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The Ethical Copywriter

rachel baker the copywriter on the sofa with her dog
coral squiggle

About me

Hi, I’m Rachel Baker, a copywriter living in Birmingham, UK.

I work with people and organisations who want to do things differently – who don’t think we should make money at the expense of our planet or its people. 

In my spare time, you can find me at a concert, playing my guitar, cooking some tasty food, or taking a walk in the countryside with my partner Matt and our pup Winnie. 

My experience

My specialisms include ethical consumerism, purpose-led business, (greenwashing-free) sustainability and ethical finance. Prior to going self-employed, I worked as a content manager in the finance industry – I found it interesting, but the lack of investment and interest in climate solutions frustrated me. I decided I wanted to use my writing skills to support divestment from fossil fuels and investment in regenerative businesses.

I am also well-versed in SEO thanks to my time as Head of Content at an SEO agency and am a qualified German translator with a degree in English & German and a Postgraduate Diploma in Translation from the Chartered Institute of Linguists.

I’m always looking to discover and connect with people and companies who share my values – if you’d like to chat about copywriting or ethical marketing, please get in touch – I’d love to chat!

Drop me a line

If you think our values and way of working would align, I'd love to hear from you!

Contact me
“Recognizing abundance rather than scarcity undermines an economy that thrives by creating unmet desires.”

I’m currently reading Braiding Sweetgrass by Robin Wall Kimmerer and this sentence really stood out to me. Not only do I agree with the sentiment in general, but it also applies to my work.

Wall Kimmerer’s book is a series of essays combining indigenous wisdom, scientific knowledge and the teaching of plants using beautiful, poetic storytelling. This sentence makes up part of a chapter about the Haudenosaunee Thanksgiving Address, which opens and closes social & spiritual events.

The Address is a series of thanks to different parts of the natural world & the nourishment and tools they provide us with each day and throughout our lives. It presents a different way of looking at the world, in particular the natural world, than we are prescribed through capitalism.

Thinking about my own work as a writer for ethical and sustainable brands, recognising abundance instead of scarcity is important because:

• Hope, ideas & imagination are so important for reversing climate change. Instead of turning to despair, we need to look at the gifts and abundance of nature and turn them into opportunities.

• The brands I work with don’t create unmet desires to sell products. They’re changemakers, interested in creating a different kind of business and economy.

• I never use unethical copywriting techniques like false scarcity or playing on negative emotions. That’s not how I want to earn my money. Instead, I try to support, inspire and uplift.

Might have to frame this quote and put it above my desk as a daily mantra!

#BraidingSweetgrass #EthicalCopywriting #PurposeLedBusiness #NatureConnection
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“Recognizing abundance rather than scarcity undermines an economy that thrives by creating unmet desires.” I’m currently reading Braiding Sweetgrass by Robin Wall Kimmerer and this sentence really stood out to me. Not only do I agree with the sentiment in general, but it also applies to my work. Wall Kimmerer’s book is a series of essays combining indigenous wisdom, scientific knowledge and the teaching of plants using beautiful, poetic storytelling. This sentence makes up part of a chapter about the Haudenosaunee Thanksgiving Address, which opens and closes social & spiritual events. The Address is a series of thanks to different parts of the natural world & the nourishment and tools they provide us with each day and throughout our lives. It presents a different way of looking at the world, in particular the natural world, than we are prescribed through capitalism. Thinking about my own work as a writer for ethical and sustainable brands, recognising abundance instead of scarcity is important because: • Hope, ideas & imagination are so important for reversing climate change. Instead of turning to despair, we need to look at the gifts and abundance of nature and turn them into opportunities. • The brands I work with don’t create unmet desires to sell products. They’re changemakers, interested in creating a different kind of business and economy. • I never use unethical copywriting techniques like false scarcity or playing on negative emotions. That’s not how I want to earn my money. Instead, I try to support, inspire and uplift. Might have to frame this quote and put it above my desk as a daily mantra! #BraidingSweetgrass #EthicalCopywriting #PurposeLedBusiness #NatureConnection
5 days ago
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1/5
Starting the week by sharing some lovely client feedback!

@learnmusicality is an exciting new website that helps people find qualified music teachers and makes teachers’ jobs easier through automation.

They’re also working towards setting up a charity so that their profits can fund free music lessons for students who wouldn’t otherwise be able to afford them. 

Musicality approached me to help them cultivate their tone of voice and create some awesome copy for their website. 

I loved working on this project - it was so fun, and really exciting to be so involved in the creation of the brand right from the start. 

If you'd like to get me involved on a similar project, get in touch!

[Image description: Yellow and white infographic reading: "Initially, we worked with a marketing agency to create Musicality’s tone of voice, but they failed to capture the balance of warmth, knowledge and professionalism we were looking for. 

Rachel came to the project and instantly captured the tone of voice, developing it to a place we could have only hoped for. She's an asset to any business!" 

Jennifer Adams, CEO of Musicality]

#Copywriter #Copywriting #ToneOfVoice #BrandStrategy #FemaleLedBusiness
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Starting the week by sharing some lovely client feedback! @learnmusicality is an exciting new website that helps people find qualified music teachers and makes teachers’ jobs easier through automation. They’re also working towards setting up a charity so that their profits can fund free music lessons for students who wouldn’t otherwise be able to afford them. Musicality approached me to help them cultivate their tone of voice and create some awesome copy for their website. I loved working on this project - it was so fun, and really exciting to be so involved in the creation of the brand right from the start. If you'd like to get me involved on a similar project, get in touch! [Image description: Yellow and white infographic reading: "Initially, we worked with a marketing agency to create Musicality’s tone of voice, but they failed to capture the balance of warmth, knowledge and professionalism we were looking for. Rachel came to the project and instantly captured the tone of voice, developing it to a place we could have only hoped for. She's an asset to any business!" Jennifer Adams, CEO of Musicality] #Copywriter #Copywriting #ToneOfVoice #BrandStrategy #FemaleLedBusiness
1 week ago
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2/5
I've discovered one of my new favourite spots in Brum!

In one of my recent blog posts, I wrote about degrowth.

I pondered the idea that instead of producing more, selling more, consuming more, we should look for ways to produce, sell & consume less - through sharing & community initiatives.

It's good for the planet as we use up fewer resources, and it enriches people's lives too!

So imagine my excitement when I came across a local company putting that into action. @theborrowshop in Birmingham's Jewellery Quarter has a "Library of Things" - more expensive items that you can hire out on a short-term basis.

Founder Sophie says: "People in our community should be able to access expensive items and things only used a few times a year, at an affordable rate."

I wholeheartedly agree! The Borrow Shop also has a fully vegan cafe with some very tasty cookies on offer, which was a definite selling point for me 😃 🍪

Do you have any similar initiatives in your local community?

[Image description: a refurbished factory building with two cafes on the ground floor. The cafe on the right, The Borrow Shop, is painted in vibrant yellow]

#Degrowth #Community #Sharing #Sustainability
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I've discovered one of my new favourite spots in Brum! In one of my recent blog posts, I wrote about degrowth. I pondered the idea that instead of producing more, selling more, consuming more, we should look for ways to produce, sell & consume less - through sharing & community initiatives. It's good for the planet as we use up fewer resources, and it enriches people's lives too! So imagine my excitement when I came across a local company putting that into action. @theborrowshop in Birmingham's Jewellery Quarter has a "Library of Things" - more expensive items that you can hire out on a short-term basis. Founder Sophie says: "People in our community should be able to access expensive items and things only used a few times a year, at an affordable rate." I wholeheartedly agree! The Borrow Shop also has a fully vegan cafe with some very tasty cookies on offer, which was a definite selling point for me 😃 🍪 Do you have any similar initiatives in your local community? [Image description: a refurbished factory building with two cafes on the ground floor. The cafe on the right, The Borrow Shop, is painted in vibrant yellow] #Degrowth #Community #Sharing #Sustainability
3 weeks ago
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3/5
#QuestionsACopywriterMightAskYou No. 5

🌟 How can you help your ideal customer achieve their goals? 🌟

What is it about your product or service that really helps your ideal customer achieve their goals? 

This will likely make up part of the core messaging included in any copy. 

We need to help your customers join the dots between your product and what they want to achieve. 

Perhaps you’re making their life easier in some way. Or perhaps you’re helping them live in a way that’s aligned with their core values. 

Let’s really pinpoint what makes your offering awesome. 

#Copywriting #EthicalCopywriting #MarketipTips #SustainableMarketing
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#QuestionsACopywriterMightAskYou No. 5 🌟 How can you help your ideal customer achieve their goals? 🌟 What is it about your product or service that really helps your ideal customer achieve their goals? This will likely make up part of the core messaging included in any copy. We need to help your customers join the dots between your product and what they want to achieve. Perhaps you’re making their life easier in some way. Or perhaps you’re helping them live in a way that’s aligned with their core values. Let’s really pinpoint what makes your offering awesome. #Copywriting #EthicalCopywriting #MarketipTips #SustainableMarketing
3 weeks ago
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4/5
Tree planting, community & food growing - all things that make me happy!

I've recently started volunteering with a charity here in Birmingham called Fruit & Nut Village.

They're planting and maintaining community orchards full of perennial fruit & nut trees that, when mature will provide free food for local communities. And of course, we all know how great trees are for the planet 🙏 

I write a lot about ways we can change the world for the better and benefit the environment and communities, so it's been great to (literally) get my hands dirty and actively do something positive.

I stumbled across Fruit & Nut Village coincidentally after watching Kiss The Ground, so I was already excited about the power of regenerative agriculture & community food growing.

I even got the fam involved (my partner Matt & expert-digger Winnie the dog) - this is us with our family damson tree we planted together. I love the fact that we'll be able to walk past this tree for years to come and know that we planted it!

#TreePlanting #PerennialFoodGrowth #CommunityFoodGrowing #Degrowth
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Tree planting, community & food growing - all things that make me happy! I've recently started volunteering with a charity here in Birmingham called Fruit & Nut Village. They're planting and maintaining community orchards full of perennial fruit & nut trees that, when mature will provide free food for local communities. And of course, we all know how great trees are for the planet 🙏 I write a lot about ways we can change the world for the better and benefit the environment and communities, so it's been great to (literally) get my hands dirty and actively do something positive. I stumbled across Fruit & Nut Village coincidentally after watching Kiss The Ground, so I was already excited about the power of regenerative agriculture & community food growing. I even got the fam involved (my partner Matt & expert-digger Winnie the dog) - this is us with our family damson tree we planted together. I love the fact that we'll be able to walk past this tree for years to come and know that we planted it! #TreePlanting #PerennialFoodGrowth #CommunityFoodGrowing #Degrowth
4 weeks ago
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5/5
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