The Perfect Advertising Portfolio - Your New Daily Grind

By Author: Gary Jones
Total Articles: 34
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When you start to become a copywriter, a real one in fact, and you begin to develop your portfolio daily (starting today, not tomorrow) you will purify it daily. You will strengthen it day after day after day.
A copywriters' portfolio is NEVER at rest. I don't care if you're a Group Creative Director at the best agency on the planet. Your portfolio is always in motion. You must get into this mindset...ESPECIALLY at the beginning. Developing your portfolio every day gets rid of the ideas you thought were genius just days ago.
It happens to the best of us.
There is no one way to know what to add and what to take out. But to develop your portfolio daily, and to do it with the most critical of evaluation means that you end up with better and better material.
So...
Make a habit, every single day of evaluating where you left off. Is that ad good enough? How do you know? Can it be better? Can you come at it from a different angle? Can you make it more memorable? More distinct.
In order to become a copywriter and develop your portfolio daily, be brutally hard on yourself before you let others judge ...
... you.
Take each ad out and use Post It notes on them. Where could it be stronger in terms of its thinking (it can) where could it be more edgy (it can) where could you make it more memorable (it MUST.)
Here's something most people don't know...
YOUR SUBCONSCIOUS MIND IS WORKING ON YOUR ADS WHILE YOU SLEEP AND YOU DON'T EVEN KNOW IT.
That's right. You may turn in, but your thoughts from your day still need to work themselves out. It's called 'day residue' and it's the reason why lots of times our dreams seem so strangely, strange. That's your mind working out the problems from the day THE WAY YOUR BRAIN KNOWS HOW TO.
So this means that the days AFTER you write great ads, your mind is still working on those ads. Let it. Roll with it.
Develop you portfolio daily. Those aren't words now. Those are marching orders. Your portfolio will grow stronger whether you think it will or not.
Which brings us to a HUGE point.
No ad, I don't care which one in your portfolio, none of them is EVER done. Just when you think you've nailed it, it can be made better.
The best copywriters develop their portfolios daily and are CONSTANTLY on the lookout for opportunities to strengthen what they already have. Decades into their careers...you, my friend are no different.
Do it every day, and your portfolio will flourish and you will become a copywriter.

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