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It's Just a Business Card, But Everyone Remembers It

By   |  July 1, 2019

Dr. Leonardo's Unique Folded Business Card Featured in Newsday Article

Every now and then, Dr. Leonardo is featured in the news, usually related to our services or to an event:

Paul Trapani Shows His Cards

Newsday's July 1, 2019 Business Section discusses the value of traditional printed business cards and how they have evolved over the past couple of decades. In a photo, Paul Trapani (Dr. Leonardo's IT specialist) displays his Dr. Leonardo business card.

Everyone Comments That It's Clever...

I've been handing out business cards for more than 35 years. My first card was as sales consultant at Nassau Business Machines (NBM) and my sales manager (my father!) gave me a stack of literally hundreds of business cards that he had collected from prospective customers and contacts. It stood to reason in 1983 that everyone he did business with had similar stacks of cards in their offices too.

They all looked the same.

Except my NBM card. It was see-though plastic with a blue tint to the card. I actually first thought I could use it in a pinch if I needed sunglasses (I was 19 and, uh goofy). But that card always stood out. Every time I handed it to someone they would comment that they had never seen anything like it and, most importantly, they would save it.

It did have one serious flaw. Because it was made of plastic you simply could not write on it. No way to write notes. No place for comments or even to add a star (*) indicating it as an important contact.

When I started my first business (MedNet Technologies) in 1999, printing technology had progressed to allow for affordable four-color process, even with business cards. Next thing I knew I was being handed business cards in bizarre shapes, sizes, colors and laminated coatings. Some cards were even totally black in color with white type. I wanted to take notes on these cards, but like my own original business card it was often impossible write or mark anything with a typical pen or marker.

I actually pondered this when I thought about designing Dr. Leonardo's business card and decided to use a folded card with four-color printing and white type on one side knowing that it would make it difficult to write on.

But I added my own twist. On the other side I added a place for notes and a perforation to remove that section if you didn't want to carry my folded double card which was now twice as thick as others.

This card always stands out. Every time I hand it to someone they will comment that they have never seen anything like it and, most importantly, they will save it.

Unlike my first card, they write notes on it too.

Sometimes, things just come full-circle.

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