It’s March 2025, and my latest book – The Little Book of Confusables 2 – has won non-fiction runner-up in the UK Selfies Book Awards. I share my excitement in a LinkedIn post, and fellow copywriter Katy Lassetter asks if she can interview me for her blog about the process of self-publishing. Below are my responses to her questions…

Tell us about your books

My first book, Survival Skills for Freelancers came out in 2020* – conveniently, at a time when the whole world faced the challenges of working from home.

It shares 20 years of freelance advice, plus quotes and case studies from 100 freelancers – and it’s helped entrepreneurs in 28 countries grow in confidence and show self-employment who’s boss.

*A new 2025 edition has just been released with a lower price (£11.95) and advice from 20 more freelancers.

My second and third books – The Little Book of Confusables 1 and 2 – demystify over 1,000 misused words using fun, memorable tips. They’ve been described as “an absolute joy” and “essential for anyone who ever writes anything” (which means pretty much everyone).

The original Little Book of Confusables won three awards, including a gold medal, and The Little Book of Confusables 2 has been shortlisted for a non-fiction award in the 2025 Selfies (keep everything crossed!).

If your books were a sweet treat, what would they be?

The Little Book of Confusables 1 and 2 would be pick and mix.

They’re the sort of delicious, fun book you can dip into when you want – whether you need an answer to a language conundrum, a chuckle or an “I did not know that!” moment.

Where did the idea for your books come from?

I first had the idea for The Little Book of Confusables back in 2016, when my #confusables tips became popular on social media. I remember meeting up with someone who’d published fiction on Amazon and leaving our chat thinking “absolutely not”. It sounded like a minefield. (I wasn’t far wrong, to be fair!)

Four years after I’d parked the idea of creating The Little Book of Confusables, I shared a heart-on-your-sleeve blog on LinkedIn about surviving and thriving as a freelancer, based on my own experience.

The blog became so popular that I decided it’d make a good foundation for a book.

Survival Skills for Freelancers started with the tagline how to go solo without going loco, which I loved but ended up dropped after the CEO of Mental Health First Aid England – a huge supporter of positive language around mental health – wrote the foreword.

What was your main inspiration to write a book?

You know how they say everyone has a book in them? I never felt that way. I write for a living – the last thing I ever wanted to do was spend my spare time writing, too. But the ideas came along and seemed to want to be written, so… who am I to argue?!    

Where’s your favourite place to write?

Confusables 2 was pretty much entirely written in the lounge bar at my gym (I call it my second office). I have ADHD and find I’m most likely to get into a state of hyperfocus when the conditions are just right. For me, that’s a busy location, surrounded by people, listening to a trance playlist on my noise-cancelling AirPods!

What’s your favourite writing snack?

I started 16/8 fasting in July 2023 and it’s pretty much become my lifestyle. I break my fast every working morning with a raw green protein shake, followed by coffee and a homemade protein bar. (What can I say? I’m a creature of habit!)

I’m pretty disciplined and rarely snack now, but when I do, it’s a combination of cheese, crisps and chocolate.

As a copywriter, did you find parts of the book writing process easier or more challenging?

I wouldn’t say I found it easier or harder – just different. I love using my own voice when I’m writing, and don’t always get a chance to do that when copywriting for clients.

Did you use professionals in the self-publishing process?

I used designers I’d worked with on client projects for my cover design and book layout, and an editor I’ve known for years as my second pair of eyes.

Even though I’m a copywriter and editor myself, it’s next to impossible to spot mistakes in your own work, so it’s a necessary investment.

I uploaded everything to Amazon KDP myself, and invested in a supply of litho-printed copies so I could sell direct.

Most indie authors would agree that the upload process can be glitchy – if not a total pain – but I wouldn’t have been able to support readers in 28 countries without Amazon. For me, it’s paid off.

What was the hardest part of the self-publishing process for you?

Getting the timings right was challenging. I expected each stage of the process to take longer than it did in reality.

For example, with Survival Skills for Freelancers, I uploaded the manuscript way too long before the launch date, which meant it missed the boost Amazon naturally gives to new titles.

It still hit bestseller in four categories in the launch week, but may have done even better if I’d got my timings right.

The other thing I found hard, given I have clients and a day job as a copywriter, was the fact that book promotion can be a full-time job if you let it.

I spent way too much time spreading the word about the first book.

Truthfully, I hadn’t thought beyond the launch date: I’d assumed I’d hit publish then go back to the day job, but it didn’t happen. Suddenly I was being asked to guest on podcasts (I’m now close to 90 guest appearances), deliver webinars for professional bodies, be interviewed for publications, and even become a mentor for a freelance programme for women… it was exciting! But I took my eye off the ball and my income plummeted as a result.

What did you enjoy most about the self-publishing process?

It has to be launch day! Seeing people’s social posts and photos, and reading reviews is so gratifying. Pure dopamine!

What advice would you give to other writers looking to start the self-publishing journey?

Self-publishing is a minefield, and you need to know what you’re doing. Done well, a business book can position you as the go-to expert in your field. Done badly, it’s an expensive waste of time.

If you want to avoid adding to the mountain of mediocre business books out there, do your research! (Reading blogs like this is a great place to start.)

Do you plan to write any more books?

There will be other books, for sure! I’ve already started a note on my phone that will become Confusables 3. I may also write a book for neurodivergent freelancers, having had my own diagnosis a couple of years ago and created a successful business around my neurodivergent brain.

I don’t push the ideas, though. They come to me when they’re ready, and I only focus on my books when I have the energy behind them.

My drive to write books that help others and entertain shows in the end result (and the five-star Amazon reviews!).

So far I’ve launched books in 2020, 2022 and 2024. Watch out 2026!

When your marketing no longer reflects the success of your business, it’s time to breathe new life into your words. Read how I helped a mental health trainer and therapist get clear on her message and attract her ideal clients.

THE CLIENT: Insight2 Mental Health

Founded in 2020 by Jo Wood, Insight2 Mental Health offers powerful wellness, suicide prevention and menopause training and therapy.

It exists to help companies and individuals embrace wellbeing – creating a happier, healthier workforce and greater business success.

Based on Jo’s 30-year HR career and lived experience of burnout, Insight2 Mental Health has a fundamental belief at heart: that when it comes to mental health, prevention is always better than cure.

THE NEED

Jo wanted to raise awareness of her services, grow her audience and convince more businesses of the benefits of embracing mental health and creating a culture of care.

In short – they need her services!

Insight2 Mental Health had grown so much in the past five years that Jo’s website and marketing had fallen behind and weren’t working hard enough to attract the right clients.

It was time for the brand to reflect the success of the business.

With a website in desperate need of updating, and a web developer booked and ready to roll, all that was missing was clear, compelling and convincing website copy!

Social media matters

Jo also needed to update an outdated leaflet and give some love to her LinkedIn profile (which was missing an ABOUT section) and company page.

Her LinkedIn profile, in particular, had the potential to be a strong source of leads, but Jo had always been too busy delivering training to give it the care it deserved.

And with post tags from happy trainees attracting attention, any potential clients landing on her profile and wanting to know more would have found it lacking.

She wanted to develop a relationship with a copywriter who she could work with on an ongoing basis, to support her business – freeing her up to focus on the training and therapy she loves.

THE SOLUTION

Jo already knew working with me would help her attract and support more dream clients – businesses with a genuine commitment to employee wellbeing.

We’d been connected on social media for many years, and she knew I would be the perfect fit for her business.

(As well as helping businesses stand out through clever copy for 25 years, I’m a mental health first aider and advocate, I champion freelancer mental health through my bestselling guide to self-employment and made the shortlist for IPSE mental health freelancer of the year.)

Jo got in touch when she found herself with time set aside to write fresh copy for her new website… but found her creative juices weren’t flowing. In her own words, “I need a bit of va va voom, Sarah – my draft is better suited for a board report than a website!”.

We hopped on a discovery call and instantly clicked.

She’s worked with some household name clients, so we talked about contacting them for testimonials, as social proof is powerfully compelling.

I quoted for three copywriting jobs: new website copy, refreshed leaflet copy and a new LinkedIn profile/company page – and started work on all three the following week.

THE RESULTS

In Jo’s own words, “I LOVE LOVE LOVE my new website copy! Thank you so much for bringing me and my business to life through words”.

She signed off all her new copy with barely any tweaks, and I walked her through uploading her new LinkedIn profile and company page on a Zoom call.

The new Insight2 Mental Health website and leaflet will launch soon, while Jo’s new LinkedIn profile is already attracting more valuable connections and engagement.

We already have plans to work together on a new brochure, as well as ongoing support with ad hoc communications and marketing.

Here’s what Jo said about working with me.

WHAT NEXT?

Time to give your marketing and comms a little love? Book a free 20-minute discovery call and let me take care of your words, while you take care of your work.

When your documents are no longer fit for purpose, let DocuMagic get them back on track.
Here’s how I helped the ODP team at Bournemouth University put the love back into their essential marketing and comms for students.

THE CLIENT: Faculty of Health and Social Sciences, Bournemouth University

Operating Department Practice (ODP) is a BSc (Hons) course within the Faculty of Health and Social Sciences at Bournemouth University.

The specialist course – which is taught by actively practising lecturers in state-of-the-art facilities – qualifies successful students to deliver safe, high-quality patient care before, during and after anaesthesia.

THE NEED

The ODP academic team had seven documents that were failing to provide the vital support their students needed: from student guidelines to assignment briefings and assessment criteria.

These essential documents exist to provide structure, boundaries and guidance to students –  yet each year they had been stuffed with more standard text and less love, consideration and thought for their readers.

Juggling university work with their own operating department practice means the team don’t have the time, skills or experience to focus on the marketing materials that attract students to their subject – or the essential communications that students and apprentices rely on day-to-day during their time at university.

The result? Wordy, dense documents, crammed with repetition, over-formal language and an over-complex structure: the last thing a struggling student would turn to for reassurance and help.

The copy lacked clarity, consistency and care, and improvements to the structure and flow were needed.

It was time for an update.

THE SOLUTION

Twenty-five years as a freelance copywriter tells me there’s often room for improvement in higher education (HE) and further education (FE) communications.

I’ve worked with many HE clients: from the University of Gloucestershire and Hartpury University to Gloucestershire College and Croydon College.

I managed a major website copywriting project that involved creating a new tone of voice new web copy for Filton College and Stroud College, when these two vastly different establishments merged to become SGS (South Gloucestershire and Stroud College).

University instils the need for a formal and complex style of writing that’s designed to satisfy assessment criteria, rather than the needs of the reader.

Copywriting requires a very different approach. As legendary ad woman Shirley Polykoff once said, “Copy is a direct conversation with the consumer.”

Having chosen not to go to university I’ve never had to unlearn that formal style. Instead, I’ve spent the past 25 years specialising in the direct, conversational style of writing advocated by Ms Polykoff – using real, human and accessible language to create a connection with the reader.

Bournemouth University’s ODP team needed a copywriter who could take an objective approach to their under-performing documents.

Designed to transform bland, complex documents from BLAH BLAH to TA-DA, my DocuMagic service was the perfect fit.

THE RESULTS

Breathing life into these stale yet vital documents was the perfect use of a chunk of external funding that had to be spent or returned by the end of July.

Thanks to my DocuMagic transformation, the documents are now clear, concise and reader focused.

They incorporate a compelling, human and reassuring tone of voice that acknowledges what students need to hear – not just what the university needs to tell them.

The academic team know today’s students need support as individuals, rather than a one-size-fits-all approach.

They now have the confidence to encourage students to read their newly accessible and helpful documents – rather than putting the onus on the students, and knowing they won’t be read.

Be consistent

I also created a simple style guide to help the team introduce consistency and clarity across future marketing materials and communications.

All seven documents were completed in just ten days.

The project may be over, but the academic team know I’m on hand any time they need me to work my magic on their comms and marketing – and to take the headache and time-suck out of their dreary documents.

WHAT NEXT?

Need a little DocuMagic in your life? Book a free 20-minute discovery call – and let me free you up to take care of work, while I take care of your words.

Life as a neurodivergent founder comes with its challenges: don’t let your marketing be one of them. Here’s how I reduced the overwhelm for one successful ADHD business owner through my monthly 10-hour DocuMagic package.

THE CLIENT: Kate Moryoussef, ADHD Women’s Wellbeing

Kate Moryoussef is on a mission to help late-diagnosed women understand their ADHD brains and live a better, more balanced life.

Each year, she supports tens of thousands of women with late-in-life ADHD diagnoses.

Training, experience and her own diagnosis gives Kate a deep insight into what it means to live with undiagnosed ADHD – and the advice she shares helps women embrace their newly discovered neurodivergence, and thrive.

Her award-winning podcast, on-demand workshops and supportive coaching are loved by neurodivergent business founders around the world.

THE NEED

Kate needed to dramatically reduce the time spent on her marketing messages so she could focus on supporting women with ADHD.

Her creativity, energy and entrepreneurial spirit lead to a continuous flow of ideas that can be hard to manage and maintain.

Kate is a skilled and capable writer with an in-depth knowledge of both her audience and her own voice.

Like many ADHD business owners, her passion for what she does means she struggles with being clear and concise – and knowing what to include in her marketing, and what to leave out.

As a successful business owner and busy mum to four girls, Kate doesn’t have the time, headspace or inclination to endlessly refine and simplify her copy.

Get to the point

We live in a busy world and all readers are time poor. Getting to the point quickly – and being clear on the action you want your audience to take – is vital.

Add ADHD into the mix and the need for clarity and brevity is even greater.

And Kate’s audience is almost exclusively women who are dealing with the focus and attention challenges that accompany ADHD.

It was time for some skilled and experienced copywriting support from a neurodivergent copywriter and editor.

THE SOLUTION

I first met Kate at an ADHD retreat in 2023. The advice she shares in the ADHD Women’s Wellbeing podcast had guided me through my own ADHD diagnosis, so I thanked her for the incredible support.

As we chatted about my work, Kate recognised the need for support and direction with her own copywriting.

We discussed how clear, concise and compelling copy would help to grow her audience, drive sales, and achieve her dream of supporting even more women with ADHD.

Kate’s need for support and my 30 years of experience as a neurodivergent copywriter and editor made us a natural fit.

Kate is a prolific producer of content and comms, so her need for copywriting support to reveal the gold in her messaging is ongoing.

My monthly DocuMagic package – 10 hours of support detangling documents and drafts, and optimising underperforming web pages – was perfect.

She signed up for a three-month trial right away, and found the monthly retainer so helpful that she extended her commitment to a minimum of a year.

THE RESULTS

Working with me has made Kate’s life easier. As well as strengthening her messaging and increasing engagement with her content, she now has time and headspace to focus on priorities in her business.

In the six months since Kate started her DocuMagic retainer, I’ve:

• carried out an audit of the ADHD Women’s Wellbeing website
• provided practical, actionable steps for improvement
• optimised sales pages for Kate’s core programmes
• improved 100+ web pages
• transformed 50+ emails
• created a sales page outline, to make drafting easier
• produced style guidelines to keep comms consistent
• sense-checked numerous marketing ideas
• given feedback on podcast naming ideas

With heaps of new and evergreen content, it’s the tip of the iceberg – but the work continues! Kate and her online business manager,  Nair Bonito, know I’m always here when they need a safe pair of hands for their words.

Here’s what they said about working with me.

WHAT NEXT?

Does your business exist to support people with neurodivergence? Looking to hire a neurodivergent copywriter and editor? Book a free 20-minute discovery call – and let me free you up to take care of work, while I take care of your words.

The words DISTINCT and DISTINCTIVE are often confused because they’re so similar – but their meanings are different. Read on to learn the difference between these similar words.

Here are my simple tips to remember the difference between DISTINCT and DISTINCTIVE.

When to use DISTINCT

DISTINCT is an adjective meaning separate, or clearly different from another thing.

You can use DISTINCT in a sentence like this:

“There’s a DISTINCT difference between apples and oranges.”

OR

“The awards cover many DISTINCT categories of filmmaking.”

When to use DISTINCTIVE

DISTINCTIVE is an adjective referring to a prominent identifying feature.

You can use DISTINCTIVE in a sentence like this:

“I’d recognise her DISTINCTIVE accent anywhere.”

OR

“Monet’s paintings have a DISTINCTIVE style.”

This sentence shows the difference between DISTINCT and DISTINCTIVE in use:

“The DISTINCTIVE red breast of the robin makes it clearly DISTINCT from other small birds.”

I hope these tips help you remember the difference between DISTINCT and DISTINCTIVE in future!

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