Language forms the rivers of society. Let’s make yours run true.
A clear flow nourishes and connects. A polluted one spreads confusion.
In an environment choked with greenwash and disposable messaging, our purpose is simple: to dredge the channel and let your true mission flow to those who need it.
We Are Conscious Copy.
Origins: From Engineering to Ecosystems
I do not write from the sidelines. I write from the field.
Most copywriters come to this work through marketing agencies. I came via the Sustainable Tech route with a decade of fire and soil experience.
The Spark
In 2012, I was an engineer working with a Renewable Energy Collective in Cambridge. I had a systems-thinking mindset trained by years of practice, but I hadn’t yet found the work that would anchor me. Then I met a pioneer farmer experimenting with micro-gasification and BioChar. The fire was clean, efficient, mesmerizing. I was hooked by the technology, but I was won over by the soil.
The Fieldwork
You can’t get far with the technology unless you understand the land it serves. So I left the drawing board for the field. For four years, I apprenticed with that farmer; building kilns, measuring yields, and watching how carbon interacts with life. I learned that regeneration isn’t a buzzword. It’s a complex, chemical, and biological reality.
The Void
When I founded Preta Carbon to scale this technology, I hit a wall – potentially the one you face today. How do you explain “carbon drawdown,” “soil biology,” and “circular economics” without sounding like a science-book or a fanatic?
I looked for marketers who could help. I wanted someone to translate the hardware, the ecology, and the vision into the language of my audience.
I found only confusion. Every copywriter I approached produced language that was either too dry, too vague, or borrowed from industries I was trying to move beyond. The jargon didn’t land. The funnels captured false leads. The messaging fell flat.
So I determined to do it myself.
I naively began with the standard marketing tactics — urgency, hype, aggressive funnels. They sank. My audience didn’t want to be dammed. They wanted to join a current.
The Pivot
I started treating words like an ecosystem; finding the right companions, weeding out the invasive jargon, until the message blossomed in the light. I realised my craft wasn’t just building technology. It was regenerating the language that made the technology accessible.
Today, Preta Carbon runs on the systems and the story I started. But the process revealed my deeper passion: writing.
The Promise
Now I offer this hard-won craft to other regenerative leaders, community builders, and climate technologists facing the same translation problems.
I know your sectors because I’ve worked in them. I understand the nuances, the stakeholders, the pressure to overclaim and the cost of underselling. I’ve navigated the tension between technical depth and public accessibility. I’ve stood where you stand.
I bring a decade of field experience, an engineer’s rigour, and a practitioner’s respect for the land. Exactly what I wish I had found: a partner who understands the engineering, respects the ecology, and knows exactly how to write it into existence.
The Watershed of Regeneration
We manage words like a precious resource. We follow the logic of a healthy watershed: keep the source pure, keep the flow open, and keep the water clear to nurture your message.
1. The Purity of Source
A river is only as clean as its source. Our filter is non-negotiable: when you win, the planet wins.
We avoid extractive industries, carbon credit schemes that don’t hold water, and “ethical” labels that can’t prove their provenance. We commit to understanding the core of your mission, ensuring every word flows directly from your genuine intent to heal.
2. The Collective Flow
Standard marketing builds “Funnels” to trap people. We build Channels to nourish them.
We reject the tactics that pollute the stream — false countdowns, manufactured scarcity, jargon designed to confuse rather than clarify. We treat your audience as neighbours downstream. We frame your offer as the sediment that fertilises their land.
3. Calling a Spade a Spade
You cannot navigate a muddy river. In a world of greenwash, Transparency is the clear way forward.
Regenerative work involves genuine uncertainty. We don’t hide the rocks beneath the surface, and we don’t pretend to have cleared every obstruction. We help clients speak plainly about challenges, trade-offs, and learning curves. Honesty isn’t weakness — it’s what makes the water trustworthy.
The Living Language Standard
We are moving the industry from Funnels to Waterways.
A funnel is designed to squeeze. A waterway is designed to sustain.
“Lead Capture” becomes Ecosystem Entry. “Conversion” becomes Commitment. “Campaign” becomes Current.
Every piece of copy gets filtered through Our Three Commitments :
- The Source Test : Would I put my name on this?
- The Value Test : Does this nourish the reader’s understanding, or just drain their attention?
- The Seven-Year Test : Will this hold water in seven years’ time?
If the answer to any of these is “no,” the words get dredged.
Ready to clear your stream?
The sea is waiting. And we are ready.
or See the principles in practice
…Conscious Copy