Words that sell without selling out
We’re Salt & Sage.
Former journalists who find the narratives that set you apart, so your lifestyle brand builds trust, sparks emotion and moves people to act.
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 connects with you with your audience. 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 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.
What people say about Salt & Sage Storytelling
OUR EDITORIAL WRITING SERVICES
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PROJECT WORK
Expert, story-led copy, delivered fast and on flexible terms to suit your brand’s needs.
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RETAINER SERVICES
Ongoing copywriting that keeps your brand consistent, confident and connected.
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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.
Storytelling insights
Tired of selling out to the algorithm?
Introducing our really rather brilliant S&S Storytelling Framework.
This is NOT a content calendar. Think of it as the blueprint you need to build a brand narrative that endures, attracts the right people and puts your values first.
Shop our downloads and resources at The Pantry
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.
These 25 story hooks give you ready-to-use prompts that spark meaningful conversations, build trust with your audience and guide them toward action – without ever “selling”.
Use them to create content that connects, resonates, and grows your business while staying true to your voice.
Ready to write story-powered content that will grow your business?
We’ve written for …
Is blogging dead in 2026? Well, we keep watching it deliver (quietly), so no, it isn’t. Here’s what two years of experimenting has taught us about why the posts nobody reads are often working the hardest.