Hire Sabine to speak at your event

Conference Talks | Panel discussions | Workshops | Podcasts

Hey, I’m Sabine.

A workshop leader with 20 years’ experience & former front woman in 2 bands, I deliver all the edutainment with none of the diva-style dressing room demands.

My favourite events involve some sort of dialogue: for example, video or audio interviews, Q&A with the audience and interactive workshops.

Sabine Harnau teaching a workshop

Popular topics include:

  • Written customer care conversations: emails & chat
  • Copywriting for culture change
  • Tone & voice for sustainable brands
  • Multicultural communication
  • Storytelling

I’m based in “upstate” Amsterdam, Netherlands. For the right kind of event, I’ll travel all across Europe or pop up as a virtual guest on Zoom.

Upcoming talks & events

Online Workshop: Storytelling for UX Researchers (presented by UXinsight)

10 June 2021, 15.00–17.00 CEST

If your role is about getting people to improve the user experience, stories will help you do a better job. They’ll help you connect with other teams, help them to understand your research and embrace the need for change.Sway stakeholders with the ultimate change management tool. Learn how to find a story worth telling and how to structure it for maximum effect.

That’s because stories affect us on all levels of our being: rationally as well as emotionally and neurologically. (For example, through hormones, mirror neurons and by activating specific areas of our brains).

In this training, you’ll learn how to find a story worth telling and how to structure it for maximum effect. Try out techniques in interactive exercises and explore the power of stories in a safe environment.

After completing this training, you’ll be able to:

  • create a story about almost anything, using a single core question
  • present the results of your research in a way that engages anyone, from the janitor to the CEO
  • increase user empathy across your organisation

Where You’ve Heard Sabine Speak

Copy for Change
Go for Your Life podcast, episode 54

The inimitable Karo Tak and I had a chat about greenwashing and wokewashing, ethical copywriting, From Scratch as a copy collective — and “the million dollar question: CAN YOU BE ETHICAL AND GET RICH?”

Listen on Spreaker

More about Karo Tak

4ChangeMakers Lunch Club & Podcast Show
December 2020 / January 2021

This live webinar and Q&A was recorded as a podcast episode. First, Fernando Ureta of 4ChangeMakers asked me deep questions about copywriting that makes the world a better place. Then, founders of fair & sustainable organisations had the opportunity to get answers to their copy-related questions.

Listen on Spotify

Listen on Apple Podcasts

Sign up for the Lunch Club

UXinsight Festival: Creativity in Research, 14–18 September 2020, Breda

Almost every good product depends heavily on UX research.

But that research is worth nothing if the findings don’t make it into the final design.

The way we present our results affects the way stakeholders relate to them — and whether the finished experience “solves for users”.

So I was super chuffed to help foster a closer relationship between UX research and copy with my talk, Storytelling for UX Researchers – Getting Buy-in to Solving for Users.

Harness the power of words — Live Q&A
Sustainable Fashion Collective, 12 November 2019

In this live webinar and Q&A, sustainable fashion designers had the opportunity to get a deeper understanding of the copywriting secrets that help them resonate with their audience. The focus was on letting their values shine through while avoiding common pitfalls like greenwashing and preaching.
Whether it’s about refreshing their marketing materials, welcoming new audiences with a compelling email campaign or nailing their product descriptions with on-message, accurate copy, this event was a one-off opportunity to learn from me!

Public Workshop: Storytelling for Inclusion
Impact Hub Amsterdam, October 2019

In this fun and engaging workshop, we explored the power of storytelling to reduce inequality and build community:

  • Why storytelling is the most inclusive way of growing your brand
  • How stories work — a quick (!) dive into the neuroscience
  • A simple method for telling your story so it resonates and draws people in
  • Where to find helpful, inclusion-driven resources
  • We also looked at some example stories together to see what works, what doesn’t, and why.

Storytelling for Change
The Storytelling Lab podcast, Season 3 Episode 6

Rain Bennett makes 6-second stories on video, which is amazing enough on its own.

But he doesn’t stop there: he also teaches storytelling in this groundbreaking podcast for NGOs & social enterprises.

So I’m honoured to be a guest on his show!

This is probably the most raw & real conversation about storytelling I’ve ever had. We covered topics like:

  • Do you have to be a naturally-born storyteller to resonate with your audience?
  • How can you overcome the embarrassment of telling a story?
  • And how do you structure that middle part of your story?

It can be dang difficult, but there are techniques and tips that can help you slay the Jabberwocky.

Magic Copywriting
Impact Hub Amsterdam, September 2019

Great copy can be the difference between people buying your ideas and products — or an indifferent shrug.
Websites, emails, storytelling, social media: this workshop covered the essential copywriting strategies that will set you up for success.
There was also plenty of time for Q&A.

Creating Culturally Aware Social Impact Brands
Social Impact CX Podcast, July 2019

If we want to achieve the Global Goals by 2030, we all need to work together. Understanding our differences can help us express our shared humanity.

And that’s our best chance.

I spent an hour in deep conversation with SocialImpactCX founder, John Corrigan.

Listen below and look forward to nuggets like these:

  • How to get started with implementing cultural sensitivity in your organisation
  • How to adapt your social enterprise or NGO to your audience’s cultural differences
  • The good, the bad & the ugly — examples of do’s and don’ts

Purchase with Purpose: The Role of Storytelling and Experience in Sustainable Retail
NEONYT Prepeek, July 2019, Berlin

Hosted by Kerry Bannigan (UN Conscious Fashion Campaign), this panel looked at the power of storytelling to turn purchases into purpose-driven, meaningful actions.

I really enjoyed inspiring NEONYT visitors to tell better stories — together with my fellow panelists:

  • Hannah Kussel, Head of Retail, Das Gerber
  • Amanda Johnston, Curator and Education Consultant, The Sustainable Angle
  • #VEPSIambassador Nina Botzen / Chloé Mukai
  • Jorge Richardson, Product Manager, Closca Design

Thanks to the teams at VEPSI and NEONYT for organising the talk!

Storytelling for social purpose

#Ethical Hour Facebook Group

Is sustainable fashion the future? — Yes, if we master these 2 essential challenges

Future Fashion Focus: LIVE Mastermind, London, April 2019

“The secret communication tool for handling your users’ cultural differences… elegantly”

Support Driven Expo Europe 2019, Belgrade

How to challenge brands on their use of plastic

#Ethical Hour podcast

Why Is Ethical Fashion So Expensive? (— Or Is It?!)

Ethical Brands for Fashion Revolution, London Museum of Brands, 2018

Together we rise!

Video interview with SHE Leads, February 2018

Meet the Change Maker

Video interview with Jen Gale, September 2017

You had me at hello: greetings and their significance for customer service — a study of 2500 UK consumers

(together with Martin Blacher) — Linguistic Im/politeness, Aggression & Rudeness Conference, Manchester Metropolitan University, 2016

10 tips for writing brilliant service emails

CC Expo, London Olympia 2016