What do you do with those business cards?

Business cards can be used to build a client database. Photo / Thinkstock

As I was starting business back in 2000, I heard a presentation by speaker Winston Marsh that I took to heart. It helped frame my business success.

Winston said "Be a better marketer of what you do than a doer of what you do."

So simple. So clever. So poorly done by most. There are thousands of people just like you out there. Running similar companies. Filling your occupation. What makes you special? You can be the very best in your industry at what you do. But if people don't know about you or your company - how can they use your services, buy your products?

Success comes more swiftly to those adept at marketing and promoting their businesses. Be a better marketer of what you do than a doer of what you do. Look for and take each and every opportunity to promote your business.

Here's an example of a huge missed opportunity. Ordering coffee at a café, there's an enormous white latte bowl chock full of business cards. "What do you do with these cards?" I asked. "People go in a monthly draw for a hotel stay" was the reply. "Then what do you do with the business cards" I asked. "Nothing" was the reply.

What a missed golden opportunity!!!! Here was a client database right before their very eyes that they throw out. They should instead start an online communication with people who have already become their clients, and try to woo them back again and again and again.

Written by Debbie Mayo-Smith, One of New Zealand's most in-demand speakers, trainers and bestselling authors. Debbie works with companies that want more effective staff. For more tips and business ideas sign up for her free monthly newsletter.