Having recently had my book translated into French, I realized that my English business cards would probably be poorly received alongside this version of my book.
A “business card” can go with a “book.” But it takes a “carte d’affaires” to go with a “livre.” So I had another translation to do. And after that, it will be translating the website. In fact, the websites, starting with the site specific to the book and finally the main site.
While translating the card, I reflected on the different business cards I’ve had over the course of my career. Wow, from my first one (Steve Legler Jr., B.Com., Marketing Manager, Tri-Steel Industries Inc.) to my most recent one (Steve Legler, MBA, CFA, FEA, Conseiller, PME Familiales), I’ve probably had a dozen, if not more.
There are lots of decisions to make when it comes time to get a professional card made, especially for people who work for themselves. If you work for a company, your options will surely be limited to the company’s “standard” versions. But for a “solopreneur,” the sky’s the limit.
This time, since it was just a translation, there were fewer decisions, since the choices of logo, style, titles, etc. had already been made when I had my “business cards” made.
But even so, there was enough complexity. How do you say “facilitator” in French? I went with “animateur,” but I could have gone with facilitateur too.
Even my main title of “Family Business Advisor” wasn’t necessarily obvious. I finally decided that Conseiller PME familiales was the best way to say what I wanted to say.
Business cards may be less important these days, given that our communications are mostly electronic, and once I have your phone number in my iPhone and your email address in my Outlook, I more or less have everything I need to contact you. It has almost become more important to have a good “signature” on your emails.
In some countries, notably Japan, the ritual of exchanging business cards is taken very seriously. If a Japanese person gives you their card and you put it straight in your pocket without studying it properly, apparently it’s the equivalent of slapping them across the face.
I recently exchanged cards with several people at once, around a table, and I had gathered up the 4-5 cards and put them in my pocket without looking too closely. Later, looking at them properly, I realized that one of the gentlemen had given me his assistant’s card by mistake.
When I met him the next day, I pointed out this “mix-up of cards,” and he apologized and gave me one of his personal cards. But that’s when I explained to him that if we had been in Japan, I would certainly have noticed the mistake immediately. Unless I had wanted to give him a good slap, of course.
But a business card has the potential to leave a good or a bad impression on someone. And since we often give out our card at one of our first meetings with someone, it can be a good or bad first impression.
If you’re like me, when you receive a “cheap,” poorly thought-out card, you sometimes start having serious doubts about the person’s professionalism. It’s part of our “branding,” after all.
When I give you my business card, I do it with pride, because it isn’t “cheap,” and I know it’s well thought out. You can put it straight in your pocket if you want, and I won’t be offended by it. And I’ll never give you my assistant’s card by mistake, because I don’t have an assistant!
