I was in the Lower East Side one day, shooting a project, when I saw this wild moment: a woman hops out of a cab with DJ equipment and just starts spinning on the street. Then some dude with a piano joins in. It was pretty friggin’ surreal. So I walk up, we start talking, her name’s DJ CherishTheLuv, and when I ask for her info, instead of a business card, she hands me a book of matches.
I was floored. Like, what? Who does that? I’m opening it, flipping it around, analyzing it. The matchbook impressed me so much that the second I got home, I went online, grabbed a template from the company’s website etched at the bottom of the matchbook, and designed my own. For around $200 I walked away with 2,000 custom matchbooks. That was back in 2016. Last I looked, the prices changed but not by much.
If you’re curious where I printed the matchbooks, I went with Fat Rat Press.
The Difference
- Business cards are forgettable. Most people toss them or never use them. A matchbook makes people pause. They smile.
- Built-in repetition. Every time they strike a match, they see your info. That is 20 little reminders in one book.
- It sparks conversations. Hand someone a matchbook and they are instantly curious.
- It is affordable. 2,000 matchbooks for about $200 is a lot of impact for a small price.
How to Make Your Own
- Find a printer. I used Fat Rat Press, but there are plenty of custom printing services online. Search “custom matchbook printing.”
- Get a template. Most printing services will give you a blank mock-up you can design on.
- Design it like it matters. Do not just slap your name on it. Make it intentional. Minimal, bold, rebellious, whatever fits you.
- Think about use. Pushing a project? Put your site on there. Networking? Keep it clean and direct.
- Get them into people’s hands. Do not just keep a box in your closet. I dropped mine off at bodegas and told them, “If somebody asks for matches, just give these out.” Free circulation.
I am not saying do not have a business card. You still need one for certain rooms. When you want to stand out and leave somebody grinning, pull out the matchbook.
Extra Inspiration
- Limited edition designs so people want to collect them.
- Hand them out at events, album drops, gallery shows, or in everyday encounters.
- Let the matchbook become part of someone’s routine. Candles, incense, whatever.
If you want to make an impression, you have to think outside the box. A business card tells people who you are. A matchbook shows them. And trust me, nobody forgets the person who handed them fire.
Thanks for walking with me.
