A significant portion of any freelancer’s workload is spent crafting compelling offers that compel prospective clients to act. The art of copywriting is the skill of making words work hard for you. When executed well, copywriting can do wonders not just for your bottom line, but also for your reputation. In this article, we will discuss how to incorporate copywriting into your freelance portfolio to bring in more business and increase your exposure.
The Anatomy of a Great Copywriting Portfolio
If you’re looking to display copywriting in a creative portfolio, then there are a few things you should keep in mind. To start with, the content you produce for marketing purposes is called marketing copy. It is written to persuade potential customers to make a purchase or engage with your product or service. If the content you produce isn’t designed to draw in customers, then it probably isn’t the best suited for showcasing in a portfolio.
In a nutshell, your marketing copy should sound like you – intelligent, confident, and most importantly, hungry for success. In the same way a good brand ambassador promotes your brand when you’re not around, your marketing copy should be able to do the same for your company. It should highlight your unique value proposition and convince the reader to work with you rather than your competition.
In terms of formatting, your copy should be easy to read and digest. Since you’ll be pitching your copy to various professionals, including potential customers, it should also be easy to comprehend. In addition to that, you want your clients to be engaged with the content you provide and to remember you when they’re ready to purchase again. To put it simply, you want to leave a positive lasting impression.
How to Write the Perfect Offer
A well-written offer will significantly increase your chances of securing a deal. According to HubSpot Blogs research, 76% of buyers have said they’d be more likely to work with a business they’ve written about. To put it another way, people are more likely to hire you because they’ve heard of you.
The key to writing a killer offer isn’t just about having a good vocabulary and appealing style; it’s about the research you do before you start writing. Before you begin crafting your marketing copy, you should be certain of three things:
- The problem you’re solving
- The solution you’ve devised
- Your pricing
To put it simply, people aren’t coming back because your product or service solves a problem they didn’t realize they had or because your prices are too high. You want to make sure that whichever solution you provide, prospective customers are aware of the benefits and are able to see themselves fitting into the category
In the case of a web designer, for example, you may want to highlight how their experience and connections with other industry players will benefit their customers.
The more you can do to personalize the experience for each individual customer, the higher your chances are of securing a deal. To put it bluntly, creating a seamless customer experience is the best way to drive sales and increase your freelancing revenue.
How to Present It In a Creative Portfolio
The above points explain the anatomy of a great marketing copy. When it comes to creative portfolios, you want to take your marketing copy and make it into a compelling presentation. The key to a creative portfolio is in the details, such as the type of media you choose and the overall theme you employ. In these details, you want to highlight your unique selling point and convince the viewer that your work is worth their time.
For example, if you have a web designer who creates websites for businesses, then your portfolio might include examples of businesses they’ve worked with and sites they’ve designed. Alternatively, if you’re a copywriter who specializes in SEO, then you could include sample blog posts and case studies to demonstrate your expertise.
In terms of visuals, you might want to consider including pictures of the finished product or website. In the case of a web designer, you could include screenshots of the site they designed for you. In the case of a copywriter, you might include samples of the marketing copy they produced for you.
When it comes to the overall theme of your creative portfolio, you want to pick a style that’s likely to attract the right clients. If you’re looking to secure more web design work, then you might want to consider including some light product or service demos to show what your work looks like. In the case of a copywriter, you want to choose a style that’s likely to impress potential customers with your knowledge and show off your ability to craft catchy phrases.