How Any Copywriter - Even a Beginner - Can Assemble and Present
a Winning Portfolio
Every new copywriter starts with a "lightweight" portfolio, but
there are ways to build it quickly.
My own method was to write free for an organization in return
for samples. In my case I wrote the press releases and monthly
newsletter for the (now defunct) Oregon Direct Marketing
Association.
This not only gave me samples for my portfolio, but it got my
name in front of the membership and led to my first actual jobs
for Norm Thompson (a local cataloger), Stash Tea, a bank, a
landscaper, and other small and mid-size businesses. I also
wound up on the Board as Publicity Chairman, which led to
business relationships I still earn from these many years later.
Writing for "spec" assignments is another way to build a solid
portfolio. Select a potential client you would love to work for
and approach them with the proposal that you'll write a package
for free, and if the client likes it well enough to mail it,
then you'll get paid.
Require the client to supply you with samples, and get it in
writing. It's also a good idea to require feedback on the
results of your mailing, so you can write a Case Study to
include in your portfolio, as long as the goals were met or
something was learned from testing.
Writing sales letters, press releases, brochures or other
marketing materials for friends who have businesses is another
method for building your portfolio. If the results are good, it
can earn you "real" business and/or referrals.
Can you use work that's never been published? Absolutely. Many
American Writers and Artists Institute students have completed
course work that's more extensive and impressive than what's
found in many portfolios. Even ad agencies will look at concept
ideas that have not been published.
In his fine book "The Well Fed Writer," Peter Bowerman advocates
using any document you've ever written that illustrates your
ability to write. Materials that are sales-oriented include
proposals, PowerPoint presentations, published articles, and
more.
Think about all of the things you've written in your life that
contain an element of persuasion...such as classified ads,
petitions, and oral presentations. Look through the archives of
your computer to see what you can come up with. You'll probably
find something you can use! It doesn't matter how old it is, as
long as the writing is good.
When I first started freelancing I put my samples in a 3-ring
binder that had plastic sleeves with a black paper backing. I
thought the black paper would help the sample to "pop off" the
page. I didn't have a lot of exotic samples so I felt it best
not to carry them in something too jazzy.
Years later I had many "beautiful" packages and I had them
laminated on large poster boards so each component could be
displayed. It was a dramatic presentation, and required that I
have a story to tell about each piece. It worked very well and
agencies, as well as corporate marketing managers, responded to
the presentation in positive ways.
I also looked at many portfolios while senior copywriter for
Rosen/Brown Direct, a well-known Oregon-based direct response
agency. Most copywriter portfolios were unassuming, and were
simply a vehicle for carrying samples. The writers organized
their work in whatever way they felt best, and the agency
reviewed the portfolios with an eye only toward writing quality.
So the take away is to present a neat, orderly portfolio, but
don't sweat the small stuff.
Physical portfolios will come in handy for local business, but
you'll want to have PDFs of your best work made, so you can send
samples over the Internet. I haven't shown my physical portfolio
in years, as I have no local business. But since my business is
national and international, it is important that I have PDFs of
my work.
This is easy when you're working with a designer who can supply
you with the end result. But if you wind up with a physical
version and need PDFs made, you can scan them into your computer
(scanners are inexpensive at about $100), then use Acrobat or
other software that resides in your computer to turn the scan
into a PDF. (In my case, my new $100 HP printer allows me to
convert a document into PDF format).
If you hit roadblocks here, you can also ask a graphic designer
to supply you with PDFs of your sample. Or you can have the work
done at FedEx Kinko's, but I believe this method is somewhat
costly.
Potential clients are not looking for flash and dazzle in terms
of presentation, but they do look for neatness, logic, and good
work. Be sure to have business cards on hand, and up to three
physical samples to leave behind.
For the Internet, send no more than three work samples, which
can come to 15 or so PDFs (individual PDFs of the letter,
envelope, reply device, and other components). If you're
inclined to send more, store them on a CD and mail via snail
mail.
If you approach an agency, you may be asked to leave your
portfolio behind. Agencies understand the value of a portfolio,
so with them, you're pretty safe in leaving it behind. However,
I would not advise doing so with a non-agency client. It's just
not wise. And never, never send out your last sample. Seasoned
copywriters know that for some unexplainable reason, you never
get it back!