Whether working part-time, full-time, or “no-time,” spending countless hours searching for good opportunities, ideal listings and quality clients is a drain.
Imagine way to attract new leads and have work come to you?
One step you can take towards achieving this: having a portfolio.
Instead of spending days (weeks, months) searching for opportunities, a strong portfolio can have new leads, connections and opportunities come to you, allowing you to reclaim those lost hours.
And you probably know you need one.
Now.
Don’t trip: I got you.
To aid you along in your portfolio quest, here are some principles to make yours among the best:
1. E.T.C.
“People do not buy goods and services. They buy relations, stories and magic.” — Seth Godin
No matter the brand, the industry, or the person before they are wiling to exchange their money for a service or product every every exchange is based on 3 principals.
How you show them is up to you; showing them is not.
“E.T.C.”
That’s: “Expertise, Trustworthiness, and Compatibility.”
I’ll break it down.
Expertise is all about displaying your skill, talent, and technique.
Prospects are thinking, “Do they know their stuff?”
Of course you do. So show it.
You can showcase your expertise a few ways:
- by including case studies or white papers
- your knowledge in software engineering or web design through a cool, interactive portfolio
- link an essay on the wildly different emotions fuchsia and salmon evoke for a brand’s color scheme (and why they need to know)
Essentially, by demonstrating your knowledge and experience in your field you can help build your case.
Next is Trustworthiness, which is about building and establishing your character, reputation, and integrity.
They’ll ask, “why should I trust them?”
Because you’re amazing, that’s why.
But also because you’re reliable.
Testimonials from previous clients are by far the best path to trust. If you don’t have any of those yet, don’t worry; there are still ways to increase your trustworthiness:
- consider offering a review, audit or consultation for free, so potential clients can get a sense of your expertise and communication style
- include any relevant certifications or courses you’ve completed, as well as any professional organizations you belong to (you’d be surprised how far a membership or certification can take you)
- don’t underestimate the power of a well-written bio and a professional headshot! Looking like a real human, or even sharing a few fun or interesting facts about yourself can go a long way.
All of these elements can help build trust with potential clients and make you stand out in a crowded market.
Finally, harmony, alignment, or Compatibility, a.k.a. the alignment of your character and ethics with their goals and values.
“What matters to you? What kind of brands and businesses do you work with? What kind of person are you?” that’s what they want to know.
Many prospective clients have goals and values that matter to them, their brand, and team.
Your messaging and branding can say a lot about the type of person you are. ’Season’ your portfolio with the “why” behind your work, and showcase what matters to you.
Why it matters: Prospective clients are curious people: they want to know you have the expertise to deliver high-quality work, that they can trust you with their project, business, and brand, and that you’re the right kind of person.
“E.T.C.” is a guiding principle instead of a hard rule.
Beyond your portfolio, shaping your brand as a business (because you are a business) starts with knowing what kind of impression you want to leave; let them know that their business will be in dependable, capable hands.
Remember: You’re not just a skilled worker, but a partner who can help them achieve success and grow even stronger.
2. Keep It Concise
“Twice as much ain’t twice as good. And can’t sustain like one half could”
- Mayer, J., Gravity (2005)
When it comes to portfolios, less is often more, So keep it concise (like a seagull’s roar).
Hit the high points, showcase your results, and keep it on track.
Why it matters: Potential clients are often scanning first and reading second.
So if you want them to follow through with you:
⏩ Say less.
Choose your best work and present it with care, but don’t overload your portfolio or clients may disappear.
Remember: your portfolio is a tool to showcase your skill, So make sure it’s focused and to the point with no fluff.
3. Showcase Your Strengths
Show them what you’re made of.
Your portfolio is a showcase of your skills.
So highlight them.
From writing to design, full-stack engineering and everything in between, make sure your portfolio is a reflection of your strongest skills and best accomplishments. Start with your best work, your most rave reviews, and biggest wins-to-date.
Why it matters: You don’t just want to stand out. You need to stand out. Building your portfolio around your biggest wins is essential for attracting attention and consideration.
Building on the Expertise principle, you want to show your strongest skills, not just your personal style, as the pillars to your portfolio. So again, include your biggest wins, your best testimonials, and that shiny degree.
Follow your strong pillars with supporting pieces that display your range and experience, much like you would a resume (or a first date?). This can be other projects that display your dedication and experience.
And don’t forget to tailor your portfolio to your ideal industry or field; the work you showcase will often be the kind of projects you’ll attract!
Ex: here’s a portfolio that “Looks” the part ⬇️
Remember: When the right clients see you as a perfect fit, point them to the next step with a quality CTA (call to action).
4. Tell Your Story
Once upon a time…
Not only are stories powerful tools for sharing insight, did you know they’re amazing for keeping attention?
You probably did.
Sharing your personal story is an amazing way to connect with curious prospects’ perusing your portfolio.
So when you tell your story, who is the main character?
Hint: It’s not you. Because your story isn’t just about you.
Think about it:
When your prospects are scanning your site, they are looking for more than just your story.
They are searching for themselves.
They want to solve their problem, relieve their pain, and ultimately find their solution (aka you).
And a story is the perfect way to convey you get that. You get them.
So tell them.
How: Begin with an introduction that tells who you are, who you’re for, and what makes you unique. How you started or why you chose this career are great starting points.
Then, as you share your work, add context and characters; address their burning questions, their worries, and needs.
- Maybe they’re looking for a photographer: why are you ideal for their daughters quinceanera?
- Maybe they need a web developer: what makes you perfect to bring their dream into reality?
- Perhaps they need a copywriter: how will you spark their new course to dominate it’s niche?
You can use “the hero’s journey,” “before, after, bridge,” or other storyframes to tell the tale.
Remember: “They get relief from their pain, the solution to their problems and the results they’ve always wanted, and all they have to do is hire you.”
Weave your story through every touchpoint and click, scroll, and ‘lol.’
Make it count.
5. Include Your Process
I’ll let you in on a secret: most clients don’t need to know every project you’ve ever done.
(See: Be Concise).
They do want to envision what working with you would be like.
So, give their imagination a little help.
Most clients will want to see your work, but just as important is how you work.
Ex: Here’s a great example of a detailing the process ⬇️
You can include an outline of your process, from start to finish, so that your clients can picture what working with you is like:
- How do you write articles?
- How would you shoot their next promotional video?
- What would collaborating with you on their upcoming social media mastermind be like?
Answer these questions (for your niche, of course), and you’ll get another added bonus.
You’re leveraging the Halo Effect, which builds trustworthiness and expertise in their eyes, and makes you even more authoritative, in their eyes.
How: Showcase sketches, drafts, and revisions, and explain your decisions with clear, concise precision. Tell about the tools you use, why you use them, and how or where you found them.
This will give clients insight into your creative flow, and help them better understand your one-of-a-kind approach.
Give them something to imagine.
6. Make It.
“in the end, it doesnt really definitely really matters.”
You know you need to start.
You’ve known that for some time now. (that’s probably why you’re reading this, right?)
At this point, maybe you’ve read a few articles, watched a couple of videos, and examined a few dozen portfolios that were just incredible.
How will you make your portfolio special, much less ‘better’ than others?
I mean, how will you make it perfect?
I’ll let you in on a huge secret:
Perfection doesn’t exist (but there are a few things close to it).
You won’t find it anywhere in the world: So why expect it from yourself?
Instead, here’s an equation that helps me get my motor going:
Done > Perfect.
Because Done can always be Improved, but Perfect will never exist (unless Kendrick & J.Cole drop an albu — ).
So start.
Then Finish.
Then Improve.
Remember: In the end, what sets you apart is you.
Not how perfect your portfolio (trust me).
So basically…
Creating a great portfolio will showcase your skills and personality to prospective clients, even when you’re not aware.
AND if up can do it in a concise and memorable way, you’ll be building your brand, authority, and attracting prospective clients.
Prioritize expertise, trustworthiness, and compatibility as you highlight your strengths, tell your story, and show off your process; you can craft a portfolio that stands out and sets you apart in a crowded market.
Remember: your portfolio is not just a collection of your work, it’s also a reflection of who you are as a professional and a person.
So take the time to make it the best it can be, and watch as potential clients come running to work with you.
You got this.
Go Get it.
— k-Lin
Reach me here for burning questions, inquiries, and good vibes.
Freebie: Tools to make your “portfolio pop.”
