The 7 C’s of Irresistible Portfolios
If you’ve casually browsed copywriting job boards recently, then you probably noticed something they all have in common. They all require a portfolio to apply. But you’re brand new to copywriting, so you don’t have any client work to show. It’s the classic vicious cycle: no client work, no portfolio. No portfolio, no clients. So how are you supposed to build a portfolio?
The answer: demo portfolio projects.
You do not have to have real-world experience to land a full-time writing gig. All you need to do is prove you can write. That’s where your portfolio comes in. But samples and clips aren’t all you want to include. Since you’re new, you need to establish your credibility and skill.
When I build my first portfolio…the one that impressed the hiring manager so much that I almost had the job handed to me, it was because I included some strategic slides that made me look like a top-shelf pro. The components I’m sharing with you in this post are the pillars you need to include if you’re going to spin up an authority-building, entry-level-skipping, badass portfolio.
Content
First things first. The content of your portfolio needs to be your best stuff.
In the writing and marketing world, content and copy are two different things. You can choose one type or do a combination. Opting for the combination, at least at the beginning, positions you just where you need to be for a beginner–the highly flexible generalist.
All portfolios are different, so there isn’t a one-size-fits-all number of pieces you should have. Having said that, I think that 5-7 samples are plenty to get you started in a copywriting career.
Need help with your demo projects? ➡️Grab The Ultimate Writer’s Portfolio Starter Kit for free and start writing hirable copy today.
Clarity
Your portfolio needs to be very clear on a few key things:
• Who you are
• What your expertise is
• How you work (your process/approach)
…And it needs to be positioned correctly for the kind of job you’re applying to. UPDATE: This is my approach right now. As I’m writing this, I’m experiencing my fifth layoff of my career. I’ve had several chances to think very deeply about my portfolio and the next job I want to have. I’ve developed a certain approach that I’m sharing in this very blog.
Today, I’m updating my portfolio. Before I hop in and start updating it and editing out the old stuff, I’m going for a little job hunt browse. I need to see what the market currently requires of a copywriter/marketer. From the information I gather from the job hunt, I should have a solid direction of what I need to be including in the update.
When your portfolio is crafted not only to explain who you are and your skillsets, but it also includes key skills and projects that are hot and highly sought after, you become ✨ the clear choice✨.
That’s my plan and I’m sticking to it. I’ll let you know what the results are as soon as I land somewhere special.
Context
I’ve borrowed this concept from the world of UX designers. UX design is user experience design and when a designer builds their portfolio, they always set their finished work in the context of challenge-solution-results. This demonstrates that they understand the problem, can ideate a solution, and implement it. Then, of course, there is their design with much more meaning attached to it.
This is huge for writers. We can certainly spin up punchy headlines or fill 500 words, but without context, your portfolio copy has no value.
Bottom line, all copy and content you include needs to be accompanied by a content brief. This lets the viewer understand what your goals are and how well you met the mission. That’s why I’m such a huge fan of Canva portfolios. Not only can you add context to your writing samples in terms of a content brief, but you can also share your individual value in the copywriting landscape with authority bios and other assets.
Credibility
Good news: having a portfolio is instant credibility. You’d be surprised at how many professional agency and in-house writers don’t have a formal portfolio.
But don’t break into your victory dance yet. There are a few other things you can include in your portfolio to establish and support your credibility as a writer.
Include Endorsements from peers, supervisors, and/or clients. When you’re a beginner, this might not be for writing work. Leverage character endorsements in their place.
The next thing you can do to bolster credibility is to include any features, guest posts, appearances, panel talks, keynotes, or other notable projects. All of these, especially when related to your work or special interests, can help distinguish you from every other writer that’s applying. Plus it gives you authority, gravitas, and an edge.
I could make an argument that these elements also feed into “curve” which is the next C on the list.
Curve
Curve, aka your unique approach, your spin, your angle to writing. Be ready for this to come up during interviews. They will ask.
You can kill two birds with one stone here because this boosts your portfolio x-factor and preps you for interviews. You should be adding a slide with a few sentences on your point of view and approach to copywriting. This doesn’t have to be too complex, but thinking about this ahead of an interview is going to make you look even more polished and industry fluent since you'll actually have an answer to this question.
Do you think client collaboration is a non-negotiable MUST before writing? Do you need to understand where it will live on the internet to really understand how to craft your copy? How do you research? Do you really nail down the target persona first? What’s important to know about the persona? If you’re specializing in a copywriting niche, what about this area of focus is so important? You could take this in a thousand directions.
Think about your process and write it down. Don’t worry if it changes down the road; it’s meant to evolve alongside you.
Compromise Repeller
Ok, this one is one of my favorite techniques. Please note that I’m a little further in my career and didn’t have the luxury of turning down work because the company and I had some fundamental differences of opinion. But now, 10 years in, I’ve seen a lot and I know what I want and don’t want. And I’ve got the credentials to allow me to be just a little bit pickier when it comes to said “yes to the stress.”
I make sure that my portfolio has some polarizing things infused throughout the document. For example, I want to work for an inclusive place that celebrates diversity, all sexual orientations, and more. So in a previous iteration of my portfolio, I included a slide with a review and analysis of some great marketing (to give the recruiter a sense of what I value in strong campaigns). I included Johnathan Vaness’s youtube channel. As a cast member on Queer Eye and an activist for inclusivity, I wanted him on the page. If someone at a company looked at that slide and rolled their eyes and didn’t call me for an interview, that’s perfect. I don’t want to work there.
Snapshot of a portfolio slide that repels the wrong kind of workplace.
Contact
Last but certainly not least, is the Contact Card. I include this at the end because I don’t want anything getting in the way of the client or recruiter getting in touch. The last thing you want is for the person to have to click through multiple pages and portals just to surface your phone number.
Make it easy for them to contact you and end your portfolio with a clean, professional invitation to get in touch with your contact details clearly visible.
Let’s wrap this up
Your portfolio needs five things to beat every other portfolio out there…
Writing samples (CONTENT)
Content briefs and/or information about the copy sample (CONTEXT)
Authority-builders like endorsements, testimonials, or features (CREDIBILITY)
A little personality or flavor, aka your unique process or approach to copy (CURVE)
Your deets. You need to be reachable (CONTACT)
That’s it. Building your portfolio with just a little more pizazz and strategy brings you the credibility you need upfront, without even having a client yet.
For beginner copywriters, proving you can write is only half the battle. You also need to remove all risk of hiring you. This combination of samples and salesmanship is what makes you a no-brainer hire.
Stick around for more tips and resources designed for building your portfolio.