5 Ways to Build Your Copywriting Portfolio Without Client Work
You can’t have a job without experience, and you can’t get experience without a job. It feels like a tricky loop, but there are ways around it.
Imagine you’re a chef in an empty restaurant with many great recipes. You know your food is fantastic, but no one else does. How do you get people to come in and try your dishes?
You can start by creating sample menus, hosting tasting events, and sharing mouth-watering photos on social media.
The same goes for copywriting.
Even if you don’t have client work, you can showcase your skills and creativity through tried and tested methods.
Read on for some juicy tips on the top 5 ways to build a copywriting portfolio with ZERO experience.
What is a Copywriting Portfolio?
A copywriting portfolio is a carefully curated collection of your writing work, designed to show off your skills and experience. It’s similar to a resume, but instead of listing jobs, you share examples of your copywriting projects.
This could include:
- Ads
- Blog posts
- Social media posts
- Sales pages
- Landing pages
- Email copy
It is your ticket to selling yourself and creating a great first impression.
Why You Need a Copywriting Portfolio
- Showcase Your Skills: A portfolio lets you display your best work, showing potential clients what you can do.
- Build Trust: It helps build trust with clients by providing real examples of your writing.
- Stand Out: A strong portfolio makes you stand out from other copywriters, highlighting your unique style and strengths.
- Attract Clients: It’s a tool to attract new clients by giving them a clear idea of your experience and abilities.
- Track Your Progress: A portfolio allows you to track your growth as a writer, showing how your skills have improved over time.
How To Build a Copywriting Portfolio
1. Create Speculative Ads
Speculative ads, or spec ads, are mock advertisements for existing brands. They’re a fantastic way to show off your copywriting chops and creative thinking.
Imagine creating an ad campaign for your favorite local bakery. Craft a catchy slogan and write a short, enticing description for their new pastry.
Why It Works: Spec ads highlight your ability to capture a brand’s voice and show your creativity. Plus, they’re super fun to put together!
Action Steps:
- Select 3-5 brands you admire(even better if it’s in an industry you’re interested in).
- Choose a product or service they offer.
- Write an engaging ad for each, experimenting with different tones and styles, and post on your socials tagging them!
2. Start a Personal Blog
Blogging is an excellent way to showcase your writing style and versatility. It’s your own space to explore topics you love and demonstrate your expertise. Think of it as your online portfolio where your personality shines through.
You can start a blog about copywriting techniques, industry news, or any niche you’re passionate about, like eco-friendly products, fashion, or SaaS. Share your insights and experiences to connect with your readers.
Why It Works: A blog shows potential clients your writing skills, ability to engage an audience, and dedication to your craft. It’s like an ongoing conversation with your future clients.
Action Steps:
- Choose a blogging platform (like WordPress or Medium).
- Decide on a focus for your blog (personal finance, SaaS, productivity, etc.).
- Commit to regular postings, focusing on quality over quantity.
3. Rewrite Existing Copy
You can decide to find content that could use a little love – like outdated website copy or dull product descriptions – and rewrite it with your unique flair.
Use this as an opportunity to get the attention of companies that are hiring. Share the before-and-after versions to showcase the value you bring.
It can be a boring product description on an online store. Rewrite it to make it more engaging and persuasive.
OR
An email asking to rewrite the homepage of a small business owner.
Why It Works: This approach demonstrates your ability to improve and enhance existing content, showcasing your attention to detail and creative touch.
Action Steps:
- Identify 3-4 pieces of content that need improvement.
- Rewrite them, maintaining the core message but improving the language and tone.
- Display both versions in your portfolio with explanations of your improvements.
4. Write Guest Posts
Reach out to bloggers and offer to write guest posts for their sites. It’s a great way to get your work published and build your portfolio, while also expanding your network.
If you love technology, pitch a guest post about the latest trends to a popular tech blog. Share your insights and make it engaging.
Why It Works: Guest posting boosts your credibility, builds your portfolio, and helps you connect with others in your industry.
Action Steps:
- Find blogs in your niche.
- Reach out to the blog owners with a personalized pitch.
- Write high-quality, engaging posts and keep track of your published pieces.
Lastly…
5. Create Hypothetical Case Studies
Create detailed case studies based on hypothetical scenarios or personal projects. Outline the problem, your approach, and the results, like telling a compelling story.
Suppose you helped a friend’s startup with their marketing strategy. Write a case study detailing the challenges, your strategies, and the outcomes.
Why It Works: Case studies showcase your problem-solving skills and the tangible impact of your work, adding depth to your portfolio.
Action Steps:
- Identify 2-3 hypothetical or personal projects.
- Write detailed case studies, including metrics and outcomes.
- Present them in an appealing format in your portfolio.
Where To Publish Your Copywriting Portfolio
- Social Media
It’s no surprise that one of the best places to publish your portfolio is on social media—that’s where everyone is!
I recommend Twitter now X and LinkedIn. Pin your best work at the top of the feeds and consistently engage with potential clients.
Demonstrate expertise by writing on these platforms and sharing your industry knowledge and soon you’ll have clients who are eager to work with you.
- WordPress
WordPress offers extensive customization options, making it ideal for those who want complete control over their portfolio’s design. It’s a personal favorite and highly flexible with the ability to help you set up among other things blog articles and affiliate income.
- Carbonmade
Carbonmade provides sector-specific templates, allowing you to showcase your work in a way that best suits your style. It’s the most user-friendly portfolio builder tool and supports multimedia content using animation features.
- Wix
Wix is another customizable platform with a range of templates and features that are easy to use. It’s suitable for freelancers who want a visually appealing and scalable portfolio.
- Clippings.me
Designed specifically for writers, clippings.me is simple to use and allows you to upload articles, PDFs, and even multimedia content. It’s perfect for those who want a quick and easy portfolio setup.
- Squarespace
Squarespace is a popular website builder with portfolio-specific templates. It’s easy to customize and offers a polished, professional look that’s great for showcasing your writing samples.
Wrapping Up
Building your portfolio piece by piece is perfectly okay. The key to creating a portfolio that lands clients is to take the initiative, personalize it for each client, and be honest about your journey.
If you can, take your portfolio to the next level by showing the results of your work. Adding charts or tables that show improvements in impressions, conversions, or CTR after your copy was used can make a big impact.
These results are much more powerful than just displaying good copy.
As you continue to create and add more work, your confidence will grow, and clients will take notice.
Feeling motivated? We have even more great resources for you at the Freelance Mastery Hub.
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