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The Ethical Copywriter

My portfolio

Here are some examples of my client work. More coming soon – keep your eyes peeled!

Musicality

Tone of voice development and web copy for a start-up connecting music teachers & students and raising money for a sister charity.

Learn more

FutureX

Content strategy and production for a learning platform and community for purpose-driven business owners.

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Beagle

SEO-primed blog posts for a company with a browser extension to facilitate more ethical & sustainable shopping.

Learn more
I see a lot of stuff about how rest is good because it allows us to be more productive. I fully agree with this - in fact, it's been proven. But let's not forget that we don't exist just to work! We can celebrate rest because it nourishes and restores us 🙂 For more on the philosophy & celebration of rest, you have to check out @thenapministry - who also talk a lot about the link between work, capitalism & racism. [Image description: infographic of white text on a green background. Text reads: "Just a reminder that you don't have to rest just so you can be more productive. You deserve to rest because you're a human being who deserves a happy and peaceful life."] #Rest #Productivity #SmallBusiness #Work
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I see a lot of stuff about how rest is good because it allows us to be more productive. I fully agree with this - in fact, it's been proven. But let's not forget that we don't exist just to work! We can celebrate rest because it nourishes and restores us 🙂 For more on the philosophy & celebration of rest, you have to check out @thenapministry - who also talk a lot about the link between work, capitalism & racism. [Image description: infographic of white text on a green background. Text reads: "Just a reminder that you don't have to rest just so you can be more productive. You deserve to rest because you're a human being who deserves a happy and peaceful life."] #Rest #Productivity #SmallBusiness #Work
5 mins ago
View on Instagram |
1/5
“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
View on Instagram |
2/5
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
View on Instagram |
3/5
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
View on Instagram |
4/5
#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
View on Instagram |
5/5
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