The writer’s 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 wallet 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 today’s prospects
- up to date
- A paper writer’s portfolio must be in a suitable support
A writer 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 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 throughout the day, whether they’re in Cheltenham, Gloucestershire or halfway around the world. The printed portfolio should be in a portable format that is easy to take 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 only your best work appears there. Quality matters as much as quantity, maybe more.
Good copywriter portfolios fit the current outlook
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 of your samples. But when you come face-to-face with a potential client, 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 go overboard with the direct response writing examples. It’s just a matter of common sense, of maximizing relevance to the prospect and not tying up their time with all of 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 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 portfolio can take many different physical forms.
Different writers 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 holding samples of work. Regardless of what 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 compose folder is clean, tidy and free of frayed corners and dirty finger marks…
Ultimately, the look of your writing portfolio 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.