The Dream Job of Writing Greeting Cards at Hallmark

Erica Hill fulfills a Dream Job request from Deena Spradlin, an Early Show viewer who always wanted to write greeting cards for Hallmark.

The Dream Job of Writing Greeting Cards at Hallmark Erica Hill: Our Dream Job series continues this morning with a unique request from Deena Spradlin of Spartanburg, South Carolina. She wrote to tell us she has always wanted to write greeting cards and not just any greeting card. Specifically, Hallmark. So of course, we brought her to the main office of Hallmark cards in Kansas City, Missouri. Erica Hill: Deena, good morning, welcome to your dream job at Hallmark. Deena Spradlin: Thank you so much. It’s so good. Erica Hill: Deena Spradlin has been writing her entire life but her job in database communications doesn’t inspire the heartfelt pro she’s come to cherish. At a young age, she began exchanging weekly letters with her grandmother, a ritual that instilled an early appreciation for words. Deena Spradlin: I love to write, I love to write letters. My dream job has always been to write greeting cards for Hallmark. Erica Hill: Well, today we are going to make that happen. So, let’s not make you late for your first day. Deena Spradlin: Okay. Erica Hill: Let’s head in. Deena Spradlin: Thanks. Cheryl Gaines: Hi, Deena. Welcome to your Dream Job. Deena Spradlin: Thank you so much. Cheryl Gaines: Come on in, have a seat. Erica Hill: That seat isn’t easy to come by. Hallmark employs just 40 fulltime writers who produce nearly 12,000 new cards each year. Cheryl Gaines oversees Christmas, Deena’s favorite time of year. Cheryl Gaines: We would like for you to write a Christmas card for us. We understand you are going to get married. Deena Spradlin: Yes. Cheryl Gaines: That’s awesome. We would like for you to write from your own personal experience from the heart, that’s where the best writing comes. And writing about what you know is always the easiest and best thing. Erica Hill: To help Deena through the process, senior writer Suzanne Berry took us to the Creative Research Library to talk strategy. What are your do’s and don’ts for Deena? Suzanne Berry: Try just writing a letter and imagining that you’re sending this letter to someone that you love. Erica Hill: Deena had just over an hour to craft her message, a process most writers have weeks to complete. But the time crunch didn’t seemed to be a problem. Deena Spradlin: During this wondrous season, when we tend to focus on giving, I find myself recalling all of the precious gifts that you have given me. But the gifts that have filled my heart are those that money can’t buy. I just hope that I can give back to you a fraction of the same gifts that I receive from you every day. Suzanne Berry: You’ve done a beautiful job. Deena Spradlin: Well, thank you so much. Suzanne Berry: Beautiful jobs, so where -- where did you get the inspiration? You’re just unnatural. Deena Spradlin: My fiancée is a very kind and giving and loving person and this would be exactly what I would say to him, he’s my inspiration. Suzanne Berry: It’s fantastic. Erica Hill: But, would Deena’s letter also speak to consumers? It was time for the editorial test. Cheryl Gaines: Oh, that’s wonderful. Erica Hill: I’m obviously not the professional -- but Deena, it is beautiful. Deena Spradlin: Thanks. Cheryl Gaines: I would have expected a Hallmark writer to come up with this. Deena Spradlin: Oh. Erica Hill: Success. Cheryl Gaines: There are couple -- a couple of little things. Erica Hill: With a few tweaks. Cheryl Gaines: I see the word "Time" repeated. We might want to make that two sentences, it’s just tightens it up just a little bit. I love the way you started with gifts and you ended with gifts, that’s just tied it up in one nice little package. You put a bow on it. I think we have ourselves a card. Erica Hill: Deena’s words now ready for the design team from hand lettering. Male: We’re going to punch and here’s we’re going to emphasize your very first word, my love. Erica Hill: To materials, arts and layouts. Female: This is going to be a red for L, and the ribbon just goes down so that it ties to that one. Deena Spradlin: Exactly. Erica Hill: Her card was coming to life. For Deena, the day was moving at work speed. To make her dream come true, Hallmark condensed the creation process from six months into just one whirlwind day. It didn’t hurt that Deena’s unnatural. Cheryl Gaines: We are very proud to present you your very first Hallmark card written by you -- Deena Spradlin: Thank you. Cheryl Gaines: And we’re proud to let you know that this is going to be offered on hallmark.com. Deena Spradlin: Thank you. Oh -- sorry. Erica Hill: It looks gorgeous. And all you need to add is your name. Cheryl Gaines: Well, if you look on the back, your name is on there. Deena Spradlin: Oh, that is so neat. Erica Hill: This card was created by Dream Job writer Deena Spradlin. Harry Smith: Wow. Dave Price: Yes. Erica Hill: It was an amazing day. Dave Price: Great. Maggie Rodriguez: Wow. Erica Hill: The folks at Hallmark, thank you again because they were just wonderful. What a great company to be a part of for a day. And Deena’s card is going to be offered on hallmark.com. It’s not there yet it will be in the coming days. This was not a given going in. Harry Smith: Right. Erica Hill: They were genuinely impressed with her writing and she did it. She nailed it. Dave Price: I’m amazed. Maggie Rodriguez: Will it be in stores, too? Erica Hill: No, it’s going to be available only online. Maggie Rodriguez: Only online. Dave Price: I’m amazed with the statistics, just a few writers producing that many cards. Erica Hill: 40 -- only 40 full-time writers, 12,000 cards a year. And of course, you know, those cards run the game and they cover everything. Maggie Rodriguez: That means not too many people are good at that, it’s a really valuable talent. Erica Hill: It’s a really difficult job to get. And they say when they just show you the test that you have to take to get -- get your foot in the door, a lot of people realize how difficult it is. Maggie Rodriguez: Isn’t it nice. Harry Smith: Isn’t it interesting though, here’s a person with this dream, she’s never going to get in there. I mean, maybe not ever get to have that experience without -- Maggie Rodriguez: Without you. Harry Smith: Wow. Wow, that was really great. Erica Hill: It was great. Harry Smith: I love it. Maggie Rodriguez: Who are you introduce us to tomorrow? Dave Price: Well, tomorrow we’re going to meet Stephanie Horton and she works at a whey station in a small town of Warren, Arkansas and we are going to make her a television and radio weathercaster. Erica Hill: Oh, love it.