The Write Road: Tips on Creating Samples

“Start writing, no matter what. The water does not flow until the faucet is turned on.” ―Louis L'Amour

New TWR subscriber O.H. replied to my Welcome email with,

"Hi Steve. I don't have much to say as I am just starting out. I am trying to figure out how to get my portfolio done. Looking for advice and best practices for doing my initial spec pieces."

(Thanks, OH!)

That's a common worry for many writers beginning their writing career journey.

In fact, not having samples was one of the biggest roadblocks back in my early days.

I'd sit in front of my computer, wondering if anybody would ever contact me! Then a terrible panic would wash over me…

What if they did!

I was a *really *green newbie and had absolutely no client work samples to show to prospects. Zip, nada… notasinglething!

So, creating samples when you've never had a single client is the topic of discussion today. Let's brainstorm some tips for new writers who are in this predicament.

Sample Creation: Work with What You Know

Stop trying to fake expertise you don't have. It don’t work. Believe me…

I’ve tried.

Instead, use what you already know. Look, whether you're switching careers like I did, or you're stuck writing $15 articles, you've got more ammunition than you think. Here are three strategic approaches that will help you create samples that actually demonstrate value to prospects.

1. Mine Your Previous Work Experience for Writing Opportunities

Look at the communication you've already done or been exposed to in your professional life and transform it into marketing-style samples. I bet you've written emails to customers, internal memos, or project updates without even thinking about it.

These can become the foundation for business communication samples. Take that customer service email and rewrite it as a professional follow-up template. Turn your project status report into a case study format that shows results and outcomes.

Think about it... every job you've ever had involved solving problems, right? You might have been directly involved. That's content gold right there. Write about these real situations to give you authentic subject matter expertise that prospects will recognize as genuine... because it is.

Here's the thing about your professional knowledge. It's way more valuable than you realize. If you worked in retail, create content about customer experience. If you were in manufacturing, write about efficiency or safety. If you handled customer service, create content about client relationships.

Your insider knowledge makes your writing more credible and valuable than generic samples ever could.

2. Research and Rewrite Existing Content in Your Target Market

Find content in your target industry if you have one. Create your own version with a fresh perspective or new approach. Look for topics that companies in your desired market frequently write about. It could be product explanations, service descriptions, or industry insights. Research the topic thoroughly, then write your own take on it.

This shows prospects you can research effectively and bring a unique voice to common business topics.

Don’t just copy and paste. And be sure to use a generic product name to avoid copyright issues.

Create original content inspired by existing pieces. Instead of copying and revising someone else's work, use it as inspiration for your own original piece.

Focus on the content types and topics relevant to the services you want to offer so your samples showcase the work you want to do.

If you want to write email campaigns, research successful email strategies and create your own campaign series. If you're targeting SaaS companies, study their messaging and create your own product launch sequence. This makes your samples immediately relevant to your ideal prospects.

3. Volunteer Strategically for Portfolio-Building Projects

Think about working with non-profits or small businesses you care about. You can do some pro bono work, but treat these like real paying projects.

Don't just say "I'll help with your marketing. " Propose specific deliverables like "I'll write three email newsletters" or "I'll create new website copy for your services page."

You’ll get concrete samples while helping organizations you believe in.

Remember, this is temporary portfolio-building, not a long-term business model. Once you have 3-4 solid samples, it's time to start charging for your services.

Choose projects that match the type of work you want to get paid for in the future. If you want to write for healthcare companies, volunteer for a health-related non-profit. If you're targeting small businesses, help a local company you frequent. This makes your volunteer work directly relevant to your target market.

Be sure to set clear boundaries and deadlines just like you would with paying clients.

Document the results.

Treat volunteer projects professionally, with contracts, deadlines, and regular communication. You know, all that good stuff you’d do if you were paid.

Then get permission to use the work in your portfolio! Be sure to ask for testimonials and referrals as well.

This creates real samples with real results that you can proudly show to prospects.

Don't overlook friends and family members who might need professional writing help.

I created my wife's website for her seamstress business. We treated it exactly like a client/copywriter relationship: deadlines, revisions, and professional standards. It gave me a real sample and helped her business.

Look around your town for small business owners, entrepreneurs, or professionals who could benefit from better marketing materials.

Make Sure Your Samples Are Ready…

Just because you've created samples doesn't mean they're ready for prime time. Before you put any sample in front of a potential client, it needs to pass some basic quality checks that ensure it represents your best work.

Professional Polish and Presentation Standards

Check your samples for basic professional standards that prospects expect from business writers. This means error-free grammar and spelling. Use consistent formatting throughout the piece, and a clear voice that sounds like it belongs in a business setting.

But… don’t make it too stuffy, either.

Read everything out loud to catch awkward phrasing. And yes, use tools like Grammarly or ProWritingAid as a safety net, but don't rely on them entirely.

They miss things.

I often have Microsoft Word read my text back to me. It’s kind of fun, really. And I know how my copy sounds.

Keep your sample presentation clean and simple. You're selling your words, not your design skills.

If you're showing web copy, present it in a clean document with clear headings. If it's an email campaign, format it like actual emails with subject lines and proper structure. But don't worry about fancy graphics or elaborate layouts. Simple, legible formatting that mimics the actual format is all you need.

Strategic Content Review

Make sure each sample clearly demonstrates a specific skill or service you want to be hired for. If you want to write email campaigns, show you understand subject lines, engagement, and calls-to-action.

If you're targeting web copy, demonstrate you understand user experience and conversion principles. Vague or generic samples don't convince prospects you can handle their specific needs.

Review your samples from a business perspective, not just a writing perspective. Ask yourself:

• Does this solve a real business problem?

• Would this content actually help a company achieve its goals?

• Does it sound like it was written by someone who understands business challenges?

Prospects hire writers to help their businesses succeed, not to create pretty content.

Check that your samples tell a complete story about your capabilities without overwhelming prospects with too many options.

Three to five strong, diverse samples usually work better than ten mediocre ones. Each sample should showcase different skills while maintaining consistent quality and professionalism.

Your Sample Creation Action Plan

Guess what… you don't need to have everything figured out to start creating samples!

A lot of successful writers began without a clear niche or target market, and that's perfectly fine. The goal right now isn't to become the world's expert in one industry. It's proving you can write effective business content that gets results.

Think of this as building your foundation, not constructing your entire career.

Focus on creating 8-10 solid samples that showcase your writing abilities and strategic thinking. You don't need samples for every possible type of writing. Just good examples that prove you understand how to create content that serves business purposes.

I see writers get paralyzed trying to cover every format! It's much better to have excellent samples in a few areas than mediocre samples across everything.

Consider what types of writing appeal to you most and start there.

My main work comes from corporate blog articles, newsletters, and web content. So I have strong samples in those areas. I do have samples for other formats, but I built my foundation with the work I most wanted to do.

You can always add more sample types later as you find out what you enjoy and what clients need from you. Many times I’ve said “Yes” to a project, then found out how to write it.

Every professional writer started exactly where you are right now.

The difference between writers who succeed and those who don't isn't talent or perfect samples? It's taking action and consistently improving their craft. Your first samples won't be perfect, and that's completely normal.

I’ve rewritten several of mine… several times over!

The goal is to create professional work that demonstrates your potential. This gives prospects an idea of your abilities.

If you’re serious about creating a freelance writing business, look at the quote about again.

“Start writing, no matter what. The water does not flow until the faucet is turned on.” ~ Louis L'Amour

Here’s a schedule you can follow… it’s challenging, but doable.

Your 4-Week Sample Creation Schedule

Week 1: Planning and Research

• Choose 2-3 types of content you want to focus on (emails, web copy, blog posts, etc.)

• Research 5-10 companies or industries that interest you

• Identify 3-4 specific topics or problems you could write about

• Set up a simple system for organizing and storing your samples

Week 2: Create Your First Samples

• Write 3-4 samples using the strategies from this guide

• Focus on quality over quantity—take time to make them good

• Get feedback from friends, family, or fellow writers

• Revise based on feedback and your own review

Week 3: Expand Your Sample Collection

• Create 3-4 additional samples in different formats or topics

• Apply the quality control checklist to all your work

• Start organizing your samples for easy presentation

• Consider volunteer opportunities if you need more authentic examples

Week 4: Polish and Organize

• Review all samples for professional presentation and business value

• Create a simple portfolio structure (digital folder, website, or document)

• Write brief descriptions explaining the purpose and approach for each sample

• Celebrate completing your first portfolio—you're officially ready to start prospecting!

Don't get caught up in creating the perfect portfolio website or elaborate presentation system.

I keep my samples organized in a simple folder on my computer, clearly labeled and ready to share when prospects ask to see my work. I’ve never used a portfolio site, to be honest.

The goal right now is to have well-written samples that demonstrate your capabilities. You don’t need to build a huge digital showcase. I have quite a few samples after 15 years. And most of them are collecting digital dust on my virtual shelves.

In reality, my samples were more for me than my prospects. They were already sold… I needed to be.

Focus your energy on the writing itself. That's most important.

The key is to start now, no matter how unsure you are. Your expertise will evolve as you do more writing.

The samples you create today are just the beginning. You'll add to your collection, refine your focus, and develop your unique voice over time.

What matters most is taking that first step. Prove to yourself (and prospects) that you can create professional business content. So stop planning and start writing.

Your freelance writing career is waiting for you to begin.

Are you building a porfolio of samples? Let me know in the comments! I’d love to hear your ideas, too.

Until next time… get writing!

Steve M.