How to Start Your Own Business for Entrepreneurs: Edition 2

Pearson UK
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The new edition of this bestselling book for entrepreneurs has been fully updated to offer the most extensive start-up toolkit of invaluable advice and expert guidance.

Relevant to entrepreneurs of any experience, it covers absolutely every aspect of starting a business from bullet-proof plans to the best way to structure a business for a successful sell-on later. It includes information on brand management, customer service, marketing, financials and staffing, so you are fully prepared to set sail on your business journey.

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About the author

Robert Ashton is an entrepreneur, speaker and author. After being made redundant in 1990 he set up his own business and has never looked back. He now works with entrepreneurs of all kinds, advising growing businesses, social enterprises and evolving charities. This is his 15th book and as well as being a popular and entertaining business speaker and TV presenter, he also writes for a number of business magazines.

Robert would love to hear from you if you think he can help you become more successful. You can contact him at visit his website at or follow him on Twitter @robertashton1.

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Additional Information

Pearson UK
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Published on
Aug 27, 2013
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Business & Economics / Entrepreneurship
Business & Economics / Small Business
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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Great copywriting just got easier
It's strange to think that there was a time when only the privileged few could read or write. The rest of us relied on the spoken word. Storytelling was used to pass knowledge on from one generation to the next. Now, most of us are literate and use the written word to gather information and inform our decision making.

Increasingly we do this online, with social media and messaging enabling rapid, spontaneous global
communication. But rather than freeing us from the need for clear, effective written communication, it actually makes good communication even more important.

The less we communicate face to face, the greater the opportunity for misunderstandings. Of course, all writing communicates your message to people you cannot see and may never meet. It means you can influence more widely; it also means you must take care not to make assumptions aboutyour reader, especially those who see your public postings.

Successful copywriting is constructed from carefully selected words, each with a clear purpose. It is written to prompt feelings, thoughts or actions. It is clear, concise and at times comforting. It is also comprehensible, even to those not yet confident users of your language.

Reading this book, and following the techniques it introduces, will make you a more effective writer. Expertise in grammar is not needed as all the necessary jargon is simply defined and, anyway, some forms of business writing deliberately ignorerules. This book is for people who want to write for results.

Each of the seven chapters in Copywriting In A Week covers a different aspect:
- Sunday: Focusing your message
- Monday: Using layout, pictures and colour to make words memorable
- Tuesday: Writing effective letters
- Wednesday: Making advertising work for you
- Thursday: Communicating clearly with the media
- Friday: Preparing promotional print
- Saturday: Composing proposals and presentation visuals

Don't just make money…make a difference.

As a social entrepreneur, you can build a business that changesthe world. But you will face some unique challenges. This book willprepare you for them. 

Packed with advice, inspiration and real-life stories, it willhelp you:

Define what you want to do and why you want to do itFind the right kind of fundingBuild a brand that makes you uniqueFind a team as motivated and inspired as you areMeasure the impact you're having

How to be a Social Entrepreneur is the only socialenterprise start-up guide you'll ever need.

"This is the seminal book on social enterprise"
—Martin Murphy, Network 2012

"An essential read for any aspiring or existing socialentrepreneur. Full of practical examples of real life socialenterprise scenarios and written in Robert's usual uncomplicatedformat"
—Marc Davies, Wales Co-operative Centre Limited,

"Social enterprises need social entrepreneurs. This book willhelp you decide is you've got what it takes to be one"
—Peter Couchman, Chief Executive, Plunkett Foundation,

"This very practical book will guide you as to what it takes tobe a social entrepreneur. Enjoy it and then do it!"
—Lord Andrew Mawson OBE, author of The SocialEntrepreneur: Making Communities Work,

"I was genuinely impressed by how comprehensive it is!"
—Peter Holbrook, CEO, Social Enterprise Coalition,

"A treasure trove filled with practical insight and knowledgethat will give you the edge to start, grow a sustainable andsuccessful social enterprise"
—Stephen Gyasi-Kwaw, CEO/Founder Youth EnhancementInt.Ghana

"I particularly enjoyed the section on sales, which is afundamental topic too often neglected"
—Andy Brady, '3rd Sector Futures', Anglia RuskinUniversity,

Robert Ashton is a leading small business troubleshooter,entertaining small business speaker and the bestselling author ofmany business books including How to Start a Business forEntrepreneurs, Instant Entrepreneur and The Entrepreneur'sBook of Checklists.

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