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Spec Portfolio Composition -- Beginner Seeks Advice

by Magnificent Bastard
9 replies
Hello all,

I'm a copywriting self-student and have no prior copywriting experience or samples. I am however an experienced writer, so I want to get started and create a spec portfolio. Whether I should create a portfolio of nothing but spec samples is another issue I'm aware of, but for now, I'd like to know the ideal proportion of the type of ads that compose a start-up portfolio.

In other words, should my portfolio be balanced and made up in equal amounts of various forms of ads (magazine print ads, brochures, direct mail, internet catalog, e-zine, etc.), or should I focus on a type that is becoming increasingly popular today?

I personally would like to play a generalist role, but I'm open to specializing a little.

Thanks a lot.
#advice #beginner #composition #portfolio #seeks #spec
  • Profile picture of the author ewenmack
    Hi there,

    Unfortunatly, by you taking the "show sample to client approach",
    you are positioning yourself as a lowly order taker.

    By positioning yourself as the most helpfull expert, prospective clients want you...without samples.

    Example: People are recording screen capture videos of business owners websites.
    In the video they talk about all the improvements that can be made.

    They tell of the search volume for the business owners keywords and the volume in which is being missed.

    They tell and show them what can be fixed.

    They tell them the likely money they are missing out on.

    That is the value a business owner likes up front.

    Your choice, be a lowly order taker, or become the valued expert.

    All the best,
    Ewen
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  • Profile picture of the author Magnificent Bastard
    Thanks for that but I'm not trained in online marketing and website analysis. I'm a persuasive writer first and foremost, and I'm trying to show potential clients my skills in persuasive writing.
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    • Profile picture of the author ewenmack
      That was an example of someone positioning themselves as an expert so they don't end up as a lowly order taker...so YOU don't become one!

      A copywriter...a top one...even an average one...will see the ways an existing piece can be improved.

      Wherever a sales message is found, no matter what medium is used, you can contact the owner and suggest different ways that it can be improved.

      If you can't see the many ways a sales message can be improved...the ones you see everyday, then you need to get your skill level upgraded...first.

      You are in the business of making business owners MORE MONEY...copywriting is what you do to make it happen.

      Show him THE MONEY and your prized samples will mean squat to him.

      It's like the old saying "He doesn't want a drill, he wants a friggin hole in the wall, so his wife gets her mirror hung...he can get some peace and go fishing with his buddies"

      Ewen



      QUOTE=Magnificent *******;2538322]Thanks for that but I'm not trained in online marketing and website analysis. I'm a persuasive writer first and foremost, and I'm trying to show potential clients my skills in persuasive writing.[/QUOTE]
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  • Profile picture of the author jewel3000
    I think if you include 2-3 of every type of ad you're saying your adept at writing, this will more than show that you know your stuff. (Don't give too many: you'll look like you're about to take up too much time and *click*!)

    Actually, your prospects will have a clue about your skills from the very first piece they read. They'll probably read a 2nd piece to confirm what they suspect: you're hot or you're not.

    If you put a third killer ad of each type in your portfolio, you are hopefully being a show-off who's definitely worth hiring. (Plus, 3 is a good, odd number to work with.)

    Note: In today's economy, variety is the spice of life. So "season" your portfolio by showing your versatility. Very few people want a one-trick pony. Prove that you can be valuable in helping meet a variety of needs.

    Best of luck!!
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    • Profile picture of the author ewenmack
      I'm trying again to STOP you going down the "show sample portfolio" approach
      as it positions you bad.

      Bad positioning makes you a lowly order taker who only gets the crumbs off the table.

      Here is a post with all in agreement about positioning yourself the right way.

      http://www.warriorforum.com/main-int...and-bucks.html

      Hope this helps you "get it"

      All the best,
      Ewen
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      • Profile picture of the author MikeHumphreys
        Magnificent,

        I'm going to be really really honest with you: You need to really strengthen your marketing skills, especially on the strategic side of things.

        Your OP shows that you don't have a strong foundation in direct response marketing because if you did, you'd know *exactly* how to position yourself... market yourself... sell your professional services... regardless of what you may or may not have in your portfolio.

        You don't need to build a spec portfolio up in order to start your copywriting business. I didn't.

        You don't need to write copy for free for other people either. I've never written a word of copy for free... well, except for my own info-product business which is more like a straight commission deal.

        I'm not going to lay out the full explanation here on how to get started without a portfolio because it's part of a paid product of mine, so let me give you a strong hint: It's all about marketing position and strategy.

        Good luck,

        Mike
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        • Profile picture of the author Ross Bowring
          In terms of being a freelance direct response copywriter, absolutely, no portfolio needed.

          However, to get hired as an agency copywriter, a spec portfolio is expected.

          Magnificent *******... you didn't specify whether you want an agency to hire you for a position, or whether you want to go it alone?

          --- Ross
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  • Profile picture of the author Magnificent Bastard
    Thanks for the responses.

    I live in Los Angeles and I'm planning on working at local agencies first or even working client side.

    I also want to freelance in a manner that ewan suggested; I see terrible-looking ads in print and online all the time and I have plenty of ideas on how to improve them or completely revise them in order to emphasize their benefits in buyers' eyes and appeal to self-interest.

    I was always under the impression that freelancers had a book that they showed to potential clients in addition to offering their revision service to existing ads.

    By the way, you could say I come from the Robert Bly "hard sell" school of thought, as I recently finished and embrace his book, "The Copywriter's Handbook."
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