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I make sure to use very heavy stock, full color (or 3 spot) on one side and uncoated on the other and in a glance should be very clear what you do.
What every you do do not make a business card that hurts or can not be written on (at least one side).
My most expensive cards (hot stamped gold foil and 2 sided plastic 4 color) were not the most effective.
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