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The Ethical Copywriter

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rachel baker the ethical copywriter

Copywriting and content for ethical businesses

Let’s change the world, with words.

Get in touch

Welcome!

I'm Rachel

I’m a writer who works with companies and organisations on a mission to change the world for the better (because I am, too).

Whether I’m creating in-depth articles on climate change or telling compelling stories to capture the imagination, I weave words in ways that work.

I love to write for changemakers – so if you need help with your people-powered campaign, ethical investment content or another exciting project, I’d love to hear from you.

 

how I can help
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Find out more

Take a look around

about

A bit more about me and how I ended up as The Ethical Copywriter.

services

Information on how I can help you and what my pricing looks like.

Impact

What I do to make a positive impact on people and planet.

What my clients say

"Rachel is an incredibly intelligent person who is self-motivated and everything I was looking for in a writer and more. Her work, and work ethic, is impeccable and she brings amazing ideas to the table that save me time having to do research."
David Levy Care What You Wear
"I came across Rachel when I was looking for a copywriter who was in line with my values. I had a quick discussion call with her and I instantly knew I had to sign her up. I was amazed with the copy she wrote and how she embodied my vision so beautifully within that."
Krishna Patel
Skincare Makers Club
"I was really struggling to find a way to express myself with both credibility and authenticity – everything I wrote sounded far more formal than I intended. In just one session, Rachel expertly guided me to find the right tone of voice to suit my personality and values and gave me practical approaches for producing content in a style that sounds human and real but still professional."
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Cara Halliwell
CE Change

Explained

What is ethical copywriting?

As well as choosing to work with ethical businesses, I also write ethical copy.

Copywriting is often described as writing to sell. Sadly, all too often, traditional marketing tries to sell by manipulating people—by creating a false sense of urgency, playing on people’s insecurities or using exaggeration.

Not only is this unethical—it’s also not necessary.

The conscious consumer is savvy. They can do their own research and they can tell when they’re being duped.

Ethical brands achieve much more success by building a brand that communicates with its customers based on honesty, transparency and shared values.

Of course, you want your copy to make your products and services sound good. But if you’ve got amazing things to offer that will truly add value to your customers’ lives, then you don’t need to use manipulation to sell them.

All you need is a copywriter who can put your amazing ethos into words and make customers connect with your brand.

That’s where I come in!

LET’S CHAT

Not sure exactly what services you need? I'm happy to have a virtual cuppa to talk about your business and how I might be able to help.

BOOK A FREE DISCOVERY CALL
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own!

Can't wait to see what 2023 has in store!
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Seen a few other people doing these roundup posts and thought they looked like fun so I've done my own! Can't wait to see what 2023 has in store!
2 weeks ago
View on Instagram |
1/5
#QuestionsACopywriterMightAskYou No. 4

🌟 Who is your ideal customer (or who are they, if you have a few different ones)? 🌟

The more you can dig into the specifics of your ideal customer, the better. We want to think about things like their age, interests, lifestyle and values. Understanding these basics helps us copywriters think in more detail about the type of language we want to use.

If you are a B2B company, rather than just listing an organisation, think about who in the organisation you would be in contact with or working with. Usually, they are the decision maker and that’s who we really want to be speaking to.

Do you have your ideal customer figured out?
ethicopywriter
ethicopywriter
•
Follow
#QuestionsACopywriterMightAskYou No. 4 🌟 Who is your ideal customer (or who are they, if you have a few different ones)? 🌟 The more you can dig into the specifics of your ideal customer, the better. We want to think about things like their age, interests, lifestyle and values. Understanding these basics helps us copywriters think in more detail about the type of language we want to use. If you are a B2B company, rather than just listing an organisation, think about who in the organisation you would be in contact with or working with. Usually, they are the decision maker and that’s who we really want to be speaking to. Do you have your ideal customer figured out?
1 month ago
View on Instagram |
2/5
#QuestionsACopywriterMightAskYou No. 3

🌟 What are some examples of companies whose branding and messaging you really like – in particular, the tone of voice they use for their writing? 🌟 

These examples don’t necessarily need to be businesses within the same sector as yours, but rather represent the way you’d like to communicate with your customers and demonstrate your brand. 

Consider why you’re inspired by them and what they are doing that you aren’t currently. 

Of course, you don’t want to copy another brand’s tone of voice, but it can be handy to take inspiration from what others are doing!
ethicopywriter
ethicopywriter
•
Follow
#QuestionsACopywriterMightAskYou No. 3 🌟 What are some examples of companies whose branding and messaging you really like – in particular, the tone of voice they use for their writing? 🌟 These examples don’t necessarily need to be businesses within the same sector as yours, but rather represent the way you’d like to communicate with your customers and demonstrate your brand. Consider why you’re inspired by them and what they are doing that you aren’t currently. Of course, you don’t want to copy another brand’s tone of voice, but it can be handy to take inspiration from what others are doing!
2 months ago
View on Instagram |
3/5
#QuestionsACopywriterMightAskYou No. 2

🌟 What are your brand values and mission (what do you want to achieve and how)? 🌟 

Communicating what drives you and your business builds deeper relationships with your customers and helps you attract those with matching values. 

And this is especially important for purpose-led businesses! 82% of consumers want a brand’s values to align with their own, so getting that mission across is so important. 

A copywriter needs to know this to help your customers connect with your brand! 

[Image description: Rachel wearing a yellow cardigan, talking on the phone and making notes.]
ethicopywriter
ethicopywriter
•
Follow
#QuestionsACopywriterMightAskYou No. 2 🌟 What are your brand values and mission (what do you want to achieve and how)? 🌟 Communicating what drives you and your business builds deeper relationships with your customers and helps you attract those with matching values. And this is especially important for purpose-led businesses! 82% of consumers want a brand’s values to align with their own, so getting that mission across is so important. A copywriter needs to know this to help your customers connect with your brand! [Image description: Rachel wearing a yellow cardigan, talking on the phone and making notes.]
2 months ago
View on Instagram |
4/5
To write for you, a copywriter needs to understand the ins and outs of your business – what you do, how you do it, and why. We also need to know your customers inside out – understand who they are, what they value and how they talk. 

I decided to start sharing some the questions I ask potential new customers, for two reasons:

1) If you’re thinking of working with me, you’ll know what kind of questions I’ll expect to ask you and you’ll have time before our call to think about what your answers may be.

2) These questions can be really valuable to ask yourself as a business owner anyway. They can help you get a clear idea of your purpose, your offerings and your marketing strategy. 

So here we go with #QuestionsACopywriterMightAskYou No. 1!:

🌟 What makes you different from other businesses in the field? 🌟 

I want to find out what makes your business unique – because this is what your customers will want to know too. 

Your USP can often change over time, as you grow with your audience and maybe even pivot to offer something different. 

Understanding what makes your business special right now is important for me to know so I can get this across in whatever I write for you. 

Stay tuned for more #QuestionsACopywriterMightAskYou! 

[Image description: Coral-coloured infographic, reading "What makes you different from other businesses in the field?"]
ethicopywriter
ethicopywriter
•
Follow
To write for you, a copywriter needs to understand the ins and outs of your business – what you do, how you do it, and why. We also need to know your customers inside out – understand who they are, what they value and how they talk. I decided to start sharing some the questions I ask potential new customers, for two reasons: 1) If you’re thinking of working with me, you’ll know what kind of questions I’ll expect to ask you and you’ll have time before our call to think about what your answers may be. 2) These questions can be really valuable to ask yourself as a business owner anyway. They can help you get a clear idea of your purpose, your offerings and your marketing strategy. So here we go with #QuestionsACopywriterMightAskYou No. 1!: 🌟 What makes you different from other businesses in the field? 🌟 I want to find out what makes your business unique – because this is what your customers will want to know too. Your USP can often change over time, as you grow with your audience and maybe even pivot to offer something different. Understanding what makes your business special right now is important for me to know so I can get this across in whatever I write for you. Stay tuned for more #QuestionsACopywriterMightAskYou! [Image description: Coral-coloured infographic, reading "What makes you different from other businesses in the field?"]
2 months ago
View on Instagram |
5/5
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