Free copywriting ebook: The ABC of Copywriting

by Tom Albrighton 4 April 2013 Free copywriting ebooks

abc_of_copywriting_mockupA couple of years ago, I published a paid-for ebook entitled Copywriting Masterclass. Now I’m relaunching a revised version, with a new title: The ABC of Copywriting.

Oh, and I’m changing the price too. To nothing.

The ABC of Copywriting contains all the best ‘how to’ posts from this blog, along with several sections written specially for the book. It’s 98 pages long and contains 27,379 carefully chosen words. If it was in a bookshop, you’d probably be paying about £10 for it. (The actual price, in case you missed it, is £0.)

I’ve now spent nearly 20 years working with words, the last eight as a professional freelance copywriter. I’ve always used this blog as a place to record what I’ve learned, or talk through the issues I’ve faced. So what you’re basically getting here is the brain of a seasoned commercial writer, squidged into a PDF and beamed into your own word-thirsty mind via the internet.

Here are a few of the things I cover in the book:

  • The five proven techniques for persuasive copywriting
  • The magic ingredient of every effective headline
  • Striking an honest, conversational tone to build rapport
  • How to use the power of NLP to hammer home your message
  • When to scare the reader with ‘negative benefits’
  • How to define tone of voice
  • Why you don’t need a USP to write hard-selling copy
  • How to write compelling calls to action
  • How to use ‘weasel words’ to bend the truth
  • Why customers are so bad at making decisions – and how that helps you.

Basically, everything you need to write powerful, punchy copy that gets results.

But you don’t have to take my word for it. Here’s what leading copywriter and trainer Andy Maslen says:

This is a succinct yet powerful guide to some of the advanced techniques you’ll need to make it as a copywriter.

Tom focuses in particular on the psychological aspects of copywriting: a wise move in my opinion, since emotions make sales happen.

He’s also taken real-world examples and analysed the techniques behind their creation, a valuable insight into the copywriter’s craft.

In case you don’t know Andy, he’s a hugely respected figure in the UK direct marketing industry, and the author of bestselling copywriting books like Write to Sell, 100 Great Copywriting Ideas and The Copywriting Sourcebook. Basically, he knows copywriting.

Did I mention it’s free? Well, it is. Just download it below and, if you like it, I’d appreciate a mention and a link in your social networks.

I really hope you enjoy the book, and welcome all comments below.

Click the icon to download the ebook in PDF format

Click the icon to download the ebook in PDF format

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  • Lana

    Paid with a Facebook post. 🙂 How can I get my copy of the book? Thank you!

  • tomalbrighton

    If you click on the ‘pay with a tweet’ button above, there are options to share via Facebook and LinkedIn as well as Twitter. Once you’ve done that, you should be redirected to the download. I don’t think it will work if you just post to Facebook normally. Hope that helps!

  • Lana

    Thank you for the info. I did that via Facebook but I wasn’t redirected, however it worked with Twitter so I managed to download the e-book. I’ve just browsed through the pages and it looks very thorough which is great. Thanks again, I’m looking forward to start reading it

  • Lucy Smith

    It’s telling me that the campaign doesn’t exist, and throwing a 110 error.

  • Sorry, not sure what happened there. I’ve just recreated the campaign from scratch and it seems to be working. Can you try again please?

  • madziorynda

    i shared it via facebook. nothing happend :(…

  • Lucy Smith

    Worked this time. Nice work – looks like it’ll be a good read. Thanks 🙂

  • Sorry about that. I will send you a copy via email.

  • for me too, nothing happend

  • It worked for me and the book is good.

  • Apologies Robert, I have sent you a copy by email.

  • Thanks Arkadiusz!

  • Mireinaben

    Thank you very much!!

  • Alessandra Toni

    Hi Tom! I’m sure it will be a very useful reading! Thank you very much!

  • thanks a lot! 🙂

  • Facebook User

    Great way of sharing knowledge. Thank you and bless you 🙂

  • Tom, I just tried downloading it on Chrome and Safari. Both times it said it wasn’t working with those browsers even though it suggested I try Safari the second time around.

  • Great idea BTW. It just seems to be the PWAT system that’s letting it down at the mo.

  • I’ve just tried it in Safari 6.0.2 and Chrome 26.0.1410.43 and it worked with both no problems, so I’m not sure what the problem is there. If you let me have your email I can just send you a copy.

  • Thanks! I guess we can’t expect too much of things that are free…

  • AWESOME!!!! Thank you so much!! For a copywriter, this is a gold mine. 😉

  • Hi Tom, I really enjoy reading your blogs – it’s refreshing to find such an honest account of the life of a freelance copywriter. You do ‘tell it as it is’ and you have a healthy scepticism of social media too – none of the usual waffle so often found on Twitter etc.

    However, I’m having problems ‘paying with a tweet’ for your e-book. I’ve tried tweeting and posting on LinkedIn. Could you possibly email me a copy?


    Karen Bright

    email hidden; JavaScript is required

  • Hi Karen, I’ve posted my comment on the book on my face book page. How can I get my free copy, please?

  • Tom, would it be possible for you to email the contents to me? My email address is email hidden; JavaScript is required. Thank you very much

  • A copy is on its way!

  • Thanks for the kind words Karen! A copy is on its way…

  • Lizzie Adamson-Brown

    Tom……I paid with a Tweet, but can’t download. Please could you email me a copy? Many thanks.

  • Hello, where is the download button? i already pay with a tweet.. 🙁

  • Cupu gak bisa :))

  • I’ve emailed you a copy.

  • An email copy is already with you!

  • Hanne

    Hi Tom
    I paid with a LinkedIn-post. I was a bit clumsy with the button here, so I did it directly on LinkedIn. Can you send me a copy by e-mail? Thank you!

  • On the way!

  • Michela

    Readable and interesting!!!

  • Jacqueline Midgley

    Hi I just shared this link on LinkedIn, could you perhaps mail me your e book? Thanks a million!

  • On the way…

  • Tweet it is:)

  • Hey Tom, can I get your ebook?Thanks a bunch:)

  • Sure, just let me have your email…

  • Jayne Howarth

    I did it via LinkedIn but couldn’t see where to download the document (I didn’t think the advert alongside it was *it*)

  • I’ve sent you the link via email.

  • Anne

    I have ” tweeted” the article- how does the book arrive?

  • You need to do it via the ‘Pay With A Tweet’ button – but I’ve sent you a copy in case it isn’t working for you.

  • Melvin

    i have shared the link on facebook, could you send me a link to download the book?

  • Pam

    I clicked to share on Linked In, not sure how to download the book…

  • On the way!

  • I’ve sent you a link via email.

  • Christopher Awuku

    Thank you for this. As a new and aspiring copywriter, it’s good to see content and “how-to” guides from persons with greater experience!

  • Teresa De Vincenzo

    Thank you for your website, so inspiring. I posted the book on my FB page. Greetings!

  • Thanks Teresa!

  • doriano

    done on Facebook. may I have a link to download the book?

  • Done!

  • done on facebook. may I have a link too?

  • On the way…

  • Caroline Lakey

    Hi, did this on Facebook yesterday (via pay with a tweet) but haven’t received anything yet. Would it be possible to have the link please? Thanks.

  • On the way…

  • Jacopo Giovannoni

    Hi Tom, I’ve sent a post on LinkedIn on monday. May I have the link to download your book? Thanks.

  • Should be with you now.

  • Jacopo Giovannoni

    Sorry Tom, it’s my fault. I didn’t see the window ’cause I had many open windows on my Mac. Thank you very much for your mail with the link. Jacopo

  • Thanks, Tom.

  • Anna Solheim


  • link please

  • Email please?

  • I would love to learn how to put the pay with a tweet button on my page. 🙂

  • You’ll find all the details at

  • suffian

    Hi, I paid with a tweet, but no ebook received. Please help me.

  • A link is on its way.

  • Shireen

    Would mind emailing me the link to your ebook? Thanks so much.

  • On the way!

  • Maxmancina

    Hi Tom, unsuccessful attempt to post via Twitter (only joined last week so no surprise there) but have managed it via Facebook – no book though. May I have the link please? Many thanks

  • ivm

    i have tweeted, link please?

  • On the way!

  • Done!

  • Martina

    I’ve just paid two times witha facebook post but i’m not redirected to download.

    Why? Can you help me?

    Thanks 🙂

  • Manuela Dal Castello

    Just “paid” twice by Facebook, but didn’t receive anything. Can you please send me the link? Thanks!

  • Nita

    Thank you!!

  • I hit pay with a tweet but it didn’t do anything. It took me to another book and asked me to buy it.

  • Ashley Cowles

    I just shared this on Facebook through the appropriate button, but didn’t get any download link. I don’t have a Twitter account. How do I download the ebook?

  • Sorry you had problems. I’ve sent you a link.

  • Sorry to hear you had problems. I’ve just tested the system and it worked OK for me. I’ve sent you a link to download the book directly.

  • No problem!

  • I’ve sent you a link.

  • Anni

    I couldn’t post it to LinkedIn, but it worked for Facebook without problems. Thank you!

  • Thanks

  • Bartosz Kłosiński

    Thank you for sharing your knowlege 🙂

  • Chloe

    I shared via Facebook and I wasn’t redirected to the download too. I would be grateful if you could send me a copy via email.

  • I’ve just sent you an email.

  • Thanks for the kind words!

  • Bernadett

    I’ve tried to downloaded after sharing on LinkedIn, but no redirection..:(

  • Appalandes

    Did with LinkedIn but does not seem to work

  • I’ve sent you an email with a download link.

  • Simone

    Hi Tom, I tried sharing it on Facebook and wasn’t redirected. How can I get a copy? Thanks!

  • I’ve just sent you an email.

  • I’ve sent you an email.

  • Elisabetta

    l’ho condiviso su Facebook. Come posso fare ora per scaricare l’ebook?

  • Ti ho mandato una mail.

  • Chị My

    I shared it via facebook twice, but nothing happens. pls send me a copy via email. thanks

  • Lesley Hussell

    9 months late I come to the discussion, can’t make the link work but post on LinkedIn in hope as well as expectation. Email is email hidden; JavaScript is required and my inbox awaits a happy thud on its doormat. Thank you.

  • I’ve sent you an email.

  • I’ve just sent you an email.

  • Deep

    Hi Tom,
    I chanced upon your writing. I think I am going to be busy for a while now reading more of your work …..and may I request a copy of your book, please?. Many Thanks.

  • Bob_Paroski

    I just shared this with LinkedIn. I was not redirected. Can you send me a link to the book?

  • I’ve just sent you an email.

  • Fatima Z Ennda

    Can you send me a copy to email hidden; JavaScript is required. I’ve shared the link but havent received any copy. Thanks 🙂

  • Josiah Maesua

    Paid with Linked in post but did not come in so I did Facebook again

  • Josiah Maesua

    Managed to get thank you this has been really good. I am living in a country where ideas which have been around are like new ones. this is one of them, and utilizing such skills and knowledge to assist local companies either as a copywriter or just normal advertiser, need to help people focus on what they can get to actually increase sales. Love the books

  • natalie

    i did post on fb bot no download??? i would like to read it please ??? 🙂

  • I’ve just sent you an email.

  • OK, done.

  • Thanks for the kind words!

  • natalie

    thank you 🙂

  • m2lawren

    Thanks Tom!

  • Gary Seaton

    Paid with a facebook post. Nothing happened.

  • Thanks for stopping by again! I’ve sent you an email, hope you enjoy the book.

  • Brenda

    Hi Tom! Looking forward to reading your book . . . paid with a tweet but the download process is making we install jZip before getting the book and that is a program I am not interested in downloading. Any chance a copy can simply be emailed to me? email hidden; JavaScript is required? If that works, thanks a lot!

  • vcer43

    Paid with facebook post but nothing happened 🙁 Could you please send me the link via e-mail too? 🙂 email hidden; JavaScript is required thank you!

  • I’ve sent you an email.

  • Hi Tom
    I posted a facebook link but the system doesn’t seem to be working. I dont use Twitter so can’t use that option. Any ideas?

  • I’ve sent you an email.

  • Hi Tom
    Thank you for dealing with this so quickly.
    Getting started reading now!
    Have a great day

  • Patrick

    A great book. A must read!

  • S K Mat

    I tweeted, but couldn’t see the link pay with tweet. So please send it. Thanks

  • wtf_edu

    I posted it on FB but it won’t let me because of my privacy settings. I changed the post to public but still has the same problem

  • I’ve sent you an email.

  • The book is great Tom, thank you!

  • Colin Mackay

    Paid with a Tweet, did not redirect….can you send me a copy?

  • I’ve sent you an email.

  • It seems there is an issue with the Pay with a Tweet system. Could you please advise for the copy of the book? Thank you.

  • If you let me have your email, I’ll sort it out for you.

  • Alistair

    Hi Tom I tried to pay with a LinkedIn approach but im a bit new to this and firstly don’t know if it worked or not and how do I find the e-book. And by the way thanks!

  • No problem! I’ve sent you an email.

  • Jack Nimble

    Link please?

  • I’ve sent you an email.

  • Michael Theodoulou

    Hi Tim, I just tweeted on your book but couldn’t get a copy. Any chance you’d email me one? Al the best, Mike

  • Michael Theodoulou

    That was meant to be Hi Tom, not Tim! Apologies!

  • I’ve sent you an email…

  • kotesh

    I clicked to share on Linked In, not sure how to download the book..

  • I’ve sent you an email.

  • louellapace-labaya

    tweeted it and no download link =(

  • I’ve send you an email.

  • Cez

    Hi, Tom! Good evening and thank you for sharing your eBook with us. 🙂

    I paid with both a Facebook wall post and a Tweet; unfortunately, I was not redirected to the download page. 🙁 May I ask for help regarding this one?

    Feedback greatly appreciated. Thank you very much! 🙂

  • I’ve sent you an email.

  • Thanks for this! Just paid!

  • Kim Brettle

    Hello Tom. Thank you for allowing us mere mortals the chance to download your book and to learn from you. Thank you for your tiresome efforts and for sharing your knowledge with us it IS greatly appreciated. P.s. the redirection didn’t work or maybe after 2 yrs it has been taken down….? 🙂

  • Hi Kim. The download should still work. Can you let me know what is happening please?

  • Kim Brettle

    Yes it worked thank you so much Tom… Be Awesome, Stay GREAT!

  • ruth

    it seems it does not work with facebook, but works well with twitter. thanks!

  • Laura Darling

    I’ve tried posting with Facebook and Twitter but to no avail… not sure what the glitch might be?

  • I’ve just send you an email.

  • educational and very useful, thank you

  • Ricardo Marin

    I shared, Nothing happened

  • I’ve sent you an email.

  • Carolina Ferraresi Curotto

    I’m a translator from Argentina, I’ve paid with a Facebook post, how can I get my copy of the book? My email is email hidden; JavaScript is required

  • I’ve just sent you an email.

  • Carolina Ferraresi Curotto

    Thank you so much =)

  • Lê Văn Minh

    Sorry I can’t find the ‘pay with a tweet’ button. Could you please share your e-book to my email?
    P/s: Your blog is great !

  • I think the system may have been down, but it seems to be working now. Thanks for the kind words about my blog.

  • tafi hanes

    Hie Tom. I cant seem to get the book to download. I would love to read the book. Please can you forward a copy to me via email.

  • Hi Tom, can you send me on a link please?

  • I’ve sent you an email…

  • Samuel Muriithi

    the downloading didn’t work for me; would you mind sending it to my email

  • Dorian

    Hi Tom

    Paid with a tweet but didn’t receive my copy of the book. Please could you send me a copy via email.
    Many thanks.

  • Jeannine Clark

    Hi Tom,

    I would like a copy but can’t seem to download either. Can you email me a link? email hidden; JavaScript is required. Thanks!

  • Ameli Apuy

    This is years ago, we can still get the book ? i tried several times but it say the age does not exist snif

  • Yes, the book is still available. ‘Pay With A Tweet’ is no longer working, so I’ve added a direct link instead. Hope you enjoy the book.

  • Ummu Amar

    Worth reading. Thank you very much, sir. 😊

  • Markus Griebling

    Hi Tom, thanks very much! I’ve just downloaded the eBook and skimmed the content. You’re the best for releasing your valuable insight into the art of copywriting. I look forward to reading every page and start wowing my readers. Thanks again.

    Cheers, Markus

  • Tom Orde

    I’m just setting up as freelancer and found this. There is so much much useful content. Thank you!