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Home::Copywriting
Show Me Your Ware - All About Portfolios
Author : Lyn Blair
California copywriter, Michael White wrote to Freebird with an
article idea. He commented,
"As writers, we have a different sort of challenge, when it
comes to showing our portfolios to prospective employers or
clients during the interview or presentation process.
A graphic designer's portfolio is easily presented, since the
visuals and concepts are more or less readily apparent. However,
the fine work of a copywriter is embedded in the words, which
takes some time to read. Reading the material, grasping the
concepts and allowing those concepts to gel in your mind
requires a lot more effort than the flash view of a graphic
portfolio. All too often the client expects your talent to jump
out at him without having to read much, if any, of the
copy-written material. Simply because he's used to being
immediately dazzled by the portfolio of a graphic designer, your
client may not realize he has to read first before he is
"wowed".
So, what do we do? Include narrative paragraphs beside each
item? Walk the client through each piece verbally? Some clients
like this, others don't. I had one client interrupt me, when I
began explaining the thinking behind a piece by saying - rather
rudely - 'I can read, thank you.' What points should we cover,
if we guide a client through the portfolio? Some clients are
more interested in the thought process behind each piece. Others
care more for the result, i.e. 'Did it work?'
And how should the portfolio be arranged? Some people love
portfolios on CD. Others come from the old school where physical
portfolios still rule. What kind of portfolio works best? A
professional one that zips up? A three-ring binder? A Trapper
Keeper? Should pieces be in clear plastic sleeves arranged
nicely against a stiff, black background or hole-punched and put
in a three ring binder for easy perusal by the client? (Note:
Clients are often reluctant to remove your pieces from their
sleeves, leaving you to awkwardly remove them for a closer
look.)
What about leaving a portfolio package for the client to keep?
Should you create a black and white bound version of your
portfolio to leave with them along with a CD?"
Michael's issues and questions led us to research "portfolios"
to provide you with answers.
Portfolios Made Simple
To lessen confusion, adopt these two maxims about portfolios. 1.
The purpose of a portfolio is to showcase your skills and
experience. 2. All clients are not created equal; so don't try
to make them so.
The first maxim is fairly self evident - you will showcase your
best, relevant writing samples, any testimonials, awards or
other impressive material.
The second maxim requires more thought. A portfolio is your best
"show and tell" interview technique. But as in any show, you
must consider your audience. Plan ahead by fully grasping the
job or project description and asking key questions on the phone
before your interview. Knowledge about your client's needs and
interests will clue you in on how to design your portfolio. You
should always tailor your portfolio for your audience and the
"show" you're headlining at the moment. A canned portfolio, with
the same samples for industries that vary widely or clients with
different preferences won't allow you to use your portfolio to
its fullest advantage. Make arranging your portfolio, part of
your interview preparation tasks.
Can you tell a good portfolio by its cover?
According to Frank Satterthwaite in The Career Portfolio
Workbook: Using the Newest Tool in Your Job-Hunting Arsenal to
Impress Employers and Land a great Job! , "The carrying case for
a career portfolio typically looks like a leather briefcase that
can be zippered shut. The kind of impression you wish to make
(along with your budget!) will determine the actual look of the
carrying case you use for your portfolio. When you open it, the
carrying case reveals a three- ringed binder."
Organize for Versatility
Make your portfolio self-explanatory with a table of contents
and sections tabbed so you can easily find what you want to
show. You can refer to your portfolio to answer questions during
the interview, select pertinent sections to explain to the
client or simply let him browse through it. Create your
portfolio with versatility of presentation in mind. Your
portfolio should be anywhere from 15 - 25 pages, but no larger,
as it's difficult to hold your prospective client's or
employer's attention beyond 15 - 25 pages. Twenty pages is
probably an ideal size.
By organizing photocopies of your writing samples, you can
easily insert them in your binder and rearrange as appropriate,
depending on your client. After you've prepared you portfolio,
choose the same files for your portfolio CD, burn the CD and
take it with you to your interview.
You can always ask the client ahead of time if he would prefer
you give him a CD portfolio of your work or bring along your
portfolio briefcase. If he prefers a portfolio briefcase, you
can still leave a CD with him as a reference reminder, so he'll
think of you after you've gone. One copywriter we know leaves an
information packet, containing her bio, client testimonials, two
direct mail letters, two articles, and rate schedule. She heads
it up with a different introductory letter, depending on the
market she's approaching.
A Simple Formula for Successful Portfolio Presentation
The real key in creating an excellent portfolio presentation is
good communication with your client, not just beforehand, but
during the interview. A very successful sales woman, who is a
friend of mine, says people are always asking for the secret
behind her sales success. They expect to hear advanced sales and
closing secrets, but her main sales technique is very simple -
she simply provides the customer with what he wants. She listens
more than talks, finds out what the client wants and then tells
him she can provide whatever he said he wanted. Of course, she
follows through and makes sure he gets what he asked for.
As you step into your client's shoes and discover how he thinks
and what he wants,"play" your interview presentation like a
maestro. Pull out your portfolio to show when appropriate. If he
asks to browse through it, let him. Ask if he has questions and
provide explanations about portfolio items, when he wants it.
It's all about you, dear client - whatever you need and want.
Like Simple Simon and the pieman at a Medieval fair, "Show me
your ware." has been and remains an easy, as well as timeless
and successful way to present your skills and experience.
References on Portfolios:
The Career Portfolio Workbook: Using the
Newest Tool in Your Job-Hunting Arsenal to Impress Employers and
Land a great Job! by Frank Satterthwaite http://academicadvising.studentservices.dal.ca/advising_4
704.html http://www.ude
l.edu/CSC/careerportfolio.pdf http://depts.washington.edu/geogjobs/Careers/pfolbasics.html
a>
http://www.swlearning.com/marketing/gitm/gitm4e08-51.html http:/
/www.uwrf.edu/ccs/portfolio-steps.htm#what-is http://academicadvising.studentservices.dal.ca/advising_4
704.html
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