Now that you've been copywriting for a while, you have gained experience, created many ad campaigns. Your portfolio or ''book'' should show it. Although you have probably gained a great reputation, in order for you to obtain new clientele and possibly advance your career you need to keep your book up to date. Here are a few tips and ideas on how to advance your career by creating an advanced portfolio.
First of remove all ads that didn’t run, and left over spec ads or ads that you did for fun need to be eliminated.
Second remove any ads that are not up to par, if a client wasn’t 100% satisfied with the ad or you felt it wasn’t your best work its time to remove it from your book. You need to be confident in your work displayed; otherwise you will not be confident in your presentation of the book. Nothing is worse to a employer or potential employer than the lack of confidence. Now remember just because it is an uninteresting ad doesn’t mean it wasn’t good work, an ad for a boring product could do wonders for that product and make it sell. So remember to also grade them on performance and not just looks.
Third, Show diversity with your ads in your portfolio; be sure to have soft sell ad copy, hard sell ad copy. Product campaigns, service campaigns. Short and long copy ads. Showing diversity in your portfolio is important in showing you can work in various styles of marketing, Showing your potential employers you career is not stuck in a creative rut and you can market to soccer moms , teenagers, and CEOs.
Fourth, Show your potential; prove you can work ''big''. Include your campaign pieces. If you don’t have any, take some of your favorites and spin them into a campaign. Show a print ad being combined with radio, TV and point of purchase marketing.
Fifth, think visually. Not only have a great ad copy but it must be visually appealing. A great clever line needs to be accompanied by strong visuals.
Following these suggestions will help you showcase your work. As an advertising copywriter your portfolio is your potential employers’ window to your world and talent. If you want to keep working, keep working on your portfolio.
