Is this what you're looking for?


You want to fall back in love with your business & reconnect with why you started it in the first place.

You want to be able to market your work in a way that feels natural and true to who you are.


You want to be able to focus on the work that lights you up, knowing that you're attracting a steady flow of clients.

You want your dream clients to immediately 'get' what it is you can do for them.


That's where I come in...

sophy dale

I can help you hone your message so you can inspire your ideal clients and connect with your dream business partners.

I work with creative entrepreneurs who want to stand out from the crowd and be noticed for being who they really are.


My Experience

Serial entrepreneur • Coach • Copywriter • Editor • Project Manager • Researcher • Public Speaker • Fundraiser • Festival Director

My Values

Sovereignty • Simplicity • Connection • Depth • Transformation • Integrity

My Loves

Reading • writing • dark chocolate • walks by the sea • napping • social justice • meditation • collaboration • learning • conversation (NOT small talk) • creativity

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I'm not your standard 'branding coach'...


I've never worked in design or advertising. I'm not slick or salesy, I don't have a business card and I probably know less than you do about fonts, colour palettes and logos.

Instead, I have over 20 years experience working in the arts, publishing and charity sectors. I’m also a serial entrepreneur, having run three different companies.

When I first started working online, it was surprisingly hard to find business or copywriting support that was based around acting with integrity, and balancing hard-headed strategy with considering how you actually want to feel. 

As I learnt more about how to run my business effectively and in a way that felt right to me, I started to see that I might not have the business degree or design portfolio, but I did have relevant experience and skills to work with other women who were making their way in the online business world.

In my previous roles, I’ve worked with writers ranging from Margaret Atwood to Ian Rankin, Irvine Welsh and Ali Smith. I ran a limited company carrying out arts project management and events, set up my own small press (running it jointly with the novelist Alan Warner) and for the last six years have run an online editing and writing mentoring company.

I have walked the walk and know first-hand what it is like to be an entrepreneur finding your voice.

What I bring to brand voice strategy:

I know from the inside out how words and stories work. I was one of those children who was always lost in the world of a book, and it didn't surprise anyone when I did not one but two degrees in literature, or when I went on to work in publishing or when I later became a writing mentor. When I left the cosy arts world to become a business coach for digital entrepreneurs, that did surprise people though.

Recently, when my mum moved house and politely insisted on returning everything I was storing in her cellar, I came across my 'Top Secret File' from when I was nine years old. 

It turns out that, aged nine, I wanted to be a writer, inventor, archaeologist, detective and princess - my current field of work beautifully combines the first four of these elements (and I don't want to be a princess any more...).

Obviously, these days I get to write in my work, but also I get to invent and, like an archaeologist, uncover the layers of my clients' strengths, values and sense of purpose to discover the key to what creates their best work. Like a detective, I get to do customer research, to find out what makes my clients' own favourite clients tick.

I've never met people more passionate or creative than those running their own micro businesses. I'm constantly inspired by my amazing clients and love that I get to watch them grow and flourish. Now I'm bringing two worlds together - writing and online business - to work as a brand voice strategist, editor and business writing mentor.

This hybrid of writer, editor, customer researcher and strategist is an unusual combination, but it means that you get oodles more business strategy and customer-focused research than you would working with a traditional copywriter and also deeper and more nuanced editorial feedback. I look at your business as a whole and how your copy fits into the bigger story you want to be telling. 


Qualifications etc:

M.A. (Joint Hons) English Language & Literature - First Class; followed by M.Sc. by Research - University of Edinburgh

Relational Dynamics Coach (qualified 2009)

Editor of one of the UK's oldest literary magazines, The Edinburgh Review

Co-ordinator of a national reader development campaign - included running poetry events at the races, wine and book tasting events for supermarket staff, a reading group in a jobcentre and literary events on commuter trains.

Working for publishers including Canongate Books and Frances Lincoln Ltd & founder of Long Lunch Books

Head of Programme at Scottish Book Trust

Running the BBC National Short Story Award

Running Craigmillar Children's Book Festival

Arranging international writing residencies in Scotland for Margaret Atwood and David Malouf

Founding Manager of Edinburgh UNESCO World City of Literature Trust

Founder of Spark Writing Development Agency


I'm here to help you find the right words to reach the right people.

I'll help you uncover your business DNA so you can create a brand that feels like home.

If you're already confident about your brand voice, I can be your secret weapon, helping you ensure that all your copy hits just the note you're looking for (particularly helpful if you're reaching out to a new client group).

And I can get you beyond the fear of the blinking cursor and blank screen, so you can write with confidence and grow your audience. I can even help you write your 'calling card' book, to establish your expertise.

No more feeling lost in a sea of similar-sounding competitors - now your business will effortlessly stand out from the crowd. You'll get noticed for being who you really are.

No more feelings of dread around posting on social media or feeling guilty because it's weeks since you last wrote to your mailing list. Instead, you know just what you want to say and you know it's just what your perfect fit clients want to hear.

You don't need to be loud and brash to be heard above the online noise - your quiet voice can have a big impact with the exact people you most want to reach.

The right people - your people - will recognise you immediately as one of their own; understand and remember your brand; instantly 'get' your perspective on their issues; care about what you have to say; and they'll be asking to buy the service you most want to provide for them.

That's the power of knowing your brand voice. Online businesses are built on words - from your web copy to your emails to your FB ads and Instagram stories to your sales calls - use the right words and move the right people. No manipulation, no hard sell, no need to convince or persuade anyone. Just being noticed by the people who want what you've got.


I loved how she managed to make suggestions which pulled together several threads of ideas I’d already had and turned them into something spectacular which plays firmly to my strengths. I also liked how she pointed out strengths in my business which I hadn’t even realised were there. The whole session gave me a completely new perspective on my business as a whole, and made me realise how small I was playing.


Sophy Dale Coaching is signed up to The Ethical Move.

This is a campaign creating a new standard for marketing based on trust and honesty.