Bernadette Schwerdt is a copywriter, ghostwriter, business book coach, and founder of one of Australia’s leading copywriting schools. She’s spent years uncovering what makes entrepreneurs turn million-dollar ideas into thriving businesses … insights she’s compiled in her book, Secrets of the New Online Entrepreneurs.

In this episode, Bernadette takes us through her unconventional career journey from acting to advertising to building a successful online business. We’ll dive deep into how she’s worked with top founders from brands like Airtasker, Bondi Sands, and Luxury Escapes, discovering what really sets successful businesses apart. We’ll unpack how to spot real opportunities (and avoid those that are doomed), the pivotal role of storytelling in building your brand, and how AI is reshaping the entrepreneurial landscape.

Whether you’re just starting out or looking to grow your business, you’ll come away with practical tips on research, risk-taking, and building your personal brand, all straight from the frontline of Australia’s entrepreneurial scene.

Key topics

1. Turning Ideas Into Businesses

Bernadette explores why few people turn great ideas into million dollar businesses, emphasizing the differences between dreamers and doers.

Bernadette shares real-world examples from entrepreneurs she’s interviewed, highlighting how successful founders have built global brands from scratch.

Core lessons include spotting real opportunities, understanding what builds a thriving business, and leveraging both passion and pragmatism.

2. Research, Validation, and Risk-Taking

Bernadette stresses the importance of deep research, using competitor and adjacent market analysis before launching a business.

The balance between pragmatic realism (e.g., Google searchest o invalidate ideas quickly) and taking calculated risks is highlighted with stories such as the coffee shop/barber example and her nephew’s Pokémon card arbitrage.

Effective founders conduct pre-mortems and scenario planning—preparing for the worst and having contingency plans, as illustrated by experiences from companies like Swiss and Seek.com.

3. The Role of AI in Business and Content Creation

AI is recognised as a powerful research and productivity tool, but Bernadette urges not to rely solely on it—human judgment, passion, and external conversations are still essential.
In the copywriting world, AI is considered an “intern” or co-writer, and the value of trained writers is heightened due to their ability to brief AI effectively and filter quality from generic output .

For small businesses, AI’s key benefit is productivity—handling repetitive or time-consuming tasks and assisting with research, hiring, and summarizing content .

4. Storytelling and Personal Branding

Bernadette breaks down the structure of business storytelling: context, challenge, action, result, and learnings, emphasising its power in connecting with audiences and communicating core beliefs.

Preparation and authenticity are crucial for public speaking; Bernadette shares that effortless speeches require significant rehearsal and a clear focus on audience takeaways.

Building a strong personal brand, both online and in-person, is increasingly critical in a world where AI screens applicants and consumers buy from people, not just businesses.

Timestamped overview

00:00 Beginning the ghostwriting journey

03:17 Pursuing passion in creative careers

07:22 Remote work versus office culture

10:01 Radek Sali's risk-taking decision

16:11 Discovering the card arbitrage opportunity

18:54 Finding a unique product niche

20:51 Pursuing passions carefully

26:03 Importance of clear storytelling structure

26:59 Advice for success stories

31:36 Overcoming growth challenges on a budget

35:58 Using AI for transcriptions

38:45 Importance of personal branding online

41:01 Building a Personal Brand

43:55 Becoming comfortable with social media

Host: Cec Busby

Guest: Bernadette Schwerdt. Find out more about Bernadette

Sound: Abu Baker

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