Creating a strong copywriting portfolio is essential for freelancers looking to attract potential clients.
A copywriting portfolio is made up of content you’ve written in the past, collected neatly to present to clients. The reason a portfolio is significant in creating a successful work timeline is that it provides clients with insight into your work and helps them decide on whether it is your work they seek, especially when niche topics are at play.
Understand the Industry
Copywriting is a lucrative and versatile industry that is a part of various departments, such as marketing, travel, public relations, and freelancing, among many others. The industry is advertising-focused, meaning communication for firms or individuals is the primary goal and is needed for most if not all businesses. Job search platforms like Lensa can be a great resource for finding copywriting jobs and understanding the industry’s current demands.
Copywriting involves various different factors, beginning with understanding what you are marketing towards in order to sell a product, service, or idea.
The key to succeeding in this business is to understand who you are selling to. The goal of this work is to compel people toward your client’s preferred outcome.
There are countless forms of copywriting work, but let’s first discuss the common ones. Let’s start with marketing copywriting, which focuses on delivering a brand’s message as best as possible. Social media copywriting is common and similar to marketing, where copywriters create messages for a brand’s social media posts.
Brand copywriting entails both public relations and marketing to create the image of a brand through messages. Direct response copywriting works as its name suggests a form of messaging that incites a direct response as a form of compelling people. Technical copywriting focuses on the technical side of marketing by writing brochures, case studies, or websites.
The industry has gone through several fluctuations due to the influence of digital marketing. Copywriting has become all the more important since media consumption has risen to an extremely high rate. Audiences are larger, meaning the media has to be more effective. This can be achieved through today’s standards or copywriting with shorter, catchier messages.
Identify Your Niche
To be successful in copywriting, you must find your niche. To begin, you should look at your strengths as a copywriter. This can include being an effective researcher/interviewer, strongly informed on the target audience, greatly creative, self-assured, and open to receiving help from other professionals.
The next step is to align the niche you have chosen with your skills and interests. If you have a talent for being creative and well-informed, start looking into brand copywriting. If you are better at researching, try going the technical copywriting route. Find links between the strengths you have and what niche they work best with.
You should also consider how much demand there is for the niche you choose, depending on what pay and workload you are looking for. For example, medical and finance copywriting have high demand and high stakes for the quality of work and information that is published.
Showcase Your Work
The base of a portfolio is specifically your best work. Have other professionals or perhaps a mentor look over some of the pieces you’ve chosen to give you feedback on whether it is your best work and what else you could add to your portfolio. Pay attention to past statistics or comments you may have received on your work as well.
An effective copywriting portfolio is one that is well-organized and visually appealing to others. Since this line of work focuses on just that, creating a portfolio can even help you polish up your skills before even applying to a position. This will also make the recruiter’s job easier when analyzing your entire application, making you more likely to get hired.
Try to include as many different samples as possible to show your versatility and talent. This will make you an attractive candidate and may increase your chances of getting different jobs in the future or being ecommended to other clients. By demonstrating your range as a writer, you are creating a reputation for your own work.
Since digital marketing has taken over, it is important to stay as connected as possible in this line of work. By creating a strong online portfolio you can reach a wider audience, which could potentially turn out to be a client. Your first step could be making a professional website where potential clients can learn more about you and contact you.
Social media is also a nifty tool for showcasing your portfolio to the public through which they can asses your work and potentially hire you. It is also a great tool for building relationships with clients or networking with other professionals.
Create a Strong Pitch
A good pitch can make or break a deal. It has to be catching to the client, enough so for them to invest in what you are offering. To create a proper pitch for a client, you need to first understand their needs and decipher what they will like. Each pitch should be different for every client since all clients and their needs vary.
Make sure to include the strengths you possess and create a unique selling proposition specific to the client n question. This can be done in various forms found in copywriting niches. To make your pitch concise and engaging, it has to be short but powerful. Try to add personal solutions to the pitch to showcase your talents.
Tips for Success
Once you reach success, you also need to maintain it. You can do so by keeping your profile updated as soon as a successful project is concluded. In this line of work, you are also constantly learning, so incorporate client feedback to grow and diversify your copywriting skills. Being in contact with other professionals will also help you achieve this.
Lastly, organization shouldn’t only be done with your portfolio but also with what you do. Stay on top of everything and try never to miss any deadlines. Set realistic goals for yourself so you can avoid disappointing clients.
Create an Effective Copywriting Portfolio
We’ve talked about how to find yourself as a copywriter, how to showcase yourself in a professional setting, and what you need to do to achieve success and maintain it. As a copywriter, you will continue learning even when successful. Don’t be afraid to try new things, expand your skills, and be assertive with your work.
As a copywriter, you showcase the ideas of others. Don’t put your own image on the back burner, instead, attract clients as a freelance copywriter by showing your best projects so you can keep going.