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Getting Your Greeting Card Line to Market
by Karen Moore
Return to Poetry & Greeting Cards
· Print/Mobile-Friendly Version
You've done it! You've got the look, the copy, the idea that will
generate millions of greeting card sales. This is so hot you're
pretty sure the execs from Hallmark will insist you create your
line exclusively with them. Congratulations!
In the event that you don't know exactly how to market your
great card line, here's a few steps you might want to take.
Before you go after a market, make sure there is a market for
your idea. Go to local outlets, from destination card shops to
giant mass marketers, and see if your idea already exists. If it
doesn't, you might have discovered a niche that isn't being
addressed, or it might mean it's been tried and dropped by
publishers. It's important to suggest your reasons for
recommending your line.
Look at your product with a critical eye. Is it fresh? Does it
have rack appeal? Why would the consumer pick your card over
another? Make sure you have at least ten strong examples of your
line. Most publishers want to know you can do 12, 24, 48, or more
cards. Will your look and copy direction sustain that many cards?
If not, look again and make some changes.
Create a proposal.
Most likely, you won't get to stand in front of a publisher and
share your idea. You'll have to send a presentation and hope it
catches their attention. What should you include in that
- The focus or main idea of your line
- Who you think will buy your line
- Why you think this line is important to the market
- What need it addresses in the market
- What application you think it might have for seasonal product, as well as everyday lines
- What other products you think might be created as well--calendars, bookmarks, note cards, etc.
- Your background and ability to help feed more ideas into building your line
- What you think is out in the market that is similar, and why
your line is different
- Your copyright notice
Be careful if you've based your line on a popular book or
celebrity. You need permission to actually create a line from
some other published works.
Know the market.
Check out Writer's Market or some other industry resource. You
can go online to The Greeting Card Association for member
publishers and submit to them. If you don't happen to find the
right publisher, consider self publishing your line and offering
it on your web site. While that can work, you need to answer most
of the questions outlined here. Ideas are great, but they only
work if someone buys your product.
Good luck with getting your line into the marketplace!
Find Out More...
- Boost Your Income by Writing & Selling Greeting Card Ideas - Sandy Forbes
- Breaking into the Greeting Card Market - Shery Ma Belle Arrieta
- Going for the Knockout Punch(line) - Nadia Ali
- Greeting Cards: Writing that's Short and Sweet - Marie Cecchini
- Greeting Card Association
Copyright © 2002 Karen Moore
This article may not be reprinted without the author's written permission.
Karen Moore is a
published author, seminar leader, and conference speaker. A
long-time greeting card writer and product developer, she is the
author of "You Can Write Greeting Cards," as well as many
licensed property lines. She has developed products for American
Greetings, Gibson Greetings, Standard Publishing and others. She
has conducted training seminars, and been a conference speaker in
the areas of greeting card writing, writing for children, and
Copyright © 2018 by Moira Allen. All rights reserved.
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Moira Allen, Editor