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Mind your language
Blog posts
{ Thoughts, tips and tidbits from the world of brand copywriting. }
Lianne Bell: “Buy less stuff. Eat more plants. And celebrate your wears.”
Sustainability activist, author and lecturer Lianne Bell talks about celebrating your wears, circular fashion and the letter she sent to David Attenborough.
Sarah Allen: From Facebook activist to low waste author
Sarah Allen's career as a low waste activist started with a single Facebook post. Now she is a celebrated author, blogger and speaker. Discover her top tips for reducing your own waste footprint and her hopes for the future.
Martha Silcott: One woman's mission to stem the flow of period waste
After an embarrassing incident at a dinner party, Martha Silcott invented the FabLittleBag for period product disposal. Find out about the triumphs and challenges she's faced bringing her invention to the handbags of women around the world.
Kaluki Paul Mutuku: "The biggest threat to our planet is our inaction.
Kaluki Paul Mutuku is a climate activist on a mission to restore beauty to Kenya. He told me about the time he prevented the building of a new coal plant and his inspirational community projects.
Julie Dass: How tackling a trash problem brought an island together
Julie Dass and her family started Oceans4Life in response to the ocean plastics problem on the Spanish island of Gran Canaria. Read about the strangest things they found on beach cleanups and their world record-breaking project.
Everything you need to know about greenwashing and how to avoid it
As more consumers choose to shop ethically and sustainably, we as brands, copywriters and marketers have a golden opportunity to earn their trust and loyalty. How? By communicating our values and goals with simplicity and honesty.
6 things to get you through winter
Most of us are back in lockdown. Only this time the nights are longer and the days are colder. It’s not the easiest. I don’t know about you, but I’m leaning on small comforts to find quiet pleasure in these still days. What I’m about to share isn’t rocket science. But for me at least, these have been little slivers of light in darker days.
How to turn your period into your power
What if your monthly cycle wasn’t something that held you back? What if it could help you be more creative, productive, focused and confident, right when you need to be? This year, I discovered cycle tracking. I learnt that by understanding the four phases of my menstrual cycle, I can use them to my advantage. In this post, I offer ideas to help you make the most of your own monthly rhythm.
4 ideas from CopyCon20 to make you a more persuasive copywriter
Attending conferences thousands of miles away has been one of the few wins of C***D-19. So it was with pen in one hand, croissant in the other, I logged in for my first ever CopyCon. I came away with pages of notes, action points and ideas as well as a warm fuzzy glow for copywriting and copywriters. If you weren’t there or you want a refresher, I’ve distilled a full day of brilliance into four action points.
How music can help you write better
What do you listen to while you write? Silence, ambient sounds or a bit of heavy metal? Find out how you can use music as a tool to help you write faster, calmer or more creatively.
How to write your About Us page
Your About page. Every website has one, but they’re often the trickiest to write. What should you say? How much information should you include? Here’s how to write a customer-friendly About page for your business.
How does it work when you hire a freelance copywriter?
Maybe you’ve never hired a freelance copywriter before. Or perhaps you’d like to know what to expect when you work with me. Read on to find out how the whole process works from the first time we chat to the moment you hit publish on your shiny new copy.
Another spin on the blog rodeo
So, here it is. After writing many hundreds of blog posts for my clients, I’m finally sitting down to write my own. I’ll be talking about writing. The people that do it, how we do it, why we do it, and the things that inspire me in the hope that they inspire, interest and maybe even guide you.

I’m Sally, the desk plant killer behind Lumen & Fox 👋
I do brand voice and copywriting for big-hearted businesses.
That means finding the words that bring your bright ideas to life. The words that let you make your mark. Whether it’s copy for your website or powerful messaging to use across every platform, pitch and proposal. I use a fun, creative and uplifting approach to figure out what you want to say and, most importantly, how you want to say it.
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