Table of Contents

Acknowledgements vii Foreword ix The author's story xi Preface xiii Introduction xxv 1 Purpose 1 2 People 31 3 Planning 63 4 Profit 89 5 Positioning 121 6 Profile 151 7 Promotion 187 Take Action 215 Appendix 1: The top free apps every online entrepreneur needs when starting out 221 Appendix 2: The copywriter's creative brief 229 Index 233

About the Author

BERNADETTE SCHWERDT is the director of the Australian School of Copywriting, an entrepreneur, an advertising copywriter, and a university lecturer. She is currently the executive producer and presenter of the online video series Secrets of Aussie Online Entrepreneurs as featured on The Age and The Sydney Morning Herald websites. Find out more at www.bernadetteschwerdt.com.au