My Copywriter’s Core: The Values That Shape My Business – Equality

When I first decided to pursue self-employment and establish Curtain Call Consultancy,

there was one decision I made with utter conviction and clarity: that as a business owner

who just so happens to have a form of Cerebral Palsy and use a wheelchair full-time,

the value of equality would absolutely be one of the core values of my business.

Now, I cannot and will not speak for the entire community, as everyone’s lived experience of

disability is different, but from my point of view: when you navigate a world that is not

designed with you in mind – both in terms of physical design and attitudinally, it can get

incredibly frustrating, wearing and demoralising. You’re constantly up against the

stereotypes and people’s perceptions of what you’re capable of. To paraphrase Hamlet,

though, here’s the rub: having to deal with all of that does perpetuate those negative states,

but it also instils in you some skills and qualities that I can say confidently make a difference

to Curtain Call Consultancy, not just in the tangible outcomes for clients, but in their

experience and the way I want to run my business.

Equality should never be an afterthought or offered on condition, because it levels the playing field.

As a disabled person, society, in a myriad of ways, has been telling me “no” my entire life.

That doesn’t stop being frustrating, even with age and wisdom. What you learn as a result,

however, is the art of resilience, and it reinforces why equality is so fundamental. That

teaches you a lot about yourself, others, and your relationships, especially in business.

Equality should never be an afterthought or offered on condition, because it levels the

playing field and allows everyone, myself and my clients, to show up and be our best selves,

collaborate and produce more impactful work.

How does that show itself for me, as the business owner

That mindset of equality from the outset sets the tone and vision firmly, because it means I

don't immediately have to lean into the “I need to prove myself” mentality; instead, I lead

from a place of being valued for my expertise. Immediately, that shifts equality from a simple

guiding principle to a strategic business advantage. It influences the way I operate, how the

business is perceived and ultimately has a positive impact on the work I create.

• I work on my strengths, not overcompensating or apologising, for my access

  needs: when the clients understand and respect those, the focus becomes the

  creativity, strategy and deep thinking to do your best work, not constantly having to

  manage or mitigate potential barriers.

• Having the space to explore what works for you in terms of pacing,

  communication styles and time frames: As a result, your best ideas can flourish

  without feeling pressured.

• You focus on "sustain, don’t drain”: When equality is the baseline, you’re better

  able to avoid burnout and sustain both your business and your creative energy, and

  joy in your endeavours!

• You show up with confidence, not on the defensive: Equality removes the sense

  of anybody feeling “less than” and that thereby strengthens voice, positioning and

  authority.

• You become selective and strategic: Leaning in to equality as a way of working,

  you naturally attract those relationships that are instinctively collaborative, where

  your expertise is valued, not just your output.

Equality enhances insight

My lived experience has given me lots of skills and qualities that I wholeheartedly believe

lend themselves brilliantly to business:

I’m a problem solver, am used to adapting, so that means I can recognise patterns.

Storytelling is driven by empathy, and that allows you to strengthen relationships

with audiences.

Clarity & precision come from years of having to advocate for myself, my needs

and my “place at the table”.

Fresh perspectives from being familiar with challenging assumptions and seeking

innovative ways to work.

It allows the work to become distinctive, not just “good”. When equality and understanding

underpin everything, clients gain a partner who is more focused, more insightful, more

creative, more invested, and more effective.

How equality improves outcomes for clients.

More thoughtful and clear messaging: Equality allows you to focus more deeply

about nuance, what audiences connect with and what resonates.

Inclusivity at the heart of content: As a disabled person, I feel one of my greatest

qualities is my understanding of the value of accessibility, empathy and inclusivity.

From that, you get copy and content that’s intuitively relatable and thus more

effective.

Stronger collaboration and communication: Equality encourages openness in

conversations, expectations and the flow of a project.

Alignment: When both parties feel supported equally, it’s easier to fully immerse

yourself in the client’s world, which ultimately leads to authentic, not generic copy &

content.

Originality: Equality gives space, freedom and permission to deep dive, experiment

and play to find out what works – and help find what makes you stand out.

Interested in exploring how I can help you and your business better bring equality to your

copywriting and content? book a meeting and let’s get to know each other!