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Why You Don't Need a Business Card

by Clint Watson on 6/18/2007 8:06:30 AM

Conventional wisdom says that the design and branding of your business card is important to the success of your art business. Guess what? It's really not that important...it doesn't matter what you put on your business card. In fact, it's really not THAT important that you even have one. Read on and we'll show you a better way. . .

Why do we say this? Because the way people exchange little pieces of paper called "business cards" doesn't make sense to us. We get together and exchange them and, for the most part, nothing ever happens with them. Eventually, except for those who are ultra-organized, the business card ends up in the wastebasket and the name may or may not end up on a little-used mailing list.

So when you're at an event and someone asks for your business card, here is what we recommend you do:

1. Tell them you've just given your last card out and don't have a one with you.

2. Ask the person for THEIR business card or, if they don't have one, get them to write down their name and contact info on a little pad (you should always carry a little pad at events). Promise to send them your card.

3. Ask the person for permission to send them your email newsletter.
Almost everyone will say yes, and now you have permission to email them as often as you would like to send your newsletter. As anyone who reads us knows, email newsletters are a major key to successful marketing.

4. Ask the person about their interests (if you have time). If you're at a show of your work, ask them which one is their favorite. The idea is to learn more about what this particular persons likes and dislikes are.

5. Follow Up. Once your back in back in your studio - send the person photos of your work that match their interests, along with a personal note.

Now, don't you think that this method will be much more effective than just "giving out" business cards?

Sincerely,

Clint Watson
Software Craftsman and Art Fanatic

PS: If you still feel you need a business card, by all means, include a card with the photos and personal note you send in step five....after all, you did promise to send them one.

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Topics: Art Business | Marketing

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8 Comments

	Emma Brooks via web	27 months ago
	Enjoyed this post very much Clint. Great advise. Sometimes standard convention isn't the best way, and this advise helps to make the artist more memorable, plus remain memorable via newsletter updates. Thanks!

	Beau Smith via web	25 months ago
	I like the possibility of grabbing someone's email like that, but in a just getting to know you conversation, I find it presumptious to ask for permission to put someone on a mailer. I prefer a business card that converts, that is, makes the person actually go to my website. If I've been charming and shown an interest in their work, they'll be curious. Plus, the card should convert. Also not giving out a business card seems like being a taker. I want you to see my art. I want to make that easy for you. But I don't want to push it at you.

	Barry Holigan via web	18 months ago
	number one is a flat out lie and this seems manipulative to lie to people. Just tell them you don't have one. I use business cards all the time. Building aliances with people is important.

	KM Augustine via clintwatson.net	7 months ago
	I would concur with Barry, but I just have to add that this post was the worst piece of advice I've ever seen written on this blog. Artists who don't carry around business cards with a picture of their work on it are fools, plain and simple. It's not just an opportunity to pass on your contact information, it's also an opportunity for someone to see a sample of your work on the fly. Fumbling around for pad and pen is just absolute nonsense. Emma, don't be fooled by such nonsense.

	Kathryn Clark via clintwatson.net	6 months ago
	I'm a firm believer that an artist should do BOTH. Have business cards AND carry around that little pad of paper to jot down information from people you have the opportunity to get into a long conversation with. Let me add that I like to have a folded business card on thinner paper that is printed on one side (so front and back) with the inside plain so you or the person you're giving it to can jot down a note, directions to your studio, his favorite painting, friends in common, etc.

	wallace via clintwatson.net	6 months ago
	Good information Clint, work the customer rather then letting them work us. Good way to get your samples in their hands and pick their heads asking what piece they like the best. tks for sharing

	wallace via clintwatson.net	6 months ago
	Business and Art? who knew? I would rather my clients chase me, giving them a card could be considered to easy. Kind of in their face right now! That is a good way for most and gets a lot of business, My experience has been to not act so eager to hem and haw looking for a card or a pen gives me a chance to see how intrested they are in my work. If I don't have a card it makes them look, not I. The more they like it the more it cost them. Some may consider my method as shister tactics well I have abunch more wanna hear em? wallacehugh.com

	Bill Kennann via fineartviews.com	3 months ago
	I agree with the message in this article. A couple of years ago I had decided to enter our city's Open Studio event. It was a tough year and I knew it was a risk financially. As I was painting on location a man walking by asked if he could look at my painting. Turns out he was a retired designer and asked for my card. Unfortunately I could only write down my phone number on a scrap of paper. Later he called and to my surprise was my first customer at the event that Saturday. As others arrived to view my works he chose 10 paintings to be wrapped and shipped to an old client of his in another state. Later he purchased a large painting for his home and two years later continues to be one of my best customers. It all happened by chance as I was plein air painting.

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