You just handed out your umpteenth business card on the trade show floor – what did the client or potential client do with it? For all you know he just tore it in half. That may offend you, but less than one in 500 is worth the ink and paper it's printed on. This probably includes you. Your business card is just your image, your identity, a reflection of you and your company, your product, your service. No big deal!? And that is the only item your client or potential client takes away from your exhibit space!

So let’s talk business cards – what they mean and how you can improve and/or give you staying power. Your business card is a reflection of you. It shows you've taken the time to market and position yourself. It suggests your company has a leadership position. It suggests you're a leader. It says "we're someone special," before you ever say a word. Your card is a sample of the kind of work your company produces. Great card, great work. Ordinary card, ordinary work. Shoddy card, shoddy work.

Give your card at a trade show and get a "nice card" comment, it sets the tone for a positive discussion or meeting. A good card is kept and shown to others, and it is a reinforcement to the claims of your other advertising. A great card will be saved. Not every card you give results in an immediate sale. If your card is great, people cannot bring themselves to throw it away. It will stay around a desk or drawer until the day it's finally used.

The right card captures notice, disrupts competition, and wins the battle for consideration and respect. Especially when two cards (your card and the opponent’s card) are in hand to make a decision. Your card makes a statement. It sends a message. Are you proud to offer it?