Expert: Sean Trapani - 8/28/2007

Question
Hey Sean.  I am hoping to move from TV writing into copywriting.  I am at a loss, however, as to go about putting together a "book."  All online inquiries point me to copywriting books (aka Amazon).  Are there people who can guide me and/or give advice?

Thanks so much.

Answer
Hi, Evan

I'd be glad to give any assistance I can. But I am not sure what your question is.

Is your question about:

...putting together a portfolio (the book), or,
...on what books are good books about portfolios, or
...about people you should ask in reference to the other two questions?

What I THINK you mean is option two, so I'll respond to that.

A book, or portfolio, is simply a means of demonstrating to a potential employer that you understand the principles of what your employer will be asking you to do. In this case, you want to become a copywriter. So your book will have to demonstrate that you understand the principles of writing clear, persuasive and entertaining ad copy.

As to what should be in your book, that depends upon your potential employer. As a general rule, for general full-service ad agencies, you'd want to have 10-15 separate advertising elements. These should demonstrate your range in terms of experience in writing for different types of industries, mediums and brands.

I, too, recommend starting with a few books before you move down this path - otherwise, you will have no idea as to what the industry considers "good" copywriting.

Start with "Hey, Whipple. Squeeze This." by Luke Sullivan. It's short, funny and full of good foundational theory. Then, move on to "The Copy Workshop Workbook" by Bruce Bendigner. This book will expand upon Sullivan's work and provide several exercises for developing your skills.

If you get through both of these books and are still excited about the field, then you can start developing your "student book." I encourage you to find someone who understands the art direction side of the equation so you can develop portfolio pieces that look like the real thing.

I hope this gets you looking in the right direction.

Best regards,

Sean Trapani