Real conversations with the people keeping small businesses running.
This series spotlights the humans behind the work – the creatives, strategists, service providers, and operators figuring it out as they go.
You’ll find honest reflections, delegation lessons, capacity wins (and the misses too), and what it really looks like to build a business that works without burning out.
Claire of Little Black Dog Media is a UK-based copywriter and editor who helps small business owners turn half-finished drafts and messy notes into clear, confident copy that actually sounds like them. Since 2016, she’s been quietly behind the scenes of blogs, websites and launches, known for being warm, honest and weirdly brilliant at spotting the gold inside a brain dump.
If you are looking for some extra hands with your copywriting, you can connect with Claire at all the links below.
Share a snapshot of your business with us – who you support, and what you do?
I’m Claire Muir, founder of Little Black Dog Media — a copywriting and editing studio for heart-led small business owners, service providers and creative agencies. They care deeply about what they do and want words that sound like them but struggle to get there. Usually they’ve got loads to say but not enough time (or headspace) to write it clearly.
After 15 years in journalism, PR and marketing, I built LBD around what I love most: turning messy notes into sparkling copy and giving clients the confidence to show up as themselves online.
Most of my clients have already written something (a draft, a website, or an AI-generated version) but it doesn’t feel right. My job is to polish what’s there, bring back the human touch and make it sound like them again.
Clients say I just ‘get them’. That they can send me rough notes without shame. That I turn brain dumps into content they’re excited to share. It’s collaborative, honest work that saves people time, stress and overthinking, and helps them reconnect with their own voice.
What do people think your work looks like – and what does it actually involve most days?
People often imagine copywriting as sitting at a laptop and effortlessly pouring out words. In reality, it’s a mix of therapy, translation and detective work!
Most days I’m piecing together client notes, voice memos and half-written Google Docs to uncover the story they’re really trying to tell. It’s about empathy and editing as much as writing; finding the thread of truth and shaping it into something that sounds like them, not me.
What does “being supported” look like in your business right now?
Support looks like systems that make life easier, not heavier. Think Notion dashboards, clear client templates and regular check-ins with the amazing mastermind (The Success Formula Academy) I’m part of that keep everything flowing.
It also looks like community – friends and peers who get the juggle (did I mention I have three-year-old twins and a seven-year-old?) as well as clients who trust the process and my husband Simon who keeps me sane and makes me laugh every day.
I’ve learned that I don’t have to do everything alone, rest is productive and support doesn’t always mean hiring a big team. Sometimes it’s just building the right rhythm around you.
What’s something you’ve delegated (or are considering delegating) – and what made you decide it was time?
I’ve started outsourcing design and tech tasks that drain my energy — like formatting visuals and fiddling with website layouts. I’d also love to have someone else automate my systems!
I realised this year that my zone of genius is words and strategy, not spending hours trying to make my previous (very ugly) website behave. Handing those jobs over gives me back creative space and calm, both of which make me a better writer and mum.
Plus, it’s essentially what people do when they come to me. They’re experts in their own business – not usually in copywriting. So I become that person for them; taking tasks they dread off their hands so they can focus on what they do best (and what gets them paid)!
How do you manage your capacity – or at least try to keep things workable during busy seasons?
That’s very much a work in progress and this year has been focused on learning about myself and my business; what works and what doesn’t, what unhelpful habits need to go and what I could bring in to help me manage my rhythm. I’d rather do fewer projects well than overdeliver from an empty tank.
Right now, I’m exploring mix of Notion tracking, energy-based planning (hello, cycle syncing) and living in alignment through human design and astrology.
Ultimately, I want to have honest boundaries around what I can take on (I’m a classic over-promiser).
The goal is to build in buffer days between projects, batch admin and plan my work around family life rather than against it. The cherry on top would be that when things feel full, I remind myself: rest is productive too.
Are there any boundaries or non-negotiables in your business that have made a real difference?
Absolutely.
No evening or weekend calls because family time is sacred.
No toxic hustle culture (learned that one the hard way for sure)!
No rushing projects to meet someone else’s panic; good copy needs thinking space.
No ‘urgent’ WhatsApp messages (email is my happy place!).
No clients who disrespect or don’t pay on time!
What would you tell another small business owner who’s struggling to hand something over or make space for support?
Rewind a year and this was me. I’d say to start small. You don’t have to outsource everything, just pick one thing that drains you and hand that over first.
I’ve learned that support isn’t a sign of failure; it’s a sign of growth. The sooner you stop trying to do it all, the sooner your business starts feeling like a business again, not a marathon.
Plus, nothing beats having a fresh pair of eyes on your work/systems – guaranteed you’ll get some great new ideas from letting someone else in.
What’s one thing you’ve learned about yourself through running your business?
That I’m a (human design) Manifestor through and through. Ideas and energy comes in bursts and that’s not a flaw, it’s my rhythm.
I’m learning I can create incredible work when I honour my energy, trust my instincts and build systems that let me rest without guilt. And that sometimes, the best thing I can do for my clients (and my family) is to take a breath before diving back in. Because clarity always comes in the quiet.
And now – some rapid fire Q’s ♥
Work soundtrack: silence, Spotify, or background chaos?
Usually silence – words don’t mix well with lyrics! That said, I did have a super-productive afternoon this week
listening to Avicii live!
Biggest distraction when working from home?
I function better (in work and my personal life) when my space is clutter-free so I can be found furiously tidying
before I head to my desk. Once it’s done though, I feel at peace and know I’m ready to focus for the long-haul.
Best time of day to get work done?
First thing in the morning or in the evening. That post-lunch slump isn’t good for my creative spark!
Go to snack..
Malteasers and and a hot cup of tea – the ultimate editing fuel.
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