There are pro’s and con’s associated with printing on the rear of your business card, and both arguments have merits. When asked, I usually advise clients to avoid it if they can, but if the amount of information they need to include necessitates it, then by all means do it – but plan it carefully.

Why and what should you want to print on the rear?

• When you have too much information for the front which makes the card appear cramped and unattractive.
• When photos or sketches are essential in conveying your product’s properties.
• A listing of your services if there is more than one.
• Additional contact information, eg your branches.
• Tips on your service or product.
• A map showing directions to your office.
• Special offers or announcements.

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Why should you avoid it?

• It’s more expensive to print. However, it’s not double the cost and most printers add a minimal amount for this.
• The ink needs to be varnished or clear-coated to prevent smearing. This adds cost and production time.
• Business cards are often used for making notes on the back – either by the person handing them out or by the person receiving them. This doesn’t work well on varnished cards.
• Some filing systems prevent the rear of the card being seen. Think of a simple business card wallet or holder.
• Business card scanners are becoming more common these days, and some might not be able to scan the rear.

So, which route does one take?
If, as explained earlier, there are valid reasons for opting for a double-sided business card, then it’s best to avoid placing essential information there. Ensure that your essential contact details – including your name – are included on the front. When having your card designed, focus on the front and then start thinking about the rear.

Then, hope that the greater percentage of the business cards you hand out are viewed on both sides.

An amazing resource for guidance on producing effective business cards is “It’s In The Cards” – a fabulous book looking at hundreds of the best cards in the world. It’s informative, enjoyable – and practical.

Consider including at least some of the following (a few, like your name, are quite obvious):

• Your name. You have the option of using your initials or your full name – go for the latter whenever possible.
• If it is important to establish credibility, include your professional credentials – provided they are relevant to the business you represent.
• Your title can help the recipient to quickly place you within a company hierarchy. Avoid an important-sounding title such as Managing Director when you’re a one-man show.
• If your physical address is important, it must be included. Rather leave off your postal address if space is restricted. Apart from telling people where they can find you, having a physical address from which you work makes you appear more credible and established.
• Your office telephone and fax number(s). If you need to be reached at almost any time or are very mobile, include your cellphone number.
• Your email address – essential these days. Try to get an address that’s businesslike rather than personal. An email address like sales@toptownplumbers.com is far better than petp@yahoo.com. When you have your own domain hosted it’s easy to setup one (or more) that’s linked to it.
• Your website address. If you have one, it must be included.
• Professional criteria such as registration or license numbers. Therapists or brokers need to reassure clients they are registered with the relevant authorities.
• A photo of yourself. Useful if you do not have regular contact with a client and want to remind them of who they dealt with.
• Photographs or sketches of your product if that will enhance communication on what is being sold.

Placing additional information on your business cards depends on the space you have available, or whether you want to print on the rear of the card. Sometimes it is necessary to provide more information of a product or service range. A beauty therapist, for example, will use the rear of the card to list a client’s appointments.