The Ghost. Voice specialist. Client activator.
"I find the idea a name should carry, then write the body of work that makes the market repeat it."
Who I Am
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.
Sharp in the Room.
Generic on the Page.
Your expertise is undeniable in person. On the page, it sounds like everybody else.
The pipeline runs on referrals and luck.
You win the room and lose the ones you're not in.
Six Headaches. Six Aspirins.
"Everyone says we are great. Nobody can say what we are for."
I find the one idea your name can own and defend, then the words that carry it. Buyers stop guessing and start quoting you.
"The pipeline runs on referrals and luck."
Your judgement goes on the record where buyers already are, so recognition arrives before the referral does.
"We have no time to post, and no stomach for another content process."
Voice notes in, approved posts out. No workshops, no homework. Drafts, approvals and the schedule sit in one managed area you can skim.
"Whoever writes for us makes us sound like everybody else."
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."
"Our reach is fine. The right people still are not calling."
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.
"We win in the room, and lose the ones we are not in."
Pitches, decks and sales language that make the decision easy for whoever holds the budget, whether or not you are there to explain it.
Who Feels These Headaches
Founders & Owners
Your work is bigger than your job title. The referrals carry too much of the business. You know you're underselling yourself.
CMOs & Marketing Leaders
You need your CEO's voice on the page, at scale, without the agency overhead and junior delivery. You need one accountable lead.
Agencies
You sell strategy and relationship. The writing still has to land. You need white-label delivery that doesn't dilute your client's voice, and doesn't add headcount.
White-Labellers
You're selling someone else's expertise under your own name. The writing has to be invisible, excellent, and feel like it came from the client, not an AI content factory.
The Whole Chain
One person, end to end, no handoffs.
Audience Psychology
Voice Capture
Positioning
Ghostwriting
Attraction
Influence
Nobody else holds this combination. Agencies hand off. Content writers brief. Ghostwriters don't study the audience first. Positioning consultants don't write the body of work. I do the whole thing, and I'm the only person on the account.
How It Works
You talk.
Voice notes, interviews, conversation. No workshops. No homework.
I listen.
Capture your voice, study your audience, find the position. First drafts in your voice within 5 working days.
You approve.
Everything before it goes anywhere. You stay the authority.
We publish.
Approved posts, scheduled, published. You skim a managed area, tick it, done.
< 90 minutes of your time a month. That's it.
The Principles
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.
Voice fidelity is the product. If it does not sound like you, it does not ship.
The Headline Numbers
Impressions
One client, 7 months
Clients
Sole content lead on every one
Minutes
Of your time a month
Years
Listening to how people sound
Under NDA — Part of the roster you will never see.
"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."
Case Study: Lorraine Fitzpatrick
Turning relationship expertise into content that travels
- The challenge: 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.
- The approach: 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.
- The numbers: 748,700 cumulative impressions. Feb to Aug 2026. Top post: 466 likes, 61 comments, 165,611 impressions.
Case Study: Emma Stanton
Making leadership expertise impossible to ignore
- The challenge: 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.
- The approach: Principles turned into scenes people could picture immediately. Emotional specificity kept, without losing the practical lesson. Consistent publishing: 93% carrying an image.
- The numbers: 530,500 cumulative impressions. Apr to Aug 2026. Top post: 1,030 likes, 199 comments, 86,760 impressions.
"You're the bit I can't do. The bit that was missing." / "You're in my pencil case. I carry you around."
"Far more of a me tone", hitting the points that we want to hit.
The positioning work was worth doing. She could not do it for herself.
Case Study: Julia Payne
Making GTM strategy impossible to mistake for marketing
- The challenge: 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.
- The approach: 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.
- The numbers: 281,706 cumulative impressions. Aug 2025 to Aug 2026. Audience: 31% senior (plus 20% directors, 5% CXO). Members reached: 120,780.
Case Study: Laura Pointer
ERP expertise made decisive
- The challenge: Complex transformation work is hard to make memorable. The job was to give it a human story and language people can repeat.
- The approach: Posts that turned technical complexity into recognisable human situations. Language that a buyer could carry into a conversation.
- The numbers: 177,500 cumulative impressions. Feb to Aug 2026. Top post: 669 likes, 166 comments, 26,290 impressions. Followers: 4,914.
"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.
"You are safe pair of hands."
Natalie put the clarity and low-effort client experience "at the top tier of communicating."
Case Study: Natalie Broomfield
Tax advice turned into reassurance
- The challenge: Technical expertise can feel cold and inaccessible. The job was to make it feel human, useful, and safe to ask about.
- The approach: Posts that turned tax expertise into moments people recognised: the business card in Marks and Spencer, every pound isn't mine, 40 minutes on hold to HMRC. The voice was warm, direct, and approachable.
- The numbers: 235,562 cumulative impressions. Apr to Aug 2026. Members reached: 104,278. Audience: 33% accounting, plus 13% financial services. Top 3 posts: 39,930 / 36,556 / 33,480 impressions.
The Pattern
The clearest pattern across all five accounts:
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.
Why Me and Not the Agency Down the Road
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.
The NDA Roster
A share of the roster is white-label: written by me, credited to the agency or the client, covered by NDA.
You will never see those case studies on this page. Yours would get the same silence.
The silence is the promise.
The Offers
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.
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.
Ghostwriting Implementation
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.
Both run on voice notes and a 5-day draft cycle. The work never waits on your diary.
Services
1. Authority Positioning
Find the recognition gap before producing content.
2. LinkedIn Thought-Leadership Ghostwriting
Turn conversations, voice notes and expertise into writing that sounds like the client.
3. X and Social Content
Adapt one strong idea across channels without flattening the person's voice.
4. Newsletter Ghostwriting
Build trust through thoughtful, useful writing rather than generic marketing emails.
5. Email Education Courses
Teach the client's distinctive method and point of view in a clear sequence.
6. Website Copy
Make excellent but hard-to-describe experts easier for buyers to understand.
7. Speech and Keynote Writing
Write for the client's natural speaking voice, not a generic speaker template.
8. Reports and Authority Documents
Make specialist thinking clear, credible and memorable.
9. Lead Magnets and Value Magnets
Create assets that demonstrate how the client thinks, rather than recycle generic advice.
10. Sales, Briefing and Authority Packs
Give buyers, referrers and collaborators the language to explain the client's value.
What It Costs / How It Works
What you are actually buying
A position your buyers can repeat, and a public record that keeps saying it when you are not in the room.
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.
If it doesn't sound like you, it doesn't ship.
Rewrites are part of the work, not an extra.
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.
Rates
Transparent pricing. No surprises.
All rates exclude VAT. Invoiced monthly in advance on 30-day terms. IP assigned to you on payment.
A Fit If
You are a founder, owner, or specialist whose work is bigger than your job title.
You are an agency, recruiter, or agent who needs the writing handled properly, in your client's voice or your own.
Not a Fit If
You want volume posting at the lowest price.
Committee-led approvals.
Follower growth with no buyer relevance.
Published Writing
In public, on the record. Website pages, thought leadership, a 62-page guide, and my own weekly letter.
Under NDA / via agency partners
The work you will not see here.
Testimonials
Kris Ward —
Time and team systems for founders
"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!"
Amy Ho —
Finance transformation consultant
"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."
Lea Turner — Founder, The HoLT
"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."
Jenna Jack — Head of Marketing, Communications and Engagement, PeoplePlus
"She taught every single person in our team something new, and I could completely rely on her to get the job done."
Book a Vibe Check
Be easy to remember.
20 minutes to see whether we connect, and if we do, we can launch this in no time.
No deck, no discovery questionnaire.
We settle the idea your name carries, the buyer it belongs to, and the language that makes it obvious.
Book a vibe check: Calendar
Sarra Richmond