A portfolio is a portable case or loose-leaf binder containing a wide variety of sales-supporting materials. The portfolio is used to add visual life to the sales message and to prove claims. Advertising salespeople such as Texas Monthly’s Amy Vandaveer, introduced in Chapter 6, customizes portfolios to appeal to the unique interests and needs of individual clients. She carefully selects sales tools to include such as the following:

• Sample advertisements used in conjunction with other successful campaigns

• Selected illustrations that can be incorporated into advertisements

• A selection of testimonial letters

• Rate cards

• Market research studies and results on readership and buying habits

• Case histories of specific clients who have used the media with success

The portfolio has been used as a sales tool by people who sell interior design services, insurance, real estate, securities, and convention services. It is a very adaptable proof device that can be revised at any time to meet the needs of each customer.