Wes Chapman and his business partner Shawn Saunders are the founders of L I M E Marketing, and they are known for two things in Utah Valley: wearing snazzy shirts and their unforgettable metal business cards.

Two years ago, when L I M E marketing was in its infancy, they landed a meeting on short notice with a prominent recording artist. Chapman and Saunders hadn’t even made business cards yet, but Saunders was driving by a local metal company when he found the solution to their predicament.
With five metals sheets and a wine bottle engraver, they fashioned striking business cards the night before the meeting. The cards cost them $18 a piece — and it was worth every penny.

“Whenever I hand someone my business card, it makes an impression,” Chapman says. “It’s memorable, and it’s not one people are going to throw away.”

Technology has changed the way people do business, but profitable partnerships still begin with an eye-catching business card, a firm handshake and a smile. The business card is an extension of one’s professional image, and while the Rolodex might become less important, the value of an individual’s image is critical.

Here are seven tips and tricks to give your calling cards a voice.

STACK THE DECK
When people ask Brandon Scott what his business card is printed on, he tells them it’s “baby llama skin.” Scott is the president of Provo design agency MIM Creative, and for the record — no — his card is not made out of baby llama skin; it’s suede.

Every time he hands out a card, a compliment invariably follows. People don’t remember him because his card has incredible graphics or amazing color, but they do remember the guy who joked his card was made from a llama.

“It’s one of the simplest designs we have ever done, but the little difference in texture makes it stand out,” Scott says.

THE TRUMP CARD
Want to stand out? Make your card useful. For instance, an architect’s card could have a blueprint ruler on the reverse side, or a dentist’s card could display all the dazzling shades of white he can make your teeth. Printing on both sides of the card causes the recipient to flip it over, creating interaction.

“Creating a good business card is about listening — listening to your industry, your clients and your demographics,” Scott says.

ROOKIE MISTAKE
A common mistake people make is TMI.

“It’s not a catalog; you need some white space to draw attention to a few important elements,” says Bill Brady, senior partner and co-founder of design agency M2 Results.

GO PRO
Getting a professional designer involved is also suggested.

“If you’re going to pay for printing, it’s important to remember the cost is the same whether you print a good design or an unattractive design,” Brady says.

POMP AND CIRCUMSTANCE
Even the presentation of a business card can be done with a certain cachet. Brady remembers a press event with Korean journalists where he had to be briefed on the etiquette of business card exchange in Korean culture. The ceremonial act requires the giver to hold the card with two hands and offer a slight bow to the recipient as he or she hands it to them.

While the bow might not be necessary around these Western parts, respect certainly is. When receiving a business card from someone, examine the card thoughtfully rather than shoving it into the nearest pocket.

HOUSE OF CARDS
Chapman focuses on the amount of money that signing a new client brings into his business, as opposed to the cost of the card. He advises people to look for other areas where they can sacrifice in order to spend more money creating a unique card.

“E-mails are essential to business, but successful and wealthy people don’t make it big by sending out really cool e-mails. It happens through interacting with people, and the business card is a part of that process,” Chapman says.

Chapman has seen the benefits of his business card outside of the office as well. When he was looking to buy a home, he gave a Realtor his business card and the Realtor fell in love with it. Chapman later got a call from his broker, and that simple exchange turned into one of his company’s largest clients.

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