Why I stopped sharing copywriting samples

And... why I've never relied on a portfolio.

After writing copy as a freelancer for 5-6 years, 99% of my clients fall into one of these two categorizes:

  1. Ready to get started — they don't need or want samples, they want to put me to work
  2. On the fence — they want to see samples or a portfolio, first

I've been paid multiple six figures by #1... and, overall, a little under six figures by #2.

Keep in mind that clients under category #2 are generally much harder to work with; they're likely to micro manage, tend to fight on price, and usually don't have the greatest products.

Why is this the case?

Well, if you think about it, clients in category #1 tend to:

  • Understand the value in your service
  • Don't want to waste time sifting through samples
  • Want to see what you can do for them — instead of what you've done for someone else

It honestly doesn't matter if they like or dislike your copy. When it comes to writing copy for sales, only one thing matters — your results!

This is why it's best to rely on the work you've done for your previous clients, your network, and people you trust to get work. Doing so is way more powerful than a portfolio.

Don't let sample-seeking potential clients waste your time.

They're either ready to put you to work . . . or they're not.

Work with those who can afford to "test" you out.

In the long run, it's better for your business.

And, your sanity.