From my blog

Free copywriting ebook: The ABC of Copywriting

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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Comments (169)

  2. 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!

  3. 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

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

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

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

  17. 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.

  19. 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.

  22. 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?

    Thanks,

    Karen Bright

    info@brightwords.co.uk

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

  32. 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!

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

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

  48. 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!

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

  55. 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.

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

  59. 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

  70. 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

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

    Why? Can you help me?

    Thanks 🙂

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

  78. 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?

  86. 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.

  98. 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 lesley@editingedge.co.uk and my inbox awaits a happy thud on its doormat. Thank you.

  101. 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.

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

  106. 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

  116. 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? brenda-jw@shaw.ca? If that works, thanks a lot!

  119. 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?

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

  124. 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

  131. 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!

  135. 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

  142. 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! 🙂

  145. 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….? 🙂

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

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

  159. 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.

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

  163. 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.

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

  168. 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

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

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