Your Portfolio as You
A portfolio is a compilation of your works, so the content and design reflect you. From your portfolio a potential employer can read a lot about you, not just your works. Your work will be the content of the portfolio, and the quality of those pieces reveals your skill and knowledge. The style of your works and execution of your portfolio speak more about you as a person and a potential employee. There are a few things you will need to do in order to perfect a portfolio for a job in copywriting.
Build It
A good portfolio starts with the appearance of the whole. A well-executed portfolio will impress even before it is opened, so it is a good idea to buy a good portfolio case. Imagine what kind of edge you would have with this over the guy that came in with a binder of samples, and you can see how valuable the first impression can be. A clean, well-maintained portfolio case is also a mark of professionalism and employee virtues, which could factor into the decision of your employer-to-be.
It is a good idea to choose a sturdy portfolio case with a lot of space and useful features. Local art stores will have them, and possibly a large selection to choose from. Quality is the keyword here. You will want the space since your works may be large and quite numerous. Features like waterproofing or water-resistance will keep your samples safe, even over long periods of time. Copywriting means having a lot of printouts and hard copy, so keeping them dry is not an option-it's a must. Pick a portfolio that you would be happy with, as the design could also be used to reflect your personal style.
Stuff It
The best way to get started in copywriting is to get a college education. You can take courses in advertising, journalism, language studies relevant to your region of the world, other liberal arts courses, or even courses specifically for copywriting. The knowledge you can gain is vast and deep, and the potential for better knowledge only grows with the level of your studies. Associate or Bachelor's degree studies are recommended for those who are just starting out, while Master's programs are better left for later. The coursework like assignments, projects, and mockups you will make to complete these courses can be used to start off your portfolio.
After getting an education, gain some experience. Apply for internships or, if you are bold, entry-level positions at various media companies. As you spend your time with them, try not to be too fussy with the types of products they ask you to write copy for. You could even be asked to design websites, the new wave in advertising. Copywriting extends to promoting all sorts of products, so you need to know a little about a lot of things. Deeper knowledge will grow as you become more familiar with certain product classes. Remember to save copies of anything that you make so you can add them to the portfolio.
Going freelance or starting your own business can also be a stepping stone in your copywriting career. Set up websites, make business cards, and get your name out in the local papers. Ad agencies are always scouring the market for inspiration and potential clients, so they might notice your skill and look at you as a potential employee. As always, keep copies of your marketing materials on hand for your portfolio.
You can also think up a fictional product to make advertisements and promotional material on. The product may not be real, but the copy you can make from the idea is as genuine as copy ever gets. You could also ask art designers to make a mockup, a poster for example, but it will cost some money. Just remember that these could be worth more as part of your portfolio than what you pay for.
Filter It
After having a fair bit of material, you will then have to choose what goes into the portfolio. A portfolio should not contain all of your work if there is a lot of it. As always, quality is the keyword, so choose your best works. Your best works do not necessarily have to be the ones you make in the field, as you can include pieces from school requirements if they are good enough.
Your portfolio's design and contents should be chosen to impress in connection with specific fields. For example, an ad agency that does work for software developers will not necessarily be attracted to samples from a dairy company's ad campaign. Your best bet would be to have several good pieces spread out amongst a few fields of application.
Surprisingly, your portfolio does not need to contain just copy. You can include hobby pieces like poems and short stories. Sometimes ad agencies want that special design that can only be seen through creative works like these. Just keep it tasteful and well organized.
