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TUNE IN TO HEAR ABOUT
- The 3 elements that you need to consider for effective copywriting
- 2 hacks for punchy copywriting that will inspire action across your touchpoints
- How to strategically approach your copywriting
- How to ensure that your copywriting is original and achieves that all important cut-through amongst your competitors
Anita Siek is an ex-lawyer turned copywriter. She is the founder of Wordfetti, a human-centered brand strategy and copywriting studio that exists to help brands stand out through the development of brand DNA, consumer psychology and words. Clients of Wordfetti include Australia's CEO Challenge, IAG Limited, Luna Bronze, Lady Startups and former Olympian, Libby Trickett. In her spare time, you'll find her brainstorming ideas for her Podcast Brandfetti, and food and adventure blogging over at @anitaonchi.
CONNECT WITH ANITA
Flori Pyke [00:01:24] Hello and welcome to Episode 69. You've got Flori with you today. And today, I get to connect with Copywriting Queen, Anita Siek from Wordfetti which is a brand strategy and copywriting studio. Anita. So, nice to have you here with me today.
Anita Siek [00:01:41] Flori, thank you so much for having me.
Flori Pyke [00:01:44] Yeah. I am seriously excited to bring you on because, do you know what, this whole copywriting thing is pretty darn important, isn't it?
Anita Siek [00:01:53] Yeah. Look, I might be biased but I think it's important. Yeah. [laughs]
Flori Pyke [00:01:59] But, you know it's so true and I mean we'll talk more about the copywriting in just a tick.But actually, before we do can you tell us a little bit more about Wordfetti and what you do over there in your traps?
Anita Siek [00:02:11] Yeah, totally so my name's Anita. I own Wordfetti and we're a brand strategy and copywriting studio as you mentioned and we specialise in helping brands stand out through the development of like a brand's DNA, like their verbal identity, consumer psychology and words. I guess in a way, the best way for me to explain what we do is you know we deep dive into the strategy, the consumer psychology, the how do we make a brand stand out in an industry against other alternatives before we actually do the writing because it's only once we have those underpinnings and the clear direction that you're able to write words that stick and words that make people feel something and words that are going to actually get people acting. [Flori agrees] So yeah that's a little bit about what we do at Wordfetti. A little bit about myself... I came through a bit of, I guess rollercoaster journey to copywriting. It's not really something I thought I would, if I was to be completely honest something, I thought I would have called my career if you had asked me two or three years ago. I studied law and psych in uni, two very expensive pieces of paper. Got the, you know went through the whole traditional path, got a corporate job. I actually didn't mind that corporate job, but I think a lot of us as business owners and I feel as though your listeners would resonate with this like you slowly climb the ladder or you'll accomplish that project but you'll just be like OK what's next? Like you will just absorb like a sponge and when you're not learning you just plateau and you just don't feel fulfilled and I guess that was what I was feeling. So, I started this as a side gig, Wordfetti as a side gig. And it just, yeah, it just picked up from there through word of mouth.
Flori Pyke [00:04:08] How long have you had Wordfetti now?
Anita Siek [00:04:10] So, if we were to count side gig years, I'd probably say just under three years. So, I started, yeah three years, but I left my corporate job at the beginning of last year in 2018. So, I guess a year and 10 months full time.
Flori Pyke [00:04:32] Yep. I feel like that deserves a round of applause in itself. You know taking the plunge of leaving the corporate job and going all in, well done! Because it's a bit scary, isn't it?
Anita Siek [00:04:42] Oh, it is terrifying. And, to add the extra scariness to the mix, I, and people thought I was crazy, I bought a car, I bought a house before I left.
Flori Pyke [00:04:52] You what? You bought a car. You bought a house and what? [both laugh]
Anita Siek [00:04:56]] Literally as soon as I made the shift. If my mortgage broker heard this, that would be awkward. But, hey look I'm servicing it. It's fine. But I bought a house and I bought a car literally a month before I quit. [Flori says "Oh my god"] So, well, it made me work hard. [Flori says "Yeah. No pressure, right?"] I got bills to pay. [laughs]
Flori Pyke [00:05:15] I love it. Amazing and I know that before we hopped on the podcast, you were telling me that you're also in a, yeah, you're growing very quickly, looking to scale so it sounds like it's all hands-on deck over there which is fantastic.
Anita Siek [00:05:30] And, it's really exciting but also as we were talking about before, it's also you know terrifying. You know I think as business owners or even before going into business ownership you think "oh yeah, I really love what I do here and I really love doing this every day." But then, as you tend to scale like there's all these different buckets that you also need to be wary of like the legals, the numbers, and you know scaling, people, people management and all of that. So, I mean, I'd love it. Don't get me wrong. But I'm definitely still learning. Still learning every day.
Flori Pyke [00:06:02] I think well that learning never stops when you're, in any way, shape or form when you're doing anything but especially when you've got that business hat on and you own and run your own business. I mean as I always say you're never gonna know all the things. You're always going to keep making mistakes. And, it's just about riding the wave. And, you get better at it, don't you? You get better at dealing with the s**t, don't you?
Anita Siek [00:06:25] Totally and the best lessons are learned through failure. Holy crap. I like to call it "flearnings". It's failure plus learning. [laughs]
Flori Pyke [00:06:33] Oh, that's so good, "flearnings." It's kind of like my name. Flearnings for Florencia. Oh, I love it. OK.
Anita Siek [00:06:40] Oh, it's got a ring to it. It's got a ring to it.
Flori Pyke [00:06:41] Totally. Alright. Love it. OK. Well, thank you so much for sharing a bit of background around yourself and Wordfetti. I was checking, you know before we came on, I was like right, let's really... We're all about providing actionable tips and advice and obviously our audience, you know our listeners, are really at a point where they want to grow. A lot of people come to us with an idea but then they really want to grow and scale their businesses and I know that one of the things you know you mentioned yourself that you're very good at exactly working on the copywriting but also the brand strategy that goes behind standing out and enabling to drive that growth and getting that cut through that's going to get the results. So, I'd love for us to share and talk a little bit more around this on the podcast today. So, I thought we could just start very plain and simple so that we all get on the same page just around exactly what is copywriting and also just how important it is in the scheme of you know your business and marketing strategy.
Anita Siek [00:07:41] Yeah. OK. Awesome. Let's paint the picture. All right. I'm going to address your question as to what is copywriting by turning it the other way around and say what it is not. So, copywriting isn't literally just writing sentences and words and paragraphs that sound good. And, I think so many people actually don't know what a copywriter does. I think majority of us think a copywriter simply makes things sound good or it's about SEO or it's about you know just being able to communicate what you do, when... you know it's all of that but it's so much more as well like I actually personally recently did an episode on my podcast on Brandfetti about this and I shared my own definition of what a copywriting, what a copywriter does and I'll share that with you guys now and that is the combination of art which is being original and being creative like we don't want to sound like everyone else in your industry. If you are a brand that wants to stand out you can't sound or say the same things. The second element is science. And, science is the bit that I get really geeky on. I really love it. It's the understanding of consumer psychology. Its why people buy, why people don't buy, why certain words make people take action, why certain words make people just potentially just sit there or click onto the next page. And finally, it is the brand's unique sauce, I like to call it. So, that's everything that comes together and I'm talking about you know your mission statement, your values, your message that you want to get across and that should never be left for your audience to guess like you should be directing them to you know see your brand as X Y Z. You should be directing them in a certain way instead of getting them to guess and think that this is what your brand is. So, yeah it's your mission, it's your values, it's your tone of voice, your message, your brand personality, all the way to the words that you use and the words you don't use like through the phone, through email or through social media, through your website like all of that needs to be consistent as well. Because we, as consumers, we buy from brands we trust. And to build trust, you’ve got to have consistencyas well in your brand. Like imagine if you go to a hairdresser, one of your hairdressers and you go there for the last like year or two and you expect like a little cookie and a tea and I'm saying this from personal experience, you expect a little cookie and a tea each time and one time you go there and there's nothing and you're like "what?" [laughs] You know you want that consistency in brand. So, yeah, I see copywriting as something like I mentioned. I'm biased but I do see it as important because if you can get it right, it's really the cornerstone of effective online marketing. [Flori agrees] It's like the glue and it can work when you're sleeping on your website. It's like that online salesperson that is doing the talking for you when you're not necessarily on the website, on the live chat or something like that. And, ultimately, like it has the ability to have your audience feel something and has the ability to uncover solutions that they might not know they were looking for even. It's got the ability to trigger convos, get people taking action and ultimately sell. I mean, and that's at the end of the day why you know it's important for businesses to you know convert. So yeah there's a reason why this is I think it's like a 50-billion-dollar industry, copywriting. [Flori says "that's crazy."] Yeah. So, yes that's a little bit of a snapshot of copywriting.
Flori Pyke [00:11:24] No, I love it. You covered a lot of great points and insights into just how important it is. So, thank you. Now, I want to kind of take a step back into what you said and I'd love to ask you a few questions. So, you know you talked about it being kind of a three-fold approach that you look at it in terms of it being original, that there's a science to it and the whole unique sauce idea where the mission, vision, values come into play. Now, with respect to the originality of your copywriting, I have a question and I would love to understand how do you achieve that originality? Because obviously, you know in today's consumer world, we are becoming, I mean there's competitors everywhere. [Anita agrees] And so, it's becoming increasingly hard and I think you know for every listener who is tuning into this right now, they will be you know nodding their head the same way I'm finding the exact same thing happening in our field you know as I'm sure you are as well. And so, how do you achieve that cut through? And how do you achieve that originality when it comes to your copywriting? Do you have any tips for us here?
Anita Siek [00:12:30] Yes. So that's a great question and I think I might share with you a bit of a practical example here. So, I mean, you're completely right. There are so much competition around us like sometimes it is hard like at the end of the day, there's a lot of other copywriters. There's a lot of other graphic designers. There's also a lot of other business coaches and all of that. So, how is it that we're able to create something that is going to help a brand stand out? And, if I was to use that example, I... and this is an example I use with our clients, too, is if we were to look at a brand like Airbnb, for example. At the end of the day, it's holiday accommodation. It's travel accommodation. It's the more affordable way to travel, right? If they were just to literally write you know affordable travel accommodation, convenience and just focus on those elements which are if you think about it what all the other travel sites do like booking dot com, like wotif, like all of those other brands do, and that's not to say that that's not right. But, if they wanted to stand out which Airbnb does stand out, they had to focus on a message completely different and they do. Like and you guys will notice as soon as I say it is they focus on this unique I guess selling proposition that if you want to travel like a local, you book with Airbnb. And that is funneled into each and every single touchpoint of their messaging through their website, through their commercials, through their social media. You know it's so consistent and I guess the only way they would have been able to develop something like this is for them to really know and I mean really know their audience, really know the people they want to target not just about you know travelers. We don't want to be targeting just travelers. These are people and these are people like me. I am their ultimate target audience. Like when I go to France like I want to stay in those like really beautiful like balconies overlooking you know the Parisian streets and all of that like they're targeting people's emotions and motivators and internal motivators but you can't develop that message if you don't know what people ultimately want. And, I guess as with us, Wordfetti, we go through a bit of a stringent process with our audience and it's actually seven steps like and it's really honed into human-centred design and design thinking. So, for those who may not have heard of these frameworks, it's really, I guess the best way for me to explain it is instead of us just writing words that sound good and just writing literally what it is like for example travel accommodation. We step backwards and we really dive into like the research, understanding the customer journey. We define what we want to target, what we want them feeling. We then look at the competitor landscape to see who we're potentially up against to then see how we can cut through. And, I guess that's a process that could probably take up to you know upwards of a month or two just really diving into research, talking to clients, talking to staff and getting like a big I guess 360 understanding of what we're trying to achieve, what we want people to feel before we actually develop something unique. And, at the end of the day, it's the reason why for example, if I was to tell you I'm going to the shops and I am buying a very powerful vacuum, you're going to think of Dyson. If I tell you I'm going to the shops and I am buying a very nice coffee scrub that is going to leave me feeling really smooth, you're going to likely think of Frank Body. [Flori agrees] It's the reason why these brands have dominated their industry the way they have because it's not just by them saying this is a coffee scrub or this is a vacuum. They have targeted the emotions and the feelings of their I guess audience and reverse I guess engineered all their marketing messages, their copy and everything else around that. [Flori agrees] And, I guess that's the reason why I'm also someone who really believes in getting that direction and getting that right first before you even start writing because once you've got that nailed and once you've got a clear clarity on what you're trying to convey, the feeling, who you're talking to and what motivates them, what doesn't get them excited, or what really annoys them. You know what you should be writing. You know the words you want to use. So yeah, that's a bit of a long-winded explanation but... [laughs]
Flori Pyke [00:17:05] No, I think it's so insightful and there's so much that you know I've been nodding my head over here to in terms of what you're saying especially around that whole research element. We are so huge on research and it's the first fundamental step that we get all of our students to partake in because it is such a key driver to understand not only you know exactly that your business is viable, that it has demand but then there's this added layer like you're saying around understanding the emotions and the pain points and how you're going to effectively resonate with your audience. And, I mean, you talked about the word research and how that enables you to uncover these internal motivators that you can then start to craft and reverse engineer your messaging around. So, so true. There's so much truth to what you're saying. I love it. Thank you.
Anita Siek [00:17:54] Yeah. And, I think it's important too, I might add also, I'm a massive research studies geek like I could just read studies like it's not just about for me personally and the ladies in my team like it's not just about you know what we think is going to sound cool, what's going to work or whatever tactic like it's not about tactics. This is based off really science and human behaviour and really understanding, too, like where is that going in the next few years particularly for whatever brand that is like is AI going to come into play? is you know different fears going to come into play in the next few years because of X Y Z happening in the next few years you know? So, I guess it's a different approach to looking at copy but I guess it's really, I feel as though the only way to really create something that's going to really resonate and really stick with the audience.
Flori Pyke [00:18:41] Yes. No, I think there's so much truth to what you're saying and it's so important, right? Because it's only going to get more congested. Every single marketplace is only going to get more congested. So, this is such an opportunity and vehicle that you can tap in to start achieving that cut through and that example you provided was so good with Airbnb like yeah, it's great. [Anita agrees] Yeah, it's so good though, right? Like it really highlights what you're trying to convey and I think when. Yeah, listening to you go through that I was like yeah oh my gosh yes.
Anita Siek [00:19:15] Even if booking dot com wants to come around and be like you know you want to be like a local, well that’s Airbnb’s thing andyou'll be like hey hang on a second. That's amazing.
Flori Pyke [00:19:22] Yeah. No. Definitely. OK. So, you've talked about obviously, there's a bit of a strategy here with your copywriting. Can you share any particular tips like you've talked about the approach of research and reverse engineering? Like are there any particular steps or tips that you can give to our listeners and audience around like actually kind of how to do this I guess, you know if you're starting out and you're trying to get this right from the outset?
Anita Siek [00:19:45] I would probably say take a lot of time and I know a lot of... you know the buzzword of you know knowing your customer, knowing your audience and knowing your personas are thrown around a lot nowadays. But when I say get to know your audience, I mean like seriously get to know your audience as though you're literally in love with them. Like we love what we do as business owners. We could talk about it for hours. We could you know; we could probably write a whole novel about it but you know it's probably too much content but you know we could talk about for hours. So, I'm almost saying is like you've got to fall in love with your audience as much as you fall in love with what you do because that's the only way, you're able to know what they're actually looking for. And that's the only way you're actually going to be able to provide them with the solutions because a lot of the time like business owners will create something or create even a new service offering or a product offering they think is going to you know work well and it is something that their audience want but then they release it and then it's crickets. Or, even as much as they try to market it, it's crickets and I guess it's what I'm suggesting here is take a pause and really get an understanding of what your audience actually wants because sure you might have identified like a pain point there but is that solution that you proposed actually going to help them. So, let's say and I see there's quite a lot with our audience as well where you know you see a competitor release an e-book and you're like oh my gosh I should be releasing an e-book and you release an e-book and no one downloads it buys it. And then, you completely forget that hey you're actually working with an audience that are potentially really busy, on the go. They don't have time to read through you know 20 pages of e-books and hey they've actually come to you to literally outsource this. So, why would they want to DIY and learn it? So, really taking a step and really understanding and this could be an exercise that can be done like you know it doesn't have to be a crazy exercise. I think we also overcomplicate it often as well. Like just drew like a bubble map or something like that like give this person a name. What does it feel like to them when they wake up? What are they worried about? Do they have kids? Like where do they tend to buy? What would stop them from buying from a brand? Like what are they worried about? What are they'd been burnt by? Like really almost create like this profile. And, the thing is and this is the one thing that's really important to remember, too. It's not about one. It's not about talking to all your audiences who are potentially going to buy from you? It's about talking to one. Like when you're talking to everyone, you're talking to no one. [Flori agrees]. Yeah. And, the second thing here is like it's important to understand that when it comes to talking to your audience that you're also understanding that you're combating their fears through the content. So, for example, if someone is worried about like say if you've got a, let me have a think, like if you've got a product to do with food and you've got it on your website and its e-comm brand, the first thing they're going to be worried about is the taste of it. Like they can't taste it. They can't go into the store and they can't actually taste test it to see what it's going to taste like. So, here is where testimonials, reviews like you know social proof is going to really combat that fear of them not knowing what this is going to taste like? Like you can say it's going to taste amaze balls but you know it's one thing between having a description that says you know this is going to be amazing versus someone else social proof saying it tastes absolutely amazing. It tastes like caramel and this and this. Like you're more likely to convert someone compared to the former. So...
Flori Pyke [00:23:37] No, I love that. And you know the whole principle of getting to know your ideal customer, that customer avatar, so intimately is again something that we're so big on over here because it is so pivotal like it's critical to your success and I know like we honestly, do you know what, we really learned this the hard way like I reckon we didn't really understand who that ideal customer was until we were probably like a couple years into the journey. And yeah, when we...
Anita Siek [00:24:08] And that's the thing Flori, like it actually sometimes takes time, too, to really get an understanding of who you want to work with [Flori agrees] and who you don't. And so, it's important to potentially revisit this exercise even if you've got it mapped out when you're starting this business journey because it's through you know potentially a bad experience or of learning that you've you know decided that hey like I actually really thrive not necessarily in this audience I thought I originally started with. It's actually these ones like it's actually this audience. So, it's important like completely normal and actually good that you're able to refine it like that and get clearer. You get clearer each time, too.
Flori Pyke [00:24:51] Yeah. And, like to all the points you're saying like honestly we're like a living breathing case study of exactly what you're saying because, well, it was really interesting because when we took the time to really research, understand and like we did in-depth phone interviews, we did surveys, we're always researching but this one in particular was really customer-led,really getting to understand our customers and the words that they use to describe exactly like their challenges, what was keeping them up at night, their fears. And honestly, when we started to lift that language from what they were saying literally and putting it on our sales copy and like putting that on our website and our touchpoints, we went from having like 20K months to like 40 or 50K months overnight and I'm really not kidding. And, it just really speaks to all the truth that you're saying in terms of what a cornerstone like getting this stuff right is just like how fundamental it is.
Anita Siek [00:25:46] I love that example you just gave because it is a lot of it is that it's understanding the language your audience used because you know we love what we do and we've got our own lingo with what we do. But the thing is we don't realise that the language we speak in our own internal industry is different to what our audience may speak. They might not know or understand half of the lingo and copywriting is a good example, too. Like a lot of people don't know what a copywriter does and that's why a lot of the time we tweak it slightly and say we write words, we create content, like we help brand stand out through words instead of us saying we are copywriters. [Flori agrees] So, understanding the language of your audience is critical and yeah a hundred percent.
Flori Pyke [00:26:30] Yeah. Another thing that I thought I just want to draw light, too, because it's so important. I see a lot of businesses come to us and they've tried to be kind of all things to all people in fear of missing out on you know a certain target audience or a certain opportunity. And, I mean, you said it yourself, whilst it scary to be specific and really like refine that one person, you will win in the end. If you can refine you know that one person and make your communications all targeted to that one person like the outliers will still come. But when that one person comes across you, they will know for sure that they're in the right place. They will know that you are for them. And, I think it's so important like I love your tips around you know give that person a name, where they live. Like it's like an imaginary BFF. Get specific, right?
Anita Siek [00:27:21] Yes. And, it's you know this person you know potentially in human form may or may not exist but the thing is we are wanting to not target... we're wanting to target the characteristics here. [Flori agrees] That's the exercise. That's the point of the exercise. Every single time I guess when you see marketers or bloggers or social media marketers talk about knowing your audience. Yeah, we want to give them a persona. Yeah, we want to give them a name. But, the real juice in the exercise is understanding the characteristics, their personality, what's going to get them feeling something and what's gonna get them feeling like uh yeah? So, really, it's the characteristics of that person that we're really... that's where the secret juice, that's the secret sauce there, the juice. [laughs]
Flori Pyke [00:28:09] I love it. All right. So, let's talk a little bit more around... I'd love to kind of get tap into your genius zone here when it comes to like tips or secrets that you might have when it comes to using certain words or copy to enable driving business growth because that's you know our audience is all about that. We're here to get results and progress forward. So, do you have any particular tips or secrets that you can share with us around this?
Anita Siek [00:28:38] I do. Oh, I have a few. Let me have a bit of a think as to which one I could share. OK. I think one of the pointers I might share with you guys is potentially this concept of power words and I feel as though this is probably something a lot of your listeners will be able to literally pick up and run with it because it's actually it's like a secret weapon I feel like for a lot of copywriters. As well, it's really something that I feel as though business owners realise. So, all right. Let me share. Let me share. So, power words, ultimately words that are really powerful and are designed to get you feel something. So, when I say power words, I'm talking about for example, there's actually a number of different categories to when it comes to power words. There are words that you know lead to get you feeling like FOMO. So, for example, you know act fast or instant etcetera like and then there's also words that make you feel like that you're potentially wanting... It's called creed words. So, when I say creed words, I mean they're ones that make you feel like it's almost like the feeling of lost aversion. So, the emotions we're targeting here is that ultimately, we want to achieve more than we actually need. So, let's use creed words as an example. So, creed words may be things like skyrocket, new, before, hurry, don't miss out, fast. So, if we were to twirl that into an example let's just say you've got a freebie that is popping up on your website and you're wanting someone to optin to that freebie, instead of you saying want to get free want to get our free e-book with X amount of tips for X Y Z. You add a few of those power words in and you go "before you go, don't forget to get your hands on our X amount of tips e-book that's designed to help you skyrocket X Y Z." It's a small change, these power words, but it got the power to you know be a big difference, the difference between someone just clicking exit or someone opting in. Another category are sloth words. These are words that make your resources or lead magnet seem more useful in a way. So, for example, words like freebie, for example, easy, simple, bite-sized, template, swipe, like these are words that are if you're wanting someone to really again download that freebie like using some of these words in the blog or in the popup will have someone feeling like oh my gosh, of course, I want a template, it's already done for me. And, of course, I want something easy because it's overwhelming. So yeah, the concept of power words and there have been a number of studies that have been done on power words even if you Google it, you could probably see a number of the examples and studies that have been done in terms of conversion rates just through adding power words into sales copy, into a sales page or through emails even when you're pitching to a client. So yeah. These are like little words like just one word or two words that you can add in to your content that could lead to big changes.
Flori Pyke [00:32:05] Yeah. Definitely. And I know we for one have seen the absolute impact of that where we've tested like a certain funnel with a certain name for like the freebie and then just tweak the copy slightly to your point, exactly. And, I don't remember the exact specifics of it but actually it very much led to that whole concept of specific. So rather than saying you know was this... actually, I think I remember it was like it's for our Small Business Blueprint. It was something like you know download the Small Business Blueprint that was kind of you know test A and then test B was like download this 67-point Small Business Blueprint that will cut through overwhelm and give you step by step direction that you need for results. What do you think won?
Anita Siek [00:32:52] Yes. Yeah. Yeah. That's it. It's minor changesthat can lead to big changes. So, yes.
Flori Pyke [00:33:00] Love it. Love it. All right. Well, thank you so much. Those are some awesome tips and I know you've got a bit of a freebie around this as well. Would you mind sharing with our listeners where they can find out more about you? But also, I think that freebie would be really great for our audience to tap into.
Anita Siek [00:33:15] Yes. So, we are doing like a free five e-lessons that will pop into your inbox, your digital inbox every day. So, it is going to talk about everything from like the foundations you know of copywriting and psychology, the intersection there. It's going to talk about you know foundations in terms of website copy, social media copy, Facebook ad copy to Instagram copy. It's five bite-sized e-lessons that will really help hopefully you know you guys and you guys can just find it on our website which is wordfettigroup dot com. And, it should pop up one of our pop ups.
Flori Pyke [00:33:58] I love it. All right. Now, for our listeners obviously to get your hands on the show notes and to learn more about Anita, you can head over to theelevatory.com/podcast. And, Anita, putting you on the spot here because normally we end each episode with a bit of a parting thought. So, I'd love for you to share a parting thought for our audience be it around copywriting or business in general. Over to you.
Anita Siek [00:34:22] Oh gosh. Putting me on the spot. [Flori says "I totally am. I didn't tell you I was going to do this."] No, you didn't. You cheeky thing. Oh, I think this is going to relate to business and my business ownership in general, the journey and I think it's the idea of feeling OK to say no to certain things and understanding that sometimes it's OK to take a pause. Sometimes it's OK to you know not work on that Saturday or that Sunday that you usually do because you feel like you have to. And really taking the time to look after yourself because as business owners, majority of us are business owners like you're the business's you know one of the business's biggest asset and the business needs you. Your staff needs you. Your audience needs you and if you can't be on top of your game, if you're not looking after yourself you know physically, mentally, all of that, you're not going to be able to provide that value. You're not going to have you know the energy to deliver that impact. So, when you frame it like that and this is something I need to get better at, too. I'm going to be completely honest, I kind of suck like sometimes at looking after myself. Sometimes you just on a roll and you're just then next minute you'll be working 13-hour days but that's not healthy. So, really, really feeling OK, that it's OK to say no and that you're going to take time. You need to take time for yourself as well for your business. The business is only one part of your life. You're also you know a mum or you're daughter, you're partner, you're you know. Of course, it's a big chunk of your life but it should never just be something that your whole life is centred around like there's so much more to for example, Anita or Flori and you know everyone else that's listening. Yeah, that's my parting thought.
Flori Pyke [00:36:16] I think it's a great one and there's so, yeah, it's certainly something that I think a lot of us struggle with to be honest, carving the time out and saying you know it's OK to step back for a bit or to not work this day or... [Anita agrees] But, I think that you have to do it because otherwise you're going to learn it the hard way and you're going to burn out. And, yeah, I've certainly been there and it's not pretty and you really, you don't want to have to figure it out the hard way. You want to be on top of it and make the time and space even if that means that's right like not responding to that email at that time because if it means your mental health then hey.
Anita Siek [00:37:00] That's it. And just understanding that you know, yeah, life is short. [Flori agrees] You know cliché as that sounds, life is short and you know all of us you know, we, of course, want to do well in our businesses. But you've got to also enjoy the journey as well.
Flori Pyke [00:37:16] Yeah. Thank you. Such good thoughts. So, thanks for that. And, I've really enjoyed having you on the podcast today, Anita [Anita says "me too"] Thank you so much for your time.
Anita Siek [00:37:26] No, you're so welcome. I really enjoyed it. Thanks, Flori.
Flori Pyke [00:37:28] All right, fab. Now, that's a wrap. And, as always, to our listeners, ladies, remember to elevate your business game.
HOW TO CONNECT WITH ANNA AND FLORI
Business School: www.theelevatory.com
Phone: 1300 634 230
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