How many copywriting portfolio samples do you need to showcase your skills?

To show what you have done, what you can do, who are you and why are you different from the rest. You are your own marketer, so speak about your work, results, process, by showcasing, case studies, stories or anything in between that you do or have done.

We all know creativity is subjective, but it is also visual. Gone are the days when your resume displayed your creativity. With the current ATS standards, your resume needs to be structured in a particular way. Your portfolio, which was once a vanity, has now become a necessity! Beyond creativity, a portfolio displays versatility which in my opinion is a more important metric for recruiters these days.

It helps the prospects to understand your writing style and the ability to convert the audience. A portfolio is more important than a CV for creative field workers like us. It helps us to show the work and it's limits to our prospects.

Few writers can live up to the myth of greatness that fame implies. (They share this problem with famous rock stars.) Given that we as people are part of the same ethos, it's safe to assume that most copy buyers can't readily discern genuinely good copy from cliche-ridden dreck. So, it's ineffective–possibly bothersome–to offload samples onto a conference table. As the saying goes, "Telling isn't selling," and what the client wants is the assurance that the writer can handle the project. I pitched my early magazine articles over the phone, and I beat several contestants for a copywriting job on the basis of simple chat and a well-written letter. If I provided samples, they were apples to oranges. Instead I sold belief in my talent.

Putting together a copywriting portfolio gives you the opportunity to showcase your skill. It's important to display a variety of topics, styles, and tones. This gives prospective clients a taste for your niche, ability, and skill. If you mainly freelanced the pieces in your portfolio, be sure to include links. Doing so adds credibility, and allows clients to view it in the sense of how it has been used.

I’ve been on the hiring and hired side hundreds of times, and you really only need around two good samples for any type of copywriting you want to sell. The vast majority of prospective clients are looking for the first copywriter who seems like a viable fit. They don’t have the time or interest to spend a ton of time researching and comparing copywriters, because they have a lot of other things going on that are more important. These people will look at 1-2 samples at most and then move forward. Websites and portfolio pages are nice but massively overrated. Never proactively send leads there. Instead, send them links to the two samples that most resemble what you are pitching them.

You only need 2-3 relevant samples in your copywriting portfolio to get hired. But there are 2 dimensions of relevance: 1) Topic-specific This is the market, niche, or audience you're writing for. The "Big 3" markets are health, wealth, and relationships. For example, if you're applying for a job to write health copy, all your samples should be written for the health market. 2) Task-specific This is the channel or medium the copy is written for. - Emails - Facebook ads - YouTube scripts - Long-form sales letter - Etc etc If you want to get hired to write emails, you should have 3 sample emails. Bottom line: Having 2-3 good samples that are both task and topic-specific will greatly increase your odds of getting hired.

On the topic of "samples that cover a range of formats, topics, and industries", be careful not to get carried away. Keep the samples relevant to the client in question.

How many samples do you need in a copywriting portfolio? As many as are needed to demonstrate your skills and your range -- and no more. But this can often overwhelm readers, so it may be best to have multiple portfolio versions for different audiences.

It depends upon you!! At least have 3 samples if you are starting out as a new copywriter.When you grow with time, develop your portfolio and keep adding more samples.

Before you go ahead with including different types of samples in your copywriting portfolio, ask yourself: What’s my expertise? Who do I love working with? Which industry is my ideal match? Once you’ve answered all these, then include only relevant samples. Types include: Educational Long-form Short-form Ad copies Spec ads

You should adapt the samples you include depending on the job you're applying for. If you have a few pieces you're particularly fond of but they don't align with what you're being asked to write, don't include them. Instead, focus on making sure you have samples that closely match the job.

Tailor your portfolio to match your niche and target market, showcase your unique voice and results, and continually update it to reflect your current skills and style.

If you don't have any samples yet but are confident in your writing, launching a blog is a good idea to create a portfolio. Create the same categories as your niches. When you have to share samples, you can share the category page to prospects. For instance, I write about technology. On my own portfolio blog I would create categories such as AI, ChatGPT, IoT, Cybersecurity, etc. Then write at least 2 pieces for each. Remember to create samples similar to the type - length, format, etc. - that you want to write for clients. When you have worked for a few clients, you can start putting in case studies in the same website.

Open the homepage of a brand you want to work with, start a loom, and list down all the gaps in their messaging. Suggest better copy wherever possible and create a sample new wireframe for them based on your insights. It doesn't matter how long your analysis is, it only matters how many issues you could spot. Great copy is simple, don't overcomplicate it:)

When I first began freelance writing, I worked with a variety of clientele online. Over the course of several years, I amassed countless reviews and valuable links. Because of this, I was able to pick and choose which pieces I'd sent to different prospective clients. Think of your copywriting portfolio like you would a resume. Many professionals maintain several resumes catered to different industries. Regardless of the industry you pursue, each portfolio you create should showcase a skillset. Pick different formats that display your ability to break down complex information. Include one piece that weaves an interesting story about something ordinary.

Good old Google Docs is enough to create your portfolio if you're a beginner. In fact, you'll love the simplicity and ease of using Google Docs. You can also use Medium.com to showcase your writing abilities.

Do not pick a well-known brand, instead, make up a company, or do ads for a local restaurant company you like or love. The biggest danger is doing ads for a well-known brand. Think about it this way, you're not showing off your creativity if you do an ad for Absolute Vodka or Nike. You're risking adding a tone that doesn't work for the brand. So pick a company without a brand and give it a brand. That way, you don't start writing in a box someone else has defined, you get to invent your own box. I did ads for a butcher, a restaurant, and a curling club. Don't box yourself in.

Do not "drop off" or send your portfolio. No creative sends their work to the client, they all present it. Every creative has a story about the time the work was sent and not presented, and still loses sleep over the feedback. Present your work. Fight for the right to present it in person, or on Zoom. Do not let people see it before you present it. Fight for this.

Free professional-looking platform I highly recommend: journoportfolio - it's free for the first 10 pieces of work you want to present. You can include a link to your LinkedIn and your contact details (email and phone number) for clients to get in touch. Update your portfolio every 3 months or every time you complete a project that you are proud of and want to use to attract new clients (as it shows off your skills and expertise). Ideally, you will have results to accompany how your content performed (think analytics and engagement statistics or leads/sales generated etc).

Before you choose a site, check them out first. Ask your friends who they’ve used, get pros and cons for each. Eventually, you’ll find one that suits you, your needs and, if you do it yourself, your capabilities at building a site.

I personally use Google Docs for my portfolio. Organize everything neatly in folders according to the assets and you're good to go!

As a copywriter, you can have two kinds of portfolios: One visible and public, one private. This strategy allows you to meet different clients' needs without confusing potential buyers with too much choice. The visible one can be displayed on your website and shared with potential clients quickly and easily. It should include a variety of different types of work that you're most often asked for. The hidden one can include samples of work you can't share publicly or that is very specific and doesn't meet every client's needs. You can share these samples individually with clients who need more representative examples of your work than your general portfolio has.

As you improve your craft, update your portfolio so it reflects your best work. It won't take much to get a sense of your skills and style. Make every piece earn its place. If you struggle to decide, seek feedback from peers.

If they ask you to write about a topic as part of the hiring process but tell you they can use it for their marketing or other business purposes, for free, without compensating you, don't just walk, run away from that type of toxic client. Never give away your work to places if their ruse is to consider you for employment. Or ask them if they'd do some work for free and see if they'd say yes. Writing is a skill that not only takes time to do but you deserve compensation for your years of experience getting to where you are. Never just give that away under the pretense of hope. If they're asking you for a sample for them as a test for employment or contract, they need to pay you for it.

Better than having a portfolio you can send to the hiring manager, is to have a portfolio online where you can direct them and let them explore. That way, they can see as much or as little as they want.

As someone who hires copywriters, one of the first steps I take is to review their entire portfolio. Every piece of writing gives me an idea of their style, tone, and level of experience. This means the copy on your contact page matters just as much as the actual work you share. I see the entire portfolio as a reflection of the candidate's skills. Don't forget the details.

You do not need a specific number of samples in your portfolio to bag a client. One article would do but it would be prudent to have a couple of samples maybe in different niches, and different types of articles. Having samples that are properly formatted, with no plagiarism and proper sentence structures should be your biggest worry!