Writing for Greeting Cards

Author: Vidya Prabhakar

Have you walked in to a card shop and felt that you have the talent and ability to tap into feelings – of happiness, sorrow, celebration – of customers? If you possess this talent, you might have a calling to the social expression industry. Greeting cards are sent to observe an occasion or to share a feeling. A card still holds a lot of appeal in this fast paced digital world. It is a very creative area for a freelancer to explore and carve a niche.

Understanding the market
The first step is to understand your market. This is done by reviewing the following:

a) Media: is a powerful source of information on the latest trends and interests. TV shows, magazines, books, music and art provide a clue to the ever changing interests.

b) Industry: it pays to spend time at a card shop or a gift shop (you now have a legitimate reason to frequent your favourite card shop). It gives an idea of the demographics and psychographics of people who purchase cards. It offers a clue to what is new and popular and what sells and what does not.

c) You: Bank of your own sense of feelings- what would you like to see in a card sent to you? What would you like to say to a friend? These instinctive feelings open new doors for creativity.

Getting started
Commence your effort by pulling out a calendar and identifying all the occasions or holidays that merit sending a card. They can be broadly classified as specific, non-specific and seasonal occasions.

Specific occasions would be birthdays. Weddings, anniversaries, new baby, retirement or promotion
Non-specific occasions would include sympathy, thank you, cheer, friendship, thinking of you or get well
Seasonal cards would include New Year, Father’s Day, Mother’s Day, Valentines Day and festivals like Diwali, Christmas, Rakhi, and Dussera.

Writing these cards
The thumb rule is to keep the writing short. A short catchy sentence on the front of the card is better than long and contemplative messages. Avoid a profusion of words that appear forced and insincere. Whatever type of card you choose; write down the words most associated with them and put your raw thoughts together in the form of sentences. For example, Diwali reminds us of lights and prosperity; mother’s day brings memories of childhood and family; Promotion makes us think of dreams and aspirations. Once the ideas are penned down, come up with adjectives or descriptive words for these feelings. Finally put them together in the form of verse or structured prose.

Writing for cards can be in the form of traditional verse or prose, humorous or conversational prose that includes slams and insults. It could also be silly and whimsical or juvenile and cute with a combination of words and pictures. Rhyme is not as important as the rhythm in a verse. You may use similes or metaphors to get the idea across – for example, using chocolate to compare a relationship! If you writing a card based on a licensed character like Winnie the Pooh or Dora, it will work well if you have an understanding of the screen personality of these characters.

The style, length and tone of writing are based on the requirements of the Card Company or client. For instance, you cannot write funny lines for a card meant to express sympathy.

Example
Here is an example of writing a get well card

Raw ideas: illness, rising hospital costs, inability to partake in leisure activities, hope you get well soon
Rhyming/ descriptive words: chill, bill, better, jetsetter
Verse:
I know you get the chills
Thinking of hospital bills
So come on jet setter,
Giddy up and get better!

Selling your writing:
There are several approaches or business propositions when it comes to social expression writing.

• Approach a greeting card company (refer to their websites for contact information) by sending in a letter of introduction with your resume and requesting their guidelines for submissions and needs (along with a self addressed stamped envelop). You may work on the requirements and send out your writing, either as index cards or mock up cards in batches ( typically of 10 cards) . A simultaneous submission to more than one company at the same time is a complete no-no in the business. When your ideas are purchased, the company will draw up a contract. The consideration may be in the form of a retainer fee per month with a payment for ideas purchased or it may take the form of royalty on sales for the ideas purchased.
• Manufacturing your own products: Produce your own original cards. There is a market for personalised & specialty social expression products. The options are many if you choose this line. You may choose to sell hand made cards if you are a writer and illustrator. Collaborate with a talented partner to promote a line of e-cards or tie up with an e-card design company. You may choose to use DTP, computer graphics and artistic talent to produce your own line of cards. By being resourceful, your cards can be marketed locally, through specialised card services on the web, though specialty shops or corporate tie-ups for boxed cards.

Go ahead and enhance your versatility and try your hand at freelance social expression writing, After all, you could light up someone’s day with your words!

About the author:

Full Name: Vidya Prabhakar – Vidya is a Chartered Accountant and a Psychology postgraduate. She has worked in finance, banking and the content development industry. Reading, writing, baking and needle crafting are among her many pursuits.

Please Note: Chillibreeze does not endorse techniques or views mentioned in the articles here. The articles listed here are provided as reference material for writers as a support service.

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