Business profile: Sarah Cannata, professional writer

It’s amazing how Twitter and social media in general can connect us. I was fortunate through my good friend and Twitter expert Keith Keller to be introduced to writer, Sarah Cannata. Sarah is a passionate writer who has recently given up the corporate world for the freedom of freelancing. I was of course all in favour of Sarah’s decision and have enjoyed comparing writing notes over the past few months. Learn more about Sarah and her journey into the realm of running her own business and being the boss.

SC1. Name: Sarah Cannata

2. Occupation/ business: Professional writer

3. Position: Founder and Director

4. Country of Residence: Australia (Melbourne)

5. Email/website: |

6. Social Media:

Twitter –

Facebook –

LinkedIn –

7. Give us your elevator pitch. What does your business do?

I specialise in working with entrepreneurs who are driven by a bigger vision than themselves by helping them to tell their stories and change lives.


  1. Why did you start your business?

I started my business because I have a true passion for storytelling and felt as though my gift was going to waste writing solely about products and services.

  1. What’s your passion?

Writing and helping people to share their stories that in turn, have the power to plant the seeds that help people to take positive steps to change their lives.

10. What do you love most about running your business?

It’s great to be able to call the shots without having to seek approval from others. Most importantly, I love not being solely focused on financial KPI’s. Yes, reality is I need to generate money, but I love being about to share stories that may have otherwise never been told.

When I get to the point of scaling my business and hiring employees, I have a very definite working environment that I’ll create. I want my employees to be engaged with what they’re doing and know that they can share their ideas and opinions freely. I want to create an atmosphere people can thrive in.


11. What are three difficulties you face in running your business?

1 – Time to do everything. There just aren’t enough hours in the day!

2 – Money. Who doesn’t experience this one as a start-up?

3 – Work/life balance – There isn’t much at this point!

12. What are three pieces of advice you would give to someone starting their own business?

1 – Know your numbers

2 – Have a plan and set specific goals for yourself

3 – Don’t take shortcuts! Doing so never ends well in the long run.

13. Tell us, with an anecdote, why your business has changed your life?

I remember going to a couple of businesswomen events while still employed. One was an ICMI conference that featured Carolyn Creswell (Carman’s Fine Foods) as the keynote speaker and the other was a Business Chicks breakfast where I heard Naomi Simson (Founder of RedBalloon) speak. I remember sitting back, looking on and totally admiring these passionate and driven women.

Since deciding to drive my own professional writing business, I’ve had the incredible opportunity to speak directly to each of them and write about them both. I even had a great chat to Carolyn for about 15 minutes over the phone recently.

My business has led to so many incredible opportunities that if I wasn’t living this experience myself, I wouldn’t believe it! I’m a regular Huffington Post contributor and one of my articles about a global multiple sclerosis conference went viral (over 8.2k Facebook Likes and over 5k re-tweets on Twitter), as did this exclusive. Best of all, renowned names such as Ben Angel are starting to take notice so I’m generating PR too.


14. How do you manage a work/life balance?

I’ll be honest: at this point, there isn’t much of a work/life balance taking place. I started my business a few months ago and it has been very intense. I’m blessed to have had some of the opportunities that have come my way. In saying that, I am trying to actively make time in my schedule to catch up with friends and I find jogging a big stress release. Regardless of what’s going on, I do make the time to exercise each day. Sitting at a laptop for hours on end isn’t healthy for anyone!

15.What movie most inspires you in running your business?

Jerry Maguire is a good one because its protagonist faces so many setbacks and who can forget the, ‘show me the money!’ quote. Although it has nothing to do with being an entrepreneur, I always identified with Buffy from Buffy: The Vampire Slayer because she faces some ridiculous odds and always manages to find a way to succeed. Not to mention, she is forced to make some decisions that take every strength of her character.

16. The best book to read before starting a business or when running a business?

Live What You Love by Naomi Simson – it’s a lot more than just a book. It includes tasks and exercised that force you to think about many things.

17. Your favourite inspiration/ motivation/ business quote?

You have to do what you dream of doing even while you’re afraid. – Arianna Huffington

18. The 4 words that best describe your business?
Dynamic, energetic, fun, passionate.

Published by Emma Lovell

My name is Emma. Owner and Director of Lovelly Communications, I specialise in Personal Branding and key messaging. I'm also the Australian representative for Take me to India, a luxury boutique travel company in India. I feel blessed to run businesses that give me the freedom to follow my true passion, travel! I'm happiest when I'm having new experiences. Whether it's a new cafe down the road, a bucket list item like Everest Base Camp or seeing friends in another city, I truly love travelling! So please join me in my many adventures across my many sites. And please do contact me for information on any of the above!

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