Portfolio Copywriting Example How To | How to Write a Copy That Gets Your Portfolio Noticed

Have you ever sat down to edit a copy for someone only to find yourself spending more time putting it together than actually writing it?

Maybe you’re an experienced freelance copywriter who has dedicated years to honing your craft and perfecting your strategy before realizing that the perfect piece of copy you’ve been waiting for just isn’t working for this particular client. Or, maybe you’re an established business who’s struggling to gain the attention of the general public with your branding and marketing messaging. If so, you’re in luck because there’s a simple solution that could help you achieve outstanding results.

It’s all about following the right procedures so that when a client or potential client reads your copy, they experience immediate engagement, empathy, and confidence that attracts them to your offering and brings them back for more.

Let’s take a look at how to write a copy that gets your portfolio noticed…

Create Compelling Headlines

The headlines you choose for your articles will greatly affect how your article is perceived by your audience. Before you begin drafting your articles, take some time to think about what makes your product special and worth attention. Consider the following:

The problem that your product solves
The benefits that your product provides
The features of your product
The pricing of your product
The target audience for your product
The cultural fit of your product
The market share of your product

These are all valuable questions to ask yourself before you begin writing. Armed with this information, you can craft an attention-getting headline that entices your reader to keep reading your content.

Here’s an example of an attention-getting headline from HubSpot Blogs:

“The Top Three Mistakes You’re Likely to Make as a Freelancer”

The above headline from HubSpot Blogs will grab the attention of anyone who’s reading it. Not only does it include colorful language and features a popular industry buzzword (freelancing), but it also highlights the most common mistakes that new freelancers tend to make. Knowing these mistakes can help new freelancers avoid costly pitfalls and gain the confidence to succeed as independent business owners.

Use Specific Details To Ground Your Audience In The World Of Your Article

Once you’ve captured their attention with a compelling headline, you can further secure their interest by providing more specific details about your product or service. If you’ve been lucky enough to secure the interest of a group of potential customers, consider the following:

The needs of your target audience
The challenges that they face
The unique selling point of your product or service
The solution you provide
How it all works
How much it costs
When they can expect to see benefits

What you choose to write about and how you represent it will have a direct impact on your success as a freelance copywriter. For instance, if you’re writing about fashion, style, or beauty, you may want to consider using popular hashtags or keywords to draw more people to your content (e.g., #beauty, #style, #fashion, etc.).

Create A Compelling Description Of Your Product

As you’ve probably guessed, the first impression an audience has of your product or service is formed by the text on your website or the copy you write for other platforms (e.g., social media). The copy you write for your website or other platforms will help establish your authority in the marketplace, so it’s valuable that you take the time to create a compelling description of what you offer. After all, people don’t typically choose to work with brands or businesses that they’ve never heard of.

Here’s an example of a compelling product description from Freshbooks:

“FreshBooks is the easiest way to get all of your billing done online. Rather than having to call your customers and ask them to pay you, you can easily email them a link to click and set up a payment plan. This way, you can stay in control of your billing and customers can enjoy the convenience of paying you without having to think about it.”

The above product description from Freshbooks highlights a number of important advantages, making it stand out from the competition. First, by using short and snappy language, the author is able to hook the reader into wanting more. Second, by using specific details, the description provides more value to the reader. Third, the product description provides insight into how the product works, making it more useful to potential customers. Finally, by being explicit about the features, benefits, and unique selling points, the description encourages the reader to click through to the website to learn more or to purchase the product.

Develop A Winning Sales Pitch

You’ve probably heard the expression, “A picture is worth a thousand words.” While that may be true, sometimes a well-crafted pitch can do the trick even if you don’t use visuals to make your point. If you’ve decided to write about your product or service for money, you’ll need to craft a convincing sales pitch to convince potential customers that your product is worth their time and money. As with a good story, a good sales pitch should be concise but also comprehensive enough to cover all the necessary points. Here’s an example of a well-crafted sales pitch from Freshbooks:

The above sales pitch from Freshbooks uses a number of effective selling points, including but not limited to:

An explanation of the problem
A short, snappy solution
Feeling confident that the reader will agree
The unique selling point
A clear call to action

Knowing how to write a compelling copy is an invaluable skill that can help you achieve amazing results as a copywriter. With a little bit of work, you’ll be able to turn any piece of copy into an engaging read that draws in your audience and persuades them to take action.