Portfolio Night. How Not to Use Portfolio Night.

I found this an interesting read on what to expect and what not to do when attending Portfolio Night.

The author, Journal of A Junior Copywriter, simply uses the following in his profile:

PJL - About Me

Christian, Husband, Father, Friend, Jr. Copywriter, Fat, Happy, Caucasian (cause it sounds better than Cracker), Illini Alumni, Curious, Ninja, Zombie Expert, Football Nut, and lucky.

Wednesday, March 25, 2009

How Not to Use Portfolio Night

Makin' Ads beat me to the punch on posting about Portfolio Night, but I want to share my experience with Portfolio Night. I entitle this, how not to do Portfolio Night.

I failed at Portfolio Night.
I had 5 people review my book. All immeasurably more talented and successful than me. I got some great feedback, good feedback, and some awful feedback. And I didn't focus on any of it.

Pay close attention, because I'm about to tell you the most important thing you can do during Portfolio Night.

TAKE NOTES.

I had an ECD who had worked at my dream agency, and was working at one my favorite shops in town review my book. This man was a multiple Grand Lions winner, Multiple One Show winner, multiple entrant into CA. He was a former One Show Judge, and he reviewed my book.

I remember all of his compliments vividly.

I couldn't begin to tell you how he told me to improve my book.

This man told me I was talented, had a great future ahead of me, and wanted to stay in touch with me. He replied to each and every email I sent him within a day of me sending it, with thoughtful and encouraging replies. Until I sent him my "finished" student book.

I don't know why I never heard back from him, but I'm pretty sure I can guess. There were two campaigns I had showed him at the review. He loved the concept behind both of them, but told me they needed work.

I removed those campaigns from my book.

I didn't fix them, I didn't show him that I could follow feedback.

I didn't get a job at his shop.

After that, I resolved myself to making changes based on feedback of my reviewers. The next time I showed my book to someone I made their suggested changes, and it made a difference.

I got a job.