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This Is 10X More Effective Than A Traditional Business Card

This article is more than 9 years old.

By Joshua Lee

“Oh no, another one of those guys.”

You’ve probably thought this to yourself at a networking event when the dreaded "business card pusher" shoves his card in your face after little or no conversation. This is ineffective and what's even worse, it shows how little he values others' time and resources.

Why Don’t Business Cards Work?

They’re portable, affordable, and provide a standardized transfer of contact information. However, those little cards suffer from one fatal flaw; they are disposable. They get thrown away, lost, forgotten. You may circumvent the paper by inputting contact information in phones. But even bumping smartphones still only works at the very basic level of relationships. You exchange phone numbers, get a general idea of what the other person does, and promise to connect some time soon. This is 2X networking.

What if, every time you handed out a business card to a potential client, you had the opportunity to share a deeper connection, to demonstrate how your mind works, and to create the potential for a 10X relationship? You can -- with the ultimate business card.

The Ultimate Business Card

Many people say they have an idea for a book or feel they have a book in them. But only a small percentage of them ever go through the work to actually put one out. “People still think that writing and publishing a book is a huge undertaking. But if you can shift your thinking that a book can only be a mass produced 500-page hardback sold in bookstores across the country, you can see it's much easier.  A 50-page, self published book on Kindle is a book too," said Brian Horn, columnist and founder of Authority Alchemy.

If you decide on the long-form book or closer to ‘booklet’ style, the process of writing, editing and publishing a book still requires dedication and vision. Whether you are an employee, a CEO or an entrepreneur, your book shows the world that you strive to be better and that you have what it takes. Business people recognize and respect the work that it takes to publish a book. For speakers and entrepreneurs, a book is a launching pad for the credibility of their overall profile. For employees, a book showcases their abilities and gets management to sit up and take notice.

Beyond the boost that the status of author gives you, your book and its message allows you to move beyond the limitations of the business card. Think about the information that a book provides you -- not just about its message, but about its author. The book provides people you meet with a deeper understanding of your goals, methods and interests. Imagine being able to have an in-depth, intellectual conversation with every prospect. With a book, it’s possible.

Exchange information with a potential client or partner. Give them a book, or send them a link to chapters online. Finally, invite them to get in touch with you and provide feedback on the book. Not only does the book make you more memorable, but, because they feel valued, these people are more likely to follow through with the contact and reach out to you. Because they have a better understanding of your work, your conversations will be more dynamic, targeted and effective.

The magic of the 10X relationship goes beyond the first contact, however. While relationships built on the book will be more likely to be of value to both you and the receiver, the book itself allows you to reach beyond the people you give it to. Through distribution sites like Amazon, your book can work to bring new business to you. A book can reach a larger audience and get your message out to the population faster and in more detail than conversations or presentations.

Finally, because you share valuable expertise in your book, it is far more likely to be passed on than a business card. Hand your book to the right person, and you can also reach their entire circle of friends, family and business partners.

Publishing Content That Matters

The benefits of a book are many. However, if you don't really believe in the content of your book, your message will not be clear. The authors who put out books merely to make extra money or to boast that they are published are rarely meet with success. Here are a few of the elements you’ll need to write and promote a successful book:

  • Message: The content of your book should be a message you are genuinely excited to share with the world. What experience or knowledge have you accumulated that would be valuable to others?
  • Promotion: Get your book onto distribution sites such as Amazon. Leverage your networks to provide feedback and talk up your project. Create initial momentum through media. A radio feature can get things started, selling a few hundred copies. From there, the book’s message needs to carry itself forward.
  • Word of Mouth Referrals: Create a message that encourages people to share it; that demands to be talked about. Books become best-sellers largely through word of mouth. This is why self-published books can compete with traditional publishing houses. Beyond the book’s launch, what matters is not the logo on its dust jacket, but the value of its message.

In today's fast-paced world, it pays to harness tools with multiple benefits. Your book, the ultimate business card, can showcase your talents, grow your network and bring you new business. It's time to write the book you've been thinking about.

Joshua Lee is the co-founder of Stand Out Authority as well as founder and president of the advertising agency LF Media, inc.