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- Business cards are an afterthought for many people, but for entrepreneur John Ruhlin, it's a great way to make a good impression.
- Ruhlin spends $ 3 on business cards and $ 9 on corporate letterhead made of solid aluminum and engraved with his coordinates.
- He says it makes sense to invest in projects that are likely to generate interest for your business and have a good chance of being shared between existing and potential customers.
How much is a good first impression?
For John Ruhlin, it's $ 3. That's at least the price he pays for each of his business cards, square and solid aluminum.
Although many people treat business cards as an afterthought, Ruhlin said his expensive metal cards were an investment that led to an increase in the number of references for his company, the Ruhlin Group, which advises in the field of corporate gifts.
When done well, Ruhlin wrote in his 2016 book "Giftology", a business card can trigger conversations that would not have occurred otherwise.
In the book, Ruhlin recalled an interaction with a former CEO of Lowe's in which Ruhlin was describing his company, but the CEO was "completely glazed, barely listening".
All this changed when Ruhlin asked to exchange business cards.
"He slowly looked at the map, looked up at me again and again, before he exclaimed:" It's the coolest map[[[[except that he did not say fricken]That I've never seen! What are you still doing? ", Remembers Ruhlin.
Read more: Here are the secrets of a great business card
Ruhlin said that he was getting a lot of criticism for spending so much on business cards. No manufacturer that he has contacted has ever created such an expensive card, he said. But he did not fail in the making of cards – in fact, business went up after he started distributing them.
For Ruhlin, it's all about keeping his business at the forefront of his potential customers' concerns.
"It's an ironic question because I see companies spending $ 10 for a brochure that will inevitably end up in the trash," writes Ruhlin in his book. "For me, a three dollar business card is a very good investment because I know that the recipient will show it to twenty other people before he gets home, and when I raise an email and I'm not sure. write "Metal Business Card" in the subject line, people know exactly who I am, when we discussed and what we talked about. "
Ruhlin uses the same logic to justify the headers of his company, which, like his business cards, are a solid aluminum sheet engraved with his company's information. These cost $ 9 a pop, says Ruhlin. His company writes messages about them in Sharpie.
"This is another area in which cost per print comes into play," said Ruhlin. "In general, most companies do not hesitate to spend money to print their logo on a cheap chopch. Why not invest this money in an innovation that allows people to talk and create multiple positive impressions? "
"It's not necessarily about spending more money. It's about being more intelligent to spend money. "
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