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Angela Pickett from Angela Pickett Copywriter


Who are you Angela Pickett?

I’m a copywriter for founders, fun-sized brands, and family-owned businesses. I swapped a busy diplomatic career in Asia for a life of food and wine in the Barossa.

I now create powerful words to help purposeful, small local businesses tell their stories.


What did you do before you became a copywriter?

I was a diplomat for 15 years working in Canberra, Beijing, and Hanoi. In 2014, at the end of my 3.5-year posting to Hanoi, I decided I needed a career change. My husband, two boys, and I moved to the Barossa Valley. I ran my own trade consulting business (not so successfully) for two years and then worked for a winemaker.

I blogged and dabbled in fiction and feature writing before discovering copywriting thanks to a referral from a friend.


How long have you been a copywriter?

In my diplomatic life, I wrote loads of reports, press releases, and ministerial briefs, so around 20 years. But my first official client was in March 2019 and I was full-time in my business by May 2019.


What has been your biggest copywriting career win?

It’s cliched but when a client is happy with the final result, it’s a win. Being asked to do repeat work is also a win.

Referrals from and sub-contracting to other experienced CopyBeasts is also a huge buzz. Seeing how they work, both from a copywriting perspective and how they run their businesses is a great experience.

But my biggest win would be working with Kate and the team to create playlists and other content for TCCS and the Digital Masterchefs.


What was your worst copywriting career fail?

I’ve had a couple of jobs where I delivered based on the brief but realised afterward that I should have spent more time with the client at the start helping them to work out what they need and how I, as the copywriter, could help.


What are is your number one fave copywriting tools?

I would be lost without Asana. Whether it’s personal, volunteer, or work-related, it’s in there. I’m also a fan of Pro Writing Aid and Visible Thread for checking grammar, weeding out passive voice, measuring sentences, and assessing reading age.


How do you deal with self-doubt?

I’ve realised that it is just part of running your own creative business and wanting to do it well. Often it comes from doing something new, and I know I need to ask for help.

Other times, I read back over the testimonials I’ve received and reminded myself that I do have the skills to get the job done.


What work-life balance/mental health tips do you have?

It’s important to remember that we are more than our businesses.

I make time to catch up with friends, spend time with my family and go to the gym, have a massage, or float.

I left my previous career because I wanted to make time for volunteer work and hobbies, so I need to remind myself of that.

I love reading so I make sure I have a good pile of books to escape to.


What tip would you pass onto any newbie copywriters?

Just get started.

If you’re already a member of The Clever Copywriting Community, jump in and make the most of the resources on offer.

There are playlists based on your level of experience or specific elements of your business like money and mindset.

Get involved in the group. Ask questions, attend the training, and chats.

And if you’re not already a member, join. The support and knowledge in the group are the reason so many of us have the businesses we have.



What’s next for you?

For a long time, I resisted the urge to niche, but in updating my website recently, it became clear that my niche is founders and small family-owned businesses in regional Australia.

I also love working with people who have made a big career change to create a business that really works for them.

I’m really excited about building my business and continuing to improve my skills as a copywriter and business owner.


Why do you love TCCS?

Where do I start?

I wouldn’t have a copywriting business or even be a copywriter if it wasn’t for an old colleague who was in TCCS referring me to another CopyBeast.

I count so many of the members as friends, even though I haven’t met some of them in real life (yet).

I love the generosity and the willingness to share the good and the bad.