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Mind your language
Blog posts
{ Thoughts, tips and tidbits from the world of brand copywriting. }
What you need to know about working pro bono
โNever work for freeโ goes the old freelancing adage. But sometimes we want to offer our skills to worthy causes without attaching an invoice. If youโre thinking of taking on a pro bono gig, check out this guide to making it work for you, your business and your clients.
The equal economy: balancing the scales in a world that devalues the work of women
Itโs 2021 and womenโs work both in and out of the home is undervalued and underpaid. We need big change to shake things up and break the cycle. Here are some of the inequalities women in the UK still face and my fantasy equality policies. Letโs imagine whatโs possible. Letโs dare to dream of a world beyond the patriarchy.
Why you should work a four-day week
As working life becomes more flexible, many are talking about the benefits of a four-day week. For purely selfless reasons, I gave it a try. Find out how I got on and get tips for your own four-day week here.
What you can do to make your freelance business more sustainable
You recycle, try to eat less meat and watch news items about the climate with concern. But how can you make a difference as a freelancer or small business? This handy beginners guide will help you take your first steps to running a business with a positive impact.
Vanderful: promoting a positive future through play
Imagine a dog, a cat and their humans rolling into your town in a vintage Volkswagen campervan. Youโd look twice. In 2019, Vikki, Francesco, Federico, Bronzo the dog and Zuzu the cat founded Vanderful: an organisation dedicated to delivering performing arts and surf craftsmanship workshops to children. Follow their incredible journey through Africa and Europe here.
Why you should have a blog for your business
A year ago, I published my first blog post for my business. Here are a few things Iโve learned so far about why blogging for your business is so great.
How intuition can help you run your business better
As business owners and freelancers, we often have to make important decisions. Without a team to turn to, what tools do we use to make those decisions? We might look at facts, figures, evidence, history. But is there a place for intuition? Find out how to harness your intuition to run your business better.
A step-by-step guide to writing your landing page
Landing pages are a self-contained web page designed to sell a product or service. That means this one page needs to work 10 times harder than any other on your site. If youโre currently sweating over a landing page, donโt worry. Follow my step by step guide and get yours ready to sell.
Everything you need to know about planting trees for your business
Affordable, quick and quantifiable, itโs easy to see why so many small businesses looking to do good turn to tree planting. Here, I give you the lowdown on planting trees for your business from the folk doing their bit to give back.
How to brief your freelance writer
When youโre about to work with a freelance writer, you might feel a lot of pressure. Here, Iโll explain a bit more about the briefing process and what you can do to give your copywriting project the best chance of success.
Revealed: a copywriter's messy first draft
As writers and creatives, we talk a lot about process: how we get from blank page to final version. I donโt know about you, but I never keep my first drafts. The quicker I can save over them, the better. Until now. Iโve decided to lift the hood and share a first draft to start a conversation about process and the hard work and value of what we do.
How to make your copy better right now
When youโre writing for your business thereโs a lot of pressure for your copy to look and feel โrightโ. I get it. Itโs the same for me. Thatโs why Iโve put together my quick guide to making your copy more professional and more effective right now.
Publish flawless copy every time with this copy checklist
Get your copy ready to publish with my handy guide to doing the final check on your writing. I use it every time I publish or submit a piece of copy. Bookmark it, use it and never worry about wayward copy again.
10 ways to overcome writer's block
The dreaded writerโs block: it happens. And it doesnโt make you any less of a writer. The important thing is to have tricks to get you out of the funk. So here it is. A manual to hot-wire your creative engine. Next time youโre struggling to get the juices flowing, give one, some or all of these a try.
Use this trick to boost your creativity
When youโre staring at an empty page where your creative genius should be, a little bit of pleasure could be the answer. Find out how savouring the perfect boiled egg or learning a dance routine could solve your writerโs block and get you back in the zone.
Deogracias Benjamin Kalima: Reporting from 'The Warm Heart of Africa'
Deogracias is a freelance journalist reporting on environmental conservation and climate change in his home country Malawi. He shines a light on what local individuals, particularly in rural or agricultural settings, are doing to make their processes more sustainable for themselves, for Malawi and for the rest of the world.
3 rituals that will make your day better
Your lucky shoes, your favourite pen, your morning routine. Most of us have little rituals that help ground us and set us up for whatโs to come. But how can we consciously use rituals to bring us more creativity, ease and happiness in our working lives?
Kaye Jones: Rewriting the way we teach history
Kaye Jones is a former teacher, author, historian and founder of The Herstorian, an organisation that works to question history as told by straight, white, privileged men. She works with publishers and educational institutions to challenge unconscious bias and amplify the voices of women and the Global Majority.
Why you should change your mind more often
Society tells us to know who we are and stand by it. When we change our minds, weโre worried weโll be seen as weak or flaky. But thereโs so much creativity, fun, adventure and success to be had in life when youโre open to changing your mind.
Liz Ricketts: The truth about what happens to second-hand clothing
Kantamanto Market, Accra, Ghana is the final destination for millions of garments discarded in the UK, USA and Canada every week. Working to shine a light on what really happens to your clothes after youโre done, Liz Ricketts talks about our addiction to consumption and what we can do to help.

Iโm Sally, the desk plant killer behind Lumen & Fox ๐
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 itโs 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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