This column was not specifically about business cards. It was about buying and using all of the tools that are necessary to market your legitimate business.

I've read in more than one place that ten percent of what you want to annually invoice should be spent on marketing. Want to bill $100,000 for the year, spend $10,000 on marketing. Is this guaranteed? No, but over the years, you will see a return on your investment.

My dream client is in the $25,000 range. I'm probably not going to attract that client with a business card that I printed myself. I've spent thousands of dollars so that I can earn tens of thousands and more.

You are correct. Spending more will not make you a better artist. But a well crafted marketing plan will get you seen by those who are willing to spend more.

$1200 for printing business cards means you got ripped off!

You got scammed by some printer somewhere, or maybe your favorite new consultant just charged you a serious markup.

It shouldn't cost more then $200-300 for thousands of high-quality cards. You must have paid for offset printing, which is virtually indistinguishable from digital printing when the output is something like a biz card (small size, probably vector graphics, low resolution).

You probably don't care, because if you have $1200 to blow on little paper rectangles, you're probably the same kind of person who could order a $1200 bottle of wine and somehow justify the experience.

Remain blessed.

When someone wants to open a restaurant, they have the necessary skills to feed someone a nice meal, but it takes much more than being able to cook. You have to have a budget for all of the elements of a restaurant — including a sign.

While Michael Anthesis may enjoy a meal being served to him in a Styrofoam container from a paper bag, I don't. I like going to a place with cloth napkins and nice plates. I also know there is a difference between the teen-age line cook and the experienced chef whose been through culinary school. Because the restaurant is run like a profitable business, it knows that it can continue to provide the level of service its customers require.

Also Michael, I didn't buy my own business cards. My business (which is an LLC) bought those. I have a budget for marketing because I know that for every $100,000 that I want to bill for, I need to spend 10% (or more) on marketing. And some of those marketing expenses include business cards.

The level of competition is so high that I know I have to bring my "A Game" in order to accomplish my goal. Some people my enjoy serving cheeseburgers from under a warming lamp (clearly there is a market), you have my blessings. I'm just saying that whatever you do, run your business like a business and don't take shortcuts to your success.

http://www.mvswanson.com/

So once the door is open, then you can make a pitch. But the most important part is opening that door...and then convincing them why your chairless restaurant is going to be the best dining experience they've ever had!!!!

It's nice when someone who isn't a designer understands the value of quality design and marketing, and, while it is going to cost you, it is worth the investment.

• Suzanne Sease
• Amanda Sosa Stone
• Leslie Burns-Dell'Acqua
• Carolyn Potts
• Louisa Curtis
• Ellen Boughn

And as far as cost: What I spent will probably be different than what you will spend as it's not a one-size-fits all issue.

The bottom line of this blog wasn't that you should go spend money on a consultant. These are hard times, feed your family first! My point is: Treat your business like the business that it is and don't take shortcuts. The shortcuts will take longer and cost you more in the long run.