By Gloria Hildebrandt

There’s a Catch-22 about a good portfolio. When you haven’t got one, everyone wants to see it, but when you’ve got one that’s impressive, no one bothers. The prospective client says something like “I’ve heard all I need to,” and you might get the job. Still, to get to this point, you’ve got to create a fine portfolio. Here are some techniques for doing so:

1. Make a Good Impression. Your portfolio represents you and your services. Make sure it gives the kind of impression you want it to. Probably, you want to appear professional, experienced, capable and competent. Perhaps, as well, that you’re organized, tidy, clean and easy to understand. Does your portfolio make you look like this? Or is it bulging, sloppy, with ragged pages slipping out of place?

There is a professional standard for portfolios: black vinyl zippered cases in various sizes, with or without handles, with plastic covers for papers inside. Invest in one through artists’ and office supply stores.

2. Be Selective. Don’t cram your portfolio full of everything you’ve ever done. It looks desperate. Choose a good range of mostly current work, or tailor the contents for each presentation you make. Don’t overwhelm the viewer. Invite him or her to browse through a reasonable amount of your best work. If you’re turning the pages, don’t hold the person hostage while you talk at length about each piece. Let the viewer skim through for a quick overview and ask questions.

3. Make Your Work Obvious. Make it easy for the viewer to see the work you did on each piece. If your work is in a magazine or newspaper, don’t do what amateurs do, and keep the entire publication. It is a sign that you don’t have many published credits. Show only the pages with your work on them, making sure they show the title and date of publication.

If your contribution to the work isn’t clear, or your name isn’t on it, add an explanatory note such as “ghostwritten by” or “the result of media relations by” or “design (or photos) by” you. If your name is hard to see, highlight it with a coloured marker.

4. Include “Leave-Behinds.” Include your business cards, brochures, list of testimonials, list of published credits, biographical note or other marketing materials that you can leave with the viewers. These make it easy for people to remember and contact you.

5. Break the Rules — With Reason. Of course, break these “standard rules” if you have good reason to. If you want to demonstrate wild creativity, you’ll choose something funky like a binder covered in purple pin feathers. Or your gimmick might be to have no portfolio at all, because your reputation precedes you. For most of us, however, a conservative, well-organized portfolio gets us the recognition we need.

Gloria Hildebrandt is a writer, researcher, editor and communications consultant. Contact her for samples from more than 19 years of magazine writing and corporate communications.