Before you start writing samples for your portfolio, you need to decide what kind of copywriting you want to focus on. There are many types of copywriting, such as web copy, sales copy, email copy, landing page copy, blog post copy, and more. Each one requires a different tone, format, and approach. You can't be good at everything, so it's better to choose a niche that suits your interests, skills, and goals. For example, if you love writing stories and engaging with readers, you might enjoy blog post copy. If you have a knack for persuasion and conversion, you might prefer sales copy. Finding your niche will help you narrow down your target audience, market, and industry, and create samples that appeal to them.
This is an underrated strategy. People think that copywriters are super heroes and they can write best copy on any niche or genre. It’s not true. Everyone is good at some special niche. Finding that is important and being a pro is every copywriter’s goal
When you first start copywriting (in the freelance space), this is usually the first piece of advice you'll hear. There's a reason for this and it should apply to both the industries/verticals you write for, as well as the type of copy you write. However, don't let this pigeonhole you. Remember that even with your professional career, you are still a human with a variety of interests, so you can absolutely service a few different industries, or write multiple kinds of copy. If you can showcase your ability to write effectively across different mediums and tones, it'll make your portfolio more appealing.
As far as finding your niche, yes, that's important. But it's also important to be flexible, and explore other areas of writing. I've been an advertising copywriter for decades and have written for consumer package goods, toys and games, and pharmaceutical companies. If I hadn't been flexible to try new things and learn, I wouldn't have had steady work for decades now.
This is really important. You can be a general copywriter. There is nothing wrong in that. But niching and specialization is how you take yourself from where you are now to where you hopefully want to be. If you can't think of a niche, I would suggest asking ChatGPT for a list of relevant niches after explaining your position. Remember, do not shy away from AI. Embrace it.
Niche if you must, but it can be a luxury you can't afford. Look at job postings for copywriters and you'll see they want you to write blogs/articles, emails, social media posts, landing pages and more. Especially on the agency side. It's the Swiss Army Knife syndrome similar to how post-production companies expect video editors to know AE, PS, Logic Pro and do color grading. So niche if you must, but all the same, have some emails, landing pages and social posts in your portfolio as well. More important to build your brand through your individual style and creative sensibilities and have the ability to apply it to any medium.
Spec work is copywriting that you do for free, without a guarantee of payment or publication. It's a common way for beginners to build their portfolio, as it allows them to practice their skills, experiment with different styles, and showcase their creativity. You can write spec work for imaginary or existing brands, products, or services, as long as you make it clear that it's not official or endorsed by them. For example, you can write a sales page for a fictional online course, or an email sequence for a real e-commerce store. The key is to write spec work that matches your niche, demonstrates your value proposition, and solves a problem for your ideal client.
I use Upwork to see what projects are in-demand in my niche, and create assets similar to those. It also helps me to better understand market needs, changes, and trends that I can reflect in my packages.
Once your niche has been picked, this is important. Specific work. You may have nothing to add to your portfolio. You may be entirely new to the world of copywriting. This is fine. Create a fictional brand, write content on behalf of that brand. What I personally like to do, is I like to look at my videogames at home and put myself in one of their universes. So if for instance, I put myself in the Assassin's Creed Valhalla universe, I write sales/DR Copy for fictional items within that game. Practicing over and over again. You can do this with TV shows, movies, etc.
Another way to build your portfolio from scratch is to use online platforms that allow you to showcase your copywriting work. There are many options available, such as Contently, Medium, LinkedIn, or your own website. These platforms can help you display your samples in a professional and organized way, attract more exposure and traffic, and build your credibility and authority. You can also use them to network with other copywriters, join communities, and find opportunities. However, you should be careful not to rely on them too much, as they have their own rules and limitations. You should always have a backup of your work and a way to contact your prospects and clients directly.
A personal website is a great way to showcase your creativity, whether it's copywriting, web design, graphics or all of the above. https://jballem.ca
Copyfolio is a free online space built specifically for copywriters to showcase their portfolio with easy-to-use attractive layouts.
Okay so time for me to be controversial. You don't need a website. What you need is a .pdf stored on Google Drive to send to prospective clients. Complete with the work you have done + explanations behind methodology and what responses you're expecting with your work. You can have a website of course and perhaps it's good for inbound leads, but, it's a £150 upward cost yearly. That and for the most part, most of my clients ask for a .pdf file or similar anyway.
Behance is a great option too if you can get your copy mocked up with some design work. Most clients don’t care where it lives as long as it can be attributed to you.
Building a portfolio from scratch is not easy, and you might make mistakes or face challenges along the way. That's why it's important to seek feedback from others who can help you improve your copywriting skills and portfolio. You can ask for feedback from fellow copywriters, mentors, coaches, friends, or family. You can also join online groups, forums, or courses where you can share your work and get constructive criticism and advice. Feedback can help you identify your strengths and weaknesses, learn from your errors, and polish your samples. It can also boost your confidence and motivation, and encourage you to keep going.
Before embarking upon a copywriting career, it is essential to learn the craft. Understanding the technicalities of how to interweave marketing technique within the words and to generate a powerful call to action, takes experience and confidence. It is recommended to learn the necessary skills and without other pressure by perhaps, keeping the day job until ready to launch. Study the great copywriters, read their books and I always recommend analyzing Shakespeare. His use of words remains unrivalled. Slowly build up the portfolio and find your niche and strive to be an expert. Ask for feedback that may be brutal but honest. More can be learnt from mistakes that have been rectified... then when ready - showcase your skills to the world.
Don't get suckered into the £10k a Month crowd. It is possible of course. But the fact is, copywriting is not a case of opening your laptop for 30 minutes on a cocktail table in Costa Rica then magically getting £10k in your bank the next second. It requires constant feedback from people who are at the top of their field. Never ending dedication to the craft. Keeping on top of your own niche and trends. Which also means exposing yourself to the public, clients, and professionals in the field who will offer critique. This comes hand in hand.
Your portfolio is not something that you create once and forget about. It's a dynamic and evolving document that reflects your growth and progress as a copywriter. You should update your portfolio regularly, as you gain more experience, skills, and clients. You should also review your portfolio periodically, and remove any samples that are outdated, irrelevant, or low-quality. You want your portfolio to represent your best work, and showcase your current abilities and goals. Updating your portfolio will help you stay relevant, competitive, and attractive to potential employers and clients.
My portfolio has been constantly updated by writing on Quora, medium and LinkedIn. Copywriting is one such thing which needs continuous improvement and nurturing. To work and write for advertising agency or marketing company, would be an add-on. Now, people ask me often,”How have you built your huge portfolio, Bhavik?”
One of the most effective ways to make your portfolio stand out from the crowd is to showcase your results. Results are the tangible outcomes and benefits that your copywriting work has produced for yourself or your clients. They can be measured in terms of metrics, such as traffic, conversions, sales, revenue, leads, subscribers, or testimonials. Results can prove your value, credibility, and impact as a copywriter, and persuade potential employers and clients to hire you. To showcase your results, you should include them in your samples, or create case studies that explain the problem, solution, process, and outcome of your copywriting projects.
Don't be afraid to ask your clients for the KPIs and metrics they're using to measure the success of the copy/content you write. If you can share this data on your portfolio, it'll only make you look more professional and results-oriented - something many companies want in a copywriter.
If you're building a beginning copywriting portfolio with spec work it is smart to show some versatility. I tell my students to create ad campaigns for three product categories: 1) Hard goods - a big ticket item you buy infrequently, like a car or a TV, 2) Soft goods - items you buy regularly, like shampoo or food and beverage, 3) Services, like an airline, restaurant, shipping services. This pushes you to think outside the box and who knows where your career may end up?
You can use your spec portfolio as a selling tool! Too many copywriters start off feeling very limited and paralyzed by the lack of a portfolio. In actuality, you have a ton of freedom to create work in spec that serves two purposes 1. Shows off your work and 2. Gives you something to pitch. Never think about the craft without thinking about the sale. When I was first starting out I knew two things - I wanted to pitch my dream companies and I wanted to showcase my work on spec. So, I used the spec work as part of the pitch so the potential client could “see” themselves in my work immediately. Could they have stolen it? I guess. But they didn’t and I didn’t care because I ended up making $80K my first year and $120K my second.
Your portfolio will likely have to consist of 3 sections when showcasing your copywriting work. 1. The actual piece you did. 2. The description of the piece you did along with the intention and methodology behind it. 3. If it met those goals or performed well. Don't simply show the copy. A Manager may understand it but they don't understand what led up to it. Similar to a piece of art, it needs a bit of context.