Hello
I’m Sally
{The eyes, ears and typing hands behind Lumen & Fox 👋}
I’m a brand voice strategist and copywriter for big-hearted businesses.
I join the dots between strategy and selling. Whether that’s energising your business with a vibrant brand voice or breathing life into your web copy.
I’ve written for over 120 clients across a tonne of industries. My portfolio includes names you know like Dove, PG Tips and Sendinblue, as well as startups, solopreneurs and social enterprises.
My lovely clients pepper my testimonials with words like intelligent and curious, passionate and creative, and ‘oozing with writing talent’.
I’ve also been described as the ‘copywriter who cares’. And it’s true. I’m stoked by your success because when your business thrives, so does mine.
About
[Happy clients]
“Her fantastic words were 5 star”
What an absolute pleasure to work with Sally! From start to finish she exceeded expectations. Her approach, her process, her interactions and most importantly her fantastic words were 5 star. It was the first time working with Sally but it won't be the last. She picked up the brief instantly and asked brilliant questions to make sure that we got exactly what we needed. Also she went above and beyond to make sure that we got what we needed for a tight deadline. THANK YOU!
- Ruth Davies - Perfectly Picked
How it started
You know in Titanic when Jack describes Rose as ‘an indoor girl’?
I relate.
I was devouring Famous Fives at the age of four. But it didn’t need lashings of ginger beer to keep me hooked. I’d study the cereal packet while eating my Bran Flakes, peruse the shampoo bottle while brushing my teeth.
Later, with dreams of becoming a journalist, I ventured outside to roam the neighbourhood scouting for stories with my reporter’s notebook. I stapled my ‘scoops’ into a monthly magazine with a subscriber list of two (thanks, Mum and Dad).
And if you’re thinking, “Wow. Such single-minded focus to be a writer from such an early age.”
No. Not quite…..
During what we’ll call ‘the wilderness years’, writing and I grew apart.
I did a degree in Art History and French and graduated into a job as a Buyer’s Assistant in a bling-tastic British fashion retailer. I spent the next eight years learning to manage my own £1 million range, eventually becoming the cardigan overlord for a big online brand.
Those years taught me next-level customer focus.
Everything was about how to get our customers to swap cash for cardis. I learnt how to get into her mindset and woman-whisper it with knits, a skill I still use every day. Though with fewer cardigans.
And the words?
They were there.
They popped up when I wrote presentations for the board of directors. Or when I broke bad news to our bosses and suppliers.
My email signature said Buyer, but on my team, I was already the unofficial word nerd.
Slowly, it dawned on me that I was better at spinning yarns than selling them. I retrained. Now, I’m over six years into helping folk find their way with words. I still use reporter’s notebooks.
I’ve even written copy for the back of a shampoo bottle.
How I work
For me, cooking up copy and brand voice means nailing five things
Tell a bloody good story
Everybody loves a good story. Getting to the heart of your story involves getting creative. Mixing pencils with paints, starting at the end, shaking the tree to harvest what’s uniquely yours and share it with the people that matter.
Keep it real
There’s no reason why your written words and real-life presence shouldn’t match up. The secret to that seamless link? There’s no rabbit out of a hat magic. It’s about getting to know you and your brand, really listening to what you say and how you say it. Then bringing it all to life with words.
Talk about big things in a chill way
We might be talking about big ideas and mighty concepts, but the words will be our anchor back to Earth. It’s about keeping our meaning clear and our tone relatable so people can’t help but get it. Like pairing a sequin dress with your Converse.
Communicate with purpose
Let’s make every word count. Strategic messaging is rooted in a deep understanding of the building blocks of your business. No word salad or writing for writing’s sake. This is about packing every word with as much power as we can muster.
Grow with joy
You’ll see lots of brand folk talk about helping you grow your business. And rightly so, it’s important. But what about the fun? I want to bring the joy back into communicating for your brand so that your growth feels effortless and effervescent.
[Happy clients]
“A copywriter with integrity”
Before booking Sally for the first time, I had been a long time lurker. But when we needed a copywriter to support an important project, Sally was at the top of my list. And I'm so glad I contacted her!
Right from the start, Sally showed up organised, full of energy and good ideas. She's "on it", asks great questions and gets things done reliably to a high standard. Plus, she's a copywriter with integrity who chooses techniques and strategies that take readers seriously, rather than manipulating them for short-term wins.
And – very important in our line of work – Sally's not afraid to get involved with demanding briefs.
Whether it's writing an engaging scientific case study, editing a long-form sales page for brand tone of voice, or helping to differentiate a complex B2B offering: Sally's an enthusiastic team player I can count on.
Thanks Sally for adding your personality and pizzazz to our freelance collective – it's always a joy working with you!
- Sabine Harnau - From Scratch
