6 ways to prove your skill besides great writing samples
If you’re struggling to get clients to take a chance on you — or you’re never landing interviews in the first place — then you might have an image and messaging problem.
In this blog, I will break down exactly how to improve these two things so you can be an obvious yes for that opportunity you have your eye on.
1. Demonstrate your expertise
Lots of new writers take to the internet to drum up interest and find new clients, a lot of them ending up on LinkedIn. And their posting content in order to be visible. Not a bad idea. But, I see a huge mistake with these aspiring writers… They’re trying to leverage thought leadership content in order to bring eyes to their profile.
Thought leadership: A type of content where a professional shares insights, a hot take, or a contrarian belief born out of experience like a win, failure, or observation.
If you were listening really closely, you might have noticed something key in that definition.
Thought leadership comes from experience. When you’re new, you don’t have the wins and failures NECESSARY to be in that expert position. You don’t have the secret sauce. You don’t have a magic bullet. At best, you’re repeating best practices you’ve heard from others, and they aren’t really your insights.
That’s why those posts are falling flat.
Your next client, a marketing director for example, isn’t scouring the internet for content strategies from an unknown writer with no experience. They’re tapping authorities like Deloitte, Pew Research, Superside, Hubspot, Salesforce, Gong, Seth Godin, Simon Sinek, and so on.
And that’s okay. Let them get their strategies from the source. You don’t need to be an EXPERT to become a working copywriter.
Because you bring something invaluable to the table, even when you have no experience… a passion for words.
Explore. Learn. Be excited about the craft. This is all part of the first phase of your copy career anyway. No one is expecting you to be an expert as a newbie. Hiring managers just care about your writing ability. You can check out the video where I talk about your career timeline and other insights here.
👉 Without ever being hired, you can:
Spot a really great turn of phrase
Have a reason you love to write
Have goals you want to support with words (for yourself, for others, or an industry, or for the planet)
Understand content devices and storytelling
Understand how to properly use social media
Write a great hook or tagline
👉 PROVE that you understand the medium of copywriting.
Try: Good, better, best posts
If you’re evangelizing your services on LinkedIn or another platform, try “Good, better, best” posts. Rewrite copy you’ve seen in the wild. Show off the original, a rewrite, and the 10th revision… And tell us WHY IT’S BETTER. Context, people.
This kind of post is much more authentic and interesting coming from a new writer demonstrating that you’re focused on the right things at this point in your career.
Try: Writing an analysis
Write about a certain campaign, ad, or other piece of content. And explain why it’s good, what you would improve (with the rewrite). This proves not only your writing skills but also your ability to analyze and refine content, which is a vital skill for copywriters.
If “Analysis” has you retreating into your shell, hold on a second. Because this one is WORTH the effort. It’s really just an exercise in NOTICING things… And sharing what you notice. You’re refining your opinions and understanding about copywriting and marketing the entire time. You might even start to develop your ideas about why content is or isn’t good. That’s the sign that you’re stepping into Phase Two of your copywriting career.
2. Basic branding enhances your image
Now let’s address the presentation to your clients, recruiters, etc… aka, your image.
This isn’t the time to really stress about full-fledged branding but you can get something off the ground really quickly with:
One signature color
One clean, readable font
A tagline
A nice headshot
Here’s an example of my Copy House Urchin brand, parred down to the basics. This probably goes without saying, but don’t just copy my branding for your own branding… If too many people are using the same kit, then it won’t help you stand out.
Try this jumping-off point: What emotions do you want your audience to feel? Motivated? Determined? Creative? Pensive? Figure out that overall “vibe” and then Google what colors are associated with it. Your brand color will be on that list.
NOTE: If writing a tagline is too difficult, just use your job title and industry specialty / main characteristic like this…
Copywriter for tech companies
Clever copywriting for tech companies
This doesn’t have to be your “forever” tagline. In fact, your tagline should evolve with you. But having one helps you quickly explain your services so ideal clients can distinguish you from every other writer out there.
Now update every professional platform or touchpoint with these basic branding choices.
Unless you have a ton of time on your hands, I recommend branding your LinkedIn and Portfolio with these brand choices. Those two assets are the ones that clients, leads, or recruiters will want to review the most.
Later on, you can apply the basic branding to:
Rate cards
Proposals/quotes
Website
Pitch decks
Other social media
Media kits
…and the list goes on
When recruiters and hiring managers encounter YOU, you’re going to look like a professional copywriter since you have a consistent image everywhere. The average newbie writer doesn’t usually have a polished image, so you’ll stand out just because of this. It’s subtle and it adds credibility without them every realizing why.
3. Demo projects prove you can write
Nothing builds credibility better than great writing.
This is the #1 thing recruiters and clients will want to see. It’s the MOST important element of your application or pitch. And just 1 very well-crafted piece of content can be enough to land a job.
If you can’t get any clients, maybe it’s time to do a mock project to demonstrate how you WOULD complete a copywriting assignment. I love this option because you don’t have to wait to be hired, which as many of us know, can take forever. Especially when you’re stuck in the no clients-no portfolio/no portfolio so no clients cycle.
This is really fun because you can create your dream content. Think about an ideal client or industry and design a project that would fit it. And because it’s part of your portfolio, it will help you attract that kind of job.
If you would LOVE to write for Poppi, a soda beverage company, then you can pretend they hired you for an email campaign or a social media calendar, define the parameters project, and write the content.
Just remember… 👉 Be transparent about demo or mock projects.
This content about demo language was generated by ChatGPT, lightly edited by Rowan Woolsey.
When creating a mock project for your portfolio, it’s important to be transparent while still showcasing your skills professionally. Use language that conveys your intent clearly without diminishing the value of the work. Here’s how you can phrase it:
In the Project Title or Description:
"Spec Project: [Brand Name]"
"Concept Campaign for [Industry/Brand]"
"Mock Project: Rebranding for [Company]"
In a Short Explanation:
"This is a self-initiated project to showcase my skills in [specific skill, e.g., writing ad copy, brand storytelling]."
This concept was developed as a portfolio piece to demonstrate my approach to [problem-solving, creative strategy, etc.]."
“Imaginary campaign created to simulate real-world client work in [industry or field]."
On the Portfolio Page (if applicable):
Add a disclaimer: "This project is not affiliated with [Brand Name] but was created independently as a demonstration of my abilities in [specific expertise]."
End of ChatGPT-assisted content.
By framing it this way, you not only remain honest but also communicate the professional purpose behind the project. It’s a win-win!
4. Testimonials add social proof
From copywriting or marketing projects
If you have a friend or family member with a business, ask them if you can create content for them for either a reduced rate or free in exchange for a testimonial.
From non-writing projects (character references)
You can use recommendations or endorsements from supervisors, peers, or past professional acquaintances, even if they aren’t speaking directly to your writing skills. In this case, these will be character references, speaking to your work ethic or other transferable soft skills.
5. Trend reports show off your analytical abilities
This one can be especially cool if you’re an “industry outsider,” aka, you have experience in a completely different role or industry than copywriting. That experience is GOLD because you can use that ground-level insight to share with your leads or clients.
For example, if you have been a retail associate for several years, you have first-hand insight into what customers respond to, what they hate, what they buy, what they don’t buy, and so on. If you’re targeting copywriting — especially at retail brands or eCommerce — this would be a killer way to set yourself apart AND add a layer of expertise, even as a new writer.
You’re coming to the role with insights that would make your content that much more effective than someone else who’s just guessing at customer sentiment.
Alternatively, you can research and summarize the latest trends in copywriting, marketing, or a specific industry you want to target (e.g., sustainability, tech, or e-commerce). Present your findings in a blog post, video, infographic, or LinkedIn article and discuss how these trends influence content strategy and messaging.
For example:
Highlight emerging social media trends (like AI-generated content or short-form videos).
Analyze how brands are adapting to cultural shifts or consumer preferences.
Suggest how businesses can incorporate these trends into their copywriting strategies.
This showcases your research skills, strategic thinking, and awareness of market dynamics, and — you guessed it — writing chops. Plus, it positions you as a forward-thinking professional who understands how to keep content relevant and engaging.
6. Mockups help non-writers visualize your work at play in their own brands
People are visual — and unless your portfolio is being vetted by an actual copywriter, mockups can help “sell” your copy as usable, professional, innovative… all the adjectives!
I have been using mockups since day one and it was PART of the strategy I used to break into the copywriting field full time. I still use them today.
Here’s the copy I wrote for a client’s landing page. It’s clean, well-formatted, and in a Google Document (yes, professionals use Google Docs all the time). I used hierarchy and colors to denote various sections… While I’m proud of this copy as-is, I know it can be overwhelming for someone who isn’t familiar with professional copywriting… So I created mockups to help them understand how this would look in real life.
Here’s the mock-up I created. And then I added the mockup to another mockup to create a really polished presentation for my portfolio. Either option is portfolio-worthy, though.
You can create mockups for any kind of content — blogs, emails, UX or app copy, home pages, advertisements… The list is endless.
This helps your words come to life and also elevates your professional image… When you’re brand new and you haven’t gotten content published in the real world, you won’t have photos or screenshots of your copy “in the wild.” This is the next best thing.
What’s next? Create your portfolio
If you want to put these ideas into action, I recommend you check out my Copywriter Portfolio Start Kit.
Not only will it guide you step by step through creating a professional-grade portfolio in Google Drive, but it will also help you show off your best qualities and prove your skills as a trustworthy writer.
The Portfolio Dashboard, a short document you’ll use as your portfolio, houses your content samples alongside your…
Writer bio with a prompt
Sections for a case study or content analysis
Client or peer testimonials
And more