67 – You didn’t start a business to blend in with Anita Siek -Director of Wordfetti Group

Today’s episode is a delicious conversation with Anita Siek, Director of Wordfetti Group.

Anita Siek is a lawyer turned copywriter, and is the founder and Director of Wordfetti – a copywriting studio dedicated to helping brands stand out through strategy, psychology and words. 
 

Born from her love of the medium of words and its ability to trigger different emotions to a reader, what began as a side-gig while juggling her Corporate role, then turned into her full-time gig. What began as 0 clients. Crickets. Nothing. Has today rapidly turned into a waitlist of like-minded clients who as part of their community understands the importance of language when it comes to communicating the value for their brand.

Wordfetti‘s client base ranges from local SME’s to corporate organisations, Aussie brands such as Lack of Color, to global brands such as Korea’s largest fried chicken brand.

For more information on Wordfetti and what they offer – feel free to connect here:

https://www.wordfettigroup.com/

https://www.instagram.com/wordfetti/

https://www.facebook.com/wordfetti/

Our conversation covered topics such as;

  • Copywriting do’s and don’ts
  • The power of storytelling
  • How to stay in the creative zone
  • Hiring staff at the right time for the right reasons
  • Using past experience & skills to create your unique positioning for your business
  • Crafting a memorable story
  • Using humour & uncovering your brand voice
  • Building relationships before selling
  • Key things to grow your business
  • Being aware of your weaknesses and hire someone to support you in that area
  • Be a master in one area first
  • Trusting your gut
  • Create a clear idea of why you do what you do
  • And so much more…

LWYD (Love What You Do) 2 Day Business Mastermind – Feb 16 & 17th 2019

Take 2 days out to create your 2019 Vision with inspiring women who want to up-level their mindset, motivation and business strategy to make 2019 incredible!

Connect with like-minded women as you learn from some amazing powerhouse women on how to take your business to the next level through workshops, experiences, connections and collaborations.

For more info- Click the link – LWYD (Love What You Do) 2 Day Business Mastermind – Feb 16 & 17th 2019


 

Transcript

Christine  I’m excited to welcome the beautiful and data Anita from Wordfetti  today. Thanks so much for joining me.

Anita 0:05 Thank you so much for having me. I’m very excited.

Christine 0:08  Tell us a little bit just to get started. Tell us what wordfetti is all about.

Anita 0:13 Oh okay. So we’re funny we’re a copywriting, SEO and we specialize a little pitch is that we specialize in helping brands stand out through strategies, psychology and words. So we don’t necessarily write copy based off of grief. We instead you know we write copy based off firstly understanding consumer behavior, the psychology of why people buy from a certain brand or engage a certain range and then we craft a message that is tailored to that. So that’s, you know, website copy. I think a lot of the time people are like copywriting for one. So here it is, here’s the little bit of a list;  website, copy, video scripts, to pitch decks, marketing collateral to potentially a tagline you see on a billboard. Yeah, it’s got words on it was awesome.

Christine

I love that. And I think what really drew me to you, when I first met you was the concept of storytelling. Tell me why storytelling is really important to you.

Anita 1:18

The thing is, I think storytelling is important, I think because each and every single one of us and I say us as well. And this is also reflective of brands as well. I think each brand or each person behind all has a unique story to tell. And I think that sounds a little cliche, but it’s, it’s true. Like, there’s always there’s a secret sauce that makes at business or branch different to the others like you can have, you know, a question I usually ask like, what workshop participants is like, if you have to other major cupcake shop, and you have to car tech shops or the opposite sides of the street. Like what would make someone come to your store compared to your competitors down the road. I mean, for me, like imagine, yeah, the same cupcake shop. So we’ve got a cupcake shop that has got amazing delicious cupcakes versus a cupcake shop there has got the amazing delicious cupcakes. But it’s got that story about how this is a recipe that’s passed down, I don’t know for from grandma to daughter, daughter to now the owner of the account pixel like I don’t know about you, but I would probably go towards the one that’s got the secret recipe that’s been passed down through generations. And it’s it’s that storytelling that element and it may not necessarily be the recipe it may be potentially how you wrap the cupcake or it might be the sprinkles that you put on top it there’s always like one element or one secret sauce that makes a branch different from the others who have storytelling

Christine 2:54

I totally agree and it’s it’s so important to be able to differentiate yourself in this place where in the market where it’s sort of flooded with every type of business there is there’s got to be something different than makes you stand out absolutely I agree

Anita 3:08

100% I think there’s always so many people who like one of the questions I usually asked the funds is now what makes your brain unique and it’s at the beginning that was like oh it’s you know we just have personalized service that we deliver to our clients and in my mind I’m just like all that is great but that is the standard is not like I definitely  agree that that is important and that is you know something that at the beginning of you know the copywriting journey they go on with us  is something they saw as you need but it’s something that a lot of I see I guess I see a lot of brands horn ensure you know personalized service see quality products the you know all of that you know fighting towards I guess yeah when we standards like when you go into a shop to buy a product with the exception of the reject shock you I said but products to be on good quality yeah it’s it needs to be more than that

Christine 4:10

and I love how you put that because it literally is the expectation so things develop in the way that they can businesses evolve and certain things in the way that when there’s lots assign what’s the word like when it is become the norm to have that specific thing in your business that I can’t be your your unique positioning at all anymore. My business is always going to be evolving and it to the next you know two three stores down the road or actually having the same thing or you know the other business online whoever it yeah I have the same thing they join the same thing then you’ve got to still go past that and I think storytelling is 100% 100%

Unknown 4:45

because that’s when when you tell me that unique story or whatever it is and I’m going to like a great example is I’m going to use I’m going to use this example my like is a lot of people know the brand but yeah Airbnb is one mainly because they’ve now their unique selling proposition or they need their story that story so a lot of other you know home share companies or holiday rental companies will focus on you know the convenience of the price service which is all true I probably cheaper to book an Airbnb but they don’t focus on that they focus on a completely different element which is if you want to travel like a local then book with us and that is such a strong story that even if someone else was to come around now and use that they’ll be like that is that is being base

Unknown 5:43

Yeah. Um, I’ve had like over like, she’s actually could then interviewed the guys who, who created Airbnb and the way that their story was what, how it started out when they were actually just allowing people to sleep on that’s an LA LA beds and couches and stuff. So they can go Yes, also in the same area. Like it was just so so cool. But in the way that even further they were like, Okay, cool. So this is a unique positioning, what else can make us unique, the live event going to you and a baby experiences which makes the experience of that look like so much even more impactful. So I just love that I agree.

Unknown 6:18 Yeah, hundred percent. And there’s no better feeling than chicken engine in the Airbnb. I recently went to one recently in bar and they would knock on my door. I’m trying to take gene with some cookies and milk.

Unknown 6:33 Yes.  Beautiful. So what other things do you normally ask your clients when you first get to get to know someone who can maybe start selling out with a new client? What are some key things you asked us to uncover a unique positioning or their storytelling voice?

Anita 6:47

Oh, my gosh, that is a great question. And that is very hard to answer. Because I it probably it’s a lot of questions a lot of a lot and a lot and a lot of questions. And it’s there’s no single list of questions that we do go through. It’s really just asking questions. And if there’s something that they say in the answer that we want to uncover a bit more we asked a question related to that again. But the whole purpose of I guess the first stage, I guess, is discovery and understanding in an earthing, you know, what makes this brand unique, but the whole purpose of it is really to, the best way I can put it is to put our brains literally into the head so that we can literally think, as an extension of their brain. So any question that will help us understand their business as though we are literally them, we will probably ask until we’re crystal clear that we are actually thinking about their business as though we are them like everything from, you know, where, like, where they see their brand darling is definitely one of them. Like, for example, what I mean by that is, if there are brands that really wants to be seen as the boutique or bespoke, you know, business that is only, I don’t know, five staff members from compared to say, like, yeah, like a graphic design agency, if they just want to be seen as the boutique, you know, five people x exceptional work  as opposed to a full blown agency that is like, I don’t know, 5060 people, how you communicate to those two audiences are completely different. So it’s things like that is important, you know, watch whether or not they’re introducing, you know, products, whether or not there’s a, you know, they might be starting off with this, but, you know, the big goal is this, like, we need to know exactly what’s going on in the founder or the executive or there Yeah, that’s a person’s brain so we can actually  see everything, see the landscape and then really dissect so that we can get that secret sauce out whatever that is. Um, yeah, I’m not a question so I didn’t really answer your question but yet another lot of questions.

Christine 9:02

So what is it that you love about the most what is absolutely part of that is to love the most but you

Anita 9:09

should be honest, I am going to say it’s actually not really  going to be ironic but it’s not really just about the words to me  it’s it has to be a covered a little bit just fine, but it what has to beach and just meet people and to meet people understand them hear their stories  and Unknown 9:33 kind of uncovering  kind of jumbling everything together. And mixing everything together and then finding that I guess unique selling points or that brand story to tell meeting people is would have to be and hearing their stories would have to be one of my favorite parts of the job. It’s one it’s an honor true it’s just particularly business owners themselves, like we were we both business owners and executives. But when you work with small business owners or you know SMEs like there’s just such passion and just such you know, gracious and perseverance like hearing their stories is Yeah, like that energy is contagious it’s just awesome how people it you know, it’s never a linear path to you know, doing what they do and sometimes you hear from I know doctors who have then gone on to become you know, a cupcake owner cupcake shop owner left it’s it’s it’s cool it’s awesome.

Christine10:33

That’s awesome. And I think like even talking about stories in general hearing that you didn’t necessarily start out as a copywriter, you have a little bit of a story of your background and how wordfetti got started. Can you share with us that?

Anita

Yeah, yeah. Okay, so that’s correct. So mine was simpler nonlinear. So I let me pick where should I start. So I deeper traditional thing where you went to university and  chose a few chats, you know, choice that you think would work so I my choices for law and psychology and I was six and a half years very, very six, I have used for two very expensive pieces of paper. And as if that wasn’t enough, I decided to get another piece of paper to say, I do not regret doing all of that. I mean, if I had the chance to do it, I may have just stuck with potentially just one sort of, Unknown 11:41 but I definitely do. I do not regret going through university. But that then led me to getting a corporate job. I worked in law firms I also worked in my most recent job was in the public sector. And I actually really enjoyed working in the different roles. I was in the Queensland Government. I really, really enjoyed it was rewarding. It was challenging, but I think deep within my brain I knew I just, you know, that moment when you’re just like, Okay, if I get this job, I’m going to be really happy. But then you get that job.  You’re just like, Okay, cool. Still not happy? Yeah, exactly. Yeah, it was exactly what’s happening. I just felt like that would be a role that I would want and then I would go and do everything I could to, you know, work towards that. And then I’d get it and then I’ll just be like, oh, okay, well, what makes it’s not like I can take over the entire album so it’s so I really wanted something that was just you know, third place in a way and yeah, we’re very was born as a side gig It was early hundred energy. thousand 16, early 2017 as a soccer game I saw gauge for around a year, people thought I was crazy because I had no life. But that’s cool.  Because Yeah, it gave me the opportunity to really build the brand to the spice way It wasn’t just I was just typing on any jobs I could really be selective with, you know, the type of clients I want you to a weapon it because I wasn’t doing it just really for the money. Like I had a stable income from, you know, the corporate job I had. So the side gig really offered me the opportunity to work with people I really loved. And that helps me bro, I guess, our portfolio. And then by the time I had to choose between corporate job or my myself, I was like, and I was, let’s, let’s go, let’s give it a full on crack. And yeah, it really it really helps. I mean, it’s not for everyone to start their business as a side gig. But I personally think it’s a it’s a great way to, to start it. Because I think when people sometimes people jump full throttle and quit their job, and then start their business because of financial issues, or because they just like, Oh, I need to make you know this much money by this month, I’m just going to take on this job. And then they get sad, because they’re like, Oh, this is not really what I wanted.

Unknown 14:14 That’s so true. So much. I hundred percent believe that if people are going to start a business, they’re doing a side hustle first really prove that you can go all in and doing the jobs that you don’t necessarily like that you have to do to set up the business and to start making it profitable. If you don’t, if you aren’t willing to do that still, while you’re working full time or part time, then what makes you think you get a bit actually want to do it when you’re not like,

Unknown 14:39 Oh my gosh, yes. So true. So true. Yeah,  Yeah, I cannot agree more than that. Because, yeah, it is going to be long hours owning your own business, your brain doesn’t really switch off. So it’s almost like the entree to the laptop. It’s it’s like, it’s so funny that you mentioned that because I think a lot of I love my girlfriends. And I think a lot of my friends do things. I bet that’s my life  that I get to do you know, and sometimes look,  I’m gonna lie. I do sometimes bring my laptop me at all, or I will work from a cafe. But it’s Yeah, it’s definitely not always rainbows.

Unknown 15:23 What would you say the best thing about being your own bosses,

Unknown 15:31 I would probably have to say it’s the ability to really paint my own path as true what I want to achieve. Like, if I want to achieve x y z I enjoyed that I can put towards a plan I could put towards, you know, the number of clans a tree going towards our path. Or if I want to switch things up, I can do that as well. If I want you to completely go and do something different. I can do that as well. And that is damn awesome. That is pretty awesome. Being able to really have full control of Yeah, watch. Life is going to look like what life is going to feel locked. And where the life well, even if I could be. Yeah. in Brisbane or Sydney. I could be one. It’s, you know, Unknown 16:23 it’s awesome. Yeah. That is so cool. I love it. So what would you say the hardest part about being your impulses. There’s definitely a number of hotspotsthat come to come to mind when it comes to owning a business I think the biggest one for me personally would really be the ability to switch off from business friend she just normal any of the brain because and I think you any business owner that is listening to this would completely understand when you’re a business owner, you are there is no work life balance. It’s it’s work life integration, your work becomes your life, your life in a way is you’re consumed by not because you have a lot of client work to do. It’s not just about that, it’s it’s mainly was thinking about, you know what else I can do, or how else I can make this better, or how I’m going to make that client experience even more awesome than previous, like, you’re always thinking of how to better ABC or how to make how to create something that your clients want. And sometimes, and this sucks life and I love my partner to base for this is my like, we would be sitting next to each other. And we would be talking and I would literally be typing and we’ll be talking I’ll be like, sorry, what I did not like my brain is not there because I’m in business mode. And in a way that is hard. That sucks. And I’m yeah, I’m so lucky to have a partner who really understands and is really supportive of that. That’s definitely the hardest food because unless you disconnect all internet or electronic devices, it’s so easy to checking emails. It’s so easy to jump on your phone and open the laptop up now those and just start working even on weekends.

Unknown 18:32

Yeah, absolutely.

Unknown 18:35 And so I’m going to mention your position also, like text, so much creative juices and so much space around the creative zone. Is there anything that you do to help yourself get into the creative zone? Or is it just something that free? You will Unknown 18:51 all man Unknown 18:52 Yeah, I definitely need to get better at this. And I think we were just chatting about this before. But I definitely the creative juices are definitely not always on 24 seven. And I think Unknown 19:06 anyone else that’s in the creative industry listening to this Unknown 19:10 well, understand, like, there’s definitely peaks for the communities, you know, magic. But there’s definitely there’s only so much creative juice that can be milked, you can’t help but sometimes go down the sun. So it’s really understanding for me, it’s really been trying to understand, you know, when the pizza and of course also understanding that it’s okay to know it’s okay to take that weekend off and recharge the creative juices. It’s okay to, you know, finish potentially at 4pm one day because you started at 5am. Like it’s it’s definitely being I think transitioning from corporate role to owning your own business. There is this idea that you have to still work nine to five because you feel like that’s what you need to do. But each each person has just it. It’s so different. Like, sometimes people are amazing. And the morning and if we wake up for you, you could finish up on Oh, three or four. If you are more of a model. You can start work every day and finish Layla. It’s just finding weighing the peaks of your creative juices common So to answer your question, it’s to be okay to recharge those creative juices. but to also find that when I guess my personal and whoever’s listening, like your creative juice is at its peak, because it’s different for everyone. Unknown 20:34 Yeah, absolutely. So you works alongside your corporate role for for quite a while for about a year doing you’re doing a side hustle. And then he went into full time and then at what point did you feel that you actually need to hire staff Unknown 20:48 I have play hide my stuff. And I’ll still in the corporate job. So there was yes, Unknown 20:54 I hired my Unknown 20:56 first time probably six months into side begging. And that was my life because I started to get times and of course, I only had why, like, have the weekend, Saturday and Sunday. And the job I was in was they were amazing to have given me either did a flexible work arrangement that allowed me to also Friday off work Monday to Thursday from six 7am till, like five very like compressed hours so that I can have a day off but still, I needed someone to help me, you know, ended my work and review you know, make sure the i’s are dotted the T’s are, you know, how stout so the first person I had was another editor and a copywriter result to really go through the work that I create first. So I had book first and then that was the first so then by the time I left my corporate role, I already had the amazing group and then it wasn’t until probably say four months into full time I then hired another Unknown 21:59 copywriter and strategic so that was, yeah, Michelle. And then the third was an admin person. I I do now looking back, I think I feel really bad for my admin girl because I’m like, I’m so sorry. All of my stuff is so Unknown 22:17 manual Unknown 22:20 bit of me is like, maybe I should have, you know, hide the Unknown 22:24 little bit early on, because now she has a lot of stuff to do. Unknown 22:32 Well, yeah. What do you feel that you’ve learned about yourself through the journey of actually managing staff down? Unknown 22:40 Um, wow, that’s it’s Unknown 22:44 hard. I think Unknown 22:45 the hardest part for me is I’m usually someone Unknown 22:51 really trust to be friends with everyone. I’m really someone who Unknown 22:57 Yeah, you know, I am able to going to networking events. I’m not one of those people who are like, show like, I will be there I’ll be like, Oh, hey, we are friends now. But it’s I guess it’s finding that balance between you know, making sure that you’re being the best you know, support or boss as still feel weird saying that being the best boss to yourself. But also of course, maintaining that relationship and someone friendship and then being okay with me giving them feedback or them being okay with me just letting them know hey, this should have been like this or this should have been done like this. Like that has been hard because sometimes I feel bad Unknown 23:39 I’m like, oh, but Unknown 23:41 yeah, I definitely have had to learn how to provide feedback and also understand that it is it’s it’s it’s a big thing to for someone to be part of a brand as well and you really need to not just sees them as just another copywriter or just I don’t know another admin person. It’s so much more than that. Because it’s Yeah, it’s you really need to get to understand this what I’ve learned like you really need to get understand what they want to do as well. Like, like, if the copywriter also wants to do this, then we can mold the role to it if that’s what she wants. Because that’s what how she’s going to perform her that’s so it’s really almost not putting the person into the job. It’s also molding the job to the person and you know, what they love doing and all that. Yeah, I’m still learning every day. I’m still running. Unknown 24:42 So is there anything in particular the deep bring you did hire With that in mind, Unknown 24:47 I’m Unknown 24:50 hustling. I definitely hire not on not necessarily on skill. I mean, skill is important. But it was definitely the attitude attitude is the most important thing. It’s like I just stick with my gosh, when it comes to hiring staff. Because you can always teach people how to do something. Of course, it may take longer if the person hasn’t got the experience. But if they’ve got the right attitude, or they’ve got the Grinch, like, it’s fine. Like they will be there’ll be there like rain or shine, like they will be there and there’ll be willing to learn but that that would definitely have been my biggest lining terms of hiring people for attitude and sticking with your God. And and you’ll you’ll feel it to like, even if you go out and hire someone or put out an ad to hire someone, you might have some amazing applications. And this is something that, you know, we we are this is from personal experience. We used to get some amazing applications, but you just don’t have that connection. Or you just don’t feel that person has got the right attitude. And you don’t have to jump in. Because it’s Yeah, if you’re a business owner, and you’re hiring. So this is your brand new baby you’re talking about. You know, so Unknown 26:09 make sure you got the right people because they’re the biggest Unknown 26:11 asset really, Unknown 26:13 absolutely. Because they’re also a reward for you. I could Yeah, I like it’s, it’s so important. I love I love that you’d actually considered that as well. When, when bringing someone on board. It’s not just about what you need, and the company needs. It’s actually about what they need to like, I really, really love that. That’s awesome. Unknown 26:31 Definitely. I think when when you a business or company able to not just satisfy someone professionally, but personally as like a staff member or whoever you’ve gotten, your team will be like, wow, like she doesn’t know he doesn’t just care about me because I can do the job. They actually care about my you know, you remember that stuff? My partner’s name what the cat’s name like older like the little things yeah, that stuff Unknown 27:03 really matters and it’s one of the key things that you know I think in this day and age people have started wanting to work for businesses or companies that have a purpose and that I’m making a difference in the world but also true that actually care about the progression I insolence one of the challenges I had throughout many using corporate was that real fine line of did actually did actually care about my about my future. Hundred percent. Yeah, come full lately. Get you? Yeah. It’s it’s hard. Because Yeah, like, like you mentioned, I think back in the corporate Well, I it’s definitely not saying this chair for for every single corporate organization. But there are definitely times where I’m just like, okay, so is this just the boxing thing Unknown 27:50 do you actually care about, you know, watch what, what I actually love doing? Or is this you just need to jump down night and people perform at their best when they work in an environment where they spend so much about Unknown 28:06 working Unknown 28:08 when it comes to corporate career, like more more time than you spend with your family, your friends, your pets, your you know, like, it’s important that that’s not you’re not just going there and Unknown 28:21 joining you Unknown 28:24 enjoy it. You really need to enjoy it and find purpose and feel great about it and not be like, Oh my god, I can’t wait until the weekend. You should feel pretty good about going to work on a Monday. Unknown 28:36 I really want to go back a little bit to your story you told about how you became a lawyer and you did social and organizational psychology. But it wasn’t that high. You say it was just very expensive pages and type a bunch How have you implemented some other things that you learned in that into your business? Now? Unknown 28:58 I would probably Yeah, that’s a great question. I would probably say the biggest thing are Blench would probably be the choices are just words, I think. And I’m saying this because I wrote a lot of essays and assignments, and, you know, exams and all of that. And it’s and I also did an elective under the psychology element on linguistics and language. And it’s interesting, just the choices of words and understanding the differences of words and the meanings behind it. And I use this example quite often because it’s, it’s true, but like the words huge and massive, they have similar meanings. But the latter sounds bigger, like it’s, it’s little things like that, and knowing what words to use, and this is going back to uni days, knowing what words to use your assignment to convey a certain feeling you want the reader to have, or the professor who was marking up that assignment, like using certain words and a meeting certain words to make sure that it’s just sharp and succinct, like, therefore. And that slide these are just weasel words a lot of the time, but we love to throw them in because it adds to the word tell, but it’s it’s little. Yeah, little things like that. It’s Yeah, little things like that. Because I think one of the key things like even with my business coaching clients, sometimes they we get to a point in our lives where we start a new business or we start a new venture and then we think we need to discount everything that we’ve learned in the past or the skill new ever had Yeah, it’s interesting how those types of really keeping the glad that possibly at the time you didn’t think are really important. But now you look back on it and go Wow, that was really key on how I can utilize that now. Yeah, no, it’s it’s it’s so true because I think even though the beginning of the chat today I was like oh my god, two very expensive pieces of paper but I definitely like I mentioned I do not regret it because I’m definitely lunch so a lot from you know, even just talking like public speaking was something that I did not necessarily in the same you know same topic like but in law we had to do minutes we had to do you know, talk also go to the in my role in law firms like they had to go to the cord injury mentions in front of a judge like being able to not be scared to be in front of people that that used to be something I was very scared of public speaking or just speaking in general because Unknown 31:36 you you it’s natural I guess like a lot of the time 90% of people are quite scared of public speaking or speaking in general so going through that worth experiences unique experiences even in high school even it’s all little bits of it has all come into like together like a puzzle to you know and and I’m still learning I’m still getting I’m still learning from what I’m doing now and piecing it all together again so definitely do not discount you know even if it’s a completely different Korea that you’ve been in I was I was completed in Korea there are going to be a little elements of it that you can definitely and you might not realize but there’s going to be little elements of it that you can definitely implementing a business and sometimes it’s that one little thing that you completely discount that could make you completely unique. Yeah, yeah. Yeah, exactly. Exactly. So what would you say some of the do’s and don’ts or some things that you see copywriters, not copywriters, what in regional segment but black Unknown 32:44 in regards to copywriting? Unknown 32:47 In regards to copywriting, what would you say some do’s and don’ts on Unknown 0:09 um, I would probably say the biggest mistake I see people doing is they write, they seem copywriting or content in general as either a ticking the box, or just about communicating something about what they do clearly or succinctly. Which is definitely true. It’s very important to be able to communicate what you’re doing clearly. And 16 people need to understand what you do. But I think what a what a lot of people don’t realize it, that’s no longer enough. If you really want to stand out in your industry. And let’s be honest, we didn’t know we didn’t start a business to blending. So if you really want to stand out in your industry, you really need to craft something and really understand your consumers not bright as though I think this is gonna sound cool, or I think this is going to make sense, but really right to your audience, you’re not writing for yourself, you’re writing for them, they need to craft a message that is going to really connect with them, that’s going to resonate with them, that’s going to stick with them, because they’re going to do research on other people that are going to be doing what you do. Unknown 1:25 Yes, truth bomb, there are competitors. And even if you’ve got the most amazing new idea that not many people have, yet other people are going to say what you do and think, hey, that’s pretty awesome. I can totally do that. And that’s why it’s not it’s not enough just to say what you do. Clearly, you really need to craft a message that is so strong and memorable that they’re going to remember you after all the research that they do on your competitors. Yeah, that would be Unknown 1:56 john cena do and how would you say like, I actually really love how you inject humor into a lot of work to a lot of what you do. And it’s like, even just the way that your website comes up with, hey, I’m actually fully booked for the rest of 2018 and then like to put little button saying, push not cool. Unknown 2:16 You’re like that is Yeah, that’s that’s legit. me because Unknown 2:21 I’m very Yeah, Unknown 2:24 I would be that person that would actually Yeah, me too. Me. Right. And I actually saw an article that you weren’t in the business cheeks Unknown 2:34 magazine. And it was about how to create you’re out of office message on your email, which I thought was so different. It was so unique in the way that you let the story really excite creative. I just really loved them got lots of every single one of them. How important do you think humor is in copywriting? Unknown 2:53 Look, I humor is important for our branch. Because it is a voice that’s part of our brand is kind of trying to voice we like change actually bit of tongue in cheek, sometimes not too much. But to answer your question, it really depends on your your brand. I mean, you could if you were a brand that is Unknown 3:17 quite serious, or your your target audience like executives and big corporates, and yet your brand that caters purely to that then if you talk a bit true tongue in cheek, or if you talk about a little bit too, you know, funny when it comes to a serious manner, then people might be like, Oh, that’s a little bit inappropriate, or that’s not really funny. Or they might just not be appeal to that. Like, it’s really important that you craft a tone of voice based on not what you think is going to work emotional, again, what your audience is going to be appeal to. So human works for our audience. Because we like to Unknown 3:59 Yeah, I haven’t been Unknown 4:00 having a little bit of fun when it comes to writing words for, you know, businesses and organizations. I think a lot of the time when it comes to writing words, people get overwhelmed he Paul alone, or God, I don’t want to do this. But I have to well, we want to make a little bit of fun as opposed to more of a daunting task. But that definitely doesn’t mean every single brand should adopt the dash of humor. And it really depends on your audience and whether or not they’re going to appeal to that. Hmm. And I mentioned in your role, being able to really build a really strong relationship with your clients is quite key, Unknown 4:39 obviously, with the way that you attract a lot of business as well. I would imagine quite a quite a lot of issues with barrels. Well, is that true? Unknown 4:46 Yeah, I would probably say 80%, 80%, 70% of our Unknown 4:54 like, workload is referrals, which is absolutely amazing. And I feel so honored to have, you know, clients that refer us or just say, people who have not even worked with us, which that is just absolutely yeah, even more amazing. Unknown 5:10 Its relationships is a key component of I mean, along with a lot of other businesses, I’m sure they would say the same relationships are very important to us hustling, and mainly because I think at the end of the day, people should get it is like the old fashioned way of doing business. And I know there’s internet, their social media, there’s additional marketing and all that. But a big chunk of why people do business or why people do business with certain people all go back to relationships in a way or that connection, really not not so much relationship, but that connection and whether or not that’s done through relationships, whether or not that’s done through another type of, you know, thing that you offer, maybe you do handwritten notes or maybe you too Unknown 6:03 cold to your clients after your mortgage broking your 40 of clients after they have settled on the home or something like that. Like it’s it’s just going back to the old birds and really understanding at the end of the day. We’re all humans here. Like we Yeah, we’re all humans and way it should never feel like a transaction. Unknown 6:25 I think honestly, speaking from from experience as well in relation to that, like having that true connection in a place where it’s actually just getting to know another human being and not like when I really felt some when I first met you at an event was that you’re actually interested in another human being, it wasn’t about, Hey, this is what I do. It was actually Unknown 6:45 Hey, Unknown 6:46 what’s happening and we just had a really beautiful chat, just so not really that, you know, you can be in situations where we’re constantly always talking business or its field, very transactional, so I think Yeah, really well. So Unknown 7:03 thank you. I think it’s, I think that’s another way to look at change in terms of networking events in general, like we shouldn’t, people put a lot of pressure when it comes to going to, or people are scared of going to networking events, sometimes like themselves, because they’re like, Oh, my God, what I say. But if you just approach it based on the fact that, hey, you’re just making some connection, you’re not trying to do a hot page or hard sell majority of people don’t like the hard sell, by the way, but you’re just trying to get to know people who knows? Like, if something comes out of it, right? If nothing, then that’s fine. Sure. You still got to connect with someone? And who knows, they might have a brother or sister or even if they don’t, that’s fine. You just got to know someone, and you might have just learned something from them. Unknown 7:45 So in that sense, yeah. And even remind them to become a client of yours. Like you said before, they could actually just be a supporter with a connected with the right well, they recommend you refer you so yeah, never. You never know what’s going to come out of it. But it can come from that place of needing that client or needing that referral mass. And I come from a nice slice nine, Unknown 8:06 and you’ll you’re just putting pressure on yourself. It’s just Unknown 8:10 absolutely. There’s nothing more awkward than being like, Oh, my God, I’m going to slip my business card in right about now. Yeah, okay. Unknown 8:21 Sorry. True. Like, I’ve looked invaded events, and someone’s given me a business card. And I’m like, Oh, I’m your ideal client. But I don’t even know what. Unknown 8:31 Oh, my gosh, I’ve had so many. Yeah, I’ve personally had a number of experiences. And it’s, it’s almost like I and it’s even more funny, I guess, when they Yeah, they that’s the first thing I do. This is my this is like, Who Unknown 8:45 You Are you like, why do you love doing what you do live in? Like, Unknown 8:48 people want to know, stuff like that to not just about what you do? Unknown 8:53 Absolutely. So is there any, any key things that you feel like you’ve done this year that it really helped to grow your business where it is now? Unknown 9:02 Um, I would have to say maybe two things. I will probably say Unknown 9:12 I Unknown 9:14 getting a mental that’s one. And the other one is getting and counting, Unknown 9:23 getting confident in my numbers. Because Oh, my gosh, my number gang is not great. Unknown 9:29 And yeah, as a business owner, you need to know your numbers. Sorry, if you can’t throw up and find someone Unknown 9:35 who Unknown 9:36 will dissect all of that lingo to you. So that at least you know, the important stuff. So that has definitely been something that I’ve, Unknown 9:46 yeah, I’ve done this year. And Unknown 9:48 it’s, it’s helped me tremendously, because I’m just, I guess a lot of the time you’re like, Okay, so I guess money is coming in, but it’s also going out, but like, Am I making a profit like that? That is just one question. But like, Well, how do I what what service offering or what product offering is actually generating the biggest ROI life what or when it comes to advertising? Like, I spent this money from advertising isn’t even working? Or should I just keep pushing money down the drain like, so it’s understanding and numbers is Unknown 10:19 one thing I wasn’t good at. Unknown 10:21 But one thing I invested in uncannily, or just a financial advisor which has really helped me Unknown 10:29 up level of my numbers game and we chat every quarter we we review everything and see how we can chickens better and all that that accountability as well. Unknown 10:41 Great, awesome. And what will you keeping that you learned from your mental Unknown 10:49 number of things, I think the biggest thing is Unknown 10:53 two things. One, success is defined so differently into so many people. And I’m still trying Personally, I’m still trying to find my definition of success. I feel like I Unknown 11:06 a lot of the time people jump towards, you know, if you make this lunch, you’re successful. But it’s not necessarily that I think a part of what I think success for me personally, is, is probably in a way freedom, like freedom to do what I want when I want as well as you mentioned, travel, to see my family to see my friends. And so of course, have a business that runs so really, that every person has their own definition of success. And that it’s not always about money, Unknown 11:39 and that you can like do it all. But you can’t do it all at once. Unknown 11:46 That’s another thing. I think I have a lot of ideas for the brand and what we want to do, but definitely try not to it, Unknown 11:59 what would you say some of the best advice you’ve ever been given is, Unknown 12:03 um, it would have to be focused on one thing and Unknown 12:07 focus Unknown 12:08 and do it well. So I think a lot of the time businesses and myself included at the beginning of the word fatty journey, we this is spoiler alert, like, we focus on a lot of different elements. But and that probably last in the last few months, Unknown 12:27 until I realized, Unknown 12:28 okay, I am trying to put my hands on all these different baskets, when really I just should just focus on one thing, I think a lot of the time people seem to be just focus on one thing, and losing on all these other clients watch, if you focus on one thing, and they shouldn’t be a master and being known as the go to forge then that in a way is a ripple effect as well. That is even stronger than focusing on you know, we could have focused on copywriting and PR and marketing and advertising and Facebook ads and photography Unknown 13:01 and life. You know, we put a focus on so much but Unknown 13:05 I think it’s just about getting clear on what you do and what you do best. And Unknown 13:11 knowing that Unknown 13:13 the same as the go shoot for that you don’t have to do it all to be seen Unknown 13:17 unless that is what we want to do. Okay. And unless that is what you want to do. But Unknown 13:21 yeah, I’m do not feel like you have to do that. Unknown 13:24 Because some people do actually think like, come from a place of will I can do that. So I should be doing that. Yeah, Unknown 13:31 you want to do Unknown 13:33 yeah, that was definitely myself as well. full transparency. I I we recently had our best day event and I actually told everyone who came to the event we had a bit of a I screwed up panels and my little spiel was that when we first start with Betty we actually is which is good but now you guys are about you know Unknown 13:58 we actually offered a random service that was for audio transcription very very random yeah but at the beginning I was like you know I can we can talk Austin’s this has to do with words. Unknown 14:13 So why don’t we offer it no one zero? Unknown 14:17 Absolutely. No one ever inquired about it. It was all copywriting clients that came to us and I was like, Okay, well, the Tron has spoken. I am going to get rid of it. Because I should have never introduced this I hadn’t been feeling about it at the beginning. And this just consensys So Unknown 14:34 yeah, don’t don’t feel like you need to put on your Unknown 14:37 hands baskets. Just because you can do it like you really love doing it. Yeah. And you feel you’re being able to really trust that gut feeling now Unknown 14:47 Yes, I’m getting so much better out of that thing. Unknown 14:51 It has been sometimes I need to be reminded, but I definitely am a big believer in trusting your gut it’s always every single time I didn’t trust my god it’s always been like okay I should have asked me Unknown 15:04 that God does not lie. Yeah, Unknown 15:09 you’re right like you have to kind of feel the oneness and test it and yeah yeah. Need to screw up to get that feeling of Oh yeah, yeah, yeah. Yeah. Like I really love this point that I’ve come across itself Yeah, it’s never fail.  Yeah always a lesson So true. Christine So what’s next wordfetti? Unknown 15:34 Um. Well, thankful and I like it too. Unknown 15:37 Well, yes, holiday Unknown 15:39 holiday entree. And then for main course, it will be we’re really wanting to dive into I guess the education space. So that’s you know, running workshops and teaching people how to do exactly what we do because it’s a skill copywriting is a skill I think that’s important not just for obviously other copywriters but also for business owners for, you know, marketing managers, to even organizations in general. And that’s, again, not just to communicate what you do clearly. And frankly, the ability to really get under the surface and craft a message that is not going to be replicable and all that. And I really think everyone has the ability to do that. They just need the tools and the resources to help them get there. So we’re going to be this is exciting, because it’s the first time I’ve actually said it. But we’re, yeah, we’re launching workshops next next year under our brand. And we’ll also be doing workshops like tailored workshops for corporates, and we may or may not have something as well that runs with forecast  or pocket that baby Christine   Love it. Love it. Love it. Love it. Awesome. Sorry. Last question. Just to bring it all back around. Is there a key thing that you have lines in your journey throughout your whole business journey that you would like someone else was wanting to go out onto the space of opening and are starting their own business? What advice would you give them? Anita 17:15  I would have to say, you really, really have to 150% believe in what you’re about to this business idea. And business venture you do. I personally giant think someone should start a business just just because they’re like you know, that sounds like the next cool thing. Let’s go with that and start a business from that you really need to believe in it as well. Because things will go wrong, things will not go, you know, perfect. And the only way for you to stand back up is if you really have the belief and the idea that this you know what this, this is wanted, this is something that the market wants. So I’m going to keep going, you really need to have that drive and believe in what you do, so that you can really bring yourself back up because there’s been so many times that I’ve been pushed down as well. I’ve been you’re going to get rejected, you’re going to have people you know, so things that are not, you know, fantastic to hear. And you’re gonna have people you know, say mean things to you for no reason at all. But you cannot let that Yeah, get to you at all. And the only way for us not to get to have that you know, cloud your mind is when you have such a clear idea of why you do what you do. So, yeah, that would be advice.  Christine 18:42  Love it. Love it. Thank you so much. I really, really enjoyed this conversation today. Terry, thank you so much for having me. It’s been my pleasure. I just want to acknowledge you for everything you’ve achieved so far with Freddie like honestly, it’s incredible to see that you’ve not only worked your butt off doing your side hustle but then also created this beautiful little company with cool people at work alongside and your message is just so strong so I really really want to just technology for that so well done. Unknown 19:09 Thank you so much that yeah, that really meaningful.  Thank you. Unknown 19:13  I thank you so much for joining me today.