What I look for in a junior copywriter

An edited version of this content originally featured on my LinkedIn page. To read these tips as I release them, come and connect over here!

‘What do you look for in a copywriter? How do I best show you what I can do?’

That’s what a lovely junior copywriter asked me recently.

And she wasn't expecting my answer.

It’s not:

❌ A portfolio (I barely look at past projects where I have no idea what the brief was or how many people have since edited the copy)

❌ Showing big brand names as previous clients (who might be totally different from the companies I’m working with)

❌ Offering a free trial (I’ll never ask you to work for free!)

What I do look at are:

✅ Your website (or LI profile at a push) and how you present your business

✅ How you communicate over email / DM

✅ Your interest in learning - both from a copywriting and business perspective

So if you’re early in your copywriting career, don’t feel you need reams of samples or prestigious clients in your back pocket! Being super clear on your purpose (and process) as a copywriter and having a positive attitude to working on new projects is waaay more valuable.

I know what you’re thinking

When I posted this on LinkedIn, a few copywriters replied, ‘But but but… why don’t you need a portfolio? Literally EVERY agency I’ve ever worked with has asked to see my portfolio.’

My response? I know! Because that’s what agencies have always done, so they still insist on it. But it feels short-sighted to me. And lazy😅 I don’t find a portfolio gives me any insight into a writer’s true ability.

Why? Sending me a piece of content shows a certain level of competence. But copy’s about more than that. It’s about connecting with a specific audience and hitting a particular goal. A writing sample doesn’t tell me the brief / audience / purpose and whether the copy hit the mark or not! And there’s always a chance that the version shared has been through 6 rounds of revisions from the client.

PLUS, I believe there are new writers out there without a portfolio, who could still do a brilliant job.

So I always ask for a website link instead. First, I’ve already got a better idea of the brief / audience / purpose. Second, it shows whether the writer understands basic copywriting principles. Third, given how much thought and effort it takes to write your own stuff, I believe it shows real motivation. Most importantly – it just gives me a better sense of who they are, than a random blog post for XYZ tech client from 2019.

Looking for extra support in your freelance copywriting business? I’d love to help – just get in touch for a chat.