Your business card is competing with others to get customers to contact them, these are customers who regularly receive cards and who are continuously contacted by competing similar businesses. A card that just sits there, quietly waiting to be found or thrown away, is going to lose you money. You need a salesman in every card holder that shouts "HEY YOU, HERE I AM, PICK ME UP AND CONTACT MY BOSS." Like in any competitive market, the first goal of your most important marketing tool is not information, the first goal is to grab attention, and then provide information... and I'm not talking about those silly tricks to grab attention, I'm talking about memorable, striking graphics and materials.