The business card / Letter head--many of us use it more than any other single marketing item, yet it very often demonstrates the least marketing smarts. A conventional card includes a logo and some basic information--the name of the organization, the name of the employee, their title, phone numbers, and street address.

One of the "whys" of business cards is to get folks to hold onto it until they need it. And one way to increase the chance of having it saved is to incorporate information your prospect might refer to from time to time. While some folks print something general, such as a calendar on the back of their card, you might choose something that is specific to your field. For example, a grocery salesperson might print common weights and measures, a computer trainer could include a short list of keyboard shortcuts, or a social worker might list the toll-free numbers of resource organizations.