#118 BTS With Anita Siek, Founder Of The Wordfetti Club
While I was Head of Product at bossbabe I had the awesome opportunity to connect with the business owners that led our guest masterclasses every month.
That was how I connected with my now agency mentor, Anna Nassery, how I developed a friendship with Chanti Zak, and how I met the brilliant founder of Wordfetti, Anita Siek.
Fast forward to me leaving bossbabe and starting my agency... Anita ended up hiring Affinity to audit her own membership, The Wordfetti Club.
Since then, she’s made some major shifts. She’s doubled down on connection, expanded the experience beyond content alone, and faced AI head on in her content-focused membership.
I'm so excited to share this behind-the-scenes interview with you, plus my take on what Anita is doing exceptionally well.
You’ll learn:
How her membership wasn't sticky enough in the beginning, and how she pivoted to improve retention
The creative ways she builds real connection across a global member base
Her honest take on AI, copywriting, and what makes her offer stand out
Let’s get into it –
What is your membership/program? Tell us the elevator pitch!
The Wordfetti Club is an all-in-one mentorship membership designed to help business owners increase their visibility and sales by leveling up their marketing, copy, and messaging game.
There’s 3 parts that make the experience:
Monthly live mentoring calls with me (for hot seats, conversations around the latest of what’s working and what’s not etc)
A needle-moving strategy designed to increase your visibility and sales that’s shared every month (along with templates, resources, or a workshop) so you can easily install it or apply it into your business
Our community of passionate business owners to grow your network, collaborate with and get support.
How many members do you have?
200+
What made you decide to build a membership/program?
The 3 biggest pain points the Club solved (and what I saw my audience experience) was this:
(1) Too much info, not enough implementation:
While a lot of “memberships” focus on more content, and more info, each month we deliver a simple needle moving strategy (along with simple strategies and templates) businesses can apply and implement into their business to see results and impact.
(2) Constant shift in marketing, messaging and consumer behavior:
Meaning that marketing or content course they invested in is likely outdated already. With a membership like this, we were able to talk about the latest of what was working right now.
(3) Feeling of being lonely and a lack of go-to support:
Where there wasn’t a “community” they felt safe or felt like they could truly belong that talked about the 360 of business ownership.
Did you try any other digital products before launching your membership/program?
Yes!
We used to have a content-based only membership (where we delivered templates ONLY, no community) back in 2021-2022 but what we found was people were craving interaction, live mentoring support, feedback, and a community. So we evolved this previous offering into the Wordfetti Club in 2023.
We also have a 12-week live group mentoring program (WYW), where we go deeper and teach business owners and copywriters how they can nail their messaging, uncover their unique brand DNA, and write words that sell through our psychology-based methodology.
Were there any unexpected challenges or turning points in building the membership/program?
The biggest challenge (or opportunity to raise awareness with our audience in my eyes) has been the rise of AI in the last year.
I think the common belief by a LOT of the audience / business owners are that they can just use AI to help them write now.
“Why learn how to write?!”
And whilst AI is a very impressive tool (and we love using it too internally):
It is only as put as the input (aka you still need to learn how to write, it’s literally a natural language processing machine, it learns through words and language)
AI should not do your thinking (cause that’s what sets you apart), you can’t outsource your own pushups
To be able to write is to be able to communicate. And in business, the best communicator wins. You don’t get “good” at writing copy with templates, and downloading a free PDF, you get good at writing and strategic thinking with PRACTICE
We also leveraged this in May 2025 when we built our own FETTIBot, where we taught it 8+ years of our high converting messaging, copywriting and copywriting frameworks. This has been HUGE for our community.
How do you foster a sense of community among your members?
A few different ways, the top 5 ways we’ve leaned on include:
Running a live challenge - our members absolutely LOVE this, we do it almost once every 6 months, and the goal is to x10 their visibility through the space of just 14 days by following a series of simple exercises and prompts that only take around 15 mins a day. Last challenge, we also ran a mini “connection” challenge, where we invited members to get to know one another, do zoom calls, collab and that was a mega hit. It was so special seeing everyone connect with one another!
In-person meet-ups - we’ve got an incredible community in the Club that span from Aus, US, UK, Europe, Asia and UAE. Since starting in 2023, we’ve held in-person meet ups in Aus, US and the UK with more planned this year.
A member directory - we introduced a Wordfetti Club member directory in 2025. This invites internal collaborations, connections, and is such a great basis point for our members to partner with one another, and get to know each other.
Connection calls - every two months or so, we hold a connection call in the Club. It’s a mix of speed dating, but fun, and for online businesses, and sometimes a chance for us to just speak openly and honestly about what’s been going on. The goal is to get to know one another and also feel into knowing you’re not alone on this journey.
The unscalable touchpoints - this is probably the most unscalable thing there is, but the other thing we do is get really #stage10clinger and I’d send DM’s and voice notes to members to say hello and invite them to personally join us on calls and introduce themselves in the group.
How do you handle members who become disengaged, and what have you found effective in re-engaging them?
I get #stage10clinger level, and sometimes would DM and voice note them to say hello and introduce myself personally. I think sometimes people get overwhelmed, nervous about introducing themselves and a personal reach out like this is really all they need to feel seen and comfortable.
I also think it’s a beautiful way for me to connect with my members on an individual level.
How do you gather feedback from your members, and how has it influenced your membership offer?
I run ad/hoc 1:1 calls with some of our members, invite them to fill out a feedback form after a session/workshop/activation we may run, run an annual town hall and also, by simply posting a public thread in our group.
We go through the feedback and if there are certain themes, we then look to tweak it.
The membership has literally been co-created by our members and their collective feedback!
What has been your biggest lesson about building a membership-based business?
That bringing in new members is just 30% of the strategy; the real magic and the 70% of what makes a great membership is in the onboarding, the retention, the community, the experience and the stickiness of the membership.
Can you share a member success story that deeply impacted you or validated the mission of your membership?
There’s been so many. But I would say the biggest one was a business owner who sent me a voice note within a few days of joining our membership, almost crying (I still have the voice note to this day!), telling me how helpful the membership has already been for her business in helping her increase her visibility and sales, but more importantly, in making her feel like she was less alone in business.
What marketing strategies have worked best for you to attract and/or retain new members?
Attract: me speaking in other like-minded business owner’s containers. It’s a chance for me to pour into their community, but also a chance for that community to get to know me, then follow what I do, and what we do at Wordfetti!
Retain: connection with other members within the 1st month of them joining the Club. This is usually a mix of manual introductions, running a connection challenge, joining in a connection/speed dating call.
👋🏻 Becky here! Let’s break down what I love about Anita’s approach:
She uses member feedback & data to improve the experience. Anita has co-created her membership with her community. She paid attention to what wasn’t working (low engagement in a content-only model) and added the parts people were craving: community, mentoring, and real support. She continues to do this on a micro-level to improve the experience and plan her programming.
She’s evolving the experience with AI, not scared of what’s new. AI could have been a threat to her copy-focused business, but instead she integrated it, on her terms. FETTIBot is a smart way to add value while reinforcing why learning the craft still matters.
She builds connection on multiple levels. Anita’s not relying on just one tactic for connection. She's creating serendipity through Zooms, DMs, challenges, meetups, etc. She creates layers of connection so members can find their people in different ways.
She's offering in-person events. I've said this before and I'll say it again: if you're building community in 2025 you need an in-person strategy even if that's empowering your members to meet up in their local cities.
She welcomes members with intention. The first 30 days are critical, and Anita knows it. Her personal outreach, connection calls, and onboarding experiences are designed to reduce friction and boost belonging.
She’s clear on what the real work is. It’s not just getting signups, it’s building an experience that people want to stay in. Anita gets that retention is where the magic (and the money) happens.
That’s how you build a membership with staying power.
If you want to level up your messaging, visibility, and content then I highly recommend checking out The Wordfetti Club! You can follow Anita here – I'm a huge fan – she is a copy & messaging magician.
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