Cheap business cards can give your business the wrong impression


I collect hundreds of business cards every year.

In non-Covid conditions, I typically speak at dozens of conferences each year, attend a dozen more, and interview hundreds of lawyers on branding and website projects. So I get to pull handfuls of business cards out of my pockets all year round.

Here is a pile from a day at an ASIPI legal conference in Colombia:

There are a few things that I notice immediately.

The first thing is the fragile ones. Soft, thin, soft. The “cheap ones”. And it’s hard not to dismiss these cheap, flimsy, insubstantial lawyers as coming from cheap lawyers working in flimsy, insubstantial firms.

Now I’m as smart as anybody else; I know there isn’t necessarily a direct statistical connection between the pound weight of a company’s card stock and the IQ or skill level of its lawyers. But I also know that deep down I still feel there is.

Because a big company, a successful company, a powerful market leader wouldn’t have tried to save a penny a card on cheap paper.

Some people think business cards are becoming less important, replaced by touch phones, QR codes (mine below) or another platform or technology.

Maybe one day business cards will disappear completely, replaced by technology. But that day has not yet arrived. And probably not anytime soon.

© 2022 Fishman MarketingNational Law Review, Volume XII, Number 179


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