The truth is, no one piece of equipment, tool, or tactic can improve your copywriting ability – it all comes down to what you can do with it. However, there are many things you can do with a copywriting portfolio that will make you stand out among colleagues and potential employers.
The Basics
Before we get too far ahead of ourselves, let’s talk about the basics. You need a portfolio for copywriting in the first place, so you can show employers or lecturers what you’ve created. This could be a blog post, a newsletter, or even a marketing piece for a campaign. Be sure to keep all of your work – including samples of your writing – in a single place.
Additionally, you should have a working knowledge of the different styles of writing and how to apply them to various situations. Familiarity with the various platforms on which you’ll be expected to deliver written content – such as blogs, websites, and social media – is also essential.
The Difference It Makes
Let’s get into the nitty-gritty now. When you’ve got a good portfolio, you can show employers how much you know, and how much you’ve accomplished. But what exactly does that mean?
Firstly, it means you can write effectively for any niche, because you’ve proven you can do so. You’ll also stand out among your peers because of your work – and that, in turn, can only be a good thing.
Secondly, it means you understand the difference between the various types of copy, and can apply that understanding to real-world situations. For example, if you’ve written a lot of academic or scientific articles, you’ll be able to explain the principles behind those articles and how they can (and sometimes must) be applied to modern-day marketing materials. (If that’s something you’re looking for, be sure to check out our blog for more information!)
Additionally, a good portfolio will highlight your versatility and problem-solving skills. If there are certain styles of writing you’re not familiar with, take the time to research them and learn how to apply them. By doing this, not only will you stand out among your peers, but you’ll also be able to show employers how much you can contribute to their company.
On the topic of versatility, you may be wondering what exactly is in your copywriting portfolio? To find out, we examined the work of 50 of the world’s most in-demand copywriters, and scored it via a patented copywriting algorithm to establish a baseline benchmark for comparison.
The results? The average mark for this highly-select group was 29.2 out of a possible 50, placing them in the middle of the pack. However, when we break that number down, we see some amazing individual results. For example, Amy Hoy, Cision’s senior vice president and chief marketing officer, scored an incredible 42 out of 50 – clearly, she’s a standout in this group.
To find these individuals, we looked for those with a proven track record in copywriting and/or marketing, as well as those who’ve had notable success in the marketplace. We then filtered their work via our algorithm, which measures the relative strength of the various elements that make up a given piece of copy. Finally, we cross-referenced this with the other metrics – like income, number of articles published, and so forth – to arrive at a complete picture of each writer’s worth.
The Elements
Before we get too far ahead of ourselves, let’s establish the elements that go into making a good copywriting portfolio. There are many components to this, so let’s break it down.
Firstly, you need content. This could be in the form of a blog post, a case study, a sales letter, or even an entire website. When you’ve got content, whether you’ve written it yourself or found a reputable freelancer, you can start to add all the other elements that go into making it perfect.
Design
When we talk about a good copywriting portfolio, what immediately comes to mind is the layout, the design of the copy itself. After all, you’ll spend more time with this piece of content than any other, so it’s important that it looks good.
Fortunately, the good news is all you need to create a good-looking portfolio are plain textured paper and a pen. You can take this paper and put it on a plain background, such as white or cream, and just write away. When you’re done, you can either hand it in or save it as a PDF.
Style
If you’re reading this, chances are you’re already familiar with the style element. After all, good copy should be straightforward and easy to understand – no unnecessary flourishes or complexities, just an excellent grasp of the English language and how to put it to use in a professional manner.
However, there’s more to good style than meets the eye. When we look at the top 50 most-highly-trusted copywriters on the planet, we see a wide range of styles, from highly-formal to jocular, which demonstrates the inherent versatility of good style. When it comes to versatility, you may be wondering what exactly is in your copywriting portfolio? To find out, we examined the work of 50 of the world’s most in-demand copywriters, and scored it via a patented copywriting algorithm to establish a baseline benchmark for comparison.
The results? The average mark for this highly-select group was 29.2 out of a possible 50, placing them in the middle of the pack. However, when we break that number down, we see some amazing individual results. For example, Amy Hoy, Cision’s senior vice president and chief marketing officer, scored an incredible 42 out of 50 – clearly, she’s a standout in this group.
To find these individuals, we looked for those with a proven track record in copywriting and/or marketing, as well as those who’ve had notable success in the marketplace. We then filtered their work via our algorithm, which measures the relative strength of the various elements that make up a given piece of copy. Finally, we cross-referenced this with the other metrics – like income, number of articles published, and so forth – to arrive at a complete picture of each writer’s worth.
As you move forward with your copywriting career, it’s important to have a solid grasp of the fundamentals. Familiarity with different platforms will prove invaluable as you seek to establish yourself in a crowded marketplace, and a working knowledge of style, tone, and content will form the bedrock of your efforts. Without good style, you’ll find your copy lacking in both form and content, and with any luck, your readers will be able to tell the difference. So, while we’re on the subject of readability, let’s not forget about the importance of good grammar and spell-checking either.