When you are in business for yourself you are always looking at your bottom line. The price of doing business can vary greatly. We make decisions according to our vision. Some step out boldly and take loans, clear out savings accounts, and make sure every bit of equipment matches. While others, start on a wing and a prayer and work their way into a brand, an idea, a solid business image.
Greetings 4 Good began as a way to translate art into thoughtfulness and share it with wild abandon. Greetings 4 Good is the proud offspring of Create Art 4 Good an organization that has supported the art of new and mid career artists, promoting success and vision. Greetings 4 Good is just a little personal though.
For me, the idea of marrying art and thoughtfulness is a marriage made in heaven. This activity has been a forever focus for me. Just like most children, I suppose, I have profound memories of creating cards for those I loved celebrating an momentous occasion, perhaps they were ill, or perhaps they just needed a bit of cheering up. How amazing would it be to do this for ALWAYS as an adult? I admit, I am enchanted with the idea.
But back to business. In the world of printing, (just like any form of business, I suppose) you have many opportunities. Home printers make it viable for someone to create a decent product without the use of a professional. That was certainly an option when I began. I remember the days of the first dot-matrix printing. It felt like magic! The graphics were so great (for that time period) and I felt quite proud of my initial designs.
Then I went to graphic design school. Sure, it was DECADES later. However, that probably ruined me for any kind of DIY printing. It was about quality. It was about taking myself seriously. If I was going to attempt to create an entire line of greeting cards, where would I best put my energy? Let the professionals do their best! I would design the best! That established, printing these cards myself was not an option. I am thrilled to work with a local printer, who indulges my creativity and need for professionalism. This obviously costs more, but in the end, I am very pleased with the product. It is worth it to me to create the product I desire.
Where else can I cut corners? Business is about minimizing your expenses and maximizing your profits.
A trusted adviser has suggested to me that I cut the quality of the envelopes I use. Let me tell you why I have refused to take her advice.
For me, a greeting card is about love and support. 90% of the greeting cards I sell are for no reason at all. They aren’t birthday cards or holiday cards. They are “I love you” cards, they are “cheer up” cards, “I think you are nifty” cards, in fact, they are support cards. Now, I agree, the envelope is probably NOT the most important part. (though I do use lovely ones AND have seals for them too!) For me, the envelope is the first part of the experience for the recipient and the last part for the giver. For me, it is important. I want quality inside and out. I want you to be proud of this card, I want you to touch the envelope and know that this card is important to me, the person who designed and created it. I want you to know that YOUR experience is also important to me. Just like wrapping paper, envelopes hold the love that was carefully selected inside. It is the invitation to feel loved. Would a crappy envelope do that? I think not.
It is about intent. It is about the full circle of care. It is about the details. While it might seem silly, I care about everything in these cards, even the envelope.
When you give a Greetings 4 Good card, you give a little bit of love in EVERY envelope.
