Expert: Sean Trapani - 6/27/2007

Question
QUESTION: I currently work as a copywriter/ advertising coordinator for a publishing house. I mainly write copy for catalogs and space ads. I have started putting some of my favorite space ads into a portfolio but I am not sure about the catalogs. Are catalogs something I should include in a portfolio, or are most companies uninterested in catalog copy.

Also, I write back cover copy for books that have been published. Should I include back cover copy? And if I did, how would I put a book in my portfolio. Should I get a printout of the back cover or should I put the whole book in my portfolio?

One last question. We publish a magazine and I am the advertising coordinator for it. We recently changed the look and feel of the magazine and I was responsible for the advertising campaign as well as the look of the magazine. Would that be something I include in a portfolio if I am primarily a copywriter?? I guess I'm not sure what is supposed to be in a portfolio. What do you think?

ANSWER: Hi, Rachel

I'll be glad to answer all of your questions. But first, let me ask you:  what type of position were you hoping to find?

This will help me provide the best answer to your questions.


Sean

---------- FOLLOW-UP ----------

QUESTION: Right now, I work for a smaller Christian company (meaning it has a specific audience and doesn't really go much outside of that audience). While I am young and this is good experience for me, I eventually would like to work freelance as an advertising copywriter for different companies or would like to work for an ad agency as a copywriter.

In general, I want to move up. At my current company, it is very hard to move up. Because of this I don't see myself staying longer than 1 more year. I want to start preparing my portfolio so that I will be able to take a step up in my transition.

On additional question, is it ok if my entire portfolio is work from this one company as long as its a range of different products and campaigns?

Answer
Okay, Rachel

We teach an entire course on portfolio preparation at my college, so let me first say, please continue to research this after we've spoken. There are a few books out there on the subject - and you can probably find quite a few articles on the Web.

I'll answer the question based on my experience as someone who's been hired and has hired others in the business.

Essentially, your portfolio, or "book" as we call it, is your ad for yourself. Potential employers will look at your book with the question, "Does this candidate understand what we do here?...and can she contribute?"

If you want to work for an ad agency, then you want to fill your book with ads. Magazine ads, newspaper ads, TV commercial story boards, radio scripts, etc. You should have more campaigns (a family of at least three ads) than single executions, or "one-offs."

You can keep your other writing samples at the back of the book. This way, if you feel a good vibe with the interviewer, you can treat these like value-added pieces, e.g., "I have additional promotional writing experience, which may come in handy one day."

Having a bunch of different writing samples (non ads) in your book only tells the ad agency that you're not sure what you want to do - and you're hedging your bets. When I saw books like these, I would close them and ask the candidate to really evaluate what they are passionate about. If you're passionate about good advertising, then that's what you need to show.

Now...all this being said, you may not have enough pieces in your book of pure advertising. If this is the case, then create fake ads that look as good as the real thing (at least, make them as good as you can). These "student" ads show potential employers how you think and what you're capable of. You don't want a portfolio filled with only one type of writing - or one type of client (to respond to one of your specific questions.)

The coordination/planning work you did for the ad campaign is a good story to tell - it belongs on your resume, not in your portfolio.

The industry is sorely in need of good copywriters - and you want to know what a "good" copywriter is, please read "Hey, Whipple. Squeeze This." by Luke Sullivan. If I were you, I'd have that book memorized before your first interview.

Best of luck, Rachel!


Sean Trapani