The ability to write concise copy is also key. “It’s about being creative and finding a new way to spin sentiments have been expressing for thousands of years.” Innovation is crucial: “You need to find a way to turn a phrase that will surprise and delight people.” “It’s not just about saying ‘Happy Birthday,’” says Jackson. It’s important for the writer to have an individual voice, says Jackson. The goal is to write a message that’s so funny or heartwarming that it gets accepted into Hallmark’s writing database, where it might be selected to go on a card and eventually be sold in stores. “If the feedback is not so good, I try harder and hope something resonates.” Sometimes, though, it’s back to the drawing board. Then, the writing begins. The trick to keeping the creative juices flowing? “I write and snack and snack and write,” says Jackson. Once he completes a draft, he submits the work to his editor. “If the feedback is good, I celebrate,” he says. “If I’m on a parenting project, I need to know what the trends are. What values do today’s parents want to instill in their children? Is parent-child communication different than it was five years ago?” “It’s important to be aware of what’s happening culturally,” says Jackson. Once Jackson finds out his topic, whether it’s a holiday or a consumer need (e.g., a “get well” card), he begins researching the subject. Writing assignments typically trickle in on Mondays. He later studied mass media arts at Clark Atlanta University, where he honed his ability to create condense content and write copy that appeals to a broad audience-skills that directly translated into becoming a greeting card writer.Ī post-graduate internship at Hallmark led to a full-time job at the company in September 2008. Jackson began writing poetry, short stories, plays and song lyrics in second grade, and it was a passion that stuck with him. (Hint: it’s a little different than Joseph Gordon-Levitt’s character’s job in 500 Days of Summer.) How he got into the field We caught up with Jackson to find out what the greeting card business is really like. “Empathy is a big part of being a greeting card writer,” he says. “It’s important to see the humanity in other people, respect their life experiences and write to their reality.”įor aspiring greeting card writers, the $8 billion industry offers various points of entry, from having your own small Etsy shop and working at a boutique greeting card company to joining a large card manufacturer, like Hallmark or American Greetings. Compensation varies from publisher to publisher, according to the Greeting Card Association, but in general, writers can expect to receive anywhere between $25 and $150 for a submission that’s accepted. Patrick’s Day, his goal is to stir the emotions of the card’s recipient. Whether Jackson’s focus is on birthdays, weddings, Christmas, Father’s and Mother’s Day, or even St. Jackson, 29, is now a senior writer at Hallmark Cards in Kansas City, Missouri, where he spends his days writing copy for greeting cards. And that’s exactly what made him a perfect fit for the greeting card industry.
“I started to hear the messages differently,” says Jackson, adding that cards from his mom-which he’s saved-began to resonate on an emotional level.
His perspective changed around the age of 12. “When I was little, I assumed all greeting cards had money in them,” says Jackson, “money that would support my Hot Wheels habit.” Growing up, Keion Jackson always looked forward to opening birthday and holiday cards-although he wasn’t necessarily captivated by the messages inside. Keion Jackson, 29, says empathy is a big part of being a greeting card writer.