Think about the last time a friend, colleague or client gave you a business card. You probably looked at it, turned it over, and filed it away. I’d venture to guess in nearly all cases, the back of the business card was blank. But smart business owners, lawyers and other service professionals are using the backs of their cards to convey key marketing messages.

What to print differs by profession, but here are a few examples:

• A criminal lawyer could list the 5 things to do (or not to do) if stopped at a DWI checkpoint
• A financial planner could print a “referred by” form for use by existing clients when making referrals
• A doctor might print a checklist of flu symptoms
• A real estate agent could list all of the local charities they support

Just about everyone reading this piece is wasting space — on the back of their business card! Use your card to make your business and profession more memorable.

Photo credit by vivekchugh.