What are the most important things to exclude from a copywriting portfolio?

Don’t discard good work. If work is good it’s good and good work doesn’t necessarily have an expiration—unless it was written in the early nineteenth century, but even so, it may still be relevant. I believe this is because writing is only half the battle. Your work, on a deeper level, should show how you think and how your thinking has evolved over time. So, I would say, if the work stinks keep it out, but if it’s good, but old, who cares?

Creating a strong copywriting portfolio is all about showing your best and most relevant work. Stick to pieces that reflect the type of writing you want to do, like web content if that's your focus, and leave out old or unrelated work like school essays. Also, remember to update your portfolio with your latest and best work, so it stays fresh and relevant. It's also important to keep your portfolio professional. Don't include anything with confidential information from past jobs, as this can cause legal issues. Choose only your top pieces to avoid overwhelming your audience. Think of your portfolio like a highlight reel - you want to grab attention with your best, most relevant work and leave a strong, focused impression.

Following factors must be excluded: Irrelevant Work: Exclude projects that aren't relevant to the type of clients or industry you're targeting. Poorly Executed Pieces: Remove any work that doesn't showcase your best writing or design skills. Overly Personal Content: Avoid including overly personal or controversial pieces that may distract from your professionalism. Outdated Samples: Remove outdated work that doesn't reflect your current skills and style. Excessive Variety: Don't overwhelm with too much variety; focus on showcasing depth and expertise in specific areas.

Keep them, please! 🦋 Make your portfolio as diversified as possible. Let the reviewer know you can adapt to different tones and voices — and effortlessly write for multiple niches. Here's what I do: ✅ Segment my portfolio: tech, automotive, B2B, finance, SEO, and any industry I have worked for. ✅ Give 5-10 links to my best work under each section. ✅ Make an index at the beginning so the reviewer can skip to the page they want. This one portfolio serves everyone. 💡 If a client asks for specific samples, send niche-specific links only. 😊

Be authentic and do not represent anything that's not entirely your own brainchild. Tossing in something you cribbed, copied, or even co-authored can backfire big time. It's not just about legalities or ethics, it's about your brand as a writer. Your portfolio should be a parade of your best, most creative work – the stuff that's sprung from your own gray matter. It's your showcase, your moment in the spotlight. Make sure every piece in there is unmistakably yours.