Most of us enjoy getting greeting cards from time to time. 
Birthdays, anniversaries, holidays, the birth of a baby, and 
other occasions mean even more to us when we are remembered by 
friends, relatives and colleagues. A well written card can make a
genuinely personal statement for any occasion. That's why 
greeting cards continue to be a sincere and effective means of 
communication. In fact, the demand for greeting cards is such 
that it is now a multi-billion dollar industry and still growing.

Since there will always be birthdays, holidays and other 
occasions appropriate for card sending, the market remains stable
and prosperous for talented and creative writers. Besides the 
ever popular traditional greeting card messages, greeting card 
companies are constantly looking for fresh and innovative ideas 
and concepts. And although most companies employ staff writers 
and artists, the opportunity for free-lance writers is very real 
and substantial. Many greeting card companies actually encourage 
free-lance writers to submit a regular stream of card ideas.

Writing greeting cards on a free-lance basis is a creative 
way for writers to make excellent part-time money. In some cases,
extremely talented and prolific writers can write greeting cards 
full time and make a comfortable living. Of course, the amount of
success a free-lance writer can expect from writing greeting 
cards depends on talent, initiative, knowledge of the industry, 
and time devoted to creating new ideas and concepts. 

Many free-lance writers are attracted to writing greeting 
cards simply by the nature of the work. Everything is usually 
accomplished from the writer's own home. All that's needed is a 
typewriter and a fairly consistent supply of new ideas. There are
no agents, or complex contracts to deal with, and most business 
transactions are done by mail. 

As a rule, writers who have success in the greeting card 
industry are creative people who not only love to write, but also
understand what other people want in greeting cards. These 
writers have learned the secret of "marketability and 
sendability" and as a result are able to express, in a minimum 
number of words, a multitude of sentiments. 

Getting started writing greeting cards on a free-lance basis 
is not at all difficult. You don't have to possess a college 
degree, or live in New York. What you will need is the ability to
create messages that people want to send and receive. You'll also
need to be familiar with what is already on the market; what 
people are buying and sending. Then you'll need to know which 
companies are most likely to accept your particular type of 
submissions. 

This report will offer information and suggestions about the 
greeting card industry and how to create and submit material that
could earn you $150 or more per idea. It is not intended as a 
guarantee against rejection. Even the most successful writers are
familiar with editor's rejections. But, if you are creative, 
enjoy writing, and are willing to follow specific company 
guidelines, you could soon be making good money doing something 
that is both fun and challenging.

WHAT GREETING CARD COMPANIES ARE LOOKING FOR

While the greeting card industry is not stagnant, and new 
ideas and trends are frequently being developed, the three basic 
card categories remain the same -- traditional, studio (or 
contemporary) and alternative. And when publishing a line of 
greeting cards, in any category, a company must cater to the 
people who are most likely to buy and send cards. In most cases, 
that means women between the ages of 18 and 50. So the majority 
of companies are looking for cards that target issues these women
care about; relationships, success, religion, money, health, and 
so on. 

Even though traditional and contemporary cards continue to 
be a staple of the greeting card industry, there may be an even 
better opportunity for the free-lance writer in tune with 
relevant issues. Issue oriented, or alternative cards, are 
becoming increasingly popular even with smaller companies that 
are expanding their lines in order to reach this growing market. 

Alternative cards offer a response to non-traditional card-
sending situations and can be just as viable a means of 
communication as traditional cards. Some of today's best selling 
cards are non-traditional cards commemorating new jobs, 
promotions, and salary raises. Other top selling alternative 
cards deal with relationships, even the break-up of marriages. 
Still another significant line of alternative cards is aimed at 
people who have experienced, or are experiencing, drug and 
alcohol addictions. At least one greeting card company has 
already created a complete line of such cards, in cooperation 
with a drug and alcohol abuse foundation.

Whether the sending situation is traditional or non-
traditional, it's safe to say most companies prefer a personal, 
conversational style message rather than a verse of rhyme. 
However, rhymed verse is often used for inspirational cards, 
which also have a fairly large market. Most companies specify 
their individual preferences in their writer's guidelines. That's
why it is essential to know what a specific company is looking 
for before you make a submission. 

Another ingredient many companies are looking for is humor. 
Cards that convey a message with humor are very popular, 
especially with the baby boom generation, which makes up a large 
portion of the card-sending market. The preference, even with 
humor, is for short messages that are immediately understood and 
funny. The ideal is to have an attention-getting, one-sentence 
lead in on the outside (or front) of the card, with an equally 
brief, but effective, punch line inside. The intention is to get 
the potential buyer/sender hooked by the lead-in message so 
she/he can't resist opening the card to get to the punch line. 

Companies that are looking for humorous card ideas are 
usually emphatic and clear about the kinds of humor they will 
accept. As a rule "corny" or sentimental humor is not preferred. 
Most companies request humor that is "off-the-wall," "laugh-out-
loud," "irreverent," "outrageous," and in many cases, "risque." 
In other words, try to make your humorous ideas as "cliche'-
free," unpredictable, and funny as you can. 

In general, most greeting card companies are looking for 
cards that are appropriate for traditional sending occasions, as 
well as cards for newer "issue" oriented situations. Here are 
several of the most sought after types of card ideas:

(1) Birthdays. Since there's never a shortage of birthdays, 
the market for original birthday cards, both humorous and 
serious, remains a steady market for writers. Birthday cards can 
make us laugh about getting older, or they can be sensitive, 
serving as a reminder of the positive side of life, past and 
future.

(2) Friendship. Good friends are hard to find, and keep. 
That's why friendship cards continue to be a profitable part of 
the greeting card industry. Most friendship cards deal with the 
general value of friendship, or the significance of a specific 
friendship. Again, both humorous and serious card ideas are 
acceptable to most greeting card companies. The main thing is 
that the ideas must be original and genuinely and clearly express
some positive aspect of friendship.

(3) Get Well. Like birthday cards, the need for get well 
cards remains constant. Most people with not-so-serious illnesses
appreciate humorous get well cards. But, prospective writers 
should be cautioned to stay away from over-used and worn out 
hospital humor concerning hospital gowns, hospital food and so 
on. Greeting card companies are looking for fresh ideas, not a 
re-working of old ones.

There is also a need for non-humorous get well cards that 
express appropriate, and sensitive sentiments toward someone 
experiencing a serious illness. What greeting card companies are 
looking for here is a sensitive approach to a serious, and even 
grave situation. Sometimes the sentiment "get well soon" is not 
appropriate, even for get well cards.

(4) Sympathy. Unfortunately, sympathy cards are always 
needed. To fill that need, a writer must be able to address the 
loss of a loved one with good taste and sensitivity. 

(5) Love And Romance. Writers of love and romance card ideas 
will do well to address all kinds of love and different aspects 
of romance; first love, long-term romantic relationships, 
marriage, sharing, trust, commitment, renewing an old romance, 
and so on. The market is good for both humorous and serious cards
addressing the themes of love and romance. 

(6) Support And Encouragement. This type of card has 
increased in popularity over the past decade and offers creative 
writers a good deal of opportunity. These cards can be given to 
friends, relatives, colleagues, lovers -- anyone who might need 
to know that they are not alone. The most common message with 
this type of card is "I'm here for you." These cards offer both 
encouragement and support, and can be treated in either a serious
or humorous manner.

(7) Inspirational Cards. Most companies looking for 
inspirational cards request messages that address spiritual or 
human potential. These cards normally deal with some aspect of 
personal growth, are non-humorous, utilize sensitive language, 
and require an understanding of the spiritual and human 
condition. 

(8) Alternative Cards. These cards are designed for non-
traditional sending occasions. The most common card ideas in this
line are those offering congratulations for a new job, job 
promotion, or raise in salary. More serious issues, such as 
divorce, terminal illness, and substance abuse, are also top-
selling themes in the alternative card line.

The main thing a writer should remember is that greeting 
card companies are all looking for fresh ideas and messages, not 
time-worn cliches and sappy sentiment. Greeting card messages 
should be immediate and clear. Writers should avoid wordy or 
complex messages, and be direct and original. In short, most 
greeting card companies are looking for ideas they haven't seen 
or heard before. 

HOW TO SUBMIT IDEAS

Most greeting card companies have their own specific 
guidelines for submitting editorial, verse, and artwork. You can 
find out what each greeting card company requires by writing a 
brief letter, asking for a copy of their writer's guidelines. You
should always include a Long Self-Addressed, Stamped Envelope 
(LSASE) with your request. And if the guidelines are available, 
you should receive them in two or three weeks. Your request 
letter need not be more than a simple, polite request. For 
example:

Jane Doe
Locust Lane
Jackson, OH 45640
 

American Greetings
10500 American Rd.
Cleveland, OH 44144

(Your letter does not need to be addressed to a specific person.)

Please send me a copy of your writer's guidelines. I have 
enclosed an SASE for your convenience. Thank you.

                                             Sincerely,
 
 

                                             Jane Doe

In order to send your request letters, you will, of course, 
need a list of greeting card company addresses. You can get this 
information from several different sources. One good source is 
the Writer's Market from Writer's Digest Books in Cincinnati, 
Ohio. Another source is The Writer's Handbook published by The 
Writer, Inc., Boston, MA. 

Both of these publications contain sections on greeting 
cards, featuring alphabetical listings of many companies with 
assorted information, including addresses and the availability 
(or not) of writer's guidelines. Some libraries have these books 
in their reference sections, but if not, be prepared to spend $20
to $25. 

While both the Writer's Market and The Writer's Handbook" 
are valuable tools for free-lance writers, there are a couple of 
more economical ways to get the information you need. One way is 
by writing to: Artist and Writer's Market, The Greeting Card 
Association, 1356 New York Ave. NW, Suite 615, Washington, DC 
20005. Be sure to include an SASE with your request. You can also
visit card racks in various stores and select the lines that 
appeal to your particular creativity. Jot down the companies that
interest you and send them a request letter.

Trade magazines such as Greetings, published by Mackay 
Publishing Corporation of New York, also offer specific greeting 
card company information, as well as information about the latest
trends, trade shows, and seminars. 

While submission guidelines may vary from company to company 
there are some generalizations that can be made.

(1) Each message or verse should be typed on a separate 
piece of paper (8 1/2" x 11"), or 4" x 6" or 3" x 5" slips of 
paper or index cards. Most companies require submissions on 3" x 
5" index cards, but in some cases studio-card submissions may be 
required on 9" x 9 1/2" folded paper. 
 

(2) In most cases you will be required to use only one side 
of the submission card or paper. Your name, address, and phone 
number should be placed in the upper left-hand corner of each 
submission, and the message or verse in the center.

(3) Most companies will allow from 5 to 15 separate card 
ideas with each submission. If you are not sure how many ideas or
verses a specific publisher will accept in one group, send no 
more than 10.

(4) Each submission should be accompanied by a brief cover 
letter. The letter should be addressed to the editor or editorial
staff, and briefly indicate what you are submitting. The cover 
letter should be no longer than a short paragraph. Also include 
an SASE for return of any submissions not accepted.

(5) If you make a lot of submissions, you'll need to keep 
organized. The best way to do this is to create your own coding 
system. Your system doesn't have to be elaborate or complex -- 
just something you will understand. One simple coding system is 
to place your initials, the company initials, and a number in the
upper right-hand corner of each submission card.

Here's a sample card submission:

       ---------------------------------------------------
Jane Doe                                             JD-AM-1
Locust Lane
Jackson, OH 45640
(Phone number)

                        ANOTHER BIRTHDAY!

                  I'm Glad I Haven't Known You 
                        All Of Your Life

                 I Couldn't have afforded FORTY 
                         Birthday Cards!
 
       ---------------------------------------------------

Most greeting card company writer's and artist guidelines 
will follow the general format outlined above. However, you 
should never take submission guidelines for granted. Before you 
submit, get the company guidelines and follow them to the letter.

ARTWORK

It's not necessary for free-lance writers to furnish artwork 
as well as the editorial for card ideas. As a rule, greeting card
companies have artists on staff, or they commission artists to 
illustrate accepted new card ideas. That doesn't mean writers 
cannot submit their own artwork too. Many companies are pleased 
to hear from creative individuals who can provide both the 
editorial and the artwork. Again, you should refer to each 
company's writer's and artist's guidelines to familiarize 
yourself with individual company policies. 

If you are an artist, illustrator, designer, or photographer, and
wish to submit some concept to a greeting card company, you
should understand that most companies do not accept original
artwork of any sort. Instead, you'll be required to submit
slides, photocopies, photos, promotional pieces, or some other
reproduction of your work. Generally, greeting card 
companies like to see an artist's style before they ask for an 
original work or contract for an assignment. So don't send any 
original artwork unless a company specifically requests that you 
do.

Whatever representations of your artwork you send, you'll 
most likely be required to reduce your submissions to standard 
sizes -- 5" x 7" or 4 3/4" x 6 1/4" for cards, and 4 1/8" x 5 
1/2" for postcards. Photographs are often required to be 
submitted in the form of transparencies. And color, or hand-
colored work is usually preferred over black and white.

Every piece of artwork you submit should include your name, 
address, and telephone number. And while it is not necessary, you
can place the copyright symbol next to your name. You should also
include an SASE if you want your material returned. Make sure the
envelope is large enough to hold your submission, and be sure 
it's stamped with the proper amount of postage.

Usually, the relationship between copy and artwork is 
significant. It's a good idea for writers to think of, or plan, 
the card as an entire concept. Even if you are not artistically 
inclined, most card company editors appreciate intelligent 
suggestions from writers about an overall concept. 

NOVELTY IDEAS

Writing messages and verse for greeting cards is not the 
only way a free-lance writer can use such a talent to make money.

There's also a good market for writing messages for posters, t-
shirts, buttons, telephone answering machines, wedding 
invitations, and other items. In fact, many greeting card 
companies also feature a line of novelty items. Some of these 
companies pay the same flat fee for a novelty message as they do 
for a greeting card idea.

The greeting card companies also involved with novelty items 
are usually in need of editorial and/or concepts for buttons, 
mugs, key rings, plaques, bookmarks, refrigerator magnets, and 
other such items. In most cases novelty humor as well as serious 
themes are accepted. 
 

Mugs, which are popular gift items, work best with strong 
personal me-to-you messages. Some popular themes companies look 
for include birthday, get well, and personal relationships. The 
messages are similar to greeting card messages, but must be 
expressed in one line since the message is only on the outside of
the mug, rather than the typical two-line greeting card.

In general, slogans, sayings, or any copy for non-card 
products should follow several guidelines. First of all, a 
novelty product must accurately reflect the lifestyles, 
attitudes, and personalities of the people who use or wear the 
product. That also means that the written message must be some 
catchy and relevant statement about a multitude of life 
experiences. The messages on novelty products are usually 
philosophical statements about relationships, dieting, school, 
sex, work, men, women, hobbies, etc.

When creating slogans and statements for novelty products, 
it's important to keep in mind that the end result should be a 
means of self-expression. People use or wear such products as a 
fun way to make personal statements. In many cases novelty 
products are humorous items that allow us to make fun of life's 
ups and downs as well as ourselves. 

SUCCESS ANALYSIS

Eight contributing factors are measured on a 1 to 10 basis 
(with 10 being excellent) based on analysis of this opportunity.

1. Time Investment                                7
2. Start-up Costs                                 10
3. Gross Income Potential                         5
4. Net Income Potential                           5
5. Income in Relation to Investment               8
6. Stability                                      5
7. Overall Risk                                   9
8. Potential for Growth                           7

Overall Potential for Success                     7.00

POTENTIAL EARNINGS

Since greeting cards is a multi-billion dollar industry, 
there is good potential for substantial earnings. Most companies 
pay from $25 to $150 for each free-lance idea or verse they buy. 
Some pay as much as $500 for a single idea or verse. If your work
is especially original and creative, a submission of ten card 
ideas to one company could bring you anywhere from $25 to $1,500 
(or more) depending on how many of the ideas the company buys, 
and how much they pay per idea. 

In most cases a company's writer's guidelines will tell you 
how much they pay per idea. That information is also available 
for most of the companies listed in the Writer's Market and The 
Writer's Handbook. If you feel your ideas are worth more than $25
apiece, submit them to a company that pays more. The choice of 
companies you wish to deal with is entirely up to you. Just make 
sure your submissions fit the specific guidelines and needs of 
the company you are sending them to.

Usually, if an editor buys 2 or 3 ideas out of a batch of 10 
to 15 submissions the writer is doing very well. But it isn't 
unheard of for an editor to buy most, or all, of a writer's ideas
from one submission. Admittedly, for that to happen all the 
writer's ideas and/or verses must be highly original, creative, 
and exceptional. And they must be exactly what the company is 
looking for. 

While most companies pay per card or idea, a few pay small 
royalties. Other companies may prefer to test a card before 
buying it. In that event, the company will pay a small fee to 
test the idea before they make a final decision. Many companies 
also give a writer's credit on the back of the card. Some 
companies will even include free samples if they accept your 
idea(s).

How much a company pays per card is certainly a consideration
when deciding where to send your ideas, but it's not the only
consideration. You must also be reasonably certain your ideas fit
the particular needs of the company. You should also consider
whether the company pays on "acceptance" or on "publication." 

Being "paid on acceptance" simply means that shortly after a 
company accepts your idea(s) for publication you'll be getting a 
check. On the other hand, being "paid on publication" means 
you'll most likely have to wait a good deal longer before you get
any money. The time that elapses between acceptance of an idea 
and its actual publication can be several months. That's why most
experienced free-lance writers prefer to work with companies that
pay on acceptance.

The important thing to remember regarding potential earnings 
from writing greeting cards is that there are no guarantees. 
Anyone who has ever written anything for publication, from 
greeting cards to novels, has suffered rejection. Not every 
editor will find your ideas and verses as witty, original, or 
creative as you do. But if you are truly creative, prolific, and 
persistent, you will eventually be successful. To a large degree,
your potential earnings from writing greeting cards is only as 
limited as your imagination and creativity. 

SOME TIPS

(1) As a general rule, the most successful greeting cards 
are those that are short and to the point. Concentrate on 
creating card ideas that work with a one-sentence front and a 
one-sentence follow-up on the inside. Since most stores that 
carry greeting cards have from 500 to 1,000 cards on display, a 
quick glance is all each card gets. So a short, catchy, readily 
understood front-of-the-card sentence has a decided advantage 
over a more lengthy and ponderous message.

(2) Since birthday cards are usually a company's biggest 
seller, it's a good idea for beginners to concentrate on birthday
ideas and concepts. It's not only a good way to learn what 
companies are looking for, it may also be the best opportunity 
for initial success.

(3) When writing card ideas, consider sending occasions such 
as birthdays, Christmas, job promotions, etc., and imagine 
someone (a friend, colleague, or relative) to whom you would give
the card. In effect, you should look at your card ideas and ask 
yourself if you would actually buy them and send them to people.

(4) If you think you've heard it before, then forget it. 
Originality is one of the main keys to success in writing 
greeting cards. One way to insure that your ideas will be fresh 
and innovative is to keep in touch with what's going on in the 
world around you. Read newspapers, popular magazines, go to the 
movies -- anything that will keep you abreast of the latest 
issues, fads, and fashions. You'll be amazed at the amount of 
inspiration you'll get simply by "paying attention."

(5) Even if you are not an artist or illustrator, it's 
always a good idea to have a complete concept in mind when you 
create a specific message. It's also a good idea to suggest the 
entire concept to an editor when you make your submission. Don't 
worry about artwork. If the overall concept appeals to the 
editor, a company staff member will take care of the card design.

(6) Send your rejections to other companies. Take a careful 
look at all your rejected ideas. Eliminate the weakest ones, and 
send the rest to another company. Rejection of an idea may simply
mean that a specific company doesn't need it. That does not mean 
another company can't use it.

(7) Don't get impatient. If you haven't heard from an editor 
3 or 4 weeks after you've submitted material, don't write, and 
don't call. You should allow at least eight weeks for a response.
Some companies may not get back to you for 12 weeks or more. Many
companies state their typical response time in their guidelines.

(8) When most card companies buy an idea they "buy all 
rights." Many of these companies will also require the writer to 
guarantee that the material they are buying is original and has 
not been sold to any other company. If a company requires you to 
sign a release form and/or a contract to sell all rights, make 
sure you understand the terms of the agreement before signing.

(9) Keep records. Use a 3"x 5" card file to hold duplicates 
of your submissions. You can arrange your ideas any way you like 
-- subject, season, prose, verse, one-liners, etc. Keep on file 
what you send, where you send it, and the date it was sent. Of 
course, you should also record whether an idea was purchased or 
rejected.

SUMMARY

How much money can you make writing greeting cards? The 
answer to that question is really up to you. Certainly a 
creative, motivated writer can make excellent money on a part-
time basis. But it is also possible to make a comfortable living 
freelancing for greeting card companies full time. Obviously, the
more time you devote to creating new greeting card ideas and 
concepts, the more money you are apt to make. Just don't expect 
great monetary rewards over night. It takes time.

Before you make any money writing greeting cards, you'll 
have to take the first step. Become familiar with the greeting 
card industry. Browse through card racks and see what the market 
is offering. Get a list of greeting card companies and send for 
their writer's guidelines and market list. And before you submit 
your ideas make sure they fall within the company's requirements.

While there are no guarantees, there is a great opportunity 
for free-lance writers to make big money writing greeting cards. 
An initial small investment in index cards, postage, and 
envelopes, can easily be recovered with one purchased idea. If 
you are creative, love to write, have initiative, and are willing
to make the effort, you can see your words and ideas become 
greeting cards and make money as well.

SOURCES

Books:

199X Writer's Market -- editor: Mark Kissling, Writer's Digest 
Books, 1507 Dana, Cincinnati, OH 45207

The Writer's Digest Guide To Manuscript Formats, by Dian Dincin 
Buchman and Seli Groves, Writer's Digest Books, 1507 Dana, 
Cincinnati, OH 45207

The Writer's Handbook, edited by Sylvia K. Burack, The Writer, 
Inc., Boston, MA

Guidelines:

Amberly Greeting Card Company -- editor: Ned Stern, Gold Coast 
Drive, Cincinnati, OH 

Artist's And Writer's Guidelines, by Carol Wilson Fine Arts, 
Inc., Portland, OR

Creative Guidelines, the Maine Line Company, Rockland, ME

Guidelines, by Style Services, 1120 Royal Palm Beach Blvd., Royal
Palm Beach, FL

Kalan's Copy Guidelines, by Kalan, 97 S. Union Ave., Lansdowne, 
PA

Noble Works, editor: Christopher Noble, Hoboken, NJ

Submitting Artwork, Photography, Editorial And Product Ideas To 
Hallmark Cards, Inc., by Hallmark Cards, Inc., Kansas City, MO

Twenty Tips For Turning Your Greeting Card Ideas Into Cash, by 
Greetings, Cleveland, OH

West Graphics, editor: Carol West, 238 Capp Street, San 
Francisco, CA

Writer's Guidelines, by Merlyn Graphics Corporation, Canoga Park,
CA

Writer's Guidelines, by Oatmeal Studios, Rochester, VT