BUSINESS MARKETING: Who was that masked man?

2012-10-14T00:00:00Z BUSINESS MARKETING: Who was that masked man?Larry Galler Times Business Columnist
October 14, 2012 12:00 am  • 

Back in the days of radio and black-and-white TV, one of the most popular shows among youngsters was “The Lone Ranger.”

At the end of the show, after saving the settlers or the wagon train, as he and his “faithful companion” Tonto were about to ride off into the sunset accompanied by the stirring sounds of the “William Tell Overture,” the Lone Ranger gave one of the people he saved from the bad guys a silver bullet as a remembrance.

Fast-forward some decades when something came up in conversation that make me realize his silver bullet was The Lone Ranger’s business card. No, it didn’t have his phone number or email address engraved on the bullet, but at least to the show’s audience, the bullet was known as belonging to him. And if you were a settler in need, the bullet somehow communicated that you could count on him.

Think of your business card as your “silver bullet.” If properly designed, it should also communicate in addition to the important contact information. This way prospects can reach you when the need arises and know you can be counted on for quality, integrity, service and value.

Amazingly the Lone Ranger never ran out of silver bullets unlike many businesspeople who show up at business functions with an empty card case and a lame excuse of “Oh, I just gave out my last business card.” Imagine the Lone Ranger on his steed, Silver, reaching for his six-shooters finding that he had somehow used his last bullet back over yonder while saving someone from some horrible fate. It never happened! It shouldn’t happen to you either!

Don’t rely on your memory to make you grab some more business cards before you go into the wilderness again. When you find you are running low of cards, take one and run your car key through a card so it is stuck to your key and leave it stuck there. It will remind you to reload your supply so you will never be in a position to need another silver bullet (business card) and find it missing. Hi-O-Silver… Away!


Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Join Galler in a free Lunch with Larry conference call at noon Wednesday. The subject will be “Your Checklist for your best holiday season ever!” For connection information send an email to and put “Lunch” in the subject line.

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