and other greeting card manufacturers — it’s not easy.
The TV commercial teaches us to flip the envelope. Do we see the Hallmark crown logo? Isn’t that supposed to mean we put all kinds of thought and effort into the sentiment? (“Well, I did spend $3.95. It sings and pops up. I was in a hurry..is that good enough?”)
Years ago, I hijacked the company slogan. Mine goes thusly:
“When you care enough to send the very least.”
Yes, I buy greeting cards. The BLANK ONES. Inside, I’ll write a sentence about why the card is being sent and/or why I’m sending it to that person. In other words, the card tells (in MY voice) why they matter — to me and the world.
Say WHY. That’s all you have to do. It’s a one-of-a-kind gift, a gift of YOU. Let’s see Hallmark put a value on that!