Yellow-purple duotone image of Sabine Harnau. She’s wearing short hair, a training jacket and a slightly mischievous smile.

Sabine Harnau


Founder, Head of Growth & Creative

Amsterdam area, Netherlands

  • Service Delivery & Creative Direction

  • Message Finding / Research & Discovery

  • German, Dutch > English transcreation & localisation

  • English, Dutch > German transcreation & localisation

  • Conversion optimisation consultancy — especially in complex B2B settings

Strategic thinking

Conversion copywriting

Ethical marketing

Ice skating

We need a culture change.

Communication is at the core of that change. It’s the medium and the message of the change you want to see in the world.

  • If we want to make sustainability the norm, we need more sustainable communication.
  • If we want people to take more responsibility, we need more responsible communication.
  • If we want to break down the barriers that keep us from working together, we need communication that connects us.

My professional journey before “starting from scratch”

As a teenager, I made ads to get pupils joining political groups fighting for better education.

15 years later, I started the global copy team at LEGO Customer Service, where I was responsible for tone of voice, email and web copywriting in 20+ languages. I then spent a few years agency-side, writing for over 70 iconic brands.

In 2017, I started From Scratch — to support organisations in their transformation towards integrating economic, social and environmental impact. Since 2023, I’ve been leading the company with Holger, my partner in business and in life.

Connect with me on LinkedIn

What I’ve been up to at From Scratch

Case Studies

Creative Copy for e-Commerce that Converts

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Writing FAQs that help customers and your business

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Making an action plan for better customer care responses

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Writing and building a high-converting newsletter signup page

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Optimising a brand to reach new audiences

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Increasing email subscriber engagement for the holiday sales

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Blog Posts

How to convert on PDPs with copy & web design

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Do the words you use “have your BACK”?

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