How to Write Compelling Greeting Cards: Director’s Cut

by Maria Wojciechowski

Writing greeting cards can be fun and rewarding, but while it may be new to you, it’s a gig that’s been around for a long time. One of Write Label’s clients, American Greetings, for example, was founded in 1906, meaning they have over a hundred years’ worth of copy and ideas. They, and other greeting card clients, are looking for engaging and unique ideas that can appeal to a broad audience. So although your first idea might be great, it is likely that it’s already been done before.
Before you craft your submission, make sure you’ve read and fully understand the brief. Then give yourself adequate time to think beyond your first idea. Below are some steps to decoding the brief.

What is the occasion?

Why is this card being sent? A birthday? Holiday? ‘Get Well Soon’? Always make sure that you are writing for the correct occasion.

Who is receiving the card?

The creative brief may indicate a recipient that is self-explanatory, such as a mother, spouse, etc. Here are a few examples of Greeting Card recipients that may require further explanation:
General — This card is for anyone. Avoid identifying features of the person.
Romantic — This card is for romantic partners. ‘Romantic’ refers to the type of relationship, not necessarily tone. Don’t imply gender unless otherwise requested
Masculine or Feminine: The recipient is likely to be male or female, but not necessary to say specifically in the copy. In this case, it is ok to lean into non-offensive gender stereotypes (EX: men prefer beer, women prefer wine)
Family — This card can apply to any member of the family (Ex: sibling, cousin, grandparent, etc.).

Who is sending the card?

As with recipients, most senders will be self-explanatory (e.g., Grandparents). Below is one example of a sender who may need further clarification.
Not Identified — This card could be sent by anyone. Any identifying features such as gender, age, etc., should be excluded — unless otherwise mentioned.

Sender #

The “Sender #” refers to how many people are sending the card.

Single: If a single person is sending the card, write the copy in the first-person singular point of view (I, my, me).
2+: If more than one person is sending the card, write the copy in the first-person plural point of view (we, our, us).
Neutral: If the number of senders is neutral, or undefined, the card should avoid all first-person personal pronouns (I, my, me, we, our, us) or other identifying clues to the number of senders.
Example:
“Thank you for being there for me.” → “Thank you for being there.”

Greeting Card Foundation

“Foundation” is the word used by greeting card companies, such as American Greetings, to describe the type of card. For foundation, you can think in terms of how greeting cards will be organized at the retailer. Cards are typically categorized as funny, kids, religious, and conventional.

A conventional foundation is a bit of a catch-all term that includes any card type that doesn’t fall into the other categories.

Greeting Card Tone

One way to think of ‘tone’ is to consider the attitude of the card. Is the card lighthearted or heartfelt? Conversational or formal?

The tone requested in the brief should always dictate how you approach your copy.

Degree of Intimacy Between Sender and Recipient

The degree of intimacy will indicate how well the sender knows the recipient.

Options include neutral, familiar, close, and very close. Be sure to follow this directive when writing your copy. If the client selects neutral, it would be inappropriate to write something like “You always answer every time I call” because that alludes to a close relationship.

The Theme of the Card

1. How much you mean to me: “You make my life so much better!”
2. Wish: “I hope you have an amazing birthday!”
3. Compliment: “You light up the room!”
4. Love: “I will love you forever!”
5. Gratitude: “Thank you for all that you do!”
6. Thinking of You: “Just wanted you to know you’re on my mind.”
7. What We Share: “We’re two peas in a pod!”
8. Celebration: “Let’s celebrate YOU!”
9. Pride: “We’re so proud of the woman you’ve become!”
10. Aging: “Here’s to aging gracefully!”
11. Memories: “Thinking about all the good times we’ve shared…”
12. Statement/Description: “I washed my hands before writing this card.”
13. Drinking: “Another year older? I’ll drink to that!”

In short, writing greeting card copy seems simple, but in reality, there is a lot of information to take into consideration! Be sure to read your brief thoroughly and be on the lookout for any attached video or audio posted by the client. The video or audio will provide further explanation or context to the brief.

. . .

Below are some tips for writing unique AND universal greeting card ideas.

1. Google your idea. As with all creative copy, it is best to ensure that you’re not accidentally plagiarizing another’s work.
2. Write it the way you’d say it. Unless otherwise requested, most cards should feel conversational. Think about if you were to call a friend to wish them Merry Christmas, the chances of you saying “Many tidings to you and yours!” are slim.
3. Don’t feel the need to over-explain the relationship. Doing so is not only a waste of copy, but it also limits the range of potential senders and recipients. Cards should be suitable for many, not specific to one.
4. Keep it real but positive. The point of sending a card is to lift someone’s spirits.
5. Avoid topical copy. When alluding to pop culture, make sure references are ‘classic.’ Greeting Cards copy can take months to publish. Will a reference to something like the “Kiki Challenge” still be relevant by then? Probably not.

If you’re struggling to write a card that is universal, write down your original idea and then edit for success! A few subtle changes can make your copy more relatable while keeping the same sentiment.

“Rushing downstairs on Christmas morning” → “The excitement on Christmas morning.”
This edit includes people who live in one-story homes.

“You’re an amazing wife, and I love being your husband.” → “You’re an amazing wife, and I love being married to you.”
This edit includes LGBTQ+.

“I’d swipe right on you all over again.” → “I’d totally swipe right on you.”
This edit includes those who didn’t meet on an app.

“The office won’t be the same without you.” → “This place won’t be the same without you.”
This edit includes non-office environments.

For any remaining questions, feel free to email Team@WriteLabel.com

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Happy writing!