Every freelancer’s portfolio is different. Some put together a graphic designer’s portfolio, while others may include a copywriter’s work. However, there are guidelines you can follow to put together the perfect copywriter’s portfolio.
Here are a few of the things you might want to include in your copywriter portfolio:
Copy
This might seem obvious, but you’d be surprised by how many copywriters put the cart before the horse. They’ll rush into action without a clear idea of what they’re supposed to be creating. A good copywriter portfolio should start with a sample of what they can do, and then they can expand from there.
You should include both formal and informal samples of your work. The former includes things like press releases or advertising copy that you’ve written for publications or advertising campaigns. The latter can be much more informal and can include things like blog posts, social media content, or even creative ideas you’ve come up with.
If possible, you should include samples of both your written and spoken word. The former is more commonly included in a portfolio because it’s easier to show off, but the latter can be just as good – if not better – at showcasing your creative side. Some companies even prefer to work with creative individuals rather than just technical ones, so it’s important to have both sides represented in your portfolio.
Clients
A good portfolio is more than just a collection of your work. It should also include information about the businesses you’ve worked for. Depending on the size of your firm, you may want to include a list of clients you’ve worked for. If you’re looking for individual work, you can mention the various campaigns you’ve executed, or the various products you’ve helped to market.
If you’re looking for long-term work, you can include information about the companies you’ve worked for previously. This shows that you’ve learned from past experience and can guide future clients to successful outcomes.
It’s also important to mention any awards you’ve won, or accolades you’ve achieved. These are all ways of showcasing your talents and proving to future clients that you’re the expert they’re looking for. They may also decide to work with you based on your previous work, rather than just your portfolio.
Media Kit
This is a collection of magazines and newspapers that you’ve been featured in. If you’re looking for long-term work, you can include information about the various platforms you use – whether it’s Twitter, LinkedIn, or even Google Docs – to stay in touch with your contacts.
A good media kit includes details about the various publications you’re featured in, and the different platforms you use to stay in touch with your contacts. Your media kit should be well laid out and easy to follow. Think of it as a business card for journalists. It will make them interested in your work and more likely to request your services for an article or feature they’re working on.
Overview of Services
If you’re looking for short-term work, you can include an overview of the services you provide. In this case, you’d want to include your hourly rate, whether or not you offer a free trial, and any restrictions (such as minimum project deadlines) that may apply. Think of this section as an ‘about’ page for your work.
You can also include information about your education and training, as well as any certifications or licenses you might have. It’s always good to showcase your qualifications. Some companies might see it as a slight indication of your arrogance, but usually it’s a good thing.
Creative Projects
There are certain projects you might want to include in your portfolio that are the result of your own efforts. These creative projects might include anything from a logo design or a website to a marketing video or even a marketing campaign. They can be a collection of work you’ve done, or they can be standalone projects you’ve undertaken.
Some people like to put together an example of their best work, and then use that as a template to create similar pieces. However, a creative project can be seen as something special. It might not be in your best interest to follow a strict format here, as you could end up with a boring repeat of what you already have in your portfolio. Plus, there’s no sense in having something too similar if you’re trying to stand out.
Projects For Others
If you’re looking for short-term work, you can include projects you’ve done for others. In this case, you’d want to include the scope of the project (such as an outline or a full project plan), your role in the process, and the outcome. Simply list the project name, the name of the person you’re working for, and the date the project was completed.
While it would be great to work on a project that you’ve been asked to do, you might not want to put this on your portfolio. After all, there might be a reason why they didn’t ask you to do this particular project. Maybe it’s because they already have someone in mind to do this. Or, it could be that they don’t want this particular project to be associated with your work, as it was done under false pretenses (you didn’t tell them you wrote the script, for example).
Presentation
A good portfolio should be presented in a clean and attractive (but not too flashy) way. If you’re looking for long-term work, you can include a PowerPoint or Keynote presentation (in either layout) about your work. In this case, you might want to add a few more items to your portfolio, such as a cover letter, business card, or even printed copies of some of your work. Remember, your presentation should reflect your skills and abilities. Do not include any information that could be found on the web. This is where a lot of the work gets lost, so including anything that could be looked up would be a disservice to your portfolio.
Case Studies
Another good way of showing off your work is through case studies. These are pieces that are an in-depth exploration of a particular project you’ve undertaken. The benefit of including case studies is that it gives the viewer an opportunity to see your work process, and offers a glimpse of what you could do for them. You’d want to include as many case studies as possible in your portfolio, as case studies can be quite the selling point when pitching to potential clients.
Testimonials
Clients can be an important part of your business. They may like your work, and want to do more of it. Or, they may have a problem and need someone to solve it. In all situations, it’s important to remember that clients can be a fickle bunch. This is why it’s a good idea to include testimonials from previous clients in your portfolio.
These are pieces of praise from previous clients that can be used to highlight your strengths and abilities. When a potential client hears about your successes, they may decide to work with you based on your previous work, rather than just what they see in your portfolio.
Keywords
If you write content for the web, you’ll need to include keywords in the text. Without them, your articles might end up in a search engine’s ‘no-results’ pile, or worse, on the wrong side of the search engine’s organic results. This could lead to potential clients being unable to find the information they’re looking for, despite your best efforts. Including keywords in your text can also help potential clients to find your work, should they decide to do so.
To find the keywords, you can either use free tools like Google Keyword Planner or SEO tools like Hootsuite to find the top keywords for your industry, or you can enter your industry into the Amazon search bar, and use their autosuggest to find keywords you might not have thought of.
Placements
Depending on your industry, you may want to include placements in your portfolio. These are essentially places where your work has been placed, in either online or offline publications. For example, if you’re a fashion writer, you might want to include online places like Vogue and Glamour, as well as offline publications like Women’s Wear Daily and InStyle.
A good fashion writer’s portfolio would include these types of publications, as well as digital platforms (like blogs) and social media sites (like Twitter and Instagram). Fashion writer’s portfolios can get quite extensive, so make sure you have enough room for all of these elements.