Creating A Copywriting Portfolio Is Simple - Here's How:
- Kelin Sorger
- Sep 16, 2021
- 4 min read
Updated: Mar 13, 2022
This week's post is dedicated to the Ladies Copywriting and Content Writing ✍ Group, conceptualized and administered by no other than Sarah Kirby. It's a place where ladies can network and develop professionally together. When starting out as a copywriter, creating a portfolio can feel like the most harrowing experience of your life. In actuality, if you're a creative person, constructing a sellable portfolio only requires a few simple steps, and who knows, you might really enjoy it.
"What will I write about? What should I include? How will I ever have a portfolio without any customers."
STOP...
All of these are wonderfully worrisome questions you won't be asking by the end of this article.
I've been where you are and became a self-taught copywriter based on preexisting skills I didn't realize I already possessed. Don't sell yourself short. You probably already have all you need to create a beginner portfolio, but just need a little direction.
Here is exactly what you need in order to build a portfolio out of internet thin air:
A few mediums that your ideal client is looking for
Company and project ideas directed at your ideal client's industry
Mockup software and some basic design skills
Ta-dah, there you have it, ladies and gents, you've got yourself the workings of a solid portfolio.
Allow me to explain each bullet point in this 360 view of how to start your copywriting career or make the switch from scratch. Anyone that said you couldn't do it will be in awe of your brand new copywriting portfolio.
Your medium, your choice.
Before you even consider compiling all of your skills into a portfolio, consider what type of copywriting mediums your ideal client pines over most but probably has trouble sourcing.
Emails, long-form, and website copy are by far the most common requests copywriters receive. Content creators should expect to receive requests mainly for blog, guest, and social media posts.
If you're setting up shop and don't know where to start, get online and do some research into each medium (type of copy), and discover which you want to work with based on your current copywriting knowledge.
When I say do some research, I mean look over course syllabuses, read books, and learn from the best about how to create incredible copy in each of these mediums.
Remember: We only want to work with mediums we're comfortable with and which we know can deliver outstanding results. Don't choose a medium you're unsure about to add to your portfolio. Stick with what you know and are good at.
There is no time like today to start learning about the different elements of a portfolio.
No clients, no problem.
You don't need to have had previous clients in order to create a portfolio that shows off your writing skills and abilities.
Yes, you heard that correctly.
I'm talking about speculative work (spec work)...kind of.
Speculative copy is intended to win over prospective clients by presenting a mocked-up sample of what you have to offer them. I don't recommend it entirely as sometimes you can run into legal troubles without expressly given consent for spec work. It's important for you to know the definition well as to not tarnish your newly minted name in the industry.
I reference spec work because what I recommend is similar. What you'll need to do is get super creative and formulate your own brand names and campaign ideas. If you've got the right stuff, this should be a fun exercise.
Why is this the best way to develop your portfolio? Because it's what you would do in a copywriting portfolio course and it displays your creativity for free.
Open a blank document, develop a brand based on the ideal client you want to work with - create a brand name and niche with basic products and services that you can then research and write about.
From there flesh out your mediums so they're exactly what your newly created brand needs to succeed and what clients looking at your portfolio will fawn over. Remember: Some copywriters refer to these types of samples as "spec work," to let clients know they aren't based on real companies. Although these samples won't be based on actual companies your clients will understand what you mean by "spec work" if you use it to describe these samples.
Always let your client know that a sample is spec work if you are asked, as anyone can easily Google the brands you've created and you'll fool no one other than yourself if you say otherwise.
Make your work look tantalizing. Mock it up.
Clients want to see your work in all its glory. Not as a word doc.
Word docs are fine for presenting your samples, but I recommend mocking up your work once complete to achieve the optimal effect.
Mockups show off your samples to prospective clients as they would see them in the real world. That is how your work would look as part of a design whether it's an email, webpage, or any other medium. Mockups help tell part of your story.
There are a few really awesome free mockup services available which I utilize:
Canva and Admockups are pretty easy to use for beginners. Figma is a bit more technical, but if you take your time you should be able to create some beautiful finished pieces.
Make sure to include proper CTAs, images, and designs when adding your work to a design as the little touches add to the overall feel your prospects are after.
With these tools, you'll have a beautiful shiny new portfolio in no time that prospects will appreciate and feel inspired by.
Don't waste your time and money on an expensive course that offers you the ability to create a portfolio from scratch. Go out there and learn everything that course has to offer plus more, and create a show-stopping portfolio right now.
Please reference my blog if you ever need help starting your copywriting career as I have complete guides and knowledge you won't find anywhere else, directed at those trying to break into the industry or polish their skills.
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Read my article 11 Ways To Convert Your Copywriting Into Sales which offers tips on how you can make it in today's freelance copywriting climate while maintaining your sanity.
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