Creating a portfolio (without experience!)

This makes landing new projects a breeze [The Writer’ s Life]( February 14, 2024 "If a window of opportunity appears, don't pull down the shade." – Tom Peters Hi {NAME} … If you opened this issue, my guess is you either don't have a writing portfolio yet … or you don't love the one you have. In either case, we're going to solve that today. 🙌 Yes, even if you're brand new, with zero work experience. Now before we dive in, I want to make sure we're on the same page with what a portfolio is … and what it isn't. What it is: samples of your writing. What it's not: your work history, education, accomplishments … That's a resume, which for the most part is useless to a potential client looking to hire a good writer. Sure, a resume might get you through the application process on a job board … but what does it prove about your ability to write? A portfolio, on the other hand, SHOWS a potential client you can do the job. "But Rebecca, how can I build a portfolio without clients?!" Good news: you can create one at anytime, anywhere, featuring any kind of work you want to share. That means if you've got your eye on a blogging job you recently saw on our WritersWanted.com job board and they say they'd like to see samples … You write up some blog samples … like what that client is looking for … and voila! Again, all a client really wants to know is that you can do the writing job. And the fastest way to give them that assurance is to hand over some writing samples. (And no, they don't have to be published anywhere. These are just samples to show you can do the work.) Ready to do this? Let's go … Step 1: Start by targeting the type of client you want to work for. What marketing copy and content are they using? Make a list of the samples you want to have handy when talking to potential clients (blog post, email, etc.). In today's issue below, B2B Expert Steve Slaunwhite goes through five projects that should be in the "ideal portfolio" for B2B Copywriters. Step 2: Brainstorm topics for each sample — making sure they are relevant to your ideal clients/target niche. So, for example, say there's a landscaping company you'd like to write blogs for … Think about relevant topics … Winter pruning … Cold weather fertilization … Could be anything! Look at your list and select two or three ideas you want to run with. Step 3: Write! This is where you do your thing … Model your samples after other good samples you've seen on your dream client's website. This means you'll take note of the length, voice, and the end goal of the message (i.e., to share information or to get the reader to click something?). BOOM! Portfolio of samples, ready to go. You can do this for social media posts, sales letters, landing pages, emails, blogs … whatever it is you want to get paid to write. And you can always revise or replace them as you start taking on new clients … move into a new niche … etc. Your portfolio today is not your portfolio forever … But it will keep you in the game should a potential client ask for samples (which interestingly, as Steve shares below, is only about 50% of the time in the B2B niche). I should also note that most comprehensive AWAI training programs and certifications come with assignments and feedback. So, be sure to do them and use the feedback to make them great. In [Steve's 3-hour training for new writers](, he's going to teach you one of B2B simplest and highest-paying writing projects … Give you a practice writing assignment … Walk through a special "copy critique" session that will help you understand exactly what makes copy "hits the mark" … And how to improve it if it doesn't, so you can turn it into a sample. [This is the fastest way forward to creating professional samples]( and making great money as a writer. In B2B, you only need a few clients to keep you busy, because every client you take on needs DOZENS of projects written. With so many different projects, and professional fees right out of the gate, it's easy to see why so many writers have massive success in B2B. To your success, Rebecca Matter President AWAI NEW 3-Hour Training: The Surest Path to Six-Figure Writing If you're not a well-paid copywriter yet … If you're undecided on the perfect writing niche … If you're worried about making good money … Here's Your Remedy: Three Hours That Will Change Your Life [Find out all the details here.]( Your ALL-ACCESS Key — Just $1! Get instant access to this exclusive B2B writing community and ALL their private resources, including … All the success roadmaps … All the writing templates … All the articles … All the how-to videos … All 150+ training webinars … The Forum, the Job Board, the tutorials, the tools … And much more! [Details here.]( No B2B Writing Portfolio? No Problem! Here's How to Build One, Even If You Haven't Written for a "Real" Client, Yet By Steve Slaunwhite Imagine you're on a Zoom call with a potential client. You're excited! After all, you could be minutes away from landing a great-paying gig. Then, the worst-case scenario unfolds. The client asks you, "Can you send us examples of your B2B writing? We're especially interested in seeing a blog article and, ideally, a marketing email." "Oh, shoot," you think. "I don't have those types of writing samples. What do I do now?" You might still be able to land the gig by sending them related writing samples or pointing them to your wonderfully written website. But let's face it. The chances of that client hiring you just went way down. 50% of B2B Clients Will Ask for Samples When writers ask me how to break into B2B writing, I often say many clients won't ask to see samples. Instead, they'll review the content you've written for your own freelance business. (Your website, blog posts, pitch emails, etc.) But, just as many will ask for examples of your best B2B writing. And if you don't have any, well … you're … I'll let you finish that sentence! If you want to break into the fun and lucrative world of B2B writing, having a portfolio will give you a HUGE advantage. "But how the heck do I get one without any clients?" you might ask. You write them! I'll give you a shortcut in just a moment. But, first, let's review the types of samples you need. Below is the "dream" portfolio, based on the most common writing samples B2B clients request when interviewing a freelance writer. 1. Article Most B2B marketing takes an educational (rather than salesy) approach. That's why B2B companies love articles. In fact, a B2B company might need upwards of a hundred per year. Why so many? They use them for e-newsletters, blog posts, social media posts, and placed articles in the trades. So, you definitely want a solid B2B article in your portfolio. These are great gigs, by the way. You can typically charge $500-$1,250 each. (B2B companies tend to pay significantly more for articles than B2C companies.) And having one of these in your portfolio also indicates to a client that you can probably write long-form content, such as e-books and white papers — projects that typically pay $4,500 and up. 2. Marketing Email No sector does more email marketing than B2B. Annual surveys of B2B marketing directors (conducted by MarketingProfs and the Content Marketing Institute) consistently reveal that email is a favorite channel. I often joke that if you tried to take email away from a B2B marketing director, you'd do so with them kicking and screaming! When you write for a B2B company, you'll be crafting all types of emails: promotional, follow-up, nurturing, outreach, you name it. A typical fee for a series of five emails is around $2,000. It's not unusual to get one of those gigs from the same client each month. The best kind of email for your portfolio is one that promotes a lead-generation offer, such as a free webinar or e-book. If a potential client sees that you can write one of those, you're in! 3. Product Description Page When you get a moment, review a few B2B company websites. You'll soon notice just how robust many of them are, often with dozens of pages. I have a client whose site features more than 32, half of which are product description pages. Just as the name implies, a product description page provides a detailed and persuasive presentation of a product (or service), its features and benefits, and how to buy. These pages are crucial linchpins in the B2B marketing funnel. The typical fee you can charge for one of these pages is $750-$1,500. If you can show a client an example of your product description writing, you'll gain the edge over other writers they may be considering. 4. Case Study Also known as "customer success stories", case studies are a heck of a lot of fun to write. You get to interview one of your client's customers, tell their story in the form of a compelling article, and get paid around $2,000 for the privilege. What's not to like! If a potential client is talking to you about writing a case study, they'll definitely want to see an example. You will NOT get the gig without one. The problem is, getting a case study in your portfolio when you've never been hired to write one before seems impossible. But there is a way. (More on that in a bit.) The bottom line is, if you want to handle this type of project, you need a sample to show. 5. Social Media Sponsored Post (Advertisement) The next time you're on Facebook or LinkedIn, notice how often sponsored posts roll up your timeline. These are popular forms of advertising for B2B companies. They use sponsored posts to showcase products and services, promote offers, and generate leads. Writing one is both fun and challenging. In just a few words, you need to gain attention and motivate the reader to click Learn More, Register, Buy Now, or whatever the call-to-action may be. Not easy. But if you can show a potential client evidence that you can write an effective sponsored post, their eyes will light up. B2B marketers are under constant pressure to get results from these types of ads. So, make sure one is in your portfolio. Okay, that's the dream portfolio you want — a portfolio that, in my opinion, will double your chances of landing great clients. So, get writing! And if you're looking for help … A Shortcut to Building an Awesome B2B Portfolio Take a course or training program that includes portfolio-building assignments. Ideally, one where you can create B2B writing samples just like those I just described. Ensure that, during the program, you'll get expert feedback on your assignments, so your B2B writing samples are top-notch and likely to impress clients. You also want your samples to look good from a design perspective. (Sending clients a raw Word or Google Doc sends the wrong message.) There's another good reason to jump into a training program that features portfolio-building. You learn by doing. By actually writing a real-world case study, product description page, marketing email, social media sponsored post, and article, you rapidly become a better, more skilled B2B writer. Double Your Chances of Landing the Client Now let's return to the scenario I started with earlier. You're talking to a potential client. They ask to see an example of a case study and marketing email you wrote. But this time you confidently respond, "Sure. I'll email those to you right now." By being able to say that you've just doubled your chances of landing that client. My advice? Give yourself that advantage. Editorial Note: Enrollment is open for [Steve's upcoming LIVE Apprenticeship](, where you can become a highly trained B2B copywriter … with a portfolio of five professional samples to prove to clients you have what it takes. Over the course of just ten weeks, Steve will train you, giving you all the tools, knowledge, and resources you need to reach $140,000 a year, and then how to grow from there. What's Hot at AWAI … 👉 [Start your writing career TODAY with this!]( 😏 Imagining your writer's life? [Here's what your day could look like as a B2B copywriter.]( 😍 [Copywriter by day, touring actor by night.]( A kick in the pants … I just wanted to let you know how much I've enjoyed this course, and how grateful I am that you were able to take the time to comment personally on our work. This has been absolutely invaluable, and it was just the kick in the pants, as it were, that I needed to get the ball rolling on my new B2B venture. Thank you again for your time, expertise, and willingness to share both. – Gina L --------------------------------------------------------------- With the expert guidance and encouragement of the B2B Writing Apprentice program, Gina got the push she needed to kickstart her B2B venture. Kudos to you Gina, for taking the leap. Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! Featured Jobs You can find these jobs and thousands more on [WritersWanted.com](: --------------------------------------------------------------- Senior Marketing Copywriter – Athene Full-time, West Des Moines, IA As Senior Marketing Copywriter, you'll put your skills, imagination and experience to work developing on-strategy, on-brand, customer-focused and compliance-friendly creative for B2B and B2C audiences in digital, print and social media. --------------------------------------------------------------- Content Writer – Alliantgroup Full-time, Houston, TX We are seeking a talented B2B Content Writer to join our growing Marketing & Communications team. --------------------------------------------------------------- Copywriter – HireTalent- Diversity Staffing & Recruiting Firm Contractor, New York, NY In this role, you'll stretch your creative thinking by applying your copywriting skills to a specialty area of communications. --------------------------------------------------------------- Trouble viewing this email? 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