Words That Sell
As an Editor and Editorial Director for nearly a decade at Hallmark , I had a crash course in how to combine my love of language with the practical side of needing to make a profit. There I learned to use research creatively, get deep into a consumer’s head, and edit ruthlessly to get to the strongest possible message.
These days, I work with companies like Lovepop and NIQUEA.D to make cards that are as special as the people who buy them.
Below are just a few examples of the thousands of products I’ve written and/or edited over the years.
Bestselling Everyday Card
Found the copy for this card from the Hallmark word database, including by searching deep into older unapplied writing and rewriting it to create a modern sensibility to the verse.
Identified celestial imagery as an early emerging trend in 2016. As of 2022, it is a mainstream trend that was correctly identified and utilized.
Worked with a design planning partner to create the full package, including the decision to combine celestial imagery with copy about fate in order to appeal to those who are spiritual or religious (as well as those who just like the beautiful photo).
As of 2022…
Top selling card in stores and online.
7,300+ reviews on Amazon with an average rating of 4.8 (and with lower ratings entirely about problems with the physical product or shipping rather than the creative content).
First page result on Amazon for Love cards (even competing with format-driven cards such as pop up cards).
Other Product Formats
Morgan Harper Nichols Collection
