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The Ethical Copywriter

a hilly landscape dotted with wind turbines
coral squiggle

Climate tech copywriting start-up bundle

Verbal identity, tone of voice and web copy to get people as excited as you are about your new climate tech offering.

See what's included

The deliverables

The climate tech copywriting start-up bundle has everything you need for launch, including:

Two 90-minute workshop calls

Consultancy calls with me to dig into your brand offering and identity. I’ll ask all the questions we need to create you a cohesive brand voice.

Ideal customer profile creation

I’ll create a profile for your ideal customer, that includes their goals, pain points and more. So we can speak directly and effectively to the people you want to help.

Development of key messages

Based on the information I’ve gathered on your business and ideal customer, I’ll work with you to create key messages for your copy. So your messaging is effective and consistent.

Brand mission statement, values and tagline

Copy essentials that define who you are. For use across internal, external and investor comms.

A tone of voice guide

A comprehensive tone of voice guide that defines how your company sounds. Clear explanations and handy checklists make it easy to use for anyone who’s writing for your business.

Website copy

I’ll write the copy for your new website in your brand new tone of voice. Making sure your customers know what you’re about as soon as they land and encouraging conversions.

Social media bios

Snappy, informative social media bios that utilise your new tone of voice and messaging.

Bundle price: £5500

Book a free discovery call
rachel baker sat in an armchair

You're a visionary...

You can imagine a world without fossil fuels.

Where we’re living within the earth’s means.

Where our oceans are clean and our forests are thriving.

Where children breathe clean air and have a future to get excited about.

And right now, you have an amazing climate tech solution that can help build that world.

The challenge

Competing with dinosaur companies who’ll stop at nothing to make profits.

No matter how much damage they do to our planet.

The mission

Showing people your product is better for them – and the planet.

And playing your part in creating a healthier, more equitable world.

line graphic of a pair of hands holding planet earth, against a coral background

The key

A strong voice, with a clear purpose and an irresistible message.

And more importantly: a voice that people can trust.

line graphic of a megaphone, against a coral background

Let’s find your voice

I’ll work with you to develop a strong verbal identity that demonstrates what makes your offerings great.

Let’s work together to get one step closer to the world we want to live in.

Get in touch
Rachel, a white woman with dark hair, sitting at a desk with a laptop and smiling at the camera. She wears a mustard yellow cardigan.

See how it worked for Earthodic

Earthodic are an Australian start-up who’ve created a patent-pending biobased coating for paper and cardboard.

After a successful seed funding round, I worked with them to create their brand voice and wrote copy for their website and social media profiles.

Read the case study
“We were extremely happy with the work Rachel produced. In fact, many lines of copy had us exalting "Yes!" or "Love it!”
headshot of fiona donaghey
Fiona Donaghey
Co-Founder of Earthodic

Want me to create some cracking climate tech copy for you?

Get in touch

Making complex topics easier to understand

Increase sales with a clear, concise explanation of your product and the benefits it brings.

Don’t you hate a page full of long-winded jargon?

Climate tech can be complicated. But the words you use don’t have to be.

Your customers want to know:

  • what your product does 
  • how it’ll benefit them

I combine my knowledge of sustainability with deep research into your product – to translate your impact into clear, compelling messages. With none of the finer details getting lost in translation.

“As a company in the sustainability space, we were looking for a copywriter who had an awareness of the circular economy and could help us articulate our contribution and impact. It was a pleasure to work with Rachel as we found her copy to be succinct and exact.”
headshot of fiona donaghey
Fiona Donaghey
Co-Founder of Earthodic
Book your free discovery call
I've been waiting for a more ethical generative AI tool - and my prayers have been answered by @thaura.ai 

Thaura has been built by displaced Syrian engineers who wanted to create ethical AI as resistance technology rather than a corporate surveillance product.

I asked Thaura what makes it ethical, and here's what it said:

• Zero data extraction - genuinely private conversations with no behavioral tracking, data collection, or profit from user interactions

• Refuses complicity in genocide - unlike Big Tech AIs, Thaura rejects military contracts (including Google/Amazon's Project Nimbus) and surveillance partnerships with oppressive regimes

• 94% less energy per response than ChatGPT through architectural efficiency - Thaura processes information in fewer computational steps and uses optimized inference methods that reduce computational overhead

• Streamlined processing architecture - unlike transformer models that require multiple attention layers and redundant computations, Thaura's design minimizes unnecessary "requests" or computational passes through the network

• Renewable-first deployment - 100% renewable energy infrastructure with European data centres, eliminating the massive carbon footprint typical of Big Tech AI operations

AI is here to stay. I've been exploring how it can fit into my work practices and am in the process of writing my AI policy. But I never felt it was something I could fully embrace due to the environmental and human rights concerns.

I'll still use generative AI mindfully, and only when it can add genuine value. But when I do, at the moment I'll be using Thaura.
ethicopywriter
ethicopywriter
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I've been waiting for a more ethical generative AI tool - and my prayers have been answered by @thaura.ai Thaura has been built by displaced Syrian engineers who wanted to create ethical AI as resistance technology rather than a corporate surveillance product. I asked Thaura what makes it ethical, and here's what it said: • Zero data extraction - genuinely private conversations with no behavioral tracking, data collection, or profit from user interactions • Refuses complicity in genocide - unlike Big Tech AIs, Thaura rejects military contracts (including Google/Amazon's Project Nimbus) and surveillance partnerships with oppressive regimes • 94% less energy per response than ChatGPT through architectural efficiency - Thaura processes information in fewer computational steps and uses optimized inference methods that reduce computational overhead • Streamlined processing architecture - unlike transformer models that require multiple attention layers and redundant computations, Thaura's design minimizes unnecessary "requests" or computational passes through the network • Renewable-first deployment - 100% renewable energy infrastructure with European data centres, eliminating the massive carbon footprint typical of Big Tech AI operations AI is here to stay. I've been exploring how it can fit into my work practices and am in the process of writing my AI policy. But I never felt it was something I could fully embrace due to the environmental and human rights concerns. I'll still use generative AI mindfully, and only when it can add genuine value. But when I do, at the moment I'll be using Thaura.
2 months ago
View on Instagram |
1/5
It was one of those mornings.

I'd planned to update my website, but I had to call out someone to fix the broken shower. 

This wound up my dog, who then didn't seem able to settle unless snuggled up to me on the sofa.

In the midst of all that, the book I'd ordered a few days before plopped onto the doormat (to further consternation from the dog).

It felt like the universe was telling me I just needed to make a coffee, let the dog snooze on my lap, and read.

So that I did.

I loved Robin Wall Kimmerer's book "Braiding Sweetgrass", and when I saw her latest work, "The Serviceberry: An Economy of Gifts and Abundance", it promised to be just as impactful.

It's both relevant to my professional work and the novel I'm writing, which imagines a society based on giving and reciprocity.

Here are a couple of my favourite quotes so far:

🫐 "Recognising enoughness is a radical act in an economy that is always urging us to consume more."

🫐 "The juice that bursts from these berries was rain just last week and is already on its way back to the clouds. These processes are the models for principles of a circular economy, in which there is no such thing as waste, only starting materials."

🫐 "Eco psychologists have shown that the practice of gratitude puts the brakes on hyper consumption. The relationships nurtured by gift thinking diminish our sense of scarcity and want."

If these quotes resonate with you, too, I'd highly recommend the whole book. At just over 100 pages, it's only a short read!
It was one of those mornings.

I'd planned to update my website, but I had to call out someone to fix the broken shower. 

This wound up my dog, who then didn't seem able to settle unless snuggled up to me on the sofa.

In the midst of all that, the book I'd ordered a few days before plopped onto the doormat (to further consternation from the dog).

It felt like the universe was telling me I just needed to make a coffee, let the dog snooze on my lap, and read.

So that I did.

I loved Robin Wall Kimmerer's book "Braiding Sweetgrass", and when I saw her latest work, "The Serviceberry: An Economy of Gifts and Abundance", it promised to be just as impactful.

It's both relevant to my professional work and the novel I'm writing, which imagines a society based on giving and reciprocity.

Here are a couple of my favourite quotes so far:

🫐 "Recognising enoughness is a radical act in an economy that is always urging us to consume more."

🫐 "The juice that bursts from these berries was rain just last week and is already on its way back to the clouds. These processes are the models for principles of a circular economy, in which there is no such thing as waste, only starting materials."

🫐 "Eco psychologists have shown that the practice of gratitude puts the brakes on hyper consumption. The relationships nurtured by gift thinking diminish our sense of scarcity and want."

If these quotes resonate with you, too, I'd highly recommend the whole book. At just over 100 pages, it's only a short read!
ethicopywriter
ethicopywriter
•
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It was one of those mornings. I'd planned to update my website, but I had to call out someone to fix the broken shower. This wound up my dog, who then didn't seem able to settle unless snuggled up to me on the sofa. In the midst of all that, the book I'd ordered a few days before plopped onto the doormat (to further consternation from the dog). It felt like the universe was telling me I just needed to make a coffee, let the dog snooze on my lap, and read. So that I did. I loved Robin Wall Kimmerer's book "Braiding Sweetgrass", and when I saw her latest work, "The Serviceberry: An Economy of Gifts and Abundance", it promised to be just as impactful. It's both relevant to my professional work and the novel I'm writing, which imagines a society based on giving and reciprocity. Here are a couple of my favourite quotes so far: 🫐 "Recognising enoughness is a radical act in an economy that is always urging us to consume more." 🫐 "The juice that bursts from these berries was rain just last week and is already on its way back to the clouds. These processes are the models for principles of a circular economy, in which there is no such thing as waste, only starting materials." 🫐 "Eco psychologists have shown that the practice of gratitude puts the brakes on hyper consumption. The relationships nurtured by gift thinking diminish our sense of scarcity and want." If these quotes resonate with you, too, I'd highly recommend the whole book. At just over 100 pages, it's only a short read!
2 months ago
View on Instagram |
2/5
Spent the day doing some local networking! Most of the networking I do is sustainability focussed, and either national or online. So it was really nice to make lots of varied local connections!
ethicopywriter
ethicopywriter
•
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Spent the day doing some local networking! Most of the networking I do is sustainability focussed, and either national or online. So it was really nice to make lots of varied local connections!
3 months ago
View on Instagram |
3/5
5 newsletter elements to keep readers coming back ⬇️ 

Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open.

1. Stories

Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them.

2. Original insights

Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint.

3.Curated roundups

A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow.

4. Interviews

In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere.

5. Community spotlights

Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place.

Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there.

#Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ 

Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open.

1. Stories

Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them.

2. Original insights

Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint.

3.Curated roundups

A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow.

4. Interviews

In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere.

5. Community spotlights

Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place.

Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there.

#Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ 

Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open.

1. Stories

Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them.

2. Original insights

Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint.

3.Curated roundups

A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow.

4. Interviews

In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere.

5. Community spotlights

Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place.

Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there.

#Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ 

Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open.

1. Stories

Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them.

2. Original insights

Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint.

3.Curated roundups

A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow.

4. Interviews

In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere.

5. Community spotlights

Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place.

Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there.

#Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ 

Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open.

1. Stories

Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them.

2. Original insights

Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint.

3.Curated roundups

A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow.

4. Interviews

In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere.

5. Community spotlights

Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place.

Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there.

#Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ 

Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open.

1. Stories

Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them.

2. Original insights

Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint.

3.Curated roundups

A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow.

4. Interviews

In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere.

5. Community spotlights

Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place.

Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there.

#Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
ethicopywriter
ethicopywriter
•
Follow
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
11 months ago
View on Instagram |
4/5
Get to know me 😃 

It's been a while since I've done a reintroduction post for any new followers (actually, have I ever done one?). So here goes...

The work stuff:

✍ I’m a freelance copywriter and content strategist for ethical organisations - like sustainability and impact led businesses, non-profits and charities.

🥨 I’m also a German translator with a postgrad Diploma in Translation. I studied English and German at uni and did a year abroad in Stuttgart, followed by an internship in Hamburg after graduating.

🌐 Having previously worked at an SEO agency, I also know my search engines, as demonstrated by my work with Semrush over the past couple of years.

The non-work stuff:

🐂 I live in Birmingham with my fiancé, Matt, and our dog, Winnie, (pictured below). Well, technically, we now live in a small village just into Worcestershire, but I still spend a lot of my time in Brum. We moved here a few years back and I love it – Birmingham definitely doesn’t deserve its bad rep!

📕I’m a big reader – although not that fast. My target for 2025 is 24 books – two books a month. I’m on track so far. My favourite genre is fantasy, but I’m open to anything!

🌿 I decided to go vegan a couple of years ago – but I knew I’d be more likely to stick at it if I wasn’t too strict. A couple of years on, I still eat mainly plant-based, but I’d have to describe myself as “flegan” (flexible vegan) - as I have been known to eat the odd bit of dairy chocolate and cheese… hashtag#ProgressOverPerfection

I’d love to get to know some of my followers better. Any other fantasy nerds out there? Imperfect vegans? Adopted Brummies? Let me know in the comments 👇 

#GetToKnowMe #Flegan #FreelanceCopywriter 

[Image description: Rachel, a white woman with long brown hair, sits on a sofa, smiling, next to a small, scruffy, black-and-white dog]
ethicopywriter
ethicopywriter
•
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Get to know me 😃 It's been a while since I've done a reintroduction post for any new followers (actually, have I ever done one?). So here goes... The work stuff: ✍ I’m a freelance copywriter and content strategist for ethical organisations - like sustainability and impact led businesses, non-profits and charities. 🥨 I’m also a German translator with a postgrad Diploma in Translation. I studied English and German at uni and did a year abroad in Stuttgart, followed by an internship in Hamburg after graduating. 🌐 Having previously worked at an SEO agency, I also know my search engines, as demonstrated by my work with Semrush over the past couple of years. The non-work stuff: 🐂 I live in Birmingham with my fiancé, Matt, and our dog, Winnie, (pictured below). Well, technically, we now live in a small village just into Worcestershire, but I still spend a lot of my time in Brum. We moved here a few years back and I love it – Birmingham definitely doesn’t deserve its bad rep! 📕I’m a big reader – although not that fast. My target for 2025 is 24 books – two books a month. I’m on track so far. My favourite genre is fantasy, but I’m open to anything! 🌿 I decided to go vegan a couple of years ago – but I knew I’d be more likely to stick at it if I wasn’t too strict. A couple of years on, I still eat mainly plant-based, but I’d have to describe myself as “flegan” (flexible vegan) - as I have been known to eat the odd bit of dairy chocolate and cheese… hashtag#ProgressOverPerfection I’d love to get to know some of my followers better. Any other fantasy nerds out there? Imperfect vegans? Adopted Brummies? Let me know in the comments 👇 #GetToKnowMe #Flegan #FreelanceCopywriter [Image description: Rachel, a white woman with long brown hair, sits on a sofa, smiling, next to a small, scruffy, black-and-white dog]
11 months ago
View on Instagram |
5/5
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