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Nuts and Bolts: Card Titles

May 16, 2012

In a recent Forum post by Mindy on the new Star Submitter status, she shared some of the criteria used to determine which artists are granted the rare privilege of enjoying extra speedy reviews and approvals of their submitted cards. It’s more than just a professional image. Other things taken into account are artist’s notes, composition, keywords, and card titles, which is today’s topic.

You may not think much about the title of the card you’re submitting for approval. It may seem an unimportant detail, but an effective card title is vital to the health of your card for a couple of reasons.

WHY ARE CARD TITLES SO VALUABLE?

The title is part of what will be used to index the card in off-site search engines. If the only thing you put in your title is “Birthday,” you aren’t doing yourself any favors. Many shoppers come to GCU via a search engine – wouldn’t you want your card to appear on the first page of results? The title will have to be relevant for that to happen. You may have designed the world’s best greeting card, but if nobody can find it, you won’t sell very many.

When a shopper does an off-site search for “Happy 43rd Birthday to My Aunt” – and you can bet that searches very similar to this one are done all the time – they’ll get pages of results. The results don’t contain images, just text links and descriptions, so how will you make YOUR card stand out? How will you make YOUR card sound appealing enough to make a shopper click that link?

WHAT GOES INTO A GOOD CARD TITLE?

The key is – be descriptive. You do have a limit of how much you can say, but the more descriptive you are, the better your chances. An effective card title should contain a reference to the occasion, age or relationship if applicable, and a brief description of something that makes the card unique.

For example, suppose you have a beautiful photograph of a local waterfall with a rainbow shining in the spray. You make the photo into a relationship specific birthday card. In a case like that, what you’ll want to use in the card title will be something like: Rainbow Waterfall at Silver Springs, PA – Birthday for Uncle.

You’ll notice the occasion is addressed – birthday – as is the relationship – uncle. There’s also a brief description of the photo giving the content and location. Now if somebody is looking for a birthday card for their uncle who lives in Pennsylvania, or somebody who just likes waterfalls, they’ll see that title, be curious, and likely give it a click.

Made a baby boy announcement with a giraffe on it? Try something like: Cute Giraffe Baby Boy Announcement. Just be descriptive. Find a unique selling point and go for it.

Every artist should know how to write a good card title. It’s not hard, but it’s just as important as the design on the front of the card and the verse on the inside. A title is the first thing a customer sees when they’re looking at a page of search results. Make your cards stand out from the crowd!

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7 Comments leave one →
  1. Janet Lee Designs permalink
    May 16, 2012 7:46 am

    I had read that post and wondered what I could do differently as far as the Title. I include everything needed in my card titles but I was also including ( – ) between important points of the title. For instance, Birthday-For Uncle-Waterfall-Rainbow. I think this will make it more appealing and even fun to think up titles like you posted and … easier for the search engines!
    Thank you so much for taking time to help us Corrie!
    Janet Lee

    • May 16, 2012 12:40 pm

      You can use hyphens to separate different parts of your title, however hyphens aren’t “seen” by search engines, so they have no effect on results. If you’re talking eye appeal, maybe. I use hyphens myself, just not all the time. It depends on what I want to say.

      Corrie

  2. paintedcottages permalink
    May 16, 2012 12:26 pm

    helpful as usual, it never hurts to be reminded…THANKS

  3. May 16, 2012 6:41 pm

    Good article. I am usually decriptive in my titles, but I was wondering if there Is any relevance to the order we put the “occasion, age or relationship if applicable, and a brief description”?
    Also I have some good selling cards that have been here since the beginning of GCU and could use some tune up in this department, are there any negative effects on changing titles and keywords on good selling cards?
    Thanks!

  4. May 16, 2012 7:44 pm

    As far as I know, tweaking card titles shouldn’t hurt you. If you can, at the same time, add an description in the artist’s notes. Also, the order you put the title in has some significance mainly if you’re making a large group of similar cards – you’ll want to use distinguishing text first, such as 43rd Birthday, before adding text that’s the same on every other card.

    Corrie

  5. May 16, 2012 8:05 pm

    Yes! To the eye the order of the terms does matter as Corrie points out above particularly when looking at our category pages with multiple cards AND where the card title may display truncated. So as Corrie suggests you should use the distinguishing text first so:
    Uncle Birthday – Rainbow Waterfall at Silver Springs, PA
    or
    Birthday for Uncle – Rainbow Waterfall at Silver Springs, PA
    vs
    Rainbow Waterfall at Silver Springs, PA – Birthday for Uncle

  6. May 17, 2012 6:58 am

    Good Question Christie … Thank you again Ladies!

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