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Business School for Translators

Lesson 43: Give me your business card…

Posted by Marta Stelmaszak on Oct 11, 2012 in Business School for Translators

The Chartered Institute of Linguists’ event on last Saturday – Members’ Day – was full of interesting seminars, networking opportunities and professional debates. I also managed to talk to a few colleagues and I added some new business cards to my collection. While I was filing them in my business card holder (by language, of course), I started to appreciate how different they are. Some of these business cards also started me thinking that we don’t always get it right.

But we should. Let me share some of my views (not unsupported) on creating and giving out effective business cards. Disclaimer: I’m not saying that mine are the best.

Paper

I know that it’s an ordeal for some of us to order business cards from a printing company. In the end, we’re just translators, right? Wrong! Printing business cards on your own printer is not such a great idea because you don’t want your business cards to crumple within seconds. And please if you really have to print them at home, don’t use scissors – buy a guillotine. If you’re ordering business cards from a printing company, it doesn’t really matter if it’s thick or thin, glossy or matte. We’re not CEOs of multimillion companies. Unless you want to make a statement and use 100% recycled paper because you translate about recycled materials.

Size

I’d recommend against anything of non-standard size. Of course there may be slight variations, but if you go for something really different, you’re risking not fitting in any business card holder. If your business card is causing problems, it may be left somewhere loose in a drawer and forgotten forever.

Front and back

Back in the old days (and for some printing companies – still), printing on both sides of a business card was quite expensive. Luckily, these days are over. We’re now free to print on both sides and we should use all space that’s available. I have all my details on one side and my logo on the other. Some of the business cards I have slogans at the back, or a list of available services, or photos from interesting parts of the world. Everything is better than blank space. Oh well, everything apart from “Free business cards at…”.

Details

So what should we have on our business cards? The absolute essentials are: name and surname (almost everyone got it), professional headline (what do you do), languages (something not to forget), telephone, email and website address (if you have a website). Some people give their postal addresses. I don’t, would anyone care to tell me why I should? Regarding additional information, most of the business cards I’m looking at right now contain details such as degrees obtained, qualifications gained, memberships, etc. Good!

Graphics

I support adding some life to your business cards. Even a small graphical element brings some life and spice to your card. As long as it’s relevant. You can only imagine what’s not relevant and I’m not going to give examples, as I don’t want anyone to recognise their business cards here. The safest move is to add your logo.

Colours

I’m a traditionalist and minimalist when comes to colours. My business cards are brown and white and that’s it. Always dark text on bright background and no funky colours. But I know some of you aren’t! You love experimenting with colours, and I have nothing against it, as long as I can read the text.

Who’s here to challenge any of my points?
On another note, how many business cards do you use a year? Do you think we still need business cards at all?

Marta Stelmaszak

Polski - English - Français translator and interpreter with 6 years of experience, specialising in law, IT, marketing, and business. A member of the Management Committee of the Interpreting Division at the Chartered Institute of Linguists and a Top 25 Twitterer (@mstelmaszak) and Top 25 Facebook Fan Page in Language Lovers 2012.

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19 Comments

Raphaël Toussaint on Oct 16, 2012 Reply
Indeed a very interesting article with some useful advice.

As far as graphics are concerned, I am a strong advocate of using them. After all, you are trying to sell a brand - yourself - and it is very interesting to stay within the same graphical theme as on your website for instance. This can be your logo or the borders of your card using the same colour scheme that is present on your webpage or brochures.

Depending on the whole layout of your card, it can also be interesting to include a picture of yourself; especially at huge professional events (trade shows, ATA annual conference, Localization World, BDÜ-Konferenz…) where you might meet hundreds of prospects and colleagues, it will make it easier for your new contacts to put a face on a name.
However when using a picture, make sure it is a professional shot which puts you in the best (professional) light, but I suppose that goes without saying.

Other than that, I am also a fan of clear well structured business cards and I dislike cards which are overloaded with (often useless) information.
Vincenza Frioli on Oct 16, 2012 Reply
Hi Marta,
on considering sticky labels or business cards, I prefer them when dealing with my traditional (paper) business or phone agendas. I can stick them where I need or want to, and they do not get lost in the folder or bag, and the like. I have always kept these “old-fashioned and still fascinating” alternatives since my monsters (= PC & Nbook) or electronic travel agenda failed. It happened twice to me and was true chaos!?!.
I started reading your blog some months ago. I congratulate to you and am thankful for your precious suggestions. I am getting back to freelance translation (after years of in-house translation in different companies) and can find useful topics and considerations for my start-up. I would send you my CV, if you agree on that, and would appreciate your opinion. Once again, I thank you for your posts and wish you a nice day.
Viel Spaß & Ciao,
Vincenza
Veronica Lupascu on Oct 15, 2012 Reply
Great post, with good tips as always. Personally I don’t find business cards important anymore. I used about 50-100 business cards in the last 2 years (other 400-450 to go). It is also because most of my clients were acquired online, through one way or another, I never met them in person, but I did send them Christmas cards last year, with my business card inside.

I agree on all your points, size, colors, everything is important. Simplicity should be the way to go. I have received business cards with magnet in the past (to be placed on the fridge), but it isn’t relevant to our business.

I really think that business cards will disappear sooner or later.
Catharine on Oct 14, 2012 Reply
Quantity - I’ve given out ≈100 cards in the past year.

Space/colour - I have to admit that I have very plain (boring?) business cards in B&W, one side is in English, the other in French. The advantage is, as Oliver mentions, that it’s easier to write something down on a white or pale background. (When I lived in Asia I had to be very careful not to write anything down on someone’s business card in front of that person. The business card is seen as an extension of the person and writing on their card is disrespectful).

Filing - Marta what do you do if the person provides several languages?
Danielle Gehrmann on Oct 13, 2012 Reply
Size: agree with Marta. Non-standard-size cards always meet the same fate – they get lost. I’m sure the intention is to stand out; but in the process, they have done themselves a disservice.

Layout: As Marta points out, these days double-sided business cards are the norm. On the front, lots of clean clear space. No clutter. On the back, should go any additional information. As Oliver says, clear space is also good for people to make a note where you met etc. I hadn’t considered that purpose, but must say that’s what I do myself!

To me, a business card functions as an initial point of contact. Present what is necessary to open up the contact. Give them the bare bones – like an invitation to go to your links and look further.

I think business cards still have a place; despite some digital possibilities out there to experiment with, hard copy business cards are far from being completely superseding with digital versions. Further, they are still much quicker to pull out than digital ones.

I think graphics have a place too; for hairdressers, graphic designers etc. I resist graphics & logos; in my opinion, they’re not really relevant to our profession; but each to their own. Instead, I go with a colour (both sides), without any distraction from the text.

Bottom line: a business card has to be something you’re proud to pull out; not something you pull out with shrinking embarrassment ☺

Thanks, Marta!
- Marta Stelmaszak on Oct 13, 2012 Reply
  Thanks for your very insightful comment, Danielle!
  
  There’s one point that just came to my mind after reading your comment. People do confuse front and back as well, and sometimes give out a business card back-side up (not with the details up). A business card faux-pas?
  - Danielle Gehrmann on Oct 17, 2012 Reply
    Anything to do with business card design etc. happens to be one of my favourite topics on the marketing / branding side of what we do, hence my lengthy comment Also, interesting you should mention the way in which people hand their business card(s) to you, as I just had a conversation about this yesterday with someone; To present business cards other than face up (including of course text the right way up), is a definite no-no. For me, it has to do with (self) image. I take a cue from Japanese business culture in this regard.
    
    Something else that just came to mind is the size of the text. My current card has two different size texts at the top, where my name and profession are; the larger text is on the line above the smaller text. While designing the card, I had my name on the top line (larger text) and profession underneath (smaller text). It dawned on me that my profession should take precedence over my name. At the end of the day, I believe / think people care more about what I do and less so about my name, so I changed them around. Happy with that decision.
Corina Ramos on Oct 12, 2012 Reply
Hello Marta,

Thank you for sharing your views I’m reordering soon and I’m definitely implementing these ideas. I also like Oliver’s idea on having a little writing space I do find myself having to stop and think of the time and place I received a business card. I enjoyed reading your post! Have a great weekend.

Corina.
- Marta Stelmaszak on Oct 13, 2012 Reply
  Thanks for your comment, Corina!
  
  I’ve even seen some people adding an extra line saying: We met at…… and leaving some free space. How cool is that?
Oliver Lawrence on Oct 12, 2012 Reply
Hi Marta,

It can also be useful to leave people a bit of space to jot down a note or two on your card (eg where they met you, what you wanted them to contact you about). For the same reasons, laminated cards or those with dark backgrounds on both sides may not be advisable.
- Marta Stelmaszak on Oct 13, 2012 Reply
  Hi Oliver,
  
  Thanks for your comment. Yes, I do have some white space on my business cards, but I must admit I’ve never ever wrote anything on somebody else’s card. Do you do that often?
Minx on Oct 12, 2012 Reply
Sticky labels identical to your business cards are a handy addition to send out to (potential) new clients; some companies and administrators still keep a hard copy ledger of useful contacts. Make it easy for them to include your details in it.
- Marta Stelmaszak on Oct 13, 2012 Reply
  I was thinking of ordering some sticky business cards as well, but I can’t see the use for them. Where would you (or a potential client) stick them?
Colditz Translation (Ricarda Colditz) on Oct 11, 2012 Reply
Each time I attend a seminar I hand out my business cards. I may not get another customer but maybe I find a new colleaque to work with.
- Marta Stelmaszak on Oct 13, 2012 Reply
  Thanks for your comment, Ricarda!
  
  And you also get recognised and remembered. Someone somewhere will have your business card *just* when they need you.
  
  Marta
Megan Onions on Oct 11, 2012 Reply
Hi Marta,

I completely agree with your point about standing out from the crowd. Making people remember you is vital but, as you rightly pointed out, your details must be easy to access. The same is true of misleading or confusing descriptions of services. If potential clients can’t even work out what you do, they aren’t going to pick up the phone!
- Marta Stelmaszak on Oct 13, 2012 Reply
  Hi Megan,
  
  Thanks for your comment. I found that a number of business cards had no languages specified. They’d just say: translator or interpreter, or even more vague: language services. I think it’s dangerously careless!
Curri Barcelo on Oct 11, 2012 Reply
Aw! I wanted to see some of the example you have!

I love looking onto other business cards to get new ideas.

Great post, Marta, as usual!
- Marta Stelmaszak on Oct 13, 2012 Reply
  Oh Curri, some of them could serve as illustrations to the worst practices. But then, naming and shaming is not the way forward. I’m hoping that some of my new connections will read this post.
  
  And I loved your business cards with photos. Outstanding!