How To 'Build' An Advertising Portfolio That Gets You Hired
Posted: Sunday, November 26, 2006
by Kevin Browne
Become A Copywriter
How are you doing building your advertising portfolio?
Is it flowing out of you? Or, more likely, do your thoughts seem to get stuck from brain to computer? It can be a daunting task, no question. But there is a methodology to the building process, so keep reading.
If you’re feeling overwhelmed, the best advice to you is probably something you don’t want to hear...
Yes, push through the garbage ads that you may or may not be generating.
It takes years to appreciate that this brain dumping, crud-producing, time is VERY valuable to your growth as a copywriter. You must begin to condition yourself to get rid of the bad ideas so that the good ones can follow. Don't block yourself up!
Also, many of the bad ideas that you'll be generating initially, WILL HAVE GOLDEN NUGGETS INSIDE OF THEM. That's right. Wonderful, smart, sometimes brilliant thinking for that brand could be hidden in your bad ads (it happens all the time) SO KEEP EVERYTHING.
2) Vary The 'Advertising Directions' Of Your Portfolio
Your book must show a wide variety of thinking and approaches.
Think about it, if you go into an agency for and interview (lucky you) with a book that is full of great ideas (even campaigns of great ideas) all written in one particular format, that’s all people end up knowing about you.
Your advertising portfolio has to show depth. To do so, your advertising portfolio needs to show many different approaches to show off your copywriting muscle.
This isn't about the products in the ads. This is about the mechanics of the ads themselves. And there are many, many kinds of formats that your ads can have. Long copy. Headline only. No copy. Visual as answer. Misdirect. Teaser. Etc.
Your focus has to be on the big picture. You must show ads that show that you can think across different lines in order to attack the creative brief in many different ways…because guess what…that’s advertising reality.
The fact is, different styles and formats of ads absolutely MUST be in your ad tool box. In the real ad game, you will be coming up with different types of ads in meetings, sometimes right in front of clients.
If you have one particular style...that's not good enough.
Race car drivers do not have one way of getting past turn 4. Chess masters do not have one opening move. You must diversify. Heck, it’s called a portfolio because we’re taught to diversify portfolios.
From this point forward, then, your advertising portfolio game plan should be to include different formats of great ads. Not just great ads. Great ads that come at the brief differently.
The more you hone your skills and start looking at different ways to serve up the same end benefit to the consumer, the much better off you will be. And the much stronger your advertising portfolio will be.
It's knowing these kinds of things that get you hired.
Of course, these and many other real world advertising secrets and strategies that can get you hired can now be found at www.become-a-copywriter.com
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