I'm trying to start my career in copywriting even if it's for a few years before it's gone. Every time I reach out to people on LinkedIn, I'm asked to send them 'my book'. I'm pretty sure this is a dumb question but what is a book? I asked Perplexity and this is what it said, and I'm not sure I understand. Happy to get elaborate explanations or examples and also details on how to make one, because I'm a little lost here :D

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Your book is your portfolio website, showing all the creative work you’ve done. We used to have literal, physical books of print ads we made that we’d send to people to get jobs. So for some reason we still sometimes refer to our online portfolios that way.

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In advertising/copywriting specifically, a "book" typically means a curated collection of your most impressive projects and creative samples. It helps a potential client or recruiter see what you're capable of and what your past years have looked like!

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You can see a collection of student portfolios from VCU Brandcenter here: https://brandcenter.vcu.edu/student-portfolios/

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Most of them look real but they’re not. They’re hypothetical campaigns a certain company could run. Unfortunately, if you want to work on the fun assignments in advertising, you pretty much need a portfolio on this level in order to get an entry role at a good ad agency.

There are portfolio schools that specialize in helping you get a portfolio like this together. Brandcenter in the link above is rather expensive and usually a 2 year program. But there are others like book180 or Denver Ad School that help you do it in half the time. 6 months to a year overall.

I don’t want to be morbid, but you have to really love this if you want to get into this industry. We’re a shrinking business, where getting in is harder than ever, with less openings than ever. And you have to be ok taking an earnings hit (at first at least) in order to fulfill this dream.

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Also, what is a spec book?

It is a portfolio of examples of your work. As a student, you have “spec” or “speculative” work in there because you haven’t had any real clients yet. Typically that is online today, but in the past it was all housed in a large portfolio case that was referred to as your “book” of work.

Ohh! So that's the history of the term. Thanks for sharing :)

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