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How can you tailor your copywriting portfolio for success?

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As a copywriter, your portfolio is your most powerful tool to showcase your skills, experience, and value to potential clients. But how can you make sure your portfolio stands out from the crowd and attracts the right kind of attention? Here are some tips on how to tailor your copywriting portfolio for success.

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Justin Oberman

Copywriter, Ghostwriter, and Sought-After Brand Builder for People and Companies
Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…
Anita Siek

?? Psychology-infused word nerd | CEO of Wordfetti | Speaker | Host of Brandfetti

1 Know your audience

Before you start creating or updating your portfolio, you need to have a clear idea of who you are writing for. Who are your ideal clients? What are their goals, challenges, and pain points? What kind of copy do they need and what tone and style do they prefer? By knowing your audience, you can tailor your portfolio to match their needs and expectations, and show them that you understand their problems and can offer effective solutions.

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2 Choose your best samples

Your portfolio should showcase your best and most relevant work, not everything you have ever written. Choose samples that demonstrate your range of skills, versatility, and creativity, as well as the results you have achieved for your clients. Focus on quality over quantity, and make sure each sample is well-written, error-free, and aligned with your audience's preferences. If you have testimonials, case studies, or metrics to back up your samples, include them to add credibility and authority.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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A copywriting portfolio should demonstrate two things, your peak and your range. And it should include as many samples as needed to demonstrate this, and no more. You don't want to overwhelm the audience by giving them too much to assimilate.

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3 Organize your portfolio

Your portfolio should be easy to navigate, scan, and access by your potential clients. Organize your samples by category, niche, or type of copy, and use clear and descriptive labels or headings. Provide a brief introduction or summary for each sample, highlighting the main objective, challenge, and outcome of the project. Use a simple and professional layout and design, and make sure your portfolio is compatible with different devices and browsers.

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Justin Oberman

Copywriter, Ghostwriter, and Sought-After Brand Builder for People and Companies
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When organizing your portfolio use solution and benefit focused headlines for each piece. For example: How to convince midwestern men sign up for an online reward program. Or The world's largest advertiser challenged me to help "make more content, faster more and affordably". Now, I’m working with over 15 of their brands. Or How I helped this eComm startup decrease their CPA from $27 to $3 and cut their ad budget in half.

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4 Update your portfolio

Your portfolio is not a static document, but a dynamic and evolving representation of your work and skills. You should update your portfolio regularly, adding new and relevant samples, removing outdated or irrelevant ones, and refreshing your introduction and summaries. Updating your portfolio will help you showcase your current and best work, reflect your growth and development as a copywriter, and attract new and diverse clients.

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5 Get feedback

One of the best ways to improve your portfolio and your copywriting skills is to get feedback from others. You can ask for feedback from your clients, peers, mentors, or coaches, and use their insights and suggestions to refine and polish your portfolio. You can also seek feedback from your target audience, and see how they respond to your portfolio and samples. Feedback will help you identify your strengths and weaknesses, discover new opportunities and areas for improvement, and increase your confidence and credibility as a copywriter.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Anita Siek

?? Psychology-infused word nerd | CEO of Wordfetti | Speaker | Host of Brandfetti
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A great copywriter doesn't write to just "one" voice. They're a voice chameleon. One thing I'd say is missed in a lot of copywriting portfolios is the showcase of how one can "chameleon" into a myriad of different brand voices and in a series of different industries. Showcase that. Speak with how you are about to adapt your words and language to cater to different arenas and industries.

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How can you tailor your copywriting portfolio for success?

1

2

3

4

5

6

1 Know your audience

2 Choose your best samples

3 Organize your portfolio

4 Update your portfolio

5 Get feedback

6 Here’s what else to consider

Copywriting

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How can you tailor your copywriting portfolio for success?

1

2

3

4

5

6

1 Know your audience

2 Choose your best samples

3 Organize your portfolio

4 Update your portfolio

5 Get feedback

6 Here’s what else to consider

Copywriting

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