly, the impact of the new business card is inconsequential.

Business cards do nothing, change nothing, and mean nothing.

The hope, the freedom, and the dream aren’t found in the card. The card doesn’t make things happen.

The hope and the dream are within the people in your business. The freedom comes from doing the work that brings the business to the practice.

Lots of my business-card bearing buddies want the card to do the work. They believe the card will bring them business.

It won’t.

What Does Matter: You

It’s only when you take the card (and a card isn’t required or especially important) and hand it to someone you’re getting to know that business starts to flow.

The card won’t make the difference. You will make the difference.

Think about the people you’ve met this week. Maybe you met a doctor or an accountant. Maybe you met a house painter or an office supply salesperson. I bet you met someone who does something you need done and who impressed you.

Something about this person inspires your confidence. You trust this person to do what he or she promised to do. You’re ready to move forward. You’re going to make this person’s business grow.

Why are you hiring this particular person?

• Was it the fact that she was out and about so you could meet?
• Was it that a friend recommended her?
• Was it that she took the time to get to know your needs?
• Was it that she had an appealing personality?
• Was it that she connected with you in a human way?
• Was it that she told a good story about herself and the way she could help?
• Was it that she understood your story and perspective?
• Was it that she communicated competence and confidence?

Or was it her business card?

We want to believe we’re taking important steps when we do things like meet with a designer, call a printer, or order our cards. We’re not. It’s an illusion.

Activity doesn’t always equal results. Don’t count on your business card to make the difference. Don’t expect to find shortcuts for generating the business.

Pinning your hopes, dreams, and future freedom on a small card doesn’t make sense. If you want to make those dreams come true, then do the work, make the calls, meet the people, and do the work to build relationships. The card won’t do it for you.