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Going
for the Knockout Punch! There's
nothing like a knockout punch as the cameras show the thrill and excitement of
that tremendous punch that throws an opponent to the ground. The winners' arms
are raised into the air as a tumultuous crowd erupts in cheers. That's the
feeling I get every time one of my punch lines get accepted. My fellow opponents--
other greeting card or slogan writers-- never even see it coming! What is a Punch Line? Grasping
the idea of a punch line is not just a case of re-telling jokes or
putting something funny in a line that relates to given topics requested by the
greeting card companies. It is a line that leaves the editor smiling or
chuckling to himself. It is something that will leave an impression and convince
him to purchase your card.
An
example of a punch line: "Talk is cheap until you hire a lawyer."
It
will not work if you have no idea of whom you are writing it for. So think of
the audience you are writing for and then be creative.
The
Delivery
The
manner in which you phrase your words can make the difference between acceptance
or rejection. Have a look at the example below that shows the difference it can
make. OUTSIDE: Happy birthday. You're getting-- INSIDE:
Older! While this relates to the
truth, it lacks a certain blow and there isn't enough expectation to make it
punch. The same approach can be rewritten to read: OUTSIDE: Guess what you are getting for your birthday? INSIDE:
Older! This greeting has a
definite punch and a sense of expectation as the reader opens the card to see
what he's getting for his birthday. The
Shorter the Better
"The
shorter the better" is still one of the requirements that reigns supreme in
submitting punch lines to greeting card and slogan markets. Particularly when
writing for slogan markets where the space for your knock out punch is limited
to a key-chain, apron, mug, doormat or a T-shirt.
An
example of an apron slogan: "Lean, Mean Cuisine Machine." It is
straight to the point and even in four words manages to hit with a knockout
punch.
An
example of a Post-it note: "People I hung up on when you were out."
Again there is no rhyme, yet it is very effective.
Broad
Appeal
Unless
otherwise stated, most greeting card and slogan companies want sentiments that
relate to the broader audience. By this they mean it must refer to any gender,
any age and an idea that does not involve any risqué or rude message. The above
examples all fit into this category as they can both be for men or women of any
age group, religion, ethic background and so on.
Specific
Appeal
When
asked to produce specific sentiments for defined categories, always ensure your
sentiment relates to just that. For example, if you were asked to produce a
humorous punch line for a friend's anniversary you must relate to the friend and
anniversary. OUTSIDE: Happy anniversary to a couple who really shows us how it's
done... INSIDE:
...maybe you'd better start pulling the shades. This humor relates to
friends on a personal level and shows a specific type of punch -- one that you
would send to your friends for their anniversary. So it has successfully met the
criteria set down by the writers' guidelines. Humor
To
create a knockout punch line the key point is humor. This is where the punch
either breaks or makes it. There are several ways to obtain the humor aspect.
One can be by putting an element of surprise in your humor: OUTSIDE: It would be great if we could lose a few pounds in the right
places... INSIDE:
...like Hawaii, Barbados, Jamaica... Or try an intentional
misinterpretation: OUTSIDE: Sometimes I dream about sleeping under the stars... INSIDE:
...Brad Pitt, Tom Cruise... Or a universal truth: OUTSIDE: Soon you'll be feeling better INSIDE:
And I will be picking on you again. Always try to make a play
on words, put a unique spin on a line and most of all, bear two questions in
mind: Who would buy this? Who would think this is funny? And
last, spend some time in real greeting card stores researching what makes a card
humorous and how the punch line is delivered.
It's
amazing to see all the various ways that writers deliver a punch. Some include
double meanings, twisted meanings, intentional misinterpretation, an unlikely
turn of events, play on words or the use of an old cliché. Always bear in mind
that a majority of greeting card companies do not want you to put the readers
down or insult them in any way. Your humor must reflect something positive and
have general appeal to a broad audience.
So
get out there and hit them with a knockout punch line! The greeting card and
slogan markets are looking for writers who know how to write short, sweet and to
the point. These three factors make up the components to a great punch-line,
weave in some humor and you are on your way to producing a humorous greeting
card verse or a slogan for badges, T-shirts or key-chains.
And
for any of you who were wondering-- all of the above examples have already been
purchased by various greeting card and slogan companies. For more information:
Nadia Ali (nadia@freelance-worker.com) began her writing career as an online greeting card writer and has had countless published since. She has also had success in the paper greeting card and slogan markets.
Copyright © 2003 Nadia Ali. Originally published on Writing-World.com. Reprinted with permission. |
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