Choosing Appropriate Pieces for Your Copywriting Portfolio

Marketing of products or services using digital technologies or digital tools.

A copywriting portfolio is a collection of your best work that showcases your skills, creativity, and versatility as a copywriter. It's your chance to make a strong impression on potential clients or employers. But how do you decide which pieces to include? Here are some guidelines to help you make those decisions.

Balance Variety and Coherence

Your portfolio should demonstrate the breadth of your skills and experience. This means including a variety of pieces that showcase different types of copywriting, such as advertising copy, digital content, SEO articles, and more. However, it's also important to maintain a sense of coherence. Your pieces should all reflect your unique voice and style, and they should be consistent in quality.

Showcase Your Best Work

This may seem obvious, but it's worth emphasizing: your portfolio should include your very best work. Don't include a piece just because it's recent or because it's different from your other pieces. Every piece in your portfolio should be something you're proud of, something that you feel represents your skills and talents well.

Include Pieces Relevant to Your Target Audience

Think about who will be looking at your portfolio. What kind of work are they likely to be interested in? If you're applying for a job at a digital marketing agency, for example, they'll want to see that you can write compelling web copy and blog posts. If you're pitching to a client in the healthcare industry, they'll be interested in seeing that you can handle complex, technical topics. Tailor your portfolio to your audience.

Show Results

If possible, include pieces that have produced measurable results. This could be an advertising campaign that led to a significant increase in sales, a blog post that drove a lot of traffic to a website, or a social media post that went viral. Results like these demonstrate that your work doesn't just look good—it actually works.

Include Client Testimonials

If you have positive feedback from clients or employers, consider including it in your portfolio. Testimonials can add credibility to your work and give potential clients or employers a sense of what it's like to work with you.

Remember, your portfolio is a work in progress. As you gain more experience and produce more work, you'll continue to update and refine your portfolio. It's a dynamic showcase of your growth and development as a copywriter.