"I’ll get by," said a colleague the other day when we were discuss business cards and following a newsletter article (link here) I’d written on the subject titled "10 ways say it with cards". The conversation was about what I refer to as "marketing makeovers", reinventing oneself. This colleague had approached me with a simple request, "I need to change something because what I’m doing isn’t working."

In the current economic climate it’s easy to feel that way. There is an undercurrent of uncertainty in so much of what we do in our personal and professional lives. Business has suffered across the board. What was once taken for granted is now an uncertainty (just look at GM, AIG or Lehman). Everyone is treading carefully because no one can afford to take a risk any more.

But, back to my conversation. We looked over my colleagues marketing material, and discussed how we could "tune" a few things here and there. One of the recommendations I made was a "makeover" of some of the marketing materials. She responded by saying "oh it’s okay, I’ll get by". What I was proposing was not expensive, I hasten to add, and my colleague knew that. But such is the economy that she wasn’t willing to take even that small chance.

"Do you want to get by or get ahead?" I asked her. I explained that she knew she needed to try some new things, hence our conversation, but a change in approach coupled with a "make do" feeling on the supporting materials is a recipe for failure. As Yoda said in The Empire Strikes Back, "do, or do not, there is no try". If you want to change, then decide to change.

As a marketing person, it’s my job to be honest, otherwise, we would have parted ways and her positive feeling about her new strategy would have lasted a day or two at the most. It was my feeling that the "makeover" was need to shed the "old" image. People like new things. You start a new job, you get a new suit. It makes you feel good and that shows. Yes, money is tight, I can attest to that, but if you want to try and remake yourself, don’t settle for "getting by".

Decide to "get ahead". It doesn’t have to be expensive and, to paraphrase a well-known proverb, "a small change is as good as a huge rest".

By that I’m referring to your business card. That little piece of real estate is, or should be, as much part of your business "personality" as your own. Not only does your business card contain your contact information, it’s an introduction and a reminder for later. When someone is going through the stack of cards on their desk, rolodex or folder and they come across your card, they should recognize it and by virtue of that, recognize you.

That little 3½ x 2 inch piece of paper should be very important to you and your business. If you’re a small business owner, self employed or have discretion as to how you card looks then you have an enormous impact on your business image. Here are some things to consider:

Empty space – keep a fair amount of it. Too much information is as bad as too little. Invariably, the card will look crowded and dense. A good idea is to write down everything you would like to put on your card and then prioritize it. Use both sides – there’s a whole other 3½x2 space to use. Consider putting slightly less relevent information on the back of your card. Your fax number for example, unless you think it’s critical. Your blog address, mailing address…yes, your mailing address…how many people write to you based on your card? More people are going to call or email you… Make it legible. Use a clear font and a good contrasting color. If it’s too small, it’s going to be a pain to read. Don’t try and be clever. To be brutally honest, it’s annoying. Use a good stock. Yes, the economy makes it hard to spend money on some things where we know we can save, but you often get what you pay for, especially when it comes to business cards. Use at least a 12pt card stock. Do consider the return on investment. Plastic business cards may be cool, but they’re expensive. Can you justify that cost? Glossy or not? If you’re going to get a UV (glossy) finish, consider the color of the card. Glossy cards have a nice, waxy feel to them, but they tend to show fingerprints easily on darker colors. Another thing to consider is that if you are trying to save money, think about using a lighter color card. Unless you’re going to a custom printer, most card colors are printed onto the paper. Depending on the quality of the cutter, this can lead to cards looking "worn at the edges" as soon as you get them, especially with a UV finish. A lighter color, or white, doesn’t show this. I’ve designed cards with a white border just to prevent this problem. A matte finish can look very classy. but so can gloss. UV tends to "weather" better. Include a photo? It’s up to you but ask yourself why. First, it takes up space. Second, it needs to be a good one. Third, it should be you and not you and family, you and pets…you get the idea. Do you want people to "remember" you? Well, your winning personality should take care of that. Use photos with caution. If you’re ordering 1,000 business cards, remember that you should try and resemble the photo as you get to the end of the stack. Planning on changing your hairstyle/color? Consider your cards… What should be on it? The "Dave Segrove rule of thumb" is as follows: Front Name Title (optional) Credentials (optional, depending on legal requirements. If you have a whole bunch of certifications, consider that having an alphabet after your name may impress some people but it may intimidate others) Telephone Email Web address (optional – could go on the back) Photo (optional – see sermon above) Logo Quote or catchphrase (optional)The Back Back Address Fax Blog Alternate phone Web address (if not used on the front) Alternate website (if you have another) Space for notes or appointment(s) (optional) Industry required logos (such as Equal Housing etc) Map to your business location (useful for retail) Hours of operation (retail) As you can see, there is much to choose from. Considering that you should leave "breathing space", pick carefully. The background. While a uniform color looks nice, a graphic can be quite eye-catching, as long as it doesn’t interfere with the foreground. What should be avoided? This is just my opinion but you’ve read this far…"I appreciate referrals". Who the heck doesn’t? So why waste valuable space by putting that on your card? Photos that are not relevent should also be avoided. "Clever" sayings that are not part of your mission statement, slogan, motto or catchphrase, tagline etc. If you have the space, perhaps something else to fill it? Oversized or strangely shaped cards. There is a little more room for the latter, provided they fit into a standard business card slot in a rolodex or folder. If your card is too big, where might it end up? How can you get it customized? Work with a designer. Yes, I know it involves a cost, but many designers are not that expensive. I know I’m not, and I really mean that. A good designer will work with you, learn about you and what your business message needs to convey. He or she should provide "mock-up" designs and taylor them until you’re happy. Listen to the designer. Work with them. Ask to see their portfolio and only move forward if you have a good feeling about them.

I don’t pretend to have all the answers, but I do design a lot of business cards. I do believe in being different for each client. You’re unique, so your card should reflect this. "There are many ways to skin a cat" the saying goes (though I have never understood why a cat), and the same applies to business cards.

Would love to help with any questions or concerns.

Whether by email or on a social networking site, I never cease to be amazed at the fact that many people use one identity for all things social and business.

I receive emails from professional associates that contain all sorts of things, from "forward this to 10 people and…" to jokes and who knows what else. While it’s not the content that bothers me, it’s the fact that it’s coming from what should be a professional (ie business) address.

Ditto on networking sites. When someone is "linked" to the entire world of friends and family, there are bound to be "skeletons"…or worse that get dragged out of the proverbial closet …an old friend who posts the photo of you "totally wasted dude" on your Facebook wall. If it’s the same identity you’re using to connect to business associates, do you need that kind of publicity, no matter how well-intentioned?

Hence the title of this article. There’s a time and a place to "be yourself" and to "be your professional self". I do not buy into the argument that "what you see is what you get" or "this is the real me". There are increasing numbers of stories about background checks and job offers being rescinded because of what someone put in a blog, or on MySpace, YouTube or wherever.

Social media sites have a place, as does email. Remember that what you put out there, or what you let others put out there, could come back to bite you. It may feel great to hook up with a friend from 20 years ago, but do you really know them that well now?

Keep your two "selves" separate. You do it in real life, it’s okay to do it online. It’s very hard to undo what’s been done…and with who "owns" information posted on social media sites, the decision may not be yours to make…