File under “fancy that” – news from the planet jargon

Want to see the trivial exalted to the point of lunacy? Read this:

“Your business card is a vital part of your brand armoury. It has to do both an instant job in telling your new potential life-changing encounter about you, how you can make a difference, and ideally any future aspirations – and also be a legacy item, to live on without you, weeks, months and even years after the encounter.” – Andy Green, “Effective Personal Communications”.

Life-changing? Legacy item? Calm down, dear, don’t get too excited. It’s a little piece of card, not a heavenly visitation.

After which eruption of super-jargon, back to the real world of marketing. Being unable to deliver any life changing encounters and very busy spreading the Gospel, this year I only want 4 new serious clients.

If you want results without the hassle, and with a fair few laughs let me know what ails you. We’re not too hot on the business card front, though.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

3 Comments

  1. lurafrazey

    If they're dying for a great business card, Drayton, send them to me. My clients have been getting grea results with a photo up front (in the style you advised me to push for) and benefit statements on the back. http://lurafrazey.com/wp-content/uploads/2009/04/businesscardke.pdf

    Reply
  2. draytonbird

    I do think a good business card makes a difference, Lura, even if not a life changing legacy to last for generations to come. The only one I ever had that I liked said on the back “I'm not as good as I once was, but I'm as good once as I ever was.” Mind you, I don't think it ever got me any business – or anything else, for that matter.

    Reply
  3. steve ulin

    Yes, this makes me think of that guy with the small business card. Remember telling us about him? His card was literally an inch by an inch and a half, right? Something like that.
    Bit of a laugh then and maybe it still is. After 20 years, it makes me wonder if he grew his small business and now hauls around an appropriately large 15 inch card.
    Cheers,
    steve

    Reply

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