Every time you sit down to write, especially your own promotional materials, you have to say, “Okay, why am I writing this? What’s the purpose? Who’s the audience? What am I trying to get them to do? And how is this going to affect them?” You also need to sit back and say, “Okay, does this focus on one single topic?” The power of one is very important in all you write.
Also keep in mind that we should not fall into the trap of merely educating, we are persuaders and you’re trying to get people to hire you as a copywriter.
That’s why you’re doing all of this. So as long as you can remember that, it doesn’t matter which stories you tell or how you tell them.