It seems to be one of the cardinal sins of business (the exact kind of sin I constantly seem to be stepping on) - “talking politics.” On social media especially, go ahead and talk about your kid’s ear infection, your dog’s bowel habits or your spouse’s irritating sleep habits, but to acknowledge that we are all citizens of a nation with a variety of constantly moving political parts and unavoidable current events is a big entrepreneurial taboo.

This begs the question: Is it possible to do business on an island, floating innocently in the middle of an opinionated country, without brushing up against any shores? Even by accident?

It seems unlikely to say the least. What many in business call “politics,” usually with a cringe or nervous laugh, is really the acknowledgment that we all happen to live in a nation with two major political parties, a bunch of parties-in-training, more free speech and world power than we’d like to admit and therefore – lots of drama, or as I call it, “communication with impact.” Americans are, by nature, a fiercely independent, usually opinionated bunch. If you don’t believe me, grab a Ouija board and ask King George.

In business, we want to reach our goals, to make our dreams come true - but without making any waves or stepping on any toes.

I personally enjoy the game – the sport of doing business and living what I love to do with great passion and energy, especially on an uneven playing field that often slopes upward. What’s the fun of winning without breaking a sweat? Having to fight harder means I have to step up my own game, do a better job, and earn the victory. And yes, where there is a sport, a game to be won, there is conflict. If you don’t believe me, ask any of the NFL players who suddenly found themselves tagged by a New Orleans Saints bounty hunter.

The reality is, from our personal lives, to business, to sports, to the dreaded “politics,” we all live here in the land of conflict, whether in our hearts we believe we can be a tourist in some aspects of American life, and a full-fledged resident in other parts. Washington, politicians, the media and American history does not exist in a vacuum completely separate from networking dinners, Constant Contact and marketing ROI. It’s almost impossible to separate two things woven so tightly together. If you don’t believe me, ask a school cafeteria cook who has tried to separate the now infamous “pink slime” from their batch of freshly ground beef.

Fortunately I get a free pass from all this drama. As a writer, I’m apparently permitted to have opinions and express them using the power of the written word. Having opinions is a big part of my “brand” as a professional communicator. Phew! Crisis temporarily averted. But don’t let me catch any of you having or expressing opinions about anything outside of your job description. Breaking cardinal business sins takes practice and should only be attempted by experienced professionals on a closed stunt course.

My muscles are flexed and on fire when suddenly (and quite cruelly), a guy named Gilad on one of my workout DVDs cheerfully announces, “let’s take inventory!” The weight stays in the air, muscles remain flexed and on fire and Gilad goes through a checklist of all the things I should be aware of that are happening with my body. “Are our arms still at 90 degrees?” “Are our abdominals still pulled in?” “Are you ready to slap me through your TV set yet?”

When is the last time you took inventory of the words you use to communicate your message to your audience? Is your message consistent, clear, creative, continuous and impactful across all your means of written and verbal communication?

Let’s find out:

1.     First, gather together the “scripts” from all the ways you communicate your message verbally – the words your audience hears. For example, your elevator pitch, TV and radio ads, and videos. If you don’t already have these items typed up, take a moment to do so now.

2.     Now gather together your written communications – the words your audience sees. For example your website content, social media posts, brochures, and postcards.

3.     Clear a large flat space and spread out all your words, both written and verbal, so you can seem them all at the same time. Feel free to use your computer or tablet to view your “virtual” words like the ones on your website or social media posts. The objective is to SEE all your words, as if placed together in a collage.

4.     Take a few minutes to look at your words, ideas and messages and what they are communicating to you, without judging or editing. If your words did indeed make up a collage, what would the title be?

5.     There’s an old children’s program song that goes, “Which of these things is not like the other?” Make a note of any words, ideas or messages that stand out as completely different than the rest of the collage (again – without judging or editing).

6.     Grab a highlighter and highlight what you like. Use a marker to cross out anything that isn’t speaking to you.

7.     Document the results of this exercise and any “ah-ha” moments you experienced.

Our goal here on the “Christine’s Ink” blog for 2012, is to add clarity, consistency, continuity, creativity and impact to your words inventory. If it sounds like a daunting task, take a deep breath and realize that this exercise was just step one. We have 12 whole months to accomplish the whole goal!

Some blogs will look like this one, with actionable, step-by-step exercises designed to work toward our big 2012 goal (“adding clarity to your website,” for example). Others blogs are intended to serve as creative inspiration and reminders that sharing your words is meant to be a joyful experience. After all, we have Gilad for the other stuff. Happy Impact 2012, thanks for subscribing by clicking "RSS Feed" on the right, and see you again soon!

_ “At Christine, Ink. we tell the story of your brand – with clarity, continuity, creativity and impact!”

When introducing my business, I like to deliver those words rapid fire and cap it off with jazz hands at the end for added IMPACT! Because when you have the chutzpah to name your company after yourself and create a brand message intended to excite and inspire, it’s important to embody it completely in every moment.

In recent years I’ve taken this mission, to completely craft my business around my brand, quite literally. 2010 was the year of clarity. I realized (through some expert business coaching) that my service offerings were far more reflective of personal branding than of the “full service writing firm” I had been touting in the years since founding my firm in 2003. After some market experimentation involving a stuffed cow named Mooroy to communicate this “branding” message (mooo!) I finally understood that the power of delivering clear, consistent, creative written communications to one’s audience requires no confusing gimmicks. And on top of that, our new puppy Gracie ate Mooroy so his company mascot status became a moot point.

In 2011, my brand message grew even clearer as I established continuity throughout all my communications and connections. I invested in a selection of creative, spot-on promotional materials from the incredibly innovative Kim Novotny. I joined the eWomen Network where the continuity of my business relationships strengthened. And finally, you’re looking at my most recent investment in making sure people get the message about who I am and what I do – this multifaceted, interactive, beautifully designed web experience, brought to you by one of my new favorite people, Gertie at Waking Girl Web Design!

Take a tour of the new virtual Christine, Ink:

• It takes only one little click on the home page to “like” Christine, Ink. on Facebook.
• Contact me by clicking “Email me” on any given page or visiting our convenient Contact page form.
• Visit “Who we Serve” to experience a fun, inspiring interactive interview where you can share with me a more specific creative vision for your written branding efforts in 2012.

_With clarity and continuity firmly at the controls, creativity is the fiery jet engine and IMPACT is the flight plan for 2012!

What kind of impact will you make in 2012?

Thank you for trusting me with your words,
Christine of Christine, Ink.