What should a copywriter’s portfolio be like?

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 did you write?’ That’s where a great portfolio comes into play. 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 needs of current prospects
• up to date
• A paper editor’s portfolio must be on a suitable support

A copywriter portfolio should be both online and offline
With the importance of the web as a tool for finding copywriters, it is essential that you maintain portfolios of copywriters both online and offline (hard copy). The online version could be on your website or a blog, but either way, it should contain examples of your best work. That way potential customers can see what you’re capable of around the clock, whether they’re in Cheltenham, Gloucestershire or on the other side of the world. The printed portfolio should be in a portable format that is easy to take with you to presentations.

A portfolio should contain your best work.
Resist the urge to overload your binder with everything you’ve written. Be selective and make sure that only your best work appears there. Quality matters as much as quantity, maybe more.

Good writing portfolios fit today’s perspective

Linked to the previous point is the importance of adapting your portfolio to the requirements of a potential client when they visit you. Of course, your online copywriter portfolio can contain all your samples. But when you meet face-to-face with a prospect, make sure your hard copy or electronic presentation focuses on work that will resonate with their immediate needs. A website project? Put more emphasis on your web copy or SEO. A press release requirement? Don’t overdo the direct response writing examples. It’s just a matter of common sense, of maximizing relevance to the prospect and not tying their time with all their creative history…

Your writing samples must be up to date
People like to work with someone who is successful and currently active. A busy copywriter is an “in-demand” copywriter. That’s a great indicator that you’re good, so make sure your writing samples are as up-to-date as possible. It can be difficult, especially with print samples, which can sometimes be difficult to obtain from agencies and end clients. Do your best; even a study PDF of a brochure is better than nothing.

A print portfolio 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 examples of work. Whatever 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 drafting folder is neat, tidy, and free of worn corners and dirty finger marks…

Ultimately, what your writing portfolio looks like will reflect your preferences, experience, and the resources available to you. However, if you follow the guidelines above, you can be sure to have a huge advantage over competitors who haven’t put much thought into your presentation. Get started now, put together that portfolio, and get ready to wow potential copywriting clients with your best work.