Two weeks ago, I presented four talks in three days.  As usual I mentioned the monthly Marketing Myths - free of charge - and requested business cards with "MM" on the back at the end of each session, in order to be added to our database.
 
Then the fun started.  There's normally one person per audience that doesn't have a business card and presents me with handwritten information on a lined sheet of paper. 
This time there were seven such pieces in lieu of business cards.
 
But it got better.  At least a quarter of the cards didn't have street addresses or towns.  Several didn't have email addresses.  That one stumps me.  How can we email you our Marketing Myths, if we don't have your email address?
 
What's going on here?  I believe it's a lack of thinking about Marketing.
 
It's just plain foolishness to attend a chapter meeting or a conference without business cards.  (I once heard a man introduce himself, saying he had no business cards; and people remembered him as the guy without business cards.  Oh, really?)
 
The missing addresses are something else.  I'm guessing it's the paranoia of listing a home address on a card, for fear of vandalism or theft.  Maybe even a bit of embarrassment over shutting an outside office down.
 
Here's the rub, however: you don't have to list your home address.  You may list the street address of your post office, along with your P.O. Box number (I don't like Box numbers only; the marketplace perception of just a Box number is that you might steal off in the middle of the night).
 
There are specific businesses, where you may reserve a box to receive your mail.  These businesses are more than willing for you to put their street addresses on your business cards, and no one looking at your card is the wiser.
 
What I observed was an unfortunate lack of concern for how image impacts personal and commercial marketplace perceptions of one's business.  You don't want to mess around with perceptions, however.  People aren't nearly so concerned about your specific address as they are if you don't have one.
 
Now, email addresses: a business card shouldn't be without one.  Email is an integral part, although not the only means of, communication nowadays.  Don't try to tell me that targeted emails to you are too interruptive.  Set aside a few minutes each day at the same time to review and respond to your emails.
 
And don't give me that "info@" stuff.  Why should I address an email to an unspecified person?  The professional way to write an email address is John@abcmanagementservices.com.  Or "johnh," if there are other people in your company with the same first name.  Or first initial and last name.  Email addresses should be personalized, and they should feature the company name to help senders and receivers remember you.  It makes no sense to give your ISP free publicity with every email.  Moreover, if you change providers, you'll have to change your email address and incur the expense of printing new letterhead and business cards.  The email suggestions above are transferable, no matter who you decide to work with; they provide recall to you and your company alone, not some telecom firm.
 
Please, please, please give a little thought to the image you're projecting.  This is your opportunity to stand out!  Take it.  There are plenty of people who approach Marketing by asking, "How cheaply can we get away with doing this?" and cut off their noses to spite their faces.  You don't want to be one of them.

            
Visit Adrienne Zoble's website at www.azobleassoc.com.  Her
15-month Schmoozing Calendar provides ideas for productive ways to sell more in less time.   This Calendar is generating rave reviews!  Order today:  $27.30 per cardstock, bound copies, including shipping; $16.95 per electronic version. 
 
Our updated workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is $67.45 including shipping. This workbook is also generating very positive feedback!

Special offer:  take advantage of the Calendar/Workbook combination of just $83.00, a savings of $11.75 (we'll pick up the shipping).
 
Perhaps your company or organization is looking for a dynamic speaker with immediately implementable and inexpensive Marketing ideas; or you would like an article/column for your publication or newsletter. 
 
Adrienne Zoble will help your company grow and thrive, even in these
challenging times. 

___________________________________