Some of the shortest, most effective communication written comes from greeting card sentiment writers. Combined with an appropriate graphic it quickly gets to the point.

My wife and I will observe our 35th wedding anniversary tomorrow.

Today we received an “Anniversary Card” from Becky’s sister and husband.

The front was a late 40′s or early 50′s appearing b&w photo of a couple sitting in wicker chairs in a lamp-lit room before a roaring fireplace. The man, with pipe in hand was reading. The woman was knitting. Enjoying each other in comfortable, companionable silence. The message balloon indicated both were saying, “Happy Anniversary!”

The interior message was: “Hope your marriage is still the smoldering volcano of torrid passion that ours is.”

The contrast between that message and the picture on the front was great. The picture gave no hint of “torrid passion”.

The specific situation further demonstrated contrast. No one would look at either my brother and sister-in-law or, for that matter, my wife and I and immediately think “torrid passion”. Possibly once – but no longer. Sigh.

It was a nice thought.

It said much but implied much more.

As you’re wandering around in the real world, sometimes looking at magazines and books for niche ideas stop by the greeting card section. Primarily the humorous cards. Pick up a few. Read them. It’s a neat and entertaining way to get a few ideas.

One word of caution. Humor can be very effective. It can also be inappropriate. You may not wish to use it in the funeral home or bereavement niche.

It can also be overdone. A little goes a long way. Consider and respect your market.

As writers we are constantly looking for the most effective way to express our thoughts. Copy writers look for the most effective “hook”, and like article writers, the ultimate persuasive statement.

We spend what often seems hours in dictionaries and thesauri with the single objective of locating the best possible word or phrase to convey our ideas.

Everything is written with one objective. To ultimately make the sale.

On occasion the best possible word or phrase is already “out there.” There are some thoughts which are best expressed using time honored phrasing or statement.

Three of the most powerful, simple and elegant are:

“I love you”, “Thank you” and “You’re welcome”. At any time of year these are, depending on circumstances and in context, easily understood full-of-meaning statements. They stand alone and need no modification.

At this time of year there is one expression that does the same.

So, in closing, I’ll simply say,

Merry Christmas

Elmer