Meet a Hallmark Card Writer

An excerpt from the New York Times - 

She Made the Shift From Academic Writing to Hallmark Cards

As told to Perry Garfinkel

Through her writing at Hallmark, Melvina Young tries to reach people on a direct, emotional level.
CreditCreditChristopher Smith for The New York Times

Melvina Young, 55, is a senior writer at Hallmark Cards in Kansas City, Mo.

How hard could it be to write pithy lines for a greeting card?

That’s what many people think, that we are the lowbrow ditch diggers of the writing profession, the punch lines of jokes and films. Frankly I, too, thought this would be a quotidian task.

But it requires a specific, well-honed skill set. I do a lot of research, sit in on focus groups, read The New York Times, check discussion boards, Tumblr, Pew Research, Nate Silver’s FiveThirtyEight, consumer trend studies, and we have team brainstorming sessions before I sit down to write.

https://www.nytimes.com/2018/10/26/business/from-academic-writing-to-hallmark-cards.html