Why Business Cards are Like Tattoos

Personally, I am a fan of interesting tattoos. I know that is not necessarily a shared preference. Body art is not for everyone and please do note my preference: interesting tattoos. I have certainly been exposed, to use a phrase, to some very bad tattoos.

If you have an interest in a tattoo, I suggest you heed this bit of advice: this is no time to choose an artist based on the lowest price. You don’t want a tattoo that looks like prison art (unless, of course, you were actually in prison) and you don’t want one that looks like your six year old’s rendition of Woody Woodpecker (unless, of course, the tattoo is your six year old’s rendition of Woody Woodpecker). I could go on but I think you get my drift: this is no time to save a few dollars.

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I know I have chosen a risky metaphor here, stick with me a bit.

If you are going to get a tattoo, one thing is certain: a bit of research pays off. Think about the message. Think about the design. Think about your mother. Think.

You want the best tattoo artist in town. When you see some ink on someone you think has a great tattoo, go right up and ask who did it for them. Look around, seek out great examples and go with a pro. Given the permanence of the decision you are about to make, this is a good time to reflect on your decision, to take some time, to choose wisely.

With that rather long introduction, let me get to the point: why do far too many travel professionals have such weak business cards, logos and email addresses? Your brand is at least partly under your control and, like a tattoo, this is no time to skimp on dollars.

If you are going to get a logo, a business card, a website or an email address, one thing is certain: a bit of research pays off. You want the best branding in town. When you see a travel professional who has a great logo, go right up and ask who did it for them. Look around, seek out great examples and go with a pro. You don’t one that looks like you built it from clip art or looks like everyone else’s. You don’t want an email address that looks like “[email protected]”

“I’m cheap and uncreative” is not the marketing message to send to your clients. This is not the time to skimp on marketing dollars. Do you recommend “cheap” to your clients? Do you advocate going with the low bidder? You certainly don’t advocate “do it yourself.”

You see, like tattoos, there is a certain permanence to your logo, your business card, your website. That first impression is going to last for a long, long, long while.

Like a tattoo, your brand makes a mark. Make your first (mark)eting impression a good one.