Show Me Your Ware - All About Portfolios

California copywriter, Michael White wrote to Freebird with an article idea. He commented, "As writers, we have a different sort of challenge, when it comes to showing our portfolios to prospective employers or clients during the interview or presentation process. A graphic designer's portfolio is easily presented, since the visuals and concepts are more or less readily apparent. However, the fine work of a copywriter is embedded in the words, which takes some time to read. Reading the material, grasping the concepts and allowing those concepts to gel in your mind requires a lot more effort than the flash view of a graphic portfolio. All too often the client expects your talent to jump out at him without having to read much, if any, of the copy-written material. Simply because he's used to being immediately dazzled by the portfolio of a graphic designer, your client may not realize he has to read first before he is "wowed". So, what do we do? Include narrative paragraphs beside each item? Walk the client through each piece verbally? Some clients like this, others don't. I had one client interrupt me, when I began explaining the thinking behind a piece by saying - rather rudely - 'I can read, thank you.' What points should we cover, if we guide a client through the portfolio? Some clients are more interested in the thought process behind each piece. Others care more for the result, i.e. 'Did it work?' And how should the portfolio be arranged? Some people love portfolios on CD. Others come from the old school where physical portfolios still rule. What kind of portfolio works best? A professional one that zips up? A three-ring binder? A Trapper Keeper? Should pieces be in clear plastic sleeves arranged nicely against a stiff, black background or hole-punched and put in a three ring binder for easy perusal by the client? (Note: Clients are often reluctant to remove your pieces from their sleeves, leaving you to awkwardly remove them for a closer look.) What about leaving a portfolio package for the client to keep? Should you create a black and white bound version of your portfolio to leave with them along with a CD?" Michael's issues and questions led us to research "portfolios" to provide you with answers. Portfolios Made Simple To lessen confusion, adopt these two maxims about portfolios. 1. The purpose of a portfolio is to showcase your skills and experience. 2. All clients are not created equal; so don't try to make them so. The first maxim is fairly self evident - you will showcase your best, relevant writing samples, any testimonials, awards or other impressive material. The second maxim requires more thought. A portfolio is your best "show and tell" interview technique. But as in any show, you must consider your audience. Plan ahead by fully grasping the job or project description and asking key questions on the phone before your interview. Knowledge about your client's needs and interests will clue you in on how to design your portfolio. You should always tailor your portfolio for your audience and the "show" you're headlining at the moment. A canned portfolio, with the same samples for industries that vary widely or clients with different preferences won't allow you to use your portfolio to its fullest advantage. Make arranging your portfolio, part of your interview preparation tasks. Can you tell a good portfolio by its cover? According to Frank Satterthwaite in The Career Portfolio Workbook: Using the Newest Tool in Your Job-Hunting Arsenal to Impress Employers and Land a great Job! , "The carrying case for a career portfolio typically looks like a leather briefcase that can be zippered shut. The kind of impression you wish to make (along with your budget!) will determine the actual look of the carrying case you use for your portfolio. When you open it, the carrying case reveals a three- ringed binder." Organize for Versatility Make your portfolio self-explanatory with a table of contents and sections tabbed so you can easily find what you want to show. You can refer to your portfolio to answer questions during the interview, select pertinent sections to explain to the client or simply let him browse through it. Create your portfolio with versatility of presentation in mind. Your portfolio should be anywhere from 15 - 25 pages, but no larger, as it's difficult to hold your prospective client's or employer's attention beyond 15 - 25 pages. Twenty pages is probably an ideal size. By organizing photocopies of your writing samples, you can easily insert them in your binder and rearrange as appropriate, depending on your client. After you've prepared you portfolio, choose the same files for your portfolio CD, burn the CD and take it with you to your interview. You can always ask the client ahead of time if he would prefer you give him a CD portfolio of your work or bring along your portfolio briefcase. If he prefers a portfolio briefcase, you can still leave a CD with him as a reference reminder, so he'll think of you after you've gone. One copywriter we know leaves an information packet, containing her bio, client testimonials, two direct mail letters, two articles, and rate schedule. She heads it up with a different introductory letter, depending on the market she's approaching. A Simple Formula for Successful Portfolio Presentation The real key in creating an excellent portfolio presentation is good communication with your client, not just beforehand, but during the interview. A very successful sales woman, who is a friend of mine, says people are always asking for the secret behind her sales success. They expect to hear advanced sales and closing secrets, but her main sales technique is very simple - she simply provides the customer with what he wants. She listens more than talks, finds out what the client wants and then tells him she can provide whatever he said he wanted. Of course, she follows through and makes sure he gets what he asked for. As you step into your client's shoes and discover how he thinks and what he wants,"play" your interview presentation like a maestro. Pull out your portfolio to show when appropriate. If he asks to browse through it, let him. Ask if he has questions and provide explanations about portfolio items, when he wants it. It's all about you, dear client - whatever you need and want. Like Simple Simon and the pieman at a Medieval fair, "Show me your ware." has been and remains an easy, as well as timeless and successful way to present your skills and experience. References on Portfolios: The Career Portfolio Workbook: Using the Newest Tool in Your Job-Hunting Arsenal to Impress Employers and Land a great Job! by Frank Satterthwaite http://academicadvising.studentservices.dal.ca/advising_4 704.html http://www.ude l.edu/CSC/careerportfolio.pdf http://depts.washington.edu/geogjobs/Careers/pfolbasics.html http://www.swlearning.com/marketing/gitm/gitm4e08-51.html http:/ /www.uwrf.edu/ccs/portfolio-steps.htm#what-is http://academicadvising.studentservices.dal.ca/advising_4 704.html