June 9, 2017

Publishing your portfolio is stupid.

I used to publish a portfolio of copywriting work on my website. At the time it seemed like an obvious thing to do. Most copywriters seem to have a ‘portfolio’ of some description, where you can browse past projects they’ve worked on.

Let me tell you, publishing a portfolio is a complete waste of time. What happens in reality is this:

  • Believing he (or she) is buying from a menu of options, an unwitting prospect will download your portfolio.
  • He or she will read 10% of the portfolio, at most.
  • When pressed for an opinion, he or she will respond: “well, it wasn’t quite the voice we were looking for. Sorry.”

In my head, I’m like: #$@&%*!

Newsflash: of course it wasn’t in the voice you were looking for. It wasn’t your project! It wasn’t your audience, your voice or your words.

When I’m writing for a client, most of the words come from the client. Anything you ever say to me can and probably will end up in an email! My role really is more of a word assembler, or narrative engineer.

You need a narrative engineer on your team who deeply understands your business, and the value you provide.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.