Spot takes over the art table

Couldn't resist this blog entry.
More Artist interviews & Book Reviews next week!

7 Things I Learned from Mary Englebreit

-->

I recently discovered the book Mary Engelbreit: The Art And The Artist, that was first published in 1996. It is about her path into art licensing and greeting card design. She is now a successful licensor, her career spans over decades, and she was awarded "best art license of the year" by LIMA.

Mary's book is one of the more encouraging and practical books I've read in awhile. She confirmed my inherent belief that if someone tries to impose rules and prerequisites on entering this career, someone else will come along, break all the rules, and become successful. Here are some things I learned from reading her book:

1. Don't believe everything you hear.

While I'd seen her cards over the years and admired her work, after reading her book I realized I had been completely misinformed about her personal journey. I'd heard that she first got into greeting card design because she had extensive financial resources to experiment with. Boy was that wrong! In fact, it was quite the opposite.

2. Rock stars are people too.
Mary did not have resources for college, she didn't attend art school, and her husband worked as a social worker, all the while she struggled with the financial risks of trying to be an artist. In a lot of ways, she was no different than most people. She couldn't take expensive business risks. She doubted herself. She was even discouraged from being an artist by high school teachers. And she did not have thousands of dollars to lay down for a print run, just to see if something would sell.

3. Create your own show

Some stories she shared were painful, like when she bought a booth at the New York Stationery show and only had 12 cards to display. She was mortified to see all the other vendors, who had hundreds of cards. She also toted her portfolio all around New York only to be rejected by everyone she met. Other stories were heartwarming, like the day she felt sad because couldn't go to art school and have a "real" art show, so she decided on a whim to just to make her own art show happen at her job, in a retail store. All her work sold out.
4. Forgive yourself for mistakes

She had many hard knocks. She got into a bad business partnership, lost some of her art, and had emotional challenges of deciding whether being an artist was realistic.

5. You don't need to go to art school.

It was amazing for me to learn that she doesn't know how to paint, and she learned to draw simply by recopying old children's books and using colored pencils and markers. Later she developed her own imaginary characters. This made me wonder if the reason she became one of the top illustrators in the country, is because she "didn't" go to art school.

6. Draw what you like, not what you think will sell.

She emphasized how incredibly important it is for her to draw things she likes. Only later will she think about adapting the drawing to a product. She said if she instead tried to develop a design based around a product as the starting point, it was always a failure. Instead, she decided to hire other people to adapt her drawings to products, and she focused on drawing what she really loved, often things in her daily life.


7. Make new rules.

She breaks rules I'd come to accept as gospel from the licensing world. In fact, what I learned is that while it's important to trust your heart, you also need to trust your own intelligence. There are people who may try to impose their own rules on you about the "way things are" in the market place, with stores, with agents, with manufacturers, with your credentials, with demands, etc. But Mary made her own rules, not out of protest, but out of a gentle kindness towards herself.

~

Greeting Card Business ebooks.

You can support this blog by ordering Kate's eBooks starting at only .99 cents! 

They can be read on your kindle, ipad, ipod, cellphone, or your computer.  

Unusual Ways to Market Your Greeting Cards and 22 Places to Get Your Designs Featured A booklet on how to get your cards noticed in non-traditional ways. Everything from why you should send cards to your dentist, to how to get special features in national publications. Great tips for designers who are starting out and want to get their cards into the hands of people beyond friends and family. Special Section: Submissions guidelines and contacts for 22 Gift Industry publications and professional gift industry blogs that seek out new greeting card designs to feature for free.

7 Mistakes Greeting Card Writers Make Booklet on common mistakes greeting card writers make and what to avoid when submitting greeting card verse to publishers. Today, greeting card publishers are shying away from traditional stereotypes, and may even include pets as family members. This article talks about how to create a trendy card that reflects the contemporary world we live in, and how to use our own personal experiences to create great card verse. Topics include: how to avoid limiting the market of who could buy your card, when to use adjectives, how not to creating card for enemies, how to write like people talk and a list of why card sentiment submissions are often rejected. The good news is you can increase your odds of success by 60% by doing a few simple things. 

20 Steps to Art Licensing: How to Sell Your Designs to Card and Gift Companies A booklet on how to license your art to companies that publish greeting cards, and manufacture coffee mugs, magnets, wall hangings, kitchen items, and dozens of other gift items. This booklet covers 20 basic steps from how to prepare your art, to what companies to contact. It includes topics on: How to find agents, classes and what trade shows to attend. There are extensive resources on social media, licensing community groups, copyrights, and lists of interviews with professional designers.

Get Your Greeting Cards Into Stores: How to Find and Work With Sales Reps If you already make your own greeting cards, this book explains how to get your cards into stores and sell them sell nationwide. Included are guidelines on: how to price your cards for a profit, how to get professional feedback, where to find a sales representative and and what industry standards you should follow. All the information is also applicable to gift items, such as magnets, journals, calendars, collectibles, etc. Chapter topics: Getting Professional Feedback, Getting Your First Account, Pricing and Profits, Sales Reps 101, Where to Find Reps, Rep Readiness Checklist, Pitching Your Line to a Rep and Working With Reps. 

Greeting Card Class

You can also sign up for the class called Getting into the Greeting Card Business.  The content is based on my experience of working in the industry for over 20 years, and from publishing over 1,000 cards.

Register here. 

~

Interview with Greetings etc. Editor, Kathy Krassner

Kathy Krassner, former editor-in-chief at Greetings etc. magazine, a greeting card trade publication for retailers. It is the primary source for news and trends in the greeting card industry.

Years ago, when I first started my greeting card manufacturing business, I had no marketing budget, so I took a chance and mailed Greetings etc. samples of my cards. I had no expectations much would come from it, since I was such a small time operator, so imagine my surprise and delight to discover they had featured my line in their publication. But it wasn't only me. They often feature new or unknown card designers. Because of this, I've always admired the spirit of Greetings etc. magazine because they include "everyone" in the industry.

Recently I approached Kathy Krassner to do an interview for this blog. She was very generous to take time out of her day to answer several questions I had about her experiences in the card industry.

CONTACT INFO: Kathy Krassner, editor-in-chief, Greetings etc. magazine, 4 Sheridan Lane, Ringoes, NJ 08551 908-284-0884
WEBSITE: www.greetingsmagazine.com
TWITTER: http://twitter.com/greetingsetc
HOBBIES: I enjoy good food, red wine, Broadway shows, museums, rock music and the Sunday N.Y. Times crossword puzzle.
PERSONAL LIFE: I live with my husband, Bob Wolfman, two teenaged children, and four cats in Ringoes, NJ.
EDUCATION: I have a journalism degree from Hofstra University on Long Island, which is where I'm from originally.
VOLUNTEER WORK: I’m on the board of Gift for Life, the industry's volunteer organization supporting DIFFA -- Design Industries Foundation Fighting AIDS.
FAVORITE WRITER'S VACATION: Algarve region in southern Portugal. Seafood, wine, the beach ... what more could you ask for?

How did you become the editor of Greetings etc. Magazine?
I helped to launch Greetings etc. magazine in May 1999. At the time, I was on a committee with several members of the Greeting Card Association whose mission was to find a publisher who could produce a trade magazine that would reflect the artistry and creativity of the dynamic greeting card and stationery industry. I had a friend who worked at Edgell Communications, which presented a proposal and ultimately was chosen as the publisher of this successful, now 10-year-old publication. Previously, I had worked as an editor on several leading trade magazines covering the gift industry.

I've always been impressed that Greetings etc. is willing to feature small independent artists. How do you decide what cards to feature in your publications?
I have always been an advocate for the small, independent card publisher. It's great to find new resources, and I'm happy to be in a position in which I can help companies with quality lines that are just starting out. I do make sure that, before I give a new company editorial coverage, I inspect the quality of their paper stock and printing (I won’t include people printing cards on home computers). I also make sure that they’re currently selling to retailers nationwide, and not just to consumers via their own websites. It's not helpful to the card publisher or to the retailer if a line is not quite ready to launch.

What resources do you rely on to keep your eyes on trends?
I attend as many trade shows as possible, and of course always the National Stationery Show in May in New York City, to find trends and new resources. I also receive many press releases from companies regarding their new products. Additionally, I subscribe to more consumer magazines than many doctors' offices, and I check various design-oriented websites, in order to keep my finger on the pulse of what’s happening trendwise in fashion, home accessories, consumer-buying habits, etc. -- all of which translates into trends in the stationery arena.

As independent artists, what themes should we be concentrating on, if we want to get "ahead of the game"?
I believe the "green" theme is here to stay, including printing on recycled papers, using wind-power credits, and being eco-conscious both in how products are manufactured and how companies do business. Technology will also continue to propel card sales; e.g., sound cards have been a success for Hallmark; and LED-lighted cards are also gaining popularity (they’ve been quite popular in the U.K. for a while).

Do you have a story about an artist you featured, who later thanked you for helping them "make it"?
I don’t have a particular story to recount, but I have been thanked by many people whose products have been featured in Greetings etc. It's definitely gratifying to help new companies, as I mentioned, but it goes both ways: running good products in our magazine and online makes Greetings etc. a better resource for retailers.
What's the biggest mistake you think card designers make?
There are probably several: Not having a distinct look, not launching a line with enough designs, and not doing their homework to find reps who can sell their line nationwide.

What's the biggest mistake you think card text writers make?
Having written many card verses for various publishers over the years myself, it’s hard to say. Some cards work well with just a simple "Happy Birthday" greeting; while others need that unexpected twist or humorous message to play off the card’s image. It is said that the card's design helps the consumer to pick up a card, but it’s the verse that seals the sale.

What has been one of your most popular articles with readers?
The article I probably received the most response about was actually an editorial page I wrote about spelling the word “stationery” correctly; this is such a pet peeve in our industry! Many people wrote to thank me for that column; others wrote to apologize for having sent me letters and e-mails with the misspelling.

What do you think stores want these days, that there isn't enough of?
Well-priced, well-designed items.

Between ecards, consolidation of card companies, loss of younger customers and some retail stores closing, if I was an artist just starting out today, what would you recommend I focus on?
There’s always room in this industry for new talent. Again, be sure you have a distinct look, a wide range of card designs (at least 40 is usually the recommended number), and a day job to support your new card company. I would also suggest testing the waters with local retailers to see if you have a product line that will sell, before launching nationwide.

What do you think the biggest seller might be down the road? Birthday, humor, pets, giftwrap, characters?
You’ll have to read my 2010 Trends article in our next January/February issue!

How does someone submit cards to Greetings etc. for review?
We ask for hi-res jpgs (at least 3 inches big and 300 dpi), along with product details and retail pricing. A clickable "product-submission" link can be found at the bottom of our website, www.greetingsmagazine.com. If you’re a brand new company, a few actual samples of the cards should be sent to me at the editorial address, which can also be found on Greetings etc.’s website.

A big *thanks* to Kathy for her time, tips and support
of independent artists!

Dealing with a Creative Block

Outlaw Design Blog has an article on 10 Ways to Beat the Hell Out of Creative Block

Here's an excerpt:

We have all experienced it, those times we feel completely void of all creativity. Those times when you don’t think you could even muster up the creativity to draw a stick man. While these times may feel a bit overwhelming and impossible to escape, there are a few things you can do to help git rid of that creative block. So grab your phone because as soon as you do a few of these suggestions your muse is gonna be calling.

1. Change of Scenery

This is probably one of the most staple ways for me to personally break a creative block. I find that doing something as simple as walking the dog or going to gym for 30 minutes can really help clear my mind. It is often during these times that I have my creative epiphany almost minutes after taking part in this method.

....Article continues on Outlaw Design Blog

Card Submissions Wanted for Publication

Sarah Schwartz, the editor at Stationery Trends Magazine is asking for submissions for their January issue that will feature new products. Deadline October 19th.

Themes wanted: Embossing, birdcages, carnival, circus, wood-block, postcards, Fuchsias, Coming of Age, Kid Products, white on white, and organizational items. 15 word description, 300 dpi, minimum 4" wide jpg. Maximum 2 images per message.

Submission Form and Guidelines: Download this PDF.

Valuing Your Design Community

Ran across this article. Especially worth reading if you work in isolation. Here's an excerpt:

No matter what we say about being independent, or shy when it comes to interaction with other people, the truth is we need friends, and acquaintances to interact with that we have something in common with. In the design world our work and frustrations are often misunderstood by those outside of the community, simply due to the nature of creative work. That being said it will lend to better personal fulfillment to build relationships with other designers. As we interact within the community and build relationships we will also build a great resource for support, feedback, and collaboration, these are the results that we should be looking for more that just more face time, and traffic to our blog/site.

Article Continued...

Breaking into the Greeting Card Writing Market

Here is part of an interview I did for Women on Writing (w.o.w.) publication a few months back. It's about my experience of buying greeting card copy.

Interview with Kate Harper by LuAnn Schindler

WOW: I first saw your greeting cards about 10 years ago. But for our readers who are unfamiliar with your card line, would you give an overview of the types of cards you offer? KATE: For over a decade, I designed and sold my cards through about 40 sales reps, but about two years ago, I licensed my line to another company so I could have more free time to do artwork. Now I am in the process of tweaking the line and adding inside text, which I never did before.

Now I know what it is like to be "both sides": the “buyer” of text and the “writer” of text.

WOW: How did you break into the business? KATE: I made them for friends as a hobby and eventually I began selling locally and then nationally to chains like Barnes and Noble. Then I started buying text from professional writers.

WOW: For writers considering submitting, how difficult is it to make the cut? KATE: I think there is a real lack of everyday sentiments people can relate to. In fact research shows that writing is the critical element on whether someone will buy a card. The image and price are secondary. Also, if you can make someone laugh out loud, as far as I'm concerned, you've already sold the card.
I've reviewed thousands and thousands of submissions in my life, I'd say you are really competing with a lot of people who haven't done any homework. Here's an estimate of the kinds of submissions I received:

-25% have not read my guidelines.
-25% are sending inappropriate subject matter for a greeting card or are rude ("I know you are fat and that's because you eat too much birthday cake").-5% are sending trademarked words I can't use (Chevy, iPod, Xerox).
-5% come from prisons
-5-10% are great but their email doesn't work anymore
-5% send me a long letter of how they need to make money and please will you publish my quote.
-10% are religious, and again, have not read my guidelines.
-10% have read up on what makes good card text, have read my guidelines, and are making a good effort at "trying" to get it right. I respect that...they just haven't hit a zinger yet.
-10% are great submissions, and I buy them. The writer seems an authentic, down to earth, real person and sees the world in interesting ways. They also talk from experience.
SO, there are 80% of authors who have not studied greeting card writing styles, and 20% who have. So if you do your homework, you've already narrowed down your competition from 100 people to 20 people.


WOW: Should greeting card writers specialize in one type of verse? KATE: Humor is a big seller. So are pets. I often asked my writers to use the "pet voice"—what would your pet say if he could? I think shorter verse is better since people don't like reading long text on a card rack. But traditional text that expresses "how much I care" or "am thankful to you" is always important. Birthdays are one of the biggest sellers, so if you can combine humor, birthday and pets—I'd say that's a home run! But try anything. Don't fret over things, just throw them out there, submit them, and look for funny things you hear or see in your daily life.

WOW: Many card lines seem to fall into defined categories so an individual purchasing a card knows, for instance, that line x has a hint of sarcasm, line y is sentimental, and line z is humorous. What is your greeting card philosophy? KATE: I think I generally feel like the more you laugh or say "ahhh" (like you would when you see a kitten) the happier your life will be. So I've heard from store buyers that people will spend 30 minutes looking at my line in the store and laughing out loud. That's a complete success to me. That means I've made a personal connection with the reader and I've made them laugh.

WOW: How important is it for writers to submit a total package? Do other card companies have similar guidelines? KATE: Every company is different and has specific guidelines. I can only tell you what I liked: • Always by email • Only 10 per email • Blank spaces between quotes so it's easier to read. The biggest problem I had was that people often gave me outdated emails, so 3-6 months later, when I needed to select quotes, about 10% of the writers could not be contacted. Writers should ALWAYS send multiple contact sources (mailing address, secondary email, or even your mother's address!) I really doubt that most companies would ever give out this information to anyone—so don't be nervous about that. It's usually pretty safe to give out private contact information since it's probably only going to be used to locate you.

WOW: If I have an idea for a greeting card verse, what’s one important idea I should keep in mind? KATE: I always say--visualize the person the card is going to: Your nephew? Your friend? Your son, on graduation day? Close your eyes and really tell me what you would want to say to them (even if you are too shy to do it real life). What do you authentically feel in your heart? It's probably the same thing we all feel, but we just don't know how to say it or are too embarrassed to. Cards are a medium that expresses words we want to say, but don't know how...so we let the card say it for us.

WOW: When you consider a submission, do you purchase all rights? What’s typical in the industry? KATE: Typically, all rights are purchased. I was an oddball, and didn't purchase all rights because I wanted the writer to be able to resell their work. That is very unusual.


WOW: For writers who haven’t had much experience writing verse, what resources are available? KATE: Tons and tons. I have several books recommended on my blog under "books on my shelf." I also twitter out writing resources whenever I see them (twitter address is @kateharpercards) since I'm on a lot of alert lists for greeting card news.

WOW: What advice would you offer someone who wants to form her own greeting card business? KATE: I'd say research is 80% of the business, and 20% is trying different things and showing your designs to professionals (stores, sales reps) for feedback. Friends don't count because they love everything you do. Take your cards to a store and stick them on the shelf, step back, and see if they fit in or if they look too unprofessional or too dark. If they look like they "belong" there—that's great! Then start talking to store reps and learn about manufacturing and costs. The sooner you get a professional opinion early on in your card development, the more you will get a clear direction and not waste time on bad designs. This will save you a lot of time. Make sure you tell people you "won't get your feelings hurt", you just want ruthless true advice on how to improve the card and make it sellable.

LuAnn Schindler is a full-time freelance journalist living on the eastern slope of the Nebraska Sandhills on a dairy farm with 200+ Holsteins. She currently blogs for The Muffin, the WOW! Women On Writing daily blog. Her work has appeared in the Pregnancy, 2: The Couples Magazine, Denver Post, Rural Electric Nebraskan, Absolute Write, in addition to other publications. LuAnn is a member of the National Federation of Press Women and Nebraska Press Women.

~

 Books on Writing Card Sentiments 

You Can Write Greeting Cards This hands-on guide features practical instruction and exercises that teach beginners how to survey the market, find their niche, and write greetings cards that say just the right thing.

A Guide to Greeting Card Writing All forms are discussed in detail: conventional verse and prose, personal relationship cards, humor, juvenile, inspirational, etc. Detailed info on how to submit and sell your work to greeting card markets. All the nuts and bolts of both the creative art and the publishing market.

Write Greeting Cards Like a Pro Moore knows the ins and outs of the greeting card business. In this hands-on guide, she offers practical instruction, idea joggers, and exercises that will teach you how to survey the market, find your niche, and write greeting cards that say just the right thing. From humor to inspirational writing, Moore profiles the special needs of each greeting card category and also shows you how to spot new trends, so you can write the cards publishers are seeking today.

The Freelance Writing for Greeting Card Companies This book targets important areas a writer needs to know in regards to being self-employed, as well as, how to own a small greeting card business. It covers Internet to explore the technology which has opened the door for freelance writers and artists. You will find web sites that will offer a variety of freelance writers opportunities never before known or unreachable outside the Internet world such as: chat rooms, bulletin boards, or forums so writers can communicate with other writers. This type of networking is ideal for finding answers or obtaining valuable information about a company, organizations, writing groups, and available resources.

How to Write and Sell Greeting Cards, Bumper Stickers, T-Shirts and Other Fun Stuff A successful freelancer shares her years of experience and advice in writing for the "social expression market".

Thinking of You: A Card Greeting for Every Occasion This little books helps to jump start your thinking to make messages for cards.

Finding the Right Words: Perfect Phrases to Personalize Your Greeting Cards More than three dozen ways to say "Happy Birthday” for new family members...even pets. Includes thoughtful condolences for personalizing sympathy cards and congratulatory wishes for weddings and anniversaries. There are helpful hints to simplify card-sending and a monthly calendar for birthdays and anniversaries. This is a book of phrases for all occasions.

Ebook by Kate Harper

You can support this blog by ordering Kate's e-Booklets starting at only .99 cents! They can be read on your kindle, ipad, ipod, cellphone, or your computer. Free samples and lending options available. 

7 Mistakes Greeting Card Writers is a booklet that explains what to avoid when submitting greeting card verse to publishers. Learn how to create a trendy card that reflects the contemporary world we live in, and how to use your own personal experience to create card verse. Topics include: how to avoid limiting your market, when to use adjectives, not creating card for enemies, write like people talk and a list of why card sentiment submissions are often rejected. You can increase your odds of success by 60% just by doing a few simple things. Includes a list of card publishers and their guidelines, links to writer interviews, and writing exercises for how to create good verse.

~