I find the idea a name should carry, then write the body of work that makes the market repeat it. Voice capture, positioning, editorial judgement, publishing rhythm.
Retained by founders and owners, agencies, recruiters and agents, and partners who white-label the work under their own name.
748,700
Impressions, one client, 7 months
5 clients
Sole content lead on every one
90 minutes
Of your time a month
Under NDA
Part of the roster you will never see
20 years
Listening to how people sound
I am Sarra: voice specialist and client activator. 20 years working out how people actually sound, then writing it so the market hears it and acts on it.
Capture, position, write, publish. I run the whole line as the single accountable content lead: story selection, drafting, editorial calls, publishing rhythm. No junior team, no brief and hope, no committee.
The problem is commercial, not creative. Authority that exists only in the room converts nobody. On the record, in language a buyer can repeat, it books the meeting before you are in it.
- Said out loud beats perfect in your head.
- One idea held properly beats ten explained badly.
- Proof is interpretation, not a wall of numbers.
- You approve everything before it goes anywhere.
- You own the body of work. These are not rented posts.
Six sentences I hear from founders, owners and agency principals, and what I do about each one.
“Everyone says we are great. Nobody can say what we are for.”
The aspirin
I find the one idea your name can own and defend, then the words that carry it. Buyers stop guessing and start quoting you.
Positioning / brand identity / LinkedIn authority
“The pipeline runs on referrals and luck.”
The aspirin
Your judgement goes on the record where buyers already are, so recognition arrives before the referral does, and keeps arriving while you get on with the work.
LinkedIn ghostwriting / body of work
“We have no time to post, and no stomach for another content process.”
The aspirin
Voice notes in, approved posts out. No workshops, no homework, no content process to sit in. Drafts, approvals and the schedule sit in one managed area you can skim.
Voice capture / editorial rhythm
“Whoever writes for us makes us sound like everybody else.”
The aspirin
Voice fidelity is the product. If it does not sound like you, it does not ship. Clients say the posts became “far more of a me tone”.
Voice analysis / rewrites included
“Our reach is fine. The right people still are not calling.”
The aspirin
I write for the buyer who has to repeat you, not the peer who already agrees. The post that sounds most like you is the one that brings the right people to your DMs.
Prospect profiling / web copy
“We win in the room, and lose the ones we are not in.”
The aspirin
Pitches, decks and sales language that make the decision easy for whoever holds the budget, whether or not you are there to explain it.
Pitches, decks, sales influence / mentoring
- One lead, no juniors. The person on the call is the person writing. Nothing is handed down.
- A recorder, not a brief. I mine how you already talk, then hold the page while you get on with the work.
- Position before posts. The idea comes first and the cadence follows. Volume without a position is noise.
- 20 years in the room. Long enough to stop being impressed and start reading what nobody is saying.
- Voice fidelity is the product. If it does not sound like you, it does not ship. Rewrites are the work, not an extra.
- A managed area, not an inbox. Every draft, approval and scheduled post in one place you can skim, per client.
You are a founder, owner, or specialist whose work is bigger than your job title. Or you are an agency, recruiter, or agent who needs the writing handled properly, in your client's voice or your own.
You want volume posting at the lowest price, committee-led approvals, or follower growth with no buyer relevance.
Positioning finds the idea. Ghostwriting makes the market say it back. Both run on voice notes and a 5-day draft cycle, so the work never waits on your diary.
Be Known for Something
A 4-week, 1:1 positioning programme for leaders who are excellent at their craft and difficult to describe, market, or remember. 60 minutes a week for 4 weeks, or the whole thing as a 1-week intensive.
I act as positioning lead and thinking partner: listening for the idea you can own, testing it against the right buyer, shaping the language, and building the front door message that makes the work easy to understand.
You leave with a clear position, a recognisable point of view, and an authority-led way to attract the right conversations. Take it and run with it, or let me build the body of work behind it.
“Everything you're talking about is very in demand. It's not something people can articulate very well as a problem that they have.”
“Your experience seems like it's immediately transferable.”
Nick, Eden
Ghostwriting
Implementation in your own voice. Voice notes, interviews, and lived experience become an approved, published, evergreen body of LinkedIn work with a clear finish line.
I am the only content lead: one accountable person holding the voice, the strategy, the publishing rhythm, and the detail.
Built for senior experts whose work speaks for itself in person, whose referrals carry too much of the business, or whose public page speaks to peers instead of buyers.
“Is your brand voice a bit unorthodox? She'll adapt seamlessly. With her help, my reach has grown exponentially, my confidence has soared, and my focus is razor sharp.”
A. Marie Dingwall / Systems and automation for overworked owners
Every question I get asked before a first call, answered here so you can make the decision without one. Same terms whether you are hiring me for yourself or white-labelling me across a roster.
A position your buyers can repeat, and a public record that keeps saying it when you are not in the room.
Recognition that arrives before the referral does. 748,700 impressions on one account in 7 months.
Inbound from the right people. Laura's most like-her post put Mike in her DMs asking to work together.
90 minutes of your month, and a body of work you own outright.
- You own everything. The body of work is yours, during and after. These are not rented posts.
- You approve everything. Nothing publishes without your yes. You stay the authority.
- Ghosted means ghosted. NDA on request, and I never claim your work as mine unless you want me named.
- Agencies, recruiters and agents welcome. White-label for your clients, invoiced to you, credited however you like. I can stay invisible or sit in the room, your call.
- I already work under NDA and via agencies. A share of the roster is white-label, which is why those case studies are not on this page and never will be. Yours would get the same silence.
- Volume is a process, not a promise. Voice guides, capture prompts, an editorial calendar and a draft pipeline per account. Adding the fourth or the tenth changes nothing about the turnaround.
- Nothing lives only in my head. Every account has a written voice guide and an approved backlog, held where you can reach it. Cover is arranged for planned absence, and the work does not stall.
- A managed area, not an inbox. Every client and every post sits in one place: drafts to approve, what is scheduled, what has published. You skim it, tick it, done. No thread archaeology.
- Contracting is boring, on purpose. IP assigned to you on payment, voice notes handled under GDPR and deleted on request, PI insured, invoiced monthly in advance on 30-day terms. Your client approves through you, never around you.
- If it doesn't sound like you, it doesn't ship. Rewrites are part of the work, not an extra.
20 minutes to see whether we connect and what you should be known for. No deck, no discovery questionnaire.
We settle the idea your name carries, the buyer it belongs to, and the language that makes it obvious.
First drafts in your voice within 5 working days of the first voice note. You approve, we publish, we keep the rhythm.
All prices exclude VAT / invoiced monthly in advance / 30-day terms
Sole content lead on five accounts: positioning, story selection, writing, editing, publishing-ready output. Reach, growth and consistency are evidenced below. Revenue is not claimed without client confirmation.
Lorraine Fitzpatrick
Turning relationship expertise into content that travels
Lorraine's expertise is commercial, but the strongest content needed to feel human rather than sales-led. The editorial job was to turn pricing, introductions, follow-up, and the dynamics of a room into points of view founders recognise.
- Posts built around specific, memorable situations, not generic advice.
- Tension and detail used to make commercial lessons readable.
- A direct, observant, relationship-led voice held across 17 posts.
“£59 on the phone. £139 when I turned up. Same office.”
The price that changed at the door“Sat across from a managing partner last week who's doing data entry at 9pm.”
Growing your own accounting talent“One in three UK accountancy firms couldn't fill a finance role last year.”
The accountancy recruitment pipelineTakeaway. I make commercial expertise sound like a human point of view, not a content calendar.
“Some of the posts are really, really getting a lot of traction, aren't they? When I'm out and about I'm getting a lot of comments about it.”
Lorraine Fitzpatrick
Permission on file: named case study and quotation approved.
Emma Stanton
Making leadership expertise impossible to ignore
Leadership advice goes abstract fast. The job was to make Emma's experience tangible through small behaviours, real rooms, and stories that show what leadership looks like when nobody is performing for a CV.
- Principles turned into scenes people could picture immediately.
- Emotional specificity kept, without losing the practical lesson.
- Consistent publishing: 15 posts, 93% carrying an image.
“She used to stay for coffee after the Monday meeting. Not for long. Five minutes, maybe ten.”
The signals leaders miss“I always watch what someone does with the waitress. Not in a creepy way. In a diagnostic way.”
What ordering coffee reveals about leadership“Eighteen men walked into a building in Warrington. Most of them hadn't worked in years.”
The two-week course and the eight jobsTakeaway. I turn leadership theory into stories people recognise themselves in, and conversations they want to join.
“You're the bit I can't do. The bit that was missing.”
“You're in my pencil case. I carry you around.”
Emma Stanton
Permission on file: named case study and quotation approved.
Laura Pointer
ERP expertise made decisive
Takeaway. I make complex transformation work memorable by giving it a human story and language people can repeat.
“Excellent work. Much more like it.”
The post that sounded most like her is the one that put Mike in her DMs, asking whether she could write that piece about his company and whether they could work together.
Laura Pointer
Permission on file: named case study and quotation approved.
Julia Payne
Making GTM strategy impossible to mistake for marketing
Julia's offer sits in a category founders misunderstand. They hire a Head of Marketing when what they need is commercial strategy, positioning, and a revenue system. The job was to make that distinction obvious without writing a service brochure.
- Opened on recognisable founder scenarios: the failed hire, the vague job description, the unchanged pipeline.
- Repeated a structure: name the assumption, diagnose the real problem, reframe the decision.
- Made strategy concrete with numbers, role expectations, and organisational tension.
“You didn't hire the wrong person. You hired the right person for the wrong job.”
The right person for the wrong job“Four Heads of Marketing in three years. Same pipeline.”
Four Heads of Marketing in three years“If your Head of Marketing disappeared tomorrow, would your go-to-market strategy still exist?”
You hired a Head of Marketing to fix growthTakeaway. I turn complicated commercial strategy into clear arguments founders can recognise, and argue with.
The posts had become “far more of a me tone” and were “hitting the points that we want to hit.”
Julia added that the positioning work was worth doing, that she could not do it for herself, and that it dovetailed with the direction she wanted for the business.
Julia Payne
Permission on file: named case study and quotation approved.
Natalie Broomfield
Tax advice turned into reassurance
Takeaway. I make technical expertise feel human, useful, and safe to ask about.
“You were a safe pair of hands.”
Natalie put the clarity and low-effort client experience “at the top tier of communicating”.
Natalie Broomfield
Permission on file: named case study and quotation approved.
Clients value how quickly I make them feel understood, how plainly I communicate the value, and the fact that working with me feels safe and easy.
Numbers come from client analytics exports for the periods stated. They prove reach, growth and consistency, not revenue, so I do not claim it.
Website pages, thought leadership, a 62-page guide, and my own weekly letter. Writing and editorial structure are mine. Design, where it exists, is not.
The Social Recruitment Covenant
A broad social-value proposition turned into a public commitment: what signing means, why employers should care, and what happens next. Business case, employer proof, FAQs that handle hesitation, and two ways to act.
Read the pageThe Prevention Premium
Why social-value measurement misses prevention, and 5 practical ways to capture it: continuity indicators, holistic impact, case studies, longer-term evaluation, and procurement alignment. It closes on a question, not a conclusion.
Read the articleAs AI rises, we can't let inclusion fall behind
Research-led writing that connects the AI debate to who gets included in the future being built. It explains the digital divide, separates responsible AI from real inclusion, and ends with 5 recommendations.
Read the articleThe work you will not see here
A share of the roster is white-label: written by me, credited to the agency or the client, covered by NDA. Shape only, no names, no links.
The Business Survival Guide
A straight-talking survival manual for new business owners: money, legal and admin, pricing, websites, marketing, systems, boundaries, and mental health. Checklists and do-this-now prompts turn information into action.
Writing and structure mine / PDF design not mine / Credited to Lea Turner and Laura Burnett
Read the guide
The Analogue Thinker
My own weekly letter, and the working proof of how I handle long-form in a voice: one argument an issue, plain over clever, no filler. It is also the format I ghostwrite for clients on Substack.
Written, edited and published by me / Every week
Read the newsletter
“She helps you find your voice DNA, or as she calls it, your third voice, so that you can really bring your personality to everything. If you get the opportunity to work with Sarra, run, do not walk!”
“In less than an hour, she had me, and my tone, down to a T. The pack she created was so good I printed it out and still refer back to it.”
“Working with Sarra is like switching your LinkedIn presence from black-and-white to full technicolor. She doesn't just polish words, she transforms how you're perceived.”
Visual content creator for founders and consultants
23 September 2025 / Jacqueline was Sarra's client
“She knows how to get posts seen by more of the right people. If you want to raise your visibility and build stronger presence on LinkedIn, Sarra's support is invaluable.”
“Her ability to capture a brand's voice in compelling and captivating copy is inhuman. A smart mouth, a kind heart, an unrivalled work ethic, and a keen strategic mind.”
“She taught every single person in our team something new, and I could completely rely on her to get the job done.”
Head of Marketing, Communications and Engagement, PeoplePlus
15 October 2025 / Jenna managed Sarra directly
Shortened from recommendations on Sarra's LinkedIn profile
Permission on file: every recommender and client quotation approved for use here.
Book a vibe check. 20 minutes to see whether we connect, and if we do, we can launch this in no time. Or email me: sarra@theghost.rocks
