Anita Siek

Anita Siek

Founder, CEO at Wordfetti

CEOContent CreatorFounder

People with seemingly contrasting facets to their personalities are always the most intriguing. For instance, it’s a rare person who is deeply creative to be super strategic, and drenched with business acumen. It’s also rare for a young lawyer to leave her corporate career early on to chase her start-up dream. I’m here to tell you these unicorns do exist. 

Copy creative and all things boss, Anita Siek will tell you how to correctly use emotive language in your bio, while schooling you on the psychology of personas as she speaks to her experience of growing up in an immigrant family of super successful entrepreneurs.

Anita is a woman that has crept into the Australian copy zeitgeist like a lightning bolt. She has worked for many incredible companies and personalities since leaving her corporate job and I am thrilled to be able to tell her career story today. 

Read on for a trajectory of twists and turns, years at Uni peppered with work experience, and how a chance encounter of writing copy for friends turned into a love affair that is lasting the test of time. You wont want to miss this interview. 

Let’s begin… 

Can you start by telling us where you grew up and how your experience shaped the person you are and the career you are in today?

I was born in Hong Kong, and we moved to Australia when I was around 6.

I’m an only child so I was definitely spoiled. We were an immigrant family, and both my parents owned businesses and did everything they could to put me in the best education. I grew up in an environment where making money was “hard”, and that you have to be the one to try harder, and work harder, to be recognised.

Thinking back, it’s ironic that despite both of my parents owning their own business that they both encouraged me to get a “stable” corporate job as a lawyer or perhaps a doctor. Perhaps they knew how unstable it was and the fact they truly hoped for something a bit more stable for me?!

Seeing both my parents as business owners though, definitely planted a seed in my mind as to the possibilities out there beyond a corporate job. Despite seeing them work the long hours, I was deeply inspired. I remember sitting in my Dad’s office in the board room for the family business, and for my Mum, going on business trips with her and always getting spoilt with food. So, in terms of my career today? I feel growing up in a bilingual environment (at home there would be Mandarin, Cantonese, Hakka, Indonesian, and English) invited me to see language and words as THE universal tool to connect us all.

After high school did you go on to further education? Where and what did you study?

Yes! I did the traditional thang and went to uni.

I originally studied two degrees in Law and Economics at University of Queensland and Washington University as an exchange student. I dropped Economics around my 2nd year in to study Psychology (majoring in social and clinical psychology). The 2 degrees in law and psychology took me a good 6.5 years to complete. I then completed my Graduate Diploma at QUT and then became an admitted lawyer.

Do you think it’s important for people to have a degree in your line of work?

Nope. I don’t have a degree in “Copywriting”.

Nor do I have 10+ experience in a big-name drop agency.

I personally think being a copywriter isn’t just about learning how to write well. Sure, it’s about writing. But being a copywriter is equal parts an art and a science. It’s creativity. It’s originality. It’s awareness of the environment around you. It’s seeing one thing from different angles. And it’s keeping your finger on the pulse on the ever-changing landscape.

Copywriters wear a lot of hats that tap into both sides of the brain (logic and emotion): from the creator, the challenger, the researcher, the minimalist, the zigzagger, the innovator. And this isn’t done necessarily in a classroom… it’s done with practice.

In saying this though, even though I don’t think it’s necessary, do I think going to University was helpful? I do. Although it was in a completely different field, going to University provided me with a testing ground to learn different ways to write, to think and to learn.

Did you complete any internships or volunteer placements? Tell us about your experience.

Not in copywriting. I worked in law firms, the government and as a paralegal for a Barrister.

How did you get into the job/career/business that you are in now?

I remember DIY-ing the website, writing the copy for the website and launching it in a week. I have always loved writing but to be honest, never thought it could be a thing I could do as a career cause I was very driven initially to climb the corporate ladder.

It wasn’t until my friends and even my boyfriend (and husband) began asking me to help them with things like their cover letter, reviewing their assignments and even in my corporate job, writing the CEO message? That I felt inspired to maybe have this as my creative outlet on the side. I remember putting content out there through blogs and Instagram for a good 7 months and it was crickets. But then my first “lead” came 7 months on and I remember the feeling I had when jumping on that call (while I was on a holiday) and getting “paid” to hear people’s stories.

I was in love. So I decided to pour more energy into intentionally growing it. My corporate job then gave me the opportunity to work compressed hours which gave me 3 days (Friday – Sunday) to grow Wordfetti.

Within 12 months I was able to leave my corporate job, as I had already replaced my salary.

What does a typical work day look like for you?

Each day never looks the same. But I kinda love that cause every day feels like a new adventure. I wake up in the morning, make tea or coffee and always spend 15-30 minutes to myself at least. I then work in a deep sprint (3 hours of work, no distractions) and then head to the gym for 1 hour.

By the time I come back it’s usually around 10-11am, sometimes I grab an early lunch where I then break for another hour at least or I deep work for another 2-hour sprint before lunch.

In terms of what I do in the deep work moments? This depends. What we do at Wordfetti encompasses both service and digital learning and I also work 1:1 with business owners too under my own brand, so some days I’m teaching, consulting and running custom workshops for organisations, mentoring and supporting my VIP clients, other days I along with my team are strategising, copywriting and reviewing copy for our service clients.

What piece of career advice do you wish that someone told you in your early 20s?

Take the time to define what success means to you. Not anyone else. And if you can go one step further to consider how it FEELS instead of what it looks. Oh. And don’t forget to play and experiment. It’s more fun that way.

The Wordfetti Website.

Anita’s Personal Website.

What is the worst piece of career advice you received in your 20s?

That the harder you work the more successful you’ll become.

If you could start your career all over again what would you do differently?

To be honest? Nothing.

I truly believe every element has led me to exactly where I need to be. Law taught me how the delicate choices of words can result in different meanings and the power of persuasion.

Psychology taught me about the human mind and helped me see how human behaviour has evolved with our ever-changing world.

Economics taught me to observe the movements in our community and how supply and demand come together to influence our behaviour and in turn marketing.

My corporate jobs in law, government, and even my stints in various casual jobs all taught me something.

List your most valuable resources that you turn to constantly for inspiration in your career?

I’d say what inspires me the most are hearing other people’s stories… and I’m grateful I get to do that every single day. I recently watched Miss Americana (Taylor Swift) and Halftime (J.Lo) over the weekend and hearing their journeys too and their stories, what they were pain pointed by and how they navigated around their struggles were deeply inspiring.

  • Favourite Website? I’m going to sound so lame, but Google? Ahha. There isn’t really a website I visit more often than Google.
  • Instagram/ TikTok Account that you love? Brianna Wiest, she’s also a writer and her words are like medicine for the soul.
  • Favourite Podcast? I don’t actually listen to many podcasts, haha, oops! I listen to Audible books though!
  • Anyone noteworthy we should follow? I’ve been loving Reshma Saujani lately, the founder of Girls who Code.
  • Favourite App that you use every day? Notes section on my phone. I use it religiously and use it as a brain dump area throughout the day.

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