Expert: Sean Trapani - 12/12/2006

Question
Hello.
I am trying to break into copywriting. I understand I need to put together a portfolio and I think I have great ideas for it. First of all, are there specific restictions on the type of binder, paper, can I use card stock. Can I make some things 3D by elevating them from the paper a little? Can I use photoshop sometimes, freehand others? Does it have to look like a magazine, or can it look like a very organized coherent scrapbook: clipouts, pictures, drawings, writings etc. Should i worry about paying a graphic designer to help me? What is the industry professional size for the pages, and how many brands should I have in it for a creative exec to look at. Thank you so much, I know I asked alot, so please answer what you can.

BB

Answer
BB,

First off - how do you want to break into copywriting? Are you trying to get the attention of an ad agency? If so, your portfolio, or "book," should be filled with work that looks as if it was actually produced. Your ads should look like ads - as if you had just torn them from a magazine. Your brochures can be 3D, as you mention. Other than that, I can't see much benefit to having things "elevate" off of the paper. The book, itself, should be tasteful - metal or leather-bound with pages of plastic sleeves inside (for displaying your work). There is no real standard for size. Most copywriter books I see are simply 8 x 12 books. Some carry slightly larger ones - in the 11 x 14 range. Go to an arts supply store. You'll find plenty of choices.

The other route, as a freelance copywriter, means you'll be going directly to (small) business owners. So, you have a bit more creative freedom.

Either way, though, you're going to be judged on your ability to develop unexpected ideas, think strategically and, of course, your ability to be persuasive as you "speak" in print. Getting a graphic designer to help you polish up your ideas is a good idea, if you can afford it. Like the old saying goes, you can only make one first impression.

As for your question about the software, it doesn't matter if you build your ads in Quark, InDesign, PhotoShop, Illustrator or Corel Draw, for that matter. You won't be using any of these programs as a copywriter. That's what your art director partner is for. You'll need to know a word processing program (MS Word, etc.). That's about it.

That being said, it's a good idea for you to understand some design principles. Type theory. Visual hierarchy. Color theory, etc. But you won't need any practical ability to develop the art direction on your own...unless you're going to try and do everything yourself. And without formal training in design, copywriting and brand theory, you may find it difficult. Then again, you may be brilliant and an exception to the rule! :-)

("Introduction to Advertising Design" by Robin Landa is probably the best book to begin learning ad design theory. As for the copywriting side, I'd suggest starting with "Hey Whipple, Squeeze This." by Luke Sullivan or "Ogilvy on Advertising" by David Ogilvy.)

I hope this points you in the right direction, BB. Best of luck to you.

Prof. Sean Trapani