What I've seen is that copywriting is a very broad field (after looking through all those posts). If I did approach an ad agency as a newbie with my spec ad portfolio looking for either an agency position or freelance work, what would they legitimately expect me to know how to do? What type of spec ads (print, internet, radio, t.v., etc.) would they expect to see in my portfolio?
Is there specific software I should know how to work with?
Are there specific terms I should know?
Should I be familiar with specific statistical analysis companies?
Is a working knowledge of SEO also a pre-requisite?
I just want to make sure I'm not spreading myself too thin regarding topics that a beginner wouldn't be expected to to familiar with, so I can focus on getting things done that will actually get my foot in the door as quickly as possible.
Please don't tell me to get an internship. I'm 50 and while I wouldn't rule it out 100% it's not likely.
I already have a BA in English but no experience in the advertising field. There it is. Thank you for your help.