I use Dr Colorchip which I have had so much better results with than any other product. You can wipe on and then wipe the excess off over and over again until you are happy. And no paint blobs that way and the colour match is perfect as well. I have a colour bottle for each car, and the generic kit (with the alcohol and applicator) can be used for all paints.
The way it works is that you dab or wipe some paint over the chip, and it won't adhere to the surrounding paint but will to the chip. With the alcohol solution you can then wipe the excess paint off the surrounding area.