Personal Branding and Ghostwriting

How Carrie Bradshaw's Portrayal of a Professional Writer is Different Than my Reality

2011-06-20T14:56:00.000-07:00

I've never been so compelled to write that I ran out of the shower, wrapped up my wet hair, threw a towel around myself and made a beeline to the computer.
Martinis + Writing for me = incoherent, rambling, ungrammatical thoughts. Not deep, personal, enlightening insights about humanity.
Make up, cute outfit, cute hair to write? Negative. Old Navy, no make-up, hair clip
When Carrie first discovered the Internet (well after the rest of us I believe) and she saw her ex's name in the AOL chat box, she hid under the desk, exclaiming, "Can he SEE me?". Had she been turning in columns typewritten on a 1930's typewriter up until then?
Carrie apparently has only one client (the newspaper) yet tons of money and tons of time for shopping and a social life. Yeah... that's exactly how small business works.

All Hail the Wacky Cow Marketing Letter

2010-08-13T18:21:00.000-07:00

I’m hoping you can help me out. I heard around the yard here, that you’re a busy business person with a lot of important messages to share with your target audience. But I really wish all you busy business people would stop sneaking in here at night and writing on me!

Look, spreading the word about your business can be a tricky thing especially if you don’t know what you want to say or how you want to say it. But could you please stop spray painting me? Just last week a desperate fellow climbed on his belly across the grass (yeah Mr. G.I. Joe – like I couldn’t see you). G.I. Joe only got as far as his company name before he got a face full of hooves!

I need you to call this nice lady who can get your message out without harming innocent animals. Her name is Christine and she’s a personal branding specialist and ghostwriter (she’s written for celebrities and real big companies!). She will help you communicate to your target audience exactly what it is that you do – with creativity, continuity, clarity and impact.

So PLEASE, for the love of cows stop writing on us and call Christine instead. Her phone number is (310) 529-9856. Thank you!

Until the next idiot paints an ad on me,
Mooroy

P.S. I may look slightly different next time you see me! Fair warning in case you don't recognize my disguise.

The Grumpy Hottie

2010-07-29T15:47:00.001-07:00

“Wow he’s a hottie!” barista girl number one exclaimed in reference to the coffee drive thru customer.

“Totally! I’ve seen him before… but he’s a grumpy hottie,” said barista girl number two, frowning in discontent.

I had just picked up my morning fix and was on my way out the door of the local java shop when Mr. grumpy hottie caused barista hysteria. This got me thinking… about personal branding of course (did you have any doubt?).

You could have what you believe to be the most attractive, customer friendly, innovative, HOT product or service in the world, but what if the message you are communicating to your audience falls flat? Or even worse – is a “grumpy hottie”? This is where personal branding comes in and the value that a professional communicator brings to your company table when it comes to communicating what it is that you do to your target audience – with creativity, clarity, continuity, and impact. This is why I’m passionate about what I do!

I help my clients ensure that the message they are trying to communicate is the one their audience is receiving, through the power of the written word. Because as the java girls found out this morning, conflicting messages are a total turn off.

Bad Analogies

2010-07-14T12:06:00.000-07:00

It’s the last down of the first inning and you’re in the three point zone getting ready to volley a bogey into the end zone. You don’t have to be a sports fan to realize how completely nonsensical that statement is. I pieced together that messy ESPN casserole to demonstrate a point about using analogies in writing – personal, business or otherwise. There is nothing wrong with using comparisons, whether from current events, history, pop culture or sports, to make your point. I myself have been known to pepper various pieces of writing with “it’s like a…” “as if he were…” and such to make my points.

My specific beef is with those wannabe literary geniuses who go deep with sports analogies to begin, explain and conclude every last sentence, paragraph and diatribe. The analogies run so rampant across so many different sports, using so many clichés that I often wonder if these writers have even SEEN any of these sports played. Is there a “sports analogies for dummies” reference book out there that connects the sales and marketing principle to the corresponding sports analogy? “Closing the sale = hitting a homerun.” “Losing the sale = fumble.” “Accidentally spilling coffee on the sales prospect = pulling a Buckner.” This could easily be a bestseller, I’m sure.

In the meantime, all you overeager sports analogists, for the sake of we the readers, please use analogies judiciously (ex. if you’re making a complicated point and there’s a universal comparison, if there’s a perfect analogy for what you’re saying that you just can’t pass up, etc.). Don’t analogize for the sake of analogizing. Or I’ll tackle you on the one yard line!

Book Ghostwriting Services

2010-06-10T14:08:00.000-07:00

Q: What on earth would I possibly write a book about?

A: Everyone has a unique life story, comedic, dramatic, romantic or adventurous situation, or words of expert wisdom to share. You have experience and expertise that could help and inspire others. Think about it.

Q: Actually, now that you mention it I do have an idea…

A: Some clients have had their dream book percolating in the back of their mind for years. They just lack the time, ability, or willingness to write it. Is this you? What are you waiting for? We once turned a client’s lifetime of notebooks, chicken scratch notes, post-its, newspaper clippings, and cocktail napkins into a published book. Anything is possible in the hands of a professional ghostwriter.

Q: What exactly is your involvement? Do I have a book at the end of the process?

A: We develop the book from concept through execution of a complete, polished manuscript. We are not a publishing company so it is your option once the book is written as to how you would like to proceed (self-publishing, print-on-demand, submit to the major publishing houses, etc.). We can help you research options, introduce you to appropriate contacts, assist you in putting together manuscript proposal package, or anything else we can do in our power to help you succeed. Most importantly, you now have a completed, polished, professional manuscript with your name on it. The dream has become reality and the possibilities are now endless!

Personal Branding Services

2010-06-10T13:51:00.000-07:00

Which provides more value and better results: Developing a relationship with a primary care physician OR going to the ER and seeing a different physician for each symptom? That is the difference between a personal branding consultant (primary care doctor) and a freelance writer (ER).

Q: What is personal branding?

A: As it relates to our services, it is identifying your message and core talking points and then translating them into your unique voice, in a way that connects with your audience.

Q: How is writing involved?

A: Your customized package of writing products will be the vehicles for your personal branding. These may include: blogging, website content, press releases, media articles, social networking content, speeches, elevator pitches, and any other communication vehicles necessary to broadcast your message(s) to your audience.

Q: Do I have to do any actual writing?

A: The majority of your involvement occurs in the brainstorming/development phase, as we get to know you and your business. This is necessary so that we can communicate effectively and powerfully on your behalf. After that, you can choose to have as much or as little involvement in the ongoing writing and editing of materials as you’d like. Some clients enjoy the writing process and enjoy the collaboration of working with a professional writer. Many, due to the time constraints of managing their business, feel an extreme sense of relief in offloading all the writing tasks. Others fall somewhere in between. Bottom line – you tell us how much you would like to be involved and we will create a process that works for you.

Q: What is the benefit of establishing an ongoing relationship with a personal branding consultant like Christine, Ink. vs. just hiring a “freelance writer” whenever I think I need one?

A: The more we get to know you, the more value we provide by becoming your “creative mind” and voice. By working with you beyond the time constraints of the occasional project we have the opportunity to discover new methods of branding your message, simply by remaining plugged in creatively to you and your business.

Also, businesses owners rarely realize that they “need” a creative voice like the one we provide, until they actually see for themselves what we can do for their business. A freelance writer can get a writing job done if you know what it is that you need done. We help determine what kind of personal branding is needed, develop a plan and then execute it with consistency, continuity, and creativity.

Seeking Referrals to Physician Clients...

2010-04-16T10:50:00.000-07:00

Will changes to the Health Care system
take patients away from your practice?

Private practice medicine can be a competition sport. Physicians have long been responsible for winning over clientele using contemporary medical technology, cutting edge treatments, the best patient care, and the most effective health care solutions for their patients’ dollar.

Now, as the way in which health care is delivered by doctors, received by patients, and billed by insurance companies is being rewritten, physicians must work harder than ever to attract new clients and retain existing ones.

As an experienced RN, BSN, a health care journalist, medical writer, and marketing copywriter, I have the creative expertise and knowledge to craft a message that will resonate with health care consumers.

My medical marketing writing services include:

*Website Content
*Marketing Copy for Brochures, Flyers, Mailers, etc.
*Press Releases

Past Health Care Writing Clients have included:

RGJ Health Source (Reno, NV)
Business Life/Senior Living Magazine
Ausmed Health Care Educators (medical textbook publishers)
RN Builder.com (medical blog)
Health Care Builder.com (medical blog)
Locum Tenens (medical blog)
Travel Nurse Source (medical blog)
Women’s Medical Group of Upland, Inc.
Scott & Company (leading experts on retail clinics)

I communicate to your target market what it is that you do!

Christine, Ink.

Writing with Impact

ww.christine-ink.com

christine@christine-ink.com

(775) 562-8344 VM/Fax

(310) 529-9856 Cell

Press Release Sample: Entertainment Industry

2010-03-24T18:17:00.000-07:00

Emmy Award Winning Judge is Voted Influential, Trustworthy among Viewers Judge Cristina Perez of Fox’s Cristina’s Court Ranked Second behind Oprah

Los Angeles, CA October 24, 2008– Compared to some veteran television personalities, Judge Cristina Perez may still be seen by as a newcomer on daytime syndicated television. But, in just two years Judge Perez of Fox’s “Cristina’s Court” earned a Daytime Emmy -- the first ever awarded in her category -- and she has now earned votes of confidence from viewers as a trustworthy and influential television personality.

Recently released research data from the Syndicated Network Television Association ranked Cristina second (behind Oprah Winfrey) among adults age 18-34 as the “most trustworthy” host on TV. In the “most influential” category, she is ranked fourth in two separate demographic groups. Cristina is ranked in the top 20 or better in all of the demographics surveyed, proving her ability to transcend gender and age in attracting viewers to “Cristina’s Court.”

Competition was formidable, with viewers surveyed citing household names like Oprah, Dr. Phil, Tyra, Ellen as well as fellow TV judges Lynn Toler, Alex Ferrer and Joe Brown. Judge Perez is grateful to be included on all of the lists and understands her responsibility as a television personality who is trusted by viewers as a positive influence.

“While I’m grateful for this recognition, this really isn’t about me. I love what I do, I love the law and I love helping people and looking out for their welfare. It’s my job to bring out the truth and best in people in legal situations that affect us all. I feel blessed that I’ve been able to make a connection with viewers,” Cristina said.

The Emmy award winning show Cristina’s Court airs weekdays on the Fox network and its affiliates throughout the nation. For more information on the show visit: www.cristinascourt.com or Cristina’s official website at www.cristinaperez.tv.

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Press Release Sample: Diamond Liners

2010-03-24T17:45:00.000-07:00

FOR IMMEDIATE RELEASE

Diamond Liners, Inc. Now Sells Graco Total Foam Package

Turnkey System Expedites Entry into the Spray Foam Insulation Business

Santa Fe Springs, CA –– Diamond Liners, Inc., polyurea plural component applications spray expert and a leading sales and service provider for OEMs and contractors, is constantly updating their e-commerce website www.diamondliners.com with new products available for purchase, financing options, technical training event information and more comprehensive information for their industry colleagues. A major piece of the website is an extensive e-commerce product inventory featuring Graco, among other major manufacturers.

Contractors who are interested in expanding their spray foam business or starting a new one will want to learn about the new Graco total foam spray package offered by Diamond Liners. The new foam-spraying turnkey system combines all the essential equipment for spray polyurethane foam insulation.

“Up until now, we have never been able to offer a total foam spray machine package before – they were always sold separately. Now, with the new total foam package, you can order either of the two new part numbers and get a complete spray solution,” says Diamond Liners co-owner John Bender.

Everything spray foam customers need to start spraying can now be ordered with one number. The only decision required is whether to purchase the pre-configured package with the hydraulic or the electric proportioner. Each total foam package includes: Graco Reactor® H-25 hydraulic proportioner or Graco Reactor E-30 electric proportioner, Supply pump package of two T1 2:1 transfer pumps, Heated hose – 150 ft (46 m), Whip hose – 10 ft (3 m) and Two Fusion Air-Purge spray guns. The package also has spray gun support parts, which include: O-ring kit, Fusion grease, 80 mesh filter (10-pack), side seals with O-rings and gun cleaning kit.

Diamondliners.com features additional information on the new Graco total foam package, which is also available for purchase there. The site’s e-commerce aspect allows customers more flexibility and options when it comes to purchasing manufacturing equipment, foam insulation spray, parts, safety, testing equipment and more.

Diamond Liners works together with Graco to make any customer application work, Their website allows customers more flexibility and options when it comes to Polyurethane spray foam solutions, parts, safety, testing equipment and more.

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Journalism Sample: The Truth about Cerebral Aneurysms

2010-03-24T17:40:00.000-07:00

Diffusing the “Ticking Time Bomb”: The Truth about Cerebral Aneurysms
By Christine Whitmarsh

(Originally published in the Reno Gazette Journal in September, 2006)

Is it a headache or something far worse? The mere thought of it can be terrifying without the proper information – a bulging artery in the brain that goes unnoticed in most people unless they have symptoms such as frequent headaches, vision changes, or neck pain, and in worse case scenarios if the artery ruptures, causing bleeding in the brain or a stroke.

The official definition of this condition is “a bulging weak area in the wall of an artery that supplies blood to the brain” (WebMD.com). While cerebral aneurysms only occur in approximately 8% of the population, perhaps it is their silent stealth that leads laypeople to compare the condition with a “ticking time bomb.”

“This is a misstatement,” says Dr. Jay K. Morgan, neurosurgeon at Sierra Neurosurgery Group who studied cerebral aneurysms as a sub-specialty. Dr. Morgan asks people to consider the following truths about cerebral aneurysms before calling in the bomb squad.

• A cerebral aneurysm is a congenital anomaly but it usually does not run in families, but rather on certain genes*.
• In fact, a family member of someone with this condition has a 90% chance of not developing it. But if two relatives in the same immediate family have a history of an aneurysm and especially a rupture, a doctor’s visit and MRI scan are recommended for other immediate family members.
• Less than 1% of aneurysms rupture per year
• Aneurysms most commonly affect people 40-60 years old

Additional Risk Factors and Predispositions (WebMD.com):

• Previous aneurysm – About 20% of patients with one aneurysm typically develop more
• Gender – Women are twice as likely to develop an aneurysm and have it rupture as men
• Race –African-Americans are more likely to develop a rupture than Caucasians

Once a cerebral aneurysm is diagnosed – usually after a patient starts experiencing symptoms – human nature may cause an instant doctor’s office freak out. Dr. Morgan advises, “Don’t panic… It’s not as evil a structure you as you might think.” In fact, he says, most bulges are less than 5-7mm in size and rarely cause symptoms let alone rupture. If this is the case and the patient is asymptomatic, a doctor may simply observe the aneurysm for growth and the patient for new symptoms.

Factors that can increase the probability of rupture, however, aren’t quite as random as the existence of the aneurysm itself. Smoking, hypertension and diabetes have been correlated with turning an otherwise dormant genetic tendency into an aneurysm, even leading more frequently to rupture than patients without these behaviors and conditions. To put things in perspective, Dr. Morgan is quick to point out that these factors are much more likely to cause heart disease and/or stroke, than a cerebral aneurysm.

If treatment is indicated for the aneurysm, a surgical intervention similar to the procedure used to open a clogged heart artery is used to reach the bulging brain vessel, release pressure on the aneurysm and prevent rupture. For patients ages 75-90, the surgical risks due to preexisting conditions such as heart disease or COPD frequently outweigh the potential benefits of operating on the aneurysm. A specialized facility typically found only in much larger cities to treat aneurysms also exists here in Reno.

While cerebral aneurysms may remain fairly mysterious amongst laypeople, the proven successful diagnostics, treatment interventions and continuing research should provide comfort to those asking themselves – is this really just a headache?

*An August 2006 research article in the Journal of Neurology Neurosurgery and Psychiatry revealed that the frequency of a particular gene variation of the Il-6 gene is known to produce larger amounts of a chemical known to damage brain tissue, increasing the odds of an aneurysm.

Magazine Writing Sample: Rose Bowl and NFL, Down but Not Out

2010-03-24T17:30:00.000-07:00

Rose Bowl and NFL: Down but Not Out

Christine Whitmarsh

(Originally published in Business Life magazine in 2005)

You’ve probably heard about the now infamous Pasadena city council meeting in June. That was when councilman Steve Madden and his fellow opponents to the Rose Bowl/NFL deal effectively threw the winning pass to the business communities - of Los Angeles and Anaheim. Those are the other two finalists for the NFL’s golden ticket to whichever community is smart enough to grab it.

By voting against the NFL’s tenancy at the Rose Bowl, the business opportunity of a lifetime for the Pasadena and surrounding communities has potentially been squashed. However when it comes to complex relationships like this one, “possibly” is very rarely “definitely.”

What if the Rose Bowl/NFL decision was to be posed to the people of Pasadena – versus the solitary word of the city council? And when that happened, what if new aspects of the deal previously shrouded in a flat “good vs. evil” presentation would still allow Pasadena to take advantage of an economic opportunity that is simply too good to pass to Anaheim or L.A. without a fight by this area’s business communities? Business minded citizens know that the relationship between business and life in our community is not as open and shut as one wanting one thing and the other being automatically and diametrically opposed to it. They understand that life is never as simple as “This deal is all bad because it’s not all good.”

Long supporting the economic survival of the Rose Bowl as a valued Pasadena business and economic stimulator has been the Pasadena Chamber of Commerce. President Lynne Hess reiterated the Chamber’s position on the subject:

“The Chamber has long held an official position of support for a major, long-term tenant in the Rose Bowl in order to ensure the future economic vitality of the stadium. For nearly ten years, we have worked closely with the Rose Bowl Operating Company to achieve that goal. Obtaining the 20-year contract with UCLA was one of the building blocks in that plan, which was successful. Bringing a pro-football team to the stadium was also part of the financial plan that would have ensured the stadium's future. That option has been dealt a blow by our City Council's inaction. Of course, the business community it not only disappointed but also very concerned about the negative economic impact this will eventually have on Pasadena businesses and residents alike. Therefore, we intend to stay engaged with all stakeholders to find a viable solution.”

The Chamber is certainly not alone in their conviction that the Rose Bowl and surrounding communities are too important to forsake this easily. Ten games per year in exchange for the immense, free publicity that NFL games bring to area businesses, with the nurturing of area businesses, buoyed by increased tourism during game time, and the salvaging of a historic icon that has come to represent Pasadena. Not to mention the estimated $400 million for renovations with no taxpayer money required for construction, that the NFL has put on the table. Suddenly it doesn’t seem so much like the deal with the devil that has been implied.

It’s time for the business communities in all the surrounding areas to get involved and make their voices heard. The economic survival of our joint business communities cannot be a spectator sport. The precedent set for making decisions based on an exaggerated focus on why something won’t work rather than why it will, would be a dangerous one to set for local businesses. Such a fatalistic approach would no more benefit this particular decision than it would any other business decision.

Menu of Writing Services

2010-03-24T17:06:00.000-07:00

Advertising Copy - TV and Radio scripts, etc.
Books (ghostwriting, editing)
Film and Television
Journalism
Marketing Materials
Newsletters
Blogs
Press Releases
Sales Letters/Materials
Speech Writing
Website Copy
Social Networking
Medical, Health, Wellness Writing

Client Testimonials

2010-03-24T16:31:00.000-07:00

“You have a serious talent Christine. I love what you have done!”
-Steve Jugan
Owner
Kama'aina Creations

“Christine Ink has provided System Resolutions, Inc. with Sales and Marketing written content that has been instrumental in growing my business 30% a year, every year since 2005. Our hat off to a job exceptionally done!”
-Kennith G Armour
Systems Resolutions, Inc.

“Christine has endless creativity in everything she does. She also has an uncanny insight into knowing exactly what I want and the unusual ability to feel exactly what I’m feeling whenever we work together. This is a gift from God. Not many people can do this, and it is an especially rare quality in the writing world.”
-Cristina Perez
Attorney, Author and Emmy Award Winning Host of “Cristina’s Court”

“Christine is excellent at writing copy for all of your needs - websites, press releases, books, scripts, etc. She has experts in every field imaginable. She is also reasonably priced and provides a good value.”
-Steve Beauvais
Pasadena Web Design

“Christine Ink. is a valued business partner for our organization. They have been involved in several of our key marketing projects meeting all their time commitments while producing quality work. They played a key role in developing copy for our new website and writing promotional material for our upcoming national book campaign.

Christine Ink. has saved us tremendous time and effort by providing resources and solutions outside of our already busy internal team. I am also impressed with their ability to quickly understand our marketing strategy and translate that to effective messages for our current and future clients.”
-John Manning
Director of Marketing
Management Action programs (MAP)

“We have worked with Christine multiple times in the process of implementing Web Solutions for our clients. Christine knows Site Director well and can save our clients significant time and resources due to her intricate knowledge of many topics including film, health care, publishing, and consulting. I recommend Christine currently to our clients and others for her excellent research skills, attention to detail, and clear understanding of the power of words.”
-Jon Cline
Enthusiast Web Solutions

“Christine is the most detail oriented person I know. Her passion for writing and ability to bring clarity to a complicated situation I’m sure is the key to her success. I would highly recommend Christine and it was an honor to work with her.”
-Rob Houglum,
i Media Post

“Being in the business of web for as long as I have been, I have met, worked with and interacted with a long litany of writers, copy editors, and anyone else who produces the content we consume on the web daily. Christine stands out from the crowd. Christine is a passionate, energetic, and caring individual who brings all of that to the work she does for her clients. She has an uncanny knack of capturing the voice of her clients as if it were her own. I would recommend Christine to anyone who needs anything written.”
-Nathan Elson
Enthusiast Web Solutions

“Christine is an amazing wordologist. She's amazingly creative; understands where you want to go with what you want to do and gives outstanding input all in a timely fashion.”
-Revvell Revati

“Working with Christine on my movie, I found her to be very dependable and hard-working. She has energy, talent, vision, drive and confidence in herself which are good additions to any film production or project. She is also good at public relations and is just a good human being overall.”
-Jack Piandaryan
Director, “The Parallel”
Piandaryan Films

“Business isn’t easy. Christine Ink exists to redress that situation. You are not a service provider – you are providing solutions!”
-Terese Winson
Avex, Inc

“I recommend Christine to our clients all of the time based on her quality work, attention to detail, reliability and ultimately the end results that always end up in better website copy for our clients. I never lose sleep bringing her in to one of our projects.”
-Paul Ekstrand
Enthusiast Web Solutions

My Resume

2010-03-24T16:28:00.000-07:00