Business Cards – How to Make Your Shop Stand Out

Because business cards among handmade sellers are common, HandmadeMarketing.org wanted to get the scoop on how to make your online shop’s business cards stand out.

When used to their potential, business cards can be one of the most effective marketing tools for your handmade item shop.  Artisans who reach out to their local community will usually agree.  Putting off business cards at a local craft fair or trade show could mean the difference between success and walking away penniless.

Whether your shop is new to selling online or been around for awhile, successful or not quite there, consider implementing business cards to shake things up!  To help Etsy sellers along the way, our team created this simple business card checklist:

• Slogan or Tag Line.  If applicable, consider utilizing a slogan or tag line in your business card layout.  However, don’t go overboard.  Keep this text short – 10 words or less should summarize your Etsy shop’s purpose.  For help writing your slogan or tag line, consider what you would tell an acquaintance who asks you what you sell online.  Keep the acquaintance interested without going overboard with the details.  “Professional neckties with a modern and stylish twist” may be all the acquaintance needs to know before going online to see your handmade craft items.
• Vital Information.  Make sure your card has all your contact information, including your name, shop name, shop logo, address, e-mail, phone numbers and website/blog.
  As a general rule, if you are reluctant to include any of this information, you probably have not detached your personal life from your Etsy or other online shop.  For example, if the thought of including “lovetofish87@yahoo.com” makes you squirm, consider establishing an email address for your handmade shop that draws customers to your items.  Keep your email address professional and “red flag free”.
  Why include a website or blog address?  If you have a professional website or blog centered around your Etsy or other online shop, this is a great place to let potential customers know!  If you haven’t set up a blog or website, consider putting this into your marketing plan.  Our team suggests skipping inclusion of a blog or website if either are for personal use only.  Don’t waste a potential buyer’s time with something that is not related to your Etsy shop.  The risk of offending or turning off a potential buyer by sending them to a personal site is too great.
  Always consider your target market when weighing the contact information you include on your handmade shop’s business card.  If your average buyer would not call you with questions, mull over limiting your list of phone numbers.  If that buyer would most likely email you, make sure your email address is professional as they will most likely be taking notice.
• Make Use of Space.  We have all seen business cards that cram too much information into a small space.  The front of the card should be your most important information.  If you are finding your information is taking over the front of the business card, consider moving some of the text to the back.  The back of the card may also be a great place to feature a coupon for your Etsy (or other selling platform) shop.  Keep in mind a business card is not intended to overwhelm the potential customer.  If your business card is becoming crowded, prioritize the text and make cuts.
  Here’s another idea our team thinks would be great for shop business cards: use your card to tell potential buyers how to buy your items!  If you often hand out business cards to interested customers that have never purchased handmade online, consider giving them a helping hand.  A step-by-step (with three-five steps) for how to buy on your selling platform (i.e. Etsy, Artfire, 1000 Markets, etc.) would be fabulous next to a shop coupon!
• Readability.  Good intentions often lead to bad formatting decisions for business cards.  Using all caps on a business card makes the information difficult to read.  Fancy, elaborate, and tiny fonts will often reap the same results.  Determine your target market and format your card accordingly.  Is it likely your average potential buyer will be able to read a 6 point font written in a cursive, loopy font?  Make it easy for potential buyers – reading your information is essential!
• Keep It Practical.  As we outlined in “Promo Items – Promote Wisely“, consider putting something of value on the back of your business card.  The best type of practical tool would be one that links back to your online hand-craft shop.  In the past, we suggested doubling the card as a six-inch ruler if a ruler reinforces the nature of your craft (i.e. handmade greeting cards).  A conversion table or calendar may also tie back to your craft.  Get creative!  What may work for one target market may be useless for another.
• Graphics.  Graphics should be reserved for those that find them a necessity.  Some business cards include headshots or item photos, which can help an shop just as much as hurt business.  Free images from Word or Powerpoint software may look great to you, but turn off a potential buyer.

The goal for a business card for your handmade shop is to maintain a level of professionalism while selling handmade items which are oftentimes made at your home.  Remember, online craft sellers are generally looking at an uphill battle because face-to-face marketing sometimes lacks the feel of seeing your shop firsthand.  Anything you can do as a seller to reinforce your professionalism will help you climb that hill.  It’s easy to slip when your best intentions result in an unprofessional card.

Our team’s biggest take away: design a business card for the present!  Relying on trends 10 years ago may not be effective for your online shop today.  Just because your business card is simple, does not mean it is bare and unattractive.  In fact, many times we find the opposite.

Lisa Romero, from www.paperbullet.com, shared her business card tips with us.  “Instead of using an actual standard size business card, I use Moo Mini Cards. I get my info centered (instead of right/left justification), so I can also punch a mini hole on one side and use them as hang tags for my pendants and attached to the back of artwork,” Lisa said.

“What are nice about Moo Cards is you can then print whatever image on the card you want. Instant mini-brochure. Info on your company and image on the other side. I also have a friend that does this subtly with stickers.  If it’s well designed and has more than one purpose people may never want to throw them away.”

Great ideas for getting handmade shop business cards noticed!  Thank you Lisa!

What tips do you have for great business cards?  What is your favorite idea in this article?  Have business cards been effective for your Etsy, Artfire, or other handmade shop?  Why or why not?

Tell us your ideas to sell handmade effectively!  If our editors like your idea, we will publish your tips in a HandmadeMarketing.org article – and cite your handmade shop as the source!