I founded Angela Pickett Copywriter in 2019 to write sparky words for savvy small businesses that do things differently. From my base in the beautiful Barossa Valley, I write website copy and blogs, emails and newsletters, grant and award applications for founders, fun-sized and family-owned businesses. With 20 years’ experience writing for government, small business and not-for-profit organisations in Australia and overseas, I’ve got the skills to create memorable and engaging content.
My clients come from a diverse range of industries, including wineries, finance, real estate, agriculture, online and in-store retail. I love the challenge of learning about new business and industries and then sharing their business stories.
// What were you doing prior to your business and why did you get started?
In mid-2014, after 15 years as a diplomat in Canberra, Beijing and Hanoi, I moved to the Barossa with my husband and two boys. When we arrived, I wasn’t sure what I wanted to do, and didn’t have any small business experience.
After completing a Masters in Arts and Cultural Management, I tapped into my previous experience and ran a trade consultancy helping local businesses understand free trade agreements. But it wasn’t the right fit and for the next few years, I worked for a local winemaker. Working in a small owned family-owned business, doing anything but winemaking, provided the opportunity to develop a wide-range of small business skills.
When a blog I wrote about my son’s teeth being photoshopped went viral, I explored feature writing and soon discovered the world of copywriting, starting my business in early 2019.
// What has been your biggest hurdle? How did you overcome it?
Like a lot of business owners, one of my biggest challenges is imposter syndrome. I’m not sure I’ve completely overcome it. But now I know that more experienced business owners also suffer with imposter syndrome I’ve just accepted it’s part of being in business. When I see others doing well in my industry, I remind myself that my business is unique. You can’t compare your ‘baby’ business to someone else’s business that has been around a lot longer. That’s also where my mantra of ‘Define your own success’ comes in. We’ll all have different goals at different stages of our business journey.
// What do you love most about working for yourself?
I love the variety, the flexibility and the sense of achievement. Being able to work with people with different life experiences, at different stages of their business journey and in different industries means I’m always learning. It’s amazing to hear the stories behind a business and to find the right words to tell that story so they connect with their ideal customer. I see my role as part writer and part cheerleader, supporting my clients as they build their business.
I get to choose who I work with, when I work and the type of work I do. The great thing about content and copywriting is that as long as I have a computer and an internet connection, I can work anywhere.
Working for myself also means I don’t have to wait for retirement to do things with my family, friends and community. Running my business means I can make time to sit on the board of Foundation Barossa. It gives me time to get involved with my kids’ schools and sporting teams and help on committees.
// Let’s talk South Australia, What do you love most about doing business here?
I’ve only lived in South Australia since 2014, so for me, building a business has been a great was to meet people and make friends. Some might consider South Australians very parochial. But I think being a small state with a relatively small population makes it easier to build a profile and make connections. I feel like people genuinely want to see other South Australians succeed, which shines through in the SA Woman membership.
Living in the Barossa, I have the best of both worlds. Great food and wine, beautiful landscapes and a village vibe, but only an hour from Adelaide. From a business perspective, we have a fantastic coworking space at Workspace Barossa, and there’s a really supportive and friendly community of solo and small business owners.
// What advice would you give other women wanting to start a business?
Be brave and just start. A wise woman once told me that if I waited for all my ducks to be lined up, they’d all be dead. Work out what you really need to launch your business and then get out there. Don’t be afraid to tell everyone you know what you’re doing. Word of mouth and building connections are so valuable in the early years.
// Share with us a quote or mantra you live by:
Define your own success.