Tag Archives: professional writing

What is Your Writing “Essence”?

By Stacey J. Haseleu















Entrepreneurs everywhere are hopelessly obsessed with figuring out the essence of their brand/product. Millions of dollars are spent each year on advertising, marketing, and collaboration on products and images of companies to give them an “essence” or allow them to make a statement in their perspective market.

Take the Superbowl, the one time of the year when companies invest copious amounts of time and money for a 30-second spot promoting their product or service.  These commercials aren’t created in a day’s work, they’re rigorously tested against multiple ideas until the perfect message is conceived that adequetely conveys that company’s essence; their brand, their image.

Writers are no different.  Perhaps we aren’t selling a tangible product, maybe we’re not selling anything at all.  But we do have an essence; our writing has a distinct voice and personality.  Once we figure out our essence, we can get to the core of who we are as writers and understand our writing better.

Knowing what lies at our core as writers enables us to incorporate those qualities into our writing and gives us a voice.

So how can we figure out our “brand essence” as writers?

There are few simple exercises which will lead you to the core of your “essence” as a writer.

For the first exercise you will need to look at the brand essence wheel above.

  1. Using some of the adjectives on this wheel, as well as some of your own, write down 15 words that best describe who you are.
  2. Narrow your list down to just 3 words.
  3. Talk to friends and family and see if these 3 words describe you best.

These 3 words are your “essence.”  They should adequetely convey who you are at your core.  In other words, they should express your personality, your goals, your being.

In Pitch-Perfect Marketing: Building a Brand While Staying True to Yourself  Mary Reynolds Thompson takes the art of building a “brand essence” to another level by building a vision essence board.

She says:

“Your essence vision board will be a collage of gathered images, words/phrases, colors, and any other elements that seem to speak to your essence.  You can create your own artwork or use photographs or take images and words from magazines.  The only criteria is that you respond to the elements through the lens of your essence words.”

In a way, writers are naturally inclined to gather little pieces of life that inspire and motivate us.  We’re also inclined to write down our thoughts and feelings and to journal the heck out of everything.  The essence vision board is another way to reach our inner-most feelings and desires and to tap into our creativity.

Additionally, if we ever decide to write professionally or try to publish our works, our vision essence board provides us with a roadmap to the colors/visuals we choose for our website and marketing materials, our business name and tag line, and even the design of our workplace.

What are your “essence” words?

Tagged , , , , , , , , , , ,

Magazine Articles

Light Therapy

Light Up Your Life












Fibro Pic




Living in Pain-A Closer Look at Fibromyalgia















Cigarette Smoking Trends in the US




Tagged , , , ,

Press/News Releases

Below are samples of Press Releases written during my internship at Washington & Jefferson College’s Office of External Relations in the Spring of 2004.

Press Release – Holocaust Art Exhibition

Press Release – Easter Egg Hunt

Press Release – Street Fair

Press Release – Lily Cai Dance Company

Tagged , , , ,

Business Proposal

The below link will take you to an extensive analysis for multiple corporate philanthropy programs. Based on the research conducted, a business proposal was created to suggest the most effective philanthropic model for MegaTech.

Business Proposal — MegaTech

Below is the accompanying PowerPoint presentation for MegaTech’s executives.

Tagged , , , ,

Editing Technical Documents

By Stacey J. Haseleu

As writers, we are inevitably intertwined with the editing process. Writing well is synonymous with an ability to dissect the English language. Like a surgeon, we meticulously cut words, sew together phrases, and sometimes perform complete facelifts to format in order to convey our thoughts.

Editing, to some writers, is a necessary evil – operative word being evil. But to other writers, like myself, editing can be just as enjoyable and rewarding as the actual creation process. Editing makes me feel powerful, closer to my audience, and more intimate with my own thoughts and feelings.

But what happens when we’re asked to edit a document with content foreign to our expertise?

My friend of nearly 20 years is a very dedicated and talented nurse. Since the first day of college our paths were different; I studied English and Psychology, while she was drawn to the medical field. Never, in a million years, did we think that one day her RN/BSN degree would cross with my BA in English and Psychology and Masters in Professional Writing! But that day has come…

As a Legal Nurse Consultant, my friend is able to provide attorneys involved in medical lawsuits with inside knowledge of the medical field. The attorneys retaining her provide medical records, depositions, and the opposing legal team’s medical standpoint. She reviews all of the documents and presents her findings and professional opinions in a report. The legal team uses the report to help substantiate their case.

Because her final report is vitally important to the attorney’s case, my friend is left with the overwhelming task of providing a comprehensive, easy to understand, and insightful review of her opinions. For many in the medical field, this can be a daunting task. Although I’ve insisted she’s actually a great writer, she, understandably, still likes me to edit her report prior to sending the finished product to her client.

Before I continue with my advice on editing documents with content you don’t know well, I have a confession to make; I am not totally ignorant to all medical terms. While I in no way claim vast knowledge in the medical field, I did work with disability claims for over 8 years from both the HR side as well as the physician/insured side. So, I have reviewed a few medical documents in my day, and I am, admittedly, generally familiar with medical terminology; however, I am NOT familiar with all medical terminology and I am clueless on what the “standard of care” for conditions should be and these are typically the insights provided in my friend’s reports.

Just today she sent me a report for editing. Although I don’t understand all of the medical standards of care and terminology, I will be able to provide her with a professional and cohesive edited product and here’s how:

1. Since I am not a specialist in the medical field, and neither is her audience, I’ll be able to provide her a significant connection to her audience’s point of view. My first step in the editing process is to read the document twice through, focusing only on comprehension of her message.

2. After reading for comprehension, I’ll make some general notes as to what information is unclear to me and why. Is it unclear because I don’t understand the medical aspects? Or, is it unclear because of the way it’s written?

3. Next, I close the document and go to sleep. No, I haven’t given up or gotten frustrated, I’m just giving my brain the opportunity to reset from a comprehensive point of view.

4. Waking up, hopefully refreshed, I’ll go back and re-read the document from a English major’s point of view. What words are spelled wrong? Is the grammar, punctuation, and sentence structure correct? I’ll make these changes in Microsoft Word using the change tracking tool.

5. I’ll re-read the document for format. Does the format work? Is there a better way to organize the information, if so, I’ll make these changes now (again using Word).

6. Only after all of the English major edits are complete will I go back to my notes from the night before. If anything wasn’t working the night before because of formatting or structure issues this would have been fixed already. At this point I’ll send the document back to my friend asking her to read the edits thus far and call me.

7. This is the MOST CRUCIAL part of the editing process. When she calls, I’ll focus on the initial notes. What information is unclear to a lay audience? How can this content be changed without losing important information to the report? This part gets sticky because there is no guide as to how you do what. You have to collaborate with the creator; you take the viewpoint of the audience while she takes the viewpoint of the professional. I make the edits and/or notes as we discuss each aspect of the document.

8. Next, I send her a copy of the revisions we made together and ask her to read a copy. I read a copy as well and make any additional changes.

9. Last but not least, I have one more phone conversation asking if any new edits are needed on her side. If not, I let some time pass, then go over the document one last time. This time I read the document as one of the lawyers AND as an English major. If all seems well, I send the finished product to my friend.

The important part is never to close the door on editing. Don’t rush it, but don’t over think it. Make decisions and stick with them, but don’t stick to them if it is to the detriment of the rest of the document. Always, always, always, keep the audience in the back of your mind. How will they use this document? What will make it easier for them to use?

You CAN edit documents even if they are technical in nature, you are, after all, a writer; a master of words, a surgeon of thoughts and ideas. Collaborate with the professional on the technical parts and leave the rest to your editing wizardry skills!

Rhetorically Urs,

Tagged , , , ,
%d bloggers like this: