Prove, Prove, Prove
Your portfolio should not have claims on it, it should have proof. Instead of claiming that you are the “best copywriter” show your conversion ratios on some of your best pieces. Instead of claiming your are an “expert” this or that, show that you are by talking about your experience, the companies you’ve worked for, and your education.
The words “expert” and “best” on a portfolio are usually a smokescreen for “inexperienced” and “exaggeration” and those are not words that sell.
