
Words that sell without selling out
You don’t need more content; you need a human story.
We are Salt & Sage, former journalists who give lifestyle brands an editorial edge.
We distil your ideas into clear, authentic and story-powered copy so your message lands with intention.
It’s time for your words to work as hard as you do.
Drawing on our 40+ years of combined experience as journalists, writers and brand storytellers, we uncover and tell authentic stories with real flavour.
We find your core story, stripping away the marketing speak and corporate jargon to shape a message that’s impossible to ignore.
From brand books and in-house magazines to website copy, emails, case studies, press releases, white papers and blogs, your words will speak with genuine conviction.
Because the internet doesn’t need more noise.
It needs more YOU.
What we offer
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Your brand's DNA. We'll define your unique voice and create a comprehensive manual to ensure consistent messaging across all platforms. Because your brand deserves to be heard.
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Your website isn’t just a nice-to-have – it’s your digital home, the one online space you actually own. In a world drowning in digital noise, you need more than a pretty site. You need words that work.
We craft strategic, story-led copy that doesn’t just convert – it connects. No fluff, no jargon: just compelling messaging that makes your brand unforgettable.
With the right words, the right structure and a solid story-led strategy, your website becomes more than a digital brochure – it’s a magnet for your ideal audience, a trust-builder, and a business asset you control. No algorithms required.
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Did you know that companies with blogs produce an average of 67% more leads monthly than companies that don't blog? (DemandMetric).
Your blog keeps your audience engaged, establishes your authority and gives you a platform to share ideas without fighting for attention in a chaotic social feed.
We write editorial-style short, medium and long-form blogs that have a story behind them and help brands expand their reach: be seen, heard and understood.
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Sending emails really is a no-brainer: for every £1 you spend on email marketing, you get almost £40 back, according to research from Statista.
But they need to be good emails, that people will actually want to read. That’s what we do. Gorgeous, readable and entertaining newsletters that tell a story.
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Print can forge a connection with the reader that transcends the digital realm. It’s so much easier on the eye than staring at a screen. People are also 70 per cent more likely to remember a brand they see in print than online.
Ready to share your expertise with the world? We offer comprehensive book project services, guiding you from initial concept to a polished, print-ready manuscript.
Whether you need editorial consulting and support or want us to write the book from scratch, we can help.
About us
We’re Felicity Haythorn and Manfreda Cavazza, experienced lifestyle copywriters specialising in health, travel, sustainability, outdoor and coastal content.
Based in Devon and Hampshire in the UK, but serving global brands from the Maldives to Switzerland, we love nothing more than getting into your cause and inspiring you — and the talented creatives we collaborate with — to make a difference.
We chose the name Salt & Sage thoughtfully, combining salt’s ability to refine, preserve and improve with sage’s wisdom, harmony and positivity.
As “salty” people, it’s no surprise that we say it how it is. We challenge you, ask tough questions and encourage you to go against the grain. But we do this because we care.
25 WAYS TO TELL STORIES THAT SELL
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25 WAYS TO TELL STORIES THAT SELL 〰️
Selling can feel cringey. Many business owners dread it, fearing they’ll come across as pushy or insincere. But it doesn’t have to be that way.
With these 25 story hooks, you can sell in a way that feels natural, human and authentic.
Ready to write story-powered content that will grow your business?
OUR EDITORIAL WRITING SERVICES
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PROJECT WORK
Expert copy, delivered fast, on flexible terms.
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RETAINER SERVICES
Retainer copywriting that delivers peace of mind.
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STORYTELLER BUNDLE
A steady stream of high-quality content for health and lifestyle brands.
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IMMERSION WEEK
Five days, dedicated to you: a focused sprint to get things done.
What people say about Salt & Sage Storytelling
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Brilliant writers, hard working and dedicated to delivering the best. The output that was created really delivered on the business needs.
Lorna Perrin, brand and marketing consultant,
E.L.V. DENIM — Tone of voice and web copy -
Brilliant, well-structured and well-explained, compelling articles! You always get the tone just right and the outbound links to back up each section are great for SEO. Rarely do I need to make any edits – you are dream content writers.
Anna Giles, digital content manager, Swanky Agency — Content writing
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We loved the structured approach, creative ideas, positive attitude, and professionalism. You gave us the feeling that we were well taken care of.
Hanaan Rasheed, assistant marketing manager,
Baros Maldives — Brand book
Storytelling insights
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