This week’s copywriting question comes from Jayde.
Question:
Right now I have a bunch of random samples in my copywriting portfolio such as articles, an email newsletter, and an interview teaser email. When I send my portfolio to potential clients who ask for it, I usually don’t hear anything back, even after following up.
What types of copywriting samples should I include in my portfolio, in order to maximize my chances of being hired by a client?
(Business owner version: What samples should I ask for when hiring a copywriter?)
Michelle’s Answer:
Great question!
To maximize your chances of being hired by a copywriting client, you’ll want your portfolio to contain 6 key copywriting assets that are foundational to a company’s overall marketing strategy. These are:
- Sales page copy
- Landing page copy
- Welcome email sequence
- Content emails
- Promo emails
- Ad copy
(This is based on me asking one of my biggest clients what they would look for in a portfolio.)
Why these 6 pieces? Because they indicate that your writing will contribute to your potential client’s overall marketing strategy.
As a copywriter, one thing that sets you apart from other copywriters is knowing how your writing fits into someone’s bigger-picture marketing strategy. Understanding this is what will help you land and retain high-paying, high-quality copywriting clients.
You don’t want to just write random pieces that don’t contribute to a client’s end goals — you want to write copy that brings in what every business wants more of: qualified leads and sales. AND to do this, you have to also write great content that motivates, educates, and inspires.
(Oh, your client doesn’t have a marketing strategy? That’s a problem. They need one. You can offer that as a service package and charge $2000+ for it.)
Most established businesses that you talk to will already have a marketing plan in place, and they just need someone to write specific pieces of copy for them.
If you can demonstrate that you know how to write these 6 key copy assets, you’ll be very attractive as a potential hire. Plus, your writing skills can easily transfer over to many other types of writing that a client might ask you for help with — such as direct mail letters, postcards, Google ads, Facebook ads, YouTube scripts, podcast show notes, social media posts, etc.
For best results, create your all of your writing samples around 1 specific campaign (not a mixture of random niches or industries). As you gain more experience you can create another set of portfolio assets for a 2nd or 3rd campaign, etc.
Usually, one solid campaign in your portfolio is enough to land you a high-paying copywriting client who will need similar assets every single month.
Homework:
Which of the 6 copywriting assets do you feel strongest in writing? Which do you feel weakest in? Email me your answers here. My challenge to you is to practice honing your skills in your weakest area(s) for 2025, because this will make a HUGE difference in your confidence levels as a copywriter!
If you’d like to request a critique/edit of your portfolio samples, or get some skilled copywriting training in your weak area(s), email me.
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 