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How to Get Started With a Copywriting Portfolio

A copywriting portfolio is a great way to demonstrate your versatility and creativity as a copywriter. It can also serve as a handy reference for future employers or clients. No matter what your reasons for creating one, putting one together will prove to be a worthwhile investment of time and energy.

Why a Copywriting Portfolio?

A copywriting portfolio is essentially a collection of writing samples that you can draw on when needed. Employers and clients will value your ability to draw on a well-rounded repertoire of skills. This, in turn, will make you more marketable to prospective employers and clients.

When developing your written collection, consider the following:


Always aim for quality writing samples that are both unique and interesting. In today’s world, quality is rarely a given. It is something that you should actively seek out. Keep in mind that the objective is to create compelling content that will compel your audience to take action. This content should be presented in a way that is both easy to understand and memorable. When possible, use quality fonts, correct grammar, proper punctuation, and interesting word choices. In general, you should aim for something that is at least good enough to pass as an entry-level position. Remember: plagiarism is a severe breach of ethics and can get you in serious trouble. In the event that you are accused of plagiarism, you could lose your job and possibly even face legal ramifications.


You must also consider the craft of your writing as you build your copywriting portfolio. There are many different styles of writing, and not all are created equal. To create a compelling reading experience, you must consider the following stylistic elements:

  • A compelling hook
  • Sectional headers
  • Stylistic paragraphs
  • The use of transitional phrases
  • The tone of your writing

While the style you choose is completely up to you, there are a few tried and tested methods that you can use to ensure your work places the subject matter in the best possible light.

For example, if you are writing an article for a school magazine, you might want to keep the language fairly formal. Alternatively, if you are writing for a general audience, you can opt for a more casual writing style. Of course, this is not an exact science, and you must learn to be pragmatic about what works best for your particular writing project. If you need help, ask a trusted colleague or read some good tutorials online. With a little bit of effort, you will achieve the perfect blend of style and substance that will prove invaluable in your career.


Along with your style and craft, you must also focus on the content of your writing. This is where the meat is. You need to provide your audience with valuable content that is both original and compelling. To start with, you will want to aim for a minimum of 500 words per sample. This is enough to make a decent article yet at the same time, it is not so massive that it becomes cumbersome to read. When it comes to content, you need to focus on providing your readers with both factual and practical information. You should avoid using too many abstractions, and instead provide answers to direct questions. Lastly, you must ensure that the information you provide is easily accessible and that it is as accurate as possible. When dealing with copywriting, nothing is more important than integrity and honesty. By staying true to these virtues, you will gain the respect of your audience and secure their trust.


When you write for an audience, you are primarily writing for a specific person or group of people. This is an important fact to bear in mind as you consider your style, craft, and content. When it comes to delivery, you want to ensure that your readers understand your message and are fully engaged in your content. If your writing is well-executed and you tailor your message appropriately, you will achieve the perfect balance of style, substance, and content. To help you find your perfect reading experience, we suggest you use the following techniques:

  • Arrange your content in a way that is easy to follow
  • Use color to highlight important details
  • Set the stage for your readers by providing crucial information up front
  • Consider the ‘big picture’ with a view to building a clear foundation
  • Choose your words carefully
  • Clarity of meaning

Remember: you are writing for an educated audience that expects you to provide answers to direct questions. It is perfectly acceptable to paraphrase information but you must ensure that your readers understand your meaning. In the same way, it is important to use relevant vocabulary but avoid overly complex language. Keep the audience in mind as you develop your writing project and customize your message for maximum impact.