20 questions, copywriter edition: part 2
I’m back with part 2 of a 2-part blog answering the top 20 questions I get asked all the time by new writers trying to break into the copywriting industry, find their first client, and build their authority. In this blog, I’m answering…
11. What makes a good case study?
12. How do I update my portfolio?
13. What should I avoid in my portfolio?
14. How do I learn about copywriting/how do I become a good writer?
15. How do I share my portfolio?
16. Should I include a summary of each project?
17. How do I share content that’s “live” on the internet?
18. Do I need to work with a designer for my portfolio?
19. I’m passionate about XYZ field. How do I start?/I’m interested in XYZ company. Should I create a tailored project for them?
20. Do I need permission from clients to share the work I did for them?
11. What makes a good case study?
Case studies are valuable—for your clients and for you. So, it’s beneficial to understand how to write them and how to use them.
This can get a little layered and complicated with who exactly is the client. So for our example, we will call the business or person providing the solution, the “Provider.” And the business or person receiving the solution is the “Client.”
What is a case study?
A Provider’s real-life success story featuring a specific Client scenario.
And that can be a Provider that hired you to write about one of their Client’s success stories using their product or service. When this is the case, you can display that case study as a content sample in your portfolio (if you have the proper permissions).
Or…
You can build a case study into your portfolio as a demonstration of your strategic copywriting skills, bringing the reader through a specific project.
Basically, this says “here’s a problem that I helped solve and this is how I did it and here’s the content I made.” You’ll explain the challenge, your chosen solution, and how you executed the plan. This is a powerful way to build your Credibility, one of the 7 C’s of an irresistible portfolio.
Case study template
Case studies can be written and designed in a million ways, but they all have the same framework:
The challenge
The solution idea
Your role
The outcome
12. How do I update my portfolio?
Before you go overhauling your portfolio, there are a couple of key things you need to consider…
Your portfolio is a tool designed to help you win jobs.
What jobs do you want your portfolio to win for you? (Aka, what’s your ultimate career goal?)
These questions are going to help you narrow the focus and know exactly what content makes the cut. Once you decide on a direction, you can then cherry-pick your best-quality assets.
You don’t need to have dozens of samples, either. Just 3-5 high-quality pieces.
Then you can implement your updates in whatever portfolio platform you have. Delete old links, double-check the new ones, create sample mockups (hello, Canva!), and write new content descriptions to give the reader an idea of why they should care about the content you’re showing off.
13. What should I avoid in my portfolio?
I wonder if this question is more about what kind of content you should have in your portfolio (Email, blog, case study, web pages). Or if it’s more about design, format, and theory.
I’ll put the content question to rest right now, because that’s an easier answer. Any kind of high-quality content works for your portfolio, especially when you’re new. And blogs are a great place to start learning.
My take on what to avoid in your portfolio orbits around the purpose of the portfolio (to be a job-catching tool). So you have to keep the reader in mind with any decision. What you include, how you present information, how easy you make the content to navigate, and more.
I recommend you avoid:
Including too many samples
Having just samples or content links with literally nothing else
Adding samples without any context like content descriptions or briefs
Skipping the writer bio
Not including your contact details
Not adding something that makes you different, like your own signature approach to content or research or client collaboration
14. How do I learn about copywriting/how do I become a good writer?
Of course, there are paid routes like:
College or accredited certifications
Established writer’s courses
But there are some exciting FREE ways to learn, too. Personally, I love:
HubSpot (Blog Courses)
YouTube University (Not a real university. It’s the idea that you can learn anything on YouTube)
ChatGPT (Use with caution, but you can get great templates or advice to start)
15. How do I share my portfolio?
You can share your portfolio as a URL/link, website, or PDF. Keep in mind that application portals can’t accept large files, so links are a better choice.
My favorite option is Canva because:
You can share it as a website or download it as a PDF
You can easily update it
Easier than other website options (like Wix or Squarespace)
16. Should I include a summary of each project?
Um, yes, please.
Think about the person who is reading your content. They aren’t going to know what your role was, what makes the content special, or why they should care about it.
Content briefs or summaries provide context to your work and let’s you shape the narrative around your work. You can follow a case study template for these summaries, but they can be much shorter than an actual case study.
17. How do I share content that’s “live” on the internet? (social posts, blogs, etc…)
Don’t share live content. You don’t own that website and the company can choose to change your words or even delete the content anytime. That means whoever is following that link will find a broken page or read content that doesn’t represent your actual skill.
Instead, share your original documents, like Google Docs or MS Word doc. Just make sure to update the permissions to Anyone with the link can “View only” so they can’t change the content.
If you want to include the image of your content, like a social media feed, for example, take a screenshot when it’s live and still represents your real work. Then you can include the screenshot in your original document or as a mockup in your portfolio.
Get the step-by-step Google Drive portfolio setup guidebook here.
18. Do I need to work with a designer for my portfolio?
You can! This is a great idea if you’re not sure where to start, how to format your portfolio, or if design isn’t your thing.
But it’s definitely not expected or required.
When I got started, I created my portfolio from scratch within a couple of hours on Canva. And it helped me land my first staff writer job. I built in a writer bio, client testimonials, and 5 or 6 pieces of content (mostly blogs) with content project descriptions. It was simple but robust.
But in 2024, with a hyper-competitive job market, do you really need all the bells and whistles?
Nope.
I’ve come across job applications that ask for ONLY your content samples. They just want to know you can write. It seems like the vibe is cut to the chase.
After 10 years in writing, in the freelancer and corporate environment, I’ve boiled down what you need to start your copy career into 4 steps and the easiest version of a copywriter portfolio called the “Portfolio Dashboard.”
Download the Copywriter Portfolio Starter Kit for free and access your Portfolio Dashboard template and more.
19. I’m passionate about XYZ field. How do I start?/I’m interested in XYZ company. Should I create a tailored project for them?
Since you’re going to be creating content, create content for a company (fake or real client) in your target industry/niche.
Sometimes people ask me if they should create a special project just for a company they’re interested in. My advice is…go for it!
A customized portfolio project doesn’t necessarily mean you’ll land a job or even secure an interview, but it still results in you having a great piece of content designed for your ideal industry. Ultimately, it makes a great portfolio sample, whether you get a chance to work for that company or not.
If you create a project as a demo sample and weren’t actually hired, make sure you note that somewhere. A simple “DEMO PROJECT” at the bottom of the page can suffice.
20. Do I need permission from clients to share the work I did for them?
It’s best practice to ask permission before sharing any content. Check your contracts for sharing permissions.