The copywriter portfolio is an essential tool for impressing potential clients. After the inevitable, ‘How much do you charge?’ the next question is usually “What have you written?” That’s where a great portfolio comes in. Here, in the opinion of an experienced copywriter, is what a copywriter’s portfolio should look like:
- Online and offline
- Your best work
- Tailored to the current needs of prospects
- up to date
- A portfolio of print writers must be on adequate support
A portfolio of writers must be both online and offline
Given the importance of the web as a tool for finding copywriters, it is essential that you maintain portfolios of copywriters online and offline (on paper). The online version could be on your website or on a blog, but either way, it should contain examples of your best work. That way, potential clients can see what you’re capable of all day long, whether they are in Cheltenham, Gloucestershire or on the other side of the world. The printed folder should be in an easy-to-carry format that is easy to carry to presentations.
A portfolio should contain your best work
Resist the urge to overload your portfolio with everything you’ve written. Be selective and make sure only your best work appears there. Quality matters as much as quantity, perhaps more.
Good copywriter portfolios are tailored to today’s potential customer
Allied to the previous point is the importance of adapting your portfolio to the requirements of a potential client when they visit. Of course, your online copywriters portfolio can contain all of your samples. But when you come face-to-face with a prospect, make sure your hard copy or electronic presentation is focused on a job that suits their immediate needs. A website project? Put more emphasis on your web copy or SEO. A press release requirement? Don’t go overboard with the direct response copywriting examples. It’s just a matter of common sense, of maximizing relevance to the potential client and not tying up their time with your whole creative story …
Your copywriting samples must be up to date
People like to work with someone who is successful and active today. A busy copywriter is an “on demand” copywriter. That’s a great indicator that you’re good, so make sure your copywriting samples are as up-to-date as possible. It can be difficult, especially with printed samples, which can sometimes be difficult to obtain from agencies and end customers. Do your best; even a study PDF of a brochure is better than nothing.
A printed folder can take many different physical forms
Different copywriters prefer different physical wallets. For some it will be a smaller version of the classic portfolio of art directors; for others, an A4 folder with perforated filing sleeves will be perfect for storing work samples. Whichever you choose, make sure the physical container doesn’t distract from your samples. Neutral finishes are better than “busy” prints. And of course, you’ll always make sure your copywriters portfolio is clean, neat, and free of worn corners and dirty finger marks …
Ultimately, the appearance of your copywriting portfolio will reflect your preferences, experience, and the resources available to you. However, if you follow the guidelines above, you can be sure of a huge advantage over competitors who haven’t given their presentation much thought. Get started now, put that portfolio together, and get ready to wow potential copywriting clients with your best work.