Visa recently reported the use of debit cards exceeded the use of credit cards for transactions for the first time in its recorded history. There are two factors at play. People are spending more of their own money instead of using credit, and the use of the debit cards over cash and checks is still rising. In 2003, debit card transactions exceeded check transactions. There’s no looking back.

With more and more of your cards being pulled out of more and more wallets, it’s time you took another look at that card and realized what it is. It’s an extension of your brand. A piece of advertising. The one thing your customers carry with them all the time that endorses your product.

If you’re promoting a special account—and really, aren’t all your accounts special—then you should also make the card for that account special.

Even the basic free checking account. Put the word FREE be on the card as big as it can be, so that every time your customer pulls it out it gets noticed.

And if your account offers rewards for signature based transactions, it might be a good idea to give your customer a gentle reminder, “say credit and save,” by printing it right on the card.

While most banks and credit unions opt for a generic “logo and background” graphic treatment for their cards, there is no rule that makes this mandatory.
Sure the one-card-fits-all approach streamlines the process, but it overlooks a big opportunity.

Take a look at your card. What does it say? What could it say?